We are living in unsettling times and, as lockdowns everywhere continue to keep us (safely) indoors, many of us have turned to social media as a way to connect with the world outside. Zoom calls have kept us in meetings and connected to family, Instagram Lives have given us global concerts, and Facebook videos have provided us with intimate wine tastings and cooking demonstrations. The fact that our transition to social media-based social distancing happened so smoothly is a testament to how large a role social media plays in our daily lives. And, when it comes to building and maintaining a brand, this is an important thing to remember.
Social Media is Always Open
Unlike physical stores, restaurants, wine farms, and coffee shops social media does close up at 17:00 or take the long weekend off. Social platforms are busy 24 hours a day, 365 days a year, and that is the number one reason why you cannot neglect your online presence. While your physical customers may dwindle in the winter months, online they are always watching. If they want to message you, question you, or share their love for you they can do it whenever the desire strikes. So you better make sure that the response that they get it is good!
An Instagram Story Says a Thousand Words
Most of the time, your social media is the first thing that a potential customer sees about your business. In fact, a retail research survey by Salesforce Research in 2017 showed that 79% of shoppers research products online before purchasing. Particularly today, when social media is so widely used, in the eyes of the consumer there is no excuse for subpar digital presence. Your brand’s social media needs to represent who you are and what you stand for, so that whenever a new customer stumbles across your page they immediately know what to expect from you. If they don’t like what they see when they visit your page, they are unlikely to visit your store.
Sharing is Caring
You know the old saying … what happens on the internet, stays on the internet. Once you have put something out there, someone will always know how to find it and share it far and wide. But, though this might sound scary, you can use this to your advantage by putting out great content – it is that simple. Be consistent in your quality and your audience will trust in what you have to say.
Your brand’s social media does not have to be a scary, elusive, or expensive thing to worry about. With consistent brand voice, careful digital management, and quality shared content, you can easily increase brand awareness, boost sales, and prosper in the wide online world of social media.