How to engage customers on social media with brand storytelling.
(Article by Megan Wenzl published on sproutsocial.com 25 Jan 2019)
Brand storytelling on social media influences customers by increasing brand awareness, reach and attracting new followers. Your story is how your company will be remembered by customers.
Building a unique brand story on social media involves telling it through different social platforms. It can be a challenge, though, to figure out the best way to translate the brand story you’re familiar with inside your company to social media.
The good news is that engagement doesn’t have to be a mystery. It can be achieved. When you tell your brand narrative on social media in a way that resonates with the right customers – the customers who will actually use your product and services – the follows, clicks, tweets, or likes will come.
Know your audience
Before you can talk to your customers on social media, you’ve got to understand who your audience is.
One way to understand your audience is to create customer personas. You can create these personas by collecting data about your customers through customer interviews, a social media platform, and Google Analytics.
By matching the needs, hopes, wants, and desires of your audience with your brand story, you can get customers to feel a real emotional connection with your brand.
The resources you create, which relate to your brand, should be helpful and useful for your audience. If you have blog articles, eBooks, or white paper landing pages, use those across your social media accounts. When writing up a post, remember you are talking to human beings — so be helpful and use personality in your posts.
Use content from your community
Inviting your customers to be part of your brand is an excellent way to get them engaged on social media. Use a hashtag that involves your customers. Or, feature your customers’ photos when they help tell the story of your brand.
You don’t have to donate 10 percent of your profits to charity, but focusing on giving back to the community will get your audience’s attention — especially if you give back consistently.
Stand up for something you believe in
Brands need to take a stand for the causes and issues that are most meaningful to them — and to their audience. This involves being authentic. When creating a social media marketing plan, make sure you are being you. Authenticity is what the brands I mentioned in this article have in common. Tie the storytelling of your social media campaign to something your brand and your audience believes in. This could be things like helping feed the homeless, helping women get out of poverty, or protecting the environment.
One last thing:
Your brand’s story needs to be told in a way that involves your customers and your community to make people feel like they are part of your brand story and connected to your brand.
If you’ve got content, share it. If your company helps the community, make it known. Involve your customers in your brand.
Your brand’s story will engage customers. You just first need to define what that story is, then make sure your customers know what your story is, too.