What great brands do in their difficult time on social media? You can learn from these big brands is how to maintain the brand image and success during a crisis.
Running a business which you have built from scratch certainly deserves a major appreciation. But have you ever wondered what does it take to be a big brand in the market?
If you desire to take your business to the next level and join the market leaders one day, you need to observe and learn how these big brands maintain their success among all the adversities.
Thanks to the widespread reach of social media, digital marketing practices have become a lot more convenient for businesses.
And now, if you want to monitor the marketing activities of the big brands in the market, keeping an eye on their social media profiles will be enough to gain some major insights about their strategies and goals.
Scrutinizing the social media activities of the big brands can actually help you learn the current market trends, what their target audiences are and how they plan to engage the audiences.
However, the most important thing you can learn from these big brands is how to maintain the brand image and success during a crisis.
Here are a few social media tactics that great brands use in their difficult times.
1. Developing a strategy that solves the biggest challenges
Nobody likes to face the same old challenges again and again. The big brands are no different. If there’s a big challenge coming their way, the marketing team addresses the challenge first and devices a strategy that solves the challenge once and for all. This is where social media planning takes the center stage.
When things are not working for you, instead of trying random things, it is wise to identify the problems first. Once you do that, forming a social media marketing strategy will be a piece of cake.
For instance, a lack of engagement on certain social media platforms is a major challenge that most brands face these days. Finding where the target audiences are and developing the strategies accordingly is one way to deal with the problem.
Similarly, there are several other challenges that can be addressed with a proper social media marketing strategy.
Big brands are doing it all the time. The key is to identify the challenges that are making it difficult for you to run your business. The moment you acknowledge the challenges, you will find a number of avenues to not only avoid them but to fix them for good.
2. Rope in influencers
Influencer marketing is certainly one of the most successful marketing strategies in today’s date. And big brands never shy away from roping in influencers to promote their services and products, especially when there’s a bit of turmoil in the market.
Even though influencer marketing in itself is an effective marketing practice, it can still be combined with social media marketing to produce better results.
Using the popularity of an influencer for promotion has been an age-old practice for the marketers. According to a report, 71 percent of the millennials in the US are more likely to purchase online products and services which are recommended by others.
This is why most of the big brands are now turning to the influencers for better conversions, especially when the situation is challenging.
Interestingly, these influencers are not just the conventional celebrities who come from the entertainment and sports background.
In 2018, YouTubers, social media bloggers, and Instagrammers have also joined the list of influencers.
In fact, they are more popular among social media users than conventional celebrities. This is one of the reasons why big brands often leverage their popularity to improve their brand image.
3. Targeting the audience that matters
Unlike the small businesses, the big brands know who their target audiences are. This is why their marketing strategies are so appropriate. A lot of businesses do not realize this, but identifying the target audience is a fundamental step in marketing.
Assignment help is meant for the students and researchers. Targeting the senior citizens is not going to provide you with any results. A well-planned audience-specific marketing campaign can turn things quickly in your favor even if the odds are against your brand.
While launching a new product or service in the market, the big brands always do a customer research to see which group of audience is more likely to avail the service or product.
Once the target audience is determined, then the brands start their marketing campaign on the specific social media platforms where the majority of the target audiences are.
As mentioned before, the choice of social media platform is crucial for social media marketing.
Many brands use this technique when their sales go down. Focusing all the social media efforts to the target audience limits the expenses.
Besides, the chances of conversion are higher when the brand is focusing only on the target audiences. If you are responsible for the running of a small business, you can use this tactic to your advantage when things seem a bit challenging.
Remarketing is getting more and more popular with time, and this is one of the major tactics that the big brands are using in today’s date, irrespective of how the market is currently functioning.
Remarketing is basically a technique that allows the marketers to track your internet activity and serve you with ads based on the actions you have taken on the internet.
You may have seen how your social media feed gets filled with the ads of a fashion brand after you check out the brand’s website on your computer or mobile.
Remarketing on social media platforms allow the brand to engage the past customers as well to convert an interesting prospect by repeatedly showing them something that they have shown interest for.
Since big brands have a huge customer base, remarketing allows reviving the sales by addressing the past customers, when the new tactics are not fetching them conversions.
Social media platforms like Facebook have a host of tools that can be used for remarketing. We all have seen how effective those Facebook ads have become in today’s market, haven’t we?
5. Tracking the conversions will help invest more effectively
While the customer research and acknowledgment of the major challenges help brands devise an effective social media marketing strategy, monitoring the conversions can actually allow them to understand where they should be investing for the next few months.
Tools like Google Analytics help the brands get the information about where the traffic is coming from. This helps the brands to understand which social media marketing effort is working and which is not.
As mentioned before, when the efforts are limited yet focused, it can reduce the expenses while improving the outcome. Since conversion tracking allows the brand to find out the best-performing mediums and efforts, they can strategize their investments accordingly.
Whether it is a crisis or an off-season, smart investment can be quite effective in cutting the expenses while boosting the sales.
The big brands are already aware of the conversion tracking process. It is the small businesses that need to learn how to use the results in improving their ROI.
Whatever the results say, unless you have a solid marketing strategy for your social media efforts, fetching better results is going to be difficult under all circumstances.
6. Focus on the video content
Videos have been one of the top social media marketing tools that have grown in terms of popularity year after year. The views of branded video content have soared by 99 percent on YouTube, while on Facebook the growth was 258 percent between 2016 and 2017. In fact, the number of retweets of a video tweet is 6 times more than a photo tweet.
It is quite evident that social media is currently exploding with branded videos. And it is not that all the most-watched videos are shot with a professional camera.
Even the videos that are shot in a regular mobile camera are now going viral. You have seen how the brands start a certain trend and ask the viewers to tag the brand on their videos.
The idea of leveraging user-generated videos to promote a brand is simply brilliant. It is no surprise that the big brands often encourage the audiences to upload their videos with a branded hashtag.
While such campaigns are driven organically, the brands gain a significant amount of mileage on social media without spending too much on the activities.
7. Hashtag campaigns
Talking about the user-generated content, hashtag campaigns have been quite effective for the brands in promoting their products and services organically in the market. Everyone remembers the “Share a coke” campaign by Coca Cola that received a great response from the market.
While the beverage company was having a hard time competing against the rival companies, this one hashtag campaign skyrocketed its popularity to another level.
KFC’s “National Fried Chicken Day” campaign is another instance where a leading brand breaks the social media with a hashtag. The beauty of the hashtag campaigns is that they are organically driven, which is not only cost-effective but also improves the profit margin of the brands. Also, this is one campaign that delivers a massive amount of conversion.
As a marketer, you may like to take notes from these popular hashtag campaigns as they can be quite effective in driving your social media engagements. Besides, this strategy can be implemented during the time when a brand struggles to make sales and generate significant ROI in the market.
Pivoting is one of the toughest choices that brands make to save their businesses. When all the social media efforts seem to fail, brands usually have no other option but to look for a new approach to engage the audiences and drive traffic to their sites.
Since the social media trends change with time, pivoting often becomes essential for the businesses to stay relevant to the market.
The brands that have been in the market for several decades understand this more than anyone else, as they have seen the transition of marketing means (from print to electronic to digital).
Brands that have successfully pivoted their marketing strategies have been able to survive the transition, and those who couldn't are now a part of the history.
Social media marketing is no different. Just like the big brands, you need to reconsider your marketing approach to find better results. Tracking the recent trends can help you understand what sort of marketing activities are going to rule the next decade. Being prepared from the beginning offers you a massive advantage.
As you can see, there are a lot of things to learn from the big brands. However, you also need to keep an eye on the latest trends to understand what the current market requires.
Also, you cannot depend solely on your evaluation of the big brands. The big brands have a larger capital. So, there are certain social media activities that you cannot perform, but they can.
Furthermore, what worked for the big brands, may not work for your small business. While some of the observations can be really useful, you also need to consider the other possibilities too.
It will be wiser if you take the lessons and see which tactic is practically viable for you and which is not, before trying those social media activities with your small business.