From image to voice, every element of your brand is what makes you unique and recognizable and able to stand above the competition. Put significant effort into everything from your brand name to your logo to your website and advertising. Your brand should be able to distinguish you from the others in your industry that offers the same products and services.
Many manufacturers still use traditional outbound marketing methods such as advertising, trade shows, and networking to improve brand awareness. However, these methods are not only not as effective as inbound marketing, but they are more expensive.
For this reason, many manufacturers are turning their focus to inbound marketing approaches such as social media marketing.
How can having a social media presence improve brand awareness? Here's how:
Create Accounts on Social Media Platforms Relevant to Manufacturing
While there are many social media platforms out there, it's not necessary for you to create a profile on every single one of them. When you know who your target market is, you will know which platform they mostly use.
In manufacturing, the social media platforms most used by your target audience are LinkedIn, Facebook, and YouTube. You should also have a blog where you publish articles regularly. Blogs give you more content to promote on your social media channels that will drive more traffic to your website.
LinkedIn is a powerful tool for manufacturers to connect with other individuals and companies from the industry. It's ideal for B2B companies as it helps build brand awareness and make new connections with industry leaders and decision-makers. It's also the most effective platform for product launches and lead generation for manufacturers.
When your LinkedIn profile is thoughtfully optimized, it can increase your chances to rank high in a Google search, increasing search visibility and improving brand awareness.
Facebook remains to be the biggest social media platform with over 2.13 billion monthly users as of Q4 2017. Don't ignore Facebook as a channel because it's become common for companies to have a Facebook Business Page; this includes your competitors.
Facebook is also the perfect platform to publish links to your blogs that will lead traffic to your website. And when you post compelling industry content, an increase in engagement, particularly shares, can improve exposure and awareness for your brand.
Manufacturers can leverage YouTube to increase brand awareness by uploading videos that show products in action. You may even want to share interviews with satisfied customers or take your audience on a factory tour.
YouTube is also most popular for its How-To videos. Furthermore, video is proving to be the most effective content formats for being visually stimulating and easily consumed. Audiences also find video to be more trustworthy than other content formats.
Other social media platforms that can help increase brand awareness are Twitter and Instagram. Many manufacturers have found great success in using Twitter to combine product announcements with humor and wit.
And while Instagram has been mostly used by retail and hospitality, manufacturers can still leverage the platform by posting beautiful visuals of products. You can also use Instagram to give your brand a human face by promoting your employees with behind-the-scenes photos and videos of them in action. Snapshots of your facility and daily routines would be like giving your followers a backstage pass to your operations. This can not only improve brand awareness but also transparency which ultimately leads to brand trust.
How do you plan to use social media to help increase brand awareness?