Do you ever feel entirely out of your element diving into the rabbit hole of your social media newsfeed, where hundreds of ads and posts are cluttering your feed, and even more brands are trying to grab your attention? If the idea itself makes us tired, you likely share the same sentiment. Indeed, the digital space is vast and expanding, and it is easy to get lost in the crowd. But amidst all this chaos, how can a startup actually find a way to shine?
These days, social networks have transformed into a noisy battlefield, with seemingly endless amounts of global competition. This can be overwhelming and intimidating, especially when you don’t have the cash to spare for promotion. So, how can startups gain a foothold in this rapidly changing landscape and unlock the promotional power of social media?
Here are 6 tried-and-tested strategies that your startup can take advantage of.
Crafting Compelling Stories Online
Have you noticed how stories have taken over on social media, leaving static posts far behind in terms of popularity? Creating an Instagram story is a trend that startups really cannot afford to disregard. Stories are a dynamic, interactive way to connect with audiences and grab their attention in today’s lightning-paced digital world. For startups, social media stories are more than just a way to remain up-to-date on the social media ladder. It’s all about developing a compelling narrative that will attract the attention of the viewer.
A possible approach is to use stories for special events. For example, it can be a good idea to post a story for a specific holiday, highlighting limited time promotions. You can explore a topic of what makes the holiday or event special, and create a level of excitement and inquiry that inspires your followers to take action. Using features like polls, questions, and interactive stickers, your startup has the ability to stand out in an immersive way that catches the audience’s attention and raises brand equity. So the next time you’re considering running a marketing campaign, make your brand stand out with a story that captivates your viewers.
Fostering Authentic Connections
One thing that is non-negotiable in the realm of social media – and just digital marketing and advertising in general – is authenticity. The days of polished perfection are long behind us, and today’s audience values genuine human experiences more than anything else. For startups, that means a unique opportunity to establish their brand as a team of real people building real relationships. Think sharing behind-the-scenes footage, showcasing the hardworking team behind your startup, and hopping on trending topics in your local community.
Another way to build on this is to tell real stories and experiences that the target audience will relate to. Whether it is the struggle behind the startup, a milestone celebrated, or an achievement truly cherished, brand transparency and authenticity will help win your target audience’s trust and admiration. We recommend taking a leaf out of marketing guru Neil Patel’s many books here. So, don’t be afraid to be your unique startup self on social media — because authenticity is what sets you apart in a sea of sameness.
To build genuine connections with your audiences, make sure to take a personal approach. One way to do this is to tailor social media ads to specific user bases. You should also take the time to reach out to individual followers and better understand their needs.
Embracing Interactive Engagement
When it comes to social media, embracing interactive engagement is like a gateway to a land of endless possibilities for startups. Instead of merely blasting messages, use social media as a platform to begin a discussion and hold a conversation with your audience. One of the ways to create such an atmosphere is through interactive features like polls, quizzes, and Q&A sessions in your content. Once again, creating content using these platforms tailors participation from the audience while also learning about their preferences and interests. When done right, videos are also a great way to build engagement.
Furthermore, going live on platforms like Facebook or Instagram allows startups to interact even more effectively with their audience. Whether answering questions from followers, showcasing around the office, or revealing a new product, live video drives deeper connections by allowing followers to participate actively — a tactic that fosters a kind community atmosphere and a welcoming environment that is ideal for any brand, big or small.
Encouraging User-Generated Advocacy
Next up – user-generated advocacy. Promoting user-generated advocacy for your startup is akin to having an army of brand ambassadors eager to tell the whole about your startup. In fact, when your customers resonate and echo their experiences, it becomes something like a ripple effect. They are likely to promote your brand to people beyond your immediate influence, and such word of mouth is extremely effective because at the end of the day, people trust what their friends, family and peers have to say.
In addition, user-generated content adds a friendly touch to your brand’s narrative, making it more appealing and accessible to your target market. Seeing that your previous customers are people just like themselves and getting behind your products or services establishes a relationship they want to have with the brand. This not only nurtures brand loyalty but also grows your market organically, with most customers promoting your brand to others based on their good experiences. By promoting user-generated advocacy, your startup can maximise its potential and tap into social media, riding on your influence to push your message even further.
Leveraging Influencer Partnerships
Riding off the topic of influence, partnering with influencers is a yet another game-changer for startups. In a highly fragmented digital world, influencers have developed communities of dedicated followers who trust their opinion. If your startup were to partner with an influencer who embodies the values of your brand, it would be able to tap into established communities and target a larger audience.
In other words, you could leverage the equity of that influencer’s platform to gain visibility with their audience. Partnering with well-known lifestyle bloggers, fitness junkies, tech experts, and more allows you to use their existing fanbase to validate and make your brand appealing to a new demographic. Put simply, collaborating with influencers will help your startup increase its brand awareness in new markets, allowing it to gain traction and get discovered without spending huge marketing budgets.
Nurturing Consistent Brand Identity
Lastly, it’s also important for start-ups to maintain a consistent brand identity across social media profiles as well as across your web design and wider digital presence. This means that the visuals you use, the content you write and the values you promote all need to be consistent.
For instance, Starbucks has a brand identity that it has consistently used across all its social media platforms — the company uses a green logo with a rustic colour scheme to evoke the feeling of warmth. Whether on Instagram, Facebook, or Twitter, you can instantly link these colours and the icon to Starbucks, and it makes you feel comfortable and familiar in a nice way.
Nike is another example of a business that maintains a consistent brand identity. The sportswear manufacturer’s shoes all have a particular swoosh logo, and the majority of its social media posts, whether on Twitter, Instagram, or Facebook sound motivational and self-encouraging. Nike’s consistent brand identity not only reassures consumers but also fosters a strong (and priceless) emotional connection, making it more appealing throughout all of its networks. So, take a leaf out of these brands’ books and their dedication to a cohesive brand identity. Use consistent colours, fonts, tone, imagery, and watch as you establish a recognisable presence in the digital landscape. Who knows, you might just turn into an example of brand consistency and loyalty in your own industry.
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And there you have it, savvy entrepreneurs — everything you need to know to thrive in the world of social media as a startup. Remember: your audience is out there, scrolling through their feeds, looking for something meaningful. So why don’t you make it worthwhile instead of being just another post, another forgettable tale. Be the content they’re going to save or share with friends and family. The brand they love and depend on. All the best!