 Step 1: Identify your audience
The first step is to identify who your audience is. You want to be as specific as possible, since it will make your decision easier. Write down the answers to the following questions:
Use the answers to these questions (and any other pertinent questions that may relate to the business or industry you’re in) in order to help build out a profile of your audience. Step 2: Define your goals Once you know your audience, you need to define goals for that audience. As a business owner, your primary goal will likely be to drive sales by attracting customers-yet, there are other creative goals for social media. While some brands use social media to drive brand recognition and to develop friendly relationships with potential buyers, others use social media for customer support. For example, on-demand media company Netflix uses the Twitter handle @Netflixhelps to address customer service issues. Not only does it free up their phone lines, but it gives satisfied customers an opportunity to promote their brand. When it comes to creating your social media goals, brainstorm a list of both typical and unusual ways social media could work for your brand. Step 3: Find your audience Now that you have your audience profiled and your goals defined, it’s time to find your audience. To do this, you’re going to determine which platform your audience uses by looking at the demographics of the users on each platform. You’ll also want to consider how active your audience is on that platform. For example, while young Facebook users may have profiles, they’re more active on Instagram. Besides demographics and engagement, you’ll also want to look at how individuals use the platform. Below is a guide to some of the major social media platforms to help you find your audience.
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 Social Media is the forefront of business in toady’s digital world. Whether it’s new business or current buyers, customers will consistently head to your pages on social media to get to you know. Developing those social outlets and staying consistent is vital to creating a lasting impression for your customers. Check out a few tips to advancing your social media to the next level and get in touch with the experts at Kalen to push you even further.
1. Lead with objectives Start with your top three marketing objectives, then evaluate how social media may help you achieve them. Too often business owners buy into the idea that ‘I have to be there. I have to be in all these new places or I’ll be left behind.’ But social media has to help you reach your objectives or you’re just wasting time. Don’t think of social media as just a megaphone for your business, but think about how it can help you reach your goals. 2. Start a conversation The key thing with Facebook is to remember that the algorithm they use rewards posts that have interaction. If a business posts something but no one responds, then Facebook won't show it to anyone. They're trying to keep people on their website, and they can only do that by showing posts and stories that people find interesting. It's going to get more difficult, as Facebook announced they're going to be changing their algorithm. They'll now favor content from friends over companies and other pages. The key is to ask questions and respond to the answers. A car dealer could post a picture of someone buying their first car and, sure, it's interesting enough. But if they turn around and ask people, ‘What was your first car?’ they have a chance to get people to answer, and then they can respond. Now, to that person who answered the question, it's not a car dealer, it's a car dealer who knows his first car. 3. Start a conversation The key thing with Facebook is to remember that the algorithm they use rewards posts that have interaction. If a business posts something but no one responds, then Facebook won't show it to anyone. They're trying to keep people on their website, and they can only do that by showing posts and stories that people find interesting. It's going to get more difficult, as Facebook announced they're going to be changing their algorithm. They'll now favor content from friends over companies and other pages. The key is to ask questions and respond to the answers. A car dealer could post a picture of someone buying their first car and, sure, it's interesting enough. But if they turn around and ask people, ‘What was your first car?’ they have a chance to get people to answer, and then they can respond. Now, to that person who answered the question, it's not a car dealer, it's a car dealer who knows his first car. 4. Dominate on one platform Find out where your target customer spends time online. Then pick one social platform and dominate on that one. Claim your profiles on the other networks, but focus most of your time on that one. Listen first. You need to be ‘friend-raising’ online. I started out (on Twitter) just sharing other people’s content for six months. When you share your own content, do it on a four to one ratio—share four pieces of someone else’s content for every piece of your own that you share. On Twitter, where I have over 324,000 followers, my advice is, ‘Be sweet, retweet. 5. Be visual Attention spans are short so be sure to add photos and videos to your social content. It will boost engagement and is perfect for businesses with products to show off. If you have a service-based business, consider a photo with words or a photo that complements your text. And don’t overlook visually-oriented platforms like Instagram and Pinterest.  Branding can be a difficult task to successfully complete. Some qualities of your brand that you love may not be what attracts people to your business. There is, however, one quality everybody loves, and that’s you. Showing your audience the person behind the business is the perfect way to opening the door to them. Sharing personal stories, connecting your business content with your personality, and highlighting the human perspective within your business not only makes your brand more relatable but shows customers what they want to get to know. You. Below are 10 tips you can implement in your marketing strategy to make your brand more relatable and humanized.
1. Be Authentically You: There is only one you, so be that person, period. The best way to attract your ideal customer which will create energy, mutual joy and value is letting your true colors shine. Don’t pretend you are someone or a brand you are not. Find your authentic voice, personality, tone and share it worth the world. Life and business work so much better when lived in high human definition with no filters. Share your story and invite, engage and bring others with you for the journey. Let them help build you. When you win, then they all win. 2. Find where your passions intersect with the opportunity to create and drive business results: When you are ignited by your passions your energy, excitement and happiness will often exude from your being. Customers will feel this and be attracted organically to work with you. 3. Create a content calendar and plan: Though it may seem fun to wake up every morning and spontaneously post content to your many social profiles, your results will increase exponentially if you take the time to plan your content. The more you can focus on the right audiences, goals, objectives and strategies to attract your ideal audience, the more successful you will be. 4. Know and love your audience: Think about the brands you love. What is it about them that you love? The more you know your audience and ideal customer, the better you can create content, products and services that connect with them in meaningful ways. Personal experiences make your brand more relevant and memorable. Create consistent, meaningful and unique experiences that separate you from the crowd of status quo. 5. Know your value: Know your greatest strengths, weaknesses and opportunities to improve. When you are crystal clear on the value you serve your ideal audience and customers, you will pop out in a crowd to them in a positive way. They’ll be thinking “hey… that brand has just what I need now!” 6. Know the goals your audience has for life or business: We must inspire our audiences to connect with us with a goal of helping them achieve their objectives. When we do this, we achieve ours by default as they are one and the same. Inspire – Connect – Achieve! 7. Create content that helps your audience achieve their goals: How can you help them save time, make more money, lose weight, feel better, get more sleep and the list goes on. Know what they want and then create content that will help them achieve their biggest dreams. Then create content that provides the path, road-map and actionable steps to help them get to the desired state or level of success they are seeking. 8. Create content that inspires and empowers: Knowledge is power. Inspire your audience to take action with content that empowers them to win! Inspiration does not equal a link to your blog post or sales page. Truly connect with the heart if you want to stomp the status quo. Create content that is easy to digest, share and remember. Inspiration quotes or short stories that people connect with are both great ways to create meaningful and inspirational content without spending a ton of time. 9. Get visual… as in really good visuals: Don’t simply post the same ol’ same ol’ stock images and be creative for your content, blog posts, videos, Instagram, Linkedin and email newsletter. Go out with a goal to create something that your ideal customer wants to see. A really good visual is one that catches your eye and gets the viewer to want to see and learn more about your business. Only post content that is worth being posted, don’t just post to stay relevant. 10. Tap into the personal brand YOU FACTOR: People buy from people they know, like, and trust. When was the last time you woke up in the morning excited to talk to a logo on social media? Invest in your personal brand and the payoffs will be high in building relationships, earning trust and growing your business. Learn the difference between authenticity and transparency and know that you don’t have to share everything you do 24/ 7 to build a rock solid personal brand that delivers result. Prioritize social networks, content and mediums that will help you connect with your ideal audience, customers, influencers and partners you want to work with. Building a brand that resonates with your ideal customer is the key to gaining their business. It’s important to stay relevant online and within the community, but it is even more vital to stand above your competition. Talk to the experts at Kalen if you have more questions about any of these tips, and if this didn’t help feel free to leave us a comment about something you would like to see or learn.  In marketing rebranding is an important tool that can be used efficiently if the tool is right for you. If your brand is failing to retain the recognition that it was before, then maybe it is time for a change. However, if struggling to gain more business is the current issue, throwing out the playbook might not be the best idea.
Rebranding isn’t a strategy you should pursue just because it “seems like a good idea” or because your gut is telling you to go for it. Your brand is the foundation for all your other marketing and messaging strategies, so changing it is literally going to affect everything else in your company. That’s not a level of impact to trifle with. Plus, one of the most important factors for successful branding is consistency; if you change too much too quickly or at an inopportune time, you could interfere with your existing customers’ loyalties to your brand. When IS rebranding needed? As it grows, your company may be trying to target a broader audience, and the brand should reflect this. A common example is that of an established company that rebrands in order to appeal to the millennial crowd. One company that has done this very successfully is Adidas. In the past few years, the sports retailer has gained considerable market share—to competitors like Nike and Under Armour—by capturing the increasingly large athleisure segment adored by millennials. The key to success? Focus on digital-only marketing and influencer branding strategy. The business has changed in a significant way Your company may have pivoted, expanded into new product lines, entered international markets or acquired/merged with another company. Your brand needs to reflect these important changes, and not be left behind to represent your company’s past identity. There hasn’t been a cohesive branding effort—yet When companies just start out, it’s not unusual to be very scrappy with branding: you just slap a quick logo and come up with any other brand elements in a haphazard way. However, as your company grows, a more deliberate branding effort could go a long way to make the company appear more professional. The brand is dated After many years in business, your branding may not feel as contemporary as it should. Your 1990’s logo in neon-colored bubble letters could certainly use a fresh take. #MarketSmarterNotHarder |
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