The best time to establish a brand on social media? Yesterday!

Ever heard the phrase “meet them where they are”? It’s used in multiple contexts, but as someone who works in communication, I think it’s most applicable when it comes to brands and their target audiences. You have to be where your TG is — or they’re not going to get the message.

So, where are your potential consumers? The answer’s simple — they’re on social media. Have a look at the stats: there are close to 3.5 billion social media users across the world, and each user has an average of at least seven social media accounts. It’s safe to say then, that any brand worth its salt needs to be on — at the very least — one social media platform. However, if you’re just getting started on your social media marketing journey, here are some pointers to keep in mind:

First and foremost, choose the right platform. Start by asking yourself two questions — are you a B2B, B2C, or a B2B2C brand? Who is your TG? If you’re a B2B brand, start by blogging and publishing case studies on LinkedIn and building your network. If you’re a B2C brand targeting a younger consumer group, Instagram and Snapchat are your best bets. These platforms are usually used by brands that want to connect with their TG on a more personal, relatable level. Of course, a combination of platforms works too. For example, a B2B brand could make great use of LinkedIn, Twitter, and YouTube alike. Consumer brands should spread their presence across Instagram, Snapchat, and Facebook.

Once you’ve decided where you’re going to be — decide what your brand is going to look like. If each of your social media pages looks like it belongs to a different company, two things are likely to happen; no one will remember you, and the ones who do, won’t trust you. So it’s imperative you ensure consistency in terms of color scheme, logo, and filters. Creating templates is another simple, time-saving way to ensure visual continuity. A brand that does a great job of this is Coca Cola — be it Twitter, Instagram, or Facebook, you’ll notice consistency and attention to detail across platforms.

Next, figure out what you’ll sound like. This is easy — you already know your TG, you just need to talk the way they do. Brands aimed at older age groups would employ a formal or semi-formal tone, while playful brands like Netflix — targeted towards millennials — must speak the millennial lingo. And the streaming platform does a great job of this — topical posts, memes, humorous videos, and witty banter ensure that their audience is always hooked and engaged. Moral of the story? Nail your tonality!

Now that you have the basics sorted, it’s time to get down to business. Turn your tweets, photos, and Facebook posts into tangible sales. Social selling as a marketing tactic has gained popularity in recent years, and it’s not going anywhere for a while now. Simply put, it’s the art of using social media to find, connect with, understand, and nurture sales prospects. Here’s how to do it: optimise your social media profiles, and then listen — use social listening tools to monitor what people are saying about you, your company, your industry, and your competitors. Based on these insights, make connections. Initiate conversations, and show your TG you can give them exactly what they need.

That’s all you need to get started on your social media sojourn. But I’ll leave you with one last tip — acing your marketing game on even two platforms is way more effective than pushing out mediocre content on seven. Just remember, quality always beats quantity!

Tina Garg
Founder and CEO at Pink Lemonade, an Integrated Marketing & Communications agency in Bangalore.
Tina launched the company in 2011, and today, it is known for its award-winning work in creative & business communications, and digital services. She comes with extensive experience in the creative industry, and is passionate about empowering women entrepreneurs.

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