Startups that promote their brand on social media will skyrocket their business. That is indeed the case for most businesses that are in the attention seeking industry.
To successfully launch a brand, you need to get people excited about it. The key to exciting people is to build buzz around your product.
Social media helps build brand awareness, trust, attract leads, interact, and builds community. It also gives repeated exposure so people look forward to the launch.
Although most small and large businesses have a social media presence, they only think of it after a lot has been said and done. It is essential to understand where the starting line is. You need to occupy a part of people’s minds even before you kick start your online marketing.
Launching something new can be nerve-wracking and exciting. The whole purpose of creating a product is to sell it well.
An issue that arises is that social media is overflowing with content. It has hoards of brands continually launching new products every day. In all of this chaos, it is difficult to get your brand noticed by users.
The only solution to this is making your product or services worth talking about.
The second solution is to market those things so well that users are compelled to take notice.
Here is a step by step guide to launch your brand successfully on social media:
Start with a Plan to launch your brand on social media
Have a well-drafted plan and define what “success” means to you.
The first thing you have to do is figure out what you want from the launch.
ROI is a goal that is included without being mentioned. But apart from monetary returns, there are other goals that you need to write down.
Clarifying what you desire out of your launch will make things smoother as you will know what to expect.
Also, choose the platforms for your launch that is most suitable for your product. You can decide to choose one or maybe all social media platforms based on your business needs.
Your plan should include an editorial calendar, posting schedule, contests, designs, and different creatives. It should also be adaptable to changes in the market, new products, and services.
How your audience on social media affects your brand
The most important part of any kind of marketing plan is knowing your audience. Planning your social media marketing
To identify your audience, think about the demographic that would be most likely to use your product or service.
Try to think from the user’s point of view, like whether the content you read would actually influence in their buying decision.
Know that not all social networks contain the same type of audience.
Statistics also say that 37% of Twitter users are between the ages of 18 and 25%while 25% of users are 30-49 years old. While Instagram has mainly millennials on it. Use statistics such as these to your benefit and curate your content accordingly.
How to Develop Anticipation on social media regarding your brand
It is often said that anticipation is better than the destination. Strategize and come up with creative ideas to create an anticipatory excitement among your audience.
Next is to make your social media so attractive that people see your product through golden-colored glasses. They should wait every time you are about to make new updates on Social Media.
Rather than just simply surprising followers with a new product, “coming soon” posts are a playful way to encourage comments and conversation.
Be mysterious but not overly secretive. Reveal information in bits that makes people keep second-guessing .
Apart from promoting your product on social media, build excitement by blogging about it as well. You can share details about how the product was created and let its future users know the benefits.
Teasers are a very good idea to keep people on the edge of their seats .
A social media countdown is a smart way to remind followers of your launch without posting about it over and over. You can use the stories feature or through status updates for this countdown as it’s pretty effective.
Proper use of Hashtags
It may seem like a very small part of your campaign but a hashtag plays a major role in building a brand image. A hashtag could be something that could even turn out to be more popular than your brand name.
It could be something people recognize your brand with. This will happen only if it’s creative enough.
Coming up with a catchy hashtag will be effective online as well as offline. Online, it will help your product stand apart from the others and curate conversations about it.
It works offline when you conduct events relating to the launch.
For example, the #ORIGINALs hashtag campaign was effective because of it’s targeted appeal to Adidas fans. It showed that the best brand hashtags can help to establish credibility for a company and elevate its position in any marketplace.
Create Exemplary Content
Content creation is essential to every social media campaign. This pre-launch campaign requires catchy content too.
Don’t reserve all content for the post-launch process. Manage an aesthetic feed so your audience already has something to hold on to.
Create vibrant imagery and creatives for all your social media accounts. Product previews of glimpses of your services is a good idea to start with.
Make videos that include people from your team talking about the brand in general. A humane touch always resonates with audiences. An empty profile is less likely to be trusted after its launch.
Collaboration is the key
Collaboration is the key to creating viral content. If you want people to get people talking, you need to initiate the conversation and invite others to join in.
Influencers are ruling the social media game. It is they who rule the markets and sway people’s opinions. Collaboration with them can be fruitful to your brand’s overall engagement.
One influencer marketing strategy I have seen on Instagram lately has been to have all of your influencers post on the same day.
Collaborate with different influencers and send them your products as part of a PR package. Pick up influencers related to your industry or lifestyle influencers that create versatile content.
When the influencers start talking about your brand altogether, it creates a viral-kind of impact for your brand.
Strike a chord by making the audiences feel like they are missing out on something great. The scarcity of that particular product/service in the market will make them yearn for its launch.
For example, SHEIN is an international B2C fast fashion e-commerce platform. They were almost invisible in the online markets. They regularly collaborate with popular models and influencers by sending them clothes . This has created a huge demand for clothes from Shien.
Prepare and schedule
After having set a launch date, prepare for the D Day. Get photos edited, captions created, hashtags added, and everything scheduled and ready to go so you can focus on engaging and responding on launch day, instead of posting.
Schedule a series of posts for the launch day with the help of social media scheduling tools.
You can even plan an event/party of some sort that can be streamed live on your social media accounts.
Engage with your audience post launch
This step is important both pre and post-launch. Engage with your potential customers actively.
Respond to queries politely and keep a check of your most active followers. Involve them in your social media activities, this way you can make them feel like they are a part of the launch.
If you’re a company, then share pictures from your events. Or, simply share photos of your employees – it’s always good to put a face to your brand name.
When you hang out with a friend and all they talk about is themselves, it gets really exhausting. So do not self-promote so much that your audiences get annoyed. Entertain your followers , give them content that also benefits them or inspires them.
The last but not the least important step, it’s something that has to happen simultaneously from the beginning till the launch. Tools like google analytics will help you figure which strategy is working for you .
Measure your efforts monthly, quarterly and annually to determine what’s best achieving your goals.
In terms of what to measure, it’s best to measure social engagement, referral traffic, and website activity to get a clear view as to how your strategy is performing.
At the end of the day, you will want to take a look at how your social media channels are pushing towards achieving your goals and what is most time/cost-efficient.
Keep a track of your views, reads, likes, and followers. This will give you an idea of what your audiences like. Knowing your audience preferences will guide you along the entire path of launching your brand online.
The steps above may help you when you are unaware of where, to begin with. With this dynamic world, there is no assurance on when markets come crashing and economies die.
Do not rely on textbook methods. Instead, use your own approaches to grow your brand on social media. Social networks add new features almost every other day, make use of those and enthrall audiences.
But remember, fascinating your audiences is easy but turning that fascination into customer loyalty is difficult. So make sure that your product /service is up to the mark in terms of quality.
If you disappoint your audiences with the exaggerated social media campaigns, it may lead to your downfall in the long run.
One of the primary reasons that people buy products from a brand is because they trust their name, especially on social media. If you’ve established credibility, then people easily see the value of your offerings. So make credibility your long term goal.
For creating your brand, you’ll need to put in a ton of effort on social media and stay consistent. But, handwork is the only thing that will yield results.
Debbie Moran is a Digital marketing strategist with 5+ years of experience producing advertising for brands and helping leaders showcase their brand to the correct audience. She has been a part of RecurPost since 2019 and handles all the activities required to grow our brand’s online presence.