Well-known brands like Sephora and Under Armour have created their very own versions of social media networks resembling Facebook, Twitter or Intagram. These mega brands have been very successful with their digital marketing strategies, receiving positive response from their fans.
As the marketing manager in charge of your company's digital outreach, should you consider starting a social media channel for your brand?
When should a brand consider starting a social network?
First and foremost, start by identifying if there is a need by assessing your customer profile and looking for opportunities or loopholes that have not been addressed.
Popular social networks are already too saturated with millions of brands and information. While users struggle with information overload, brand marketers fight to get heard in the clutter.
An alternative social media site where your brand can focus on higher quality and greater interaction with fans may be the answer to your stagnating or ever-shrinking engagement problem.
How to build a successful social network
Sephora is an online beauty retailer which has amassed a huge following of fans and global customer base. Under Armour has built itself a strong brand identity, toppling Adidas' crown as the second largest sports brand in America with 2014 sales up 20% from 2013 to $1.2 billion.
These brands sure know how to do it right when it comes to social media marketing in the digital arena.
1) Realising an opportunity that needs to be fulfilled
Before embarking on an exciting new mission to improve interaction and drive further growth, you need to understand what makes your customers tick, how they share and acquire information.
Better and more powerful engagement can be achieved on your very own social media network.
2) Your social media strategy ties back to your brand strategy
Having a unified message is just as important as having a unified strategy.
For instance, Under Armour focuses on empowerment of the individual on a very personal level and that is reflected on their social media mobile application - Under Armour Record.
3) Picking the right social media mechanics
Just like the right marketing mechanics for your tactics e.g. event, contest, competition and so on, knowing how to pick the right mechanics for your brand's social media network is essential.
From the purpose of the social application to the user-friendliness of it, every single aspect has to be determined and done right before the program launches.
Find out what level of social media marketing suits your needs today for a robust, growth-led digital marketing strategy that will improve online engagement your with customers.
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