Your website and social media strategy

Complementing your website with a social media strategy

Website LaptopYour website is the go to authority for information about your business or organization for the inquiring public. The website does not only spread your message but also acts as an easily recognizable credible source of information. Another source of information is social media and if you manage your social media and website to work together this is a powerful combination.

Two voices or one?

Brand voiceSocial media excels at driving conversations and interactions and allows you to meet your audience where they hang out. As a result of this social media can usually be a lot more casual than an official website. Even in this relaxed setting it is important to remember and use your brand voice though. By remembering your vision and core values on social media you can bring your message to a more casual setting while still remaining professional and consistent.

Wing it or be prepared?

WingWhile content for your website is usually well prepared and edited, on social media sites posts may be a lot more spontaneous. This is not a bad thing but you must be prepared to answer questions and respond to comments that may not always be flattering. This is where having a social media strategy helps with dealing with awkward situations. Having some policy for dealing with disgruntled customers or curious fans and followers allow you to know what is an acceptable response to avoid public embarrassment that may tarnish your brand.

How do I build my social media strategy?

The first thing you need to do when building your social media strategy is to outline your goals for your brand, business or organization on social media sites. Are you there to entertain, inform, interact or simply provide support for a product or service? This helps you to identify who your target audience is and allows you to tailor your messages to suit that specific group.

Once you know why you want to use social media sites and who you intend to address you need to figure out which social media sites you will use and who will have access to your social accounts. Facebook, Twitter, Pinterest, Instagram and other social media websites all have features that cater best to specific niches. You should also ensure that only designated individuals have access to post on your behalf on social media sites and that these designated persons are aware of your goals as well as your brand message and voice.

After you have sorted out who will handle your social media accounts you need to decide on what you want to share and how frequently you want to post content on social media websites. Your schedule can be as specific down to the exact times of day to post or as general as a minimum number of posts in a week. When your content is relevant and your frequency of posting is what your audience expects you have a better chance of reaching more people.

The final part of building a social media strategy is to be flexible and adapt to changing environments. Unlike your website where you have total control of the content and structure of your message, social media websites are more unpredictable. You never know when the rules for using the site will change or exactly who will engage with you on these sites. It is important to keep abreast of developments and changes in best practices and new features of whichever social media sites you are using to get the most out of it. Using insights and studying statistics provided by these sites will help you to improve your social media strategy.

Conclusion

It is very common for a website and social media to work together to achieve a common business goal. Social media is a great way of raising brand awareness and drawing attention to the content of your website. When creating your social media strategy remember that it should complement your website and not compete against it.The message from either channel can affect how the other is perceived by your audience.

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Tweaking Your Brand Image

Tweaking your brand image

When you put a lot of work and thought into defining your brand and its vision you may become reluctant to make changes to it. If it ain’t broke don’t fix it, right? Well maybe. There comes a time when a brand outgrows its original image, the taste of its target audience changes or a change is necessary to appeal to a new audience. In these situations it is possible to tweak your brand image without straying from your core values. Here are a few minor tweaks you can make to spruce up your brand image.

Refresh your logo

SeizerStyle Designs Icon
SeizerStyle Designs Icon A

Over time a logo can become outdated and lose its effectiveness. A business can also outgrow its logo and may need one that is more representative of its current state. Refreshing your logo is nothing to be ashamed of and it does not dishonour your original logo design either. With changes in technology and style it is important that your brand remains relevant and continues to appeal to the target audience. Big companies such as Yahoo!, Google, Microsoft and Apple have all tweaked their logo over the years.

New SeizerStye Designs Icon
SeizerStyle Designs Icon B

SeizerStyle Designs has also experimented with  different versions of our iconic “double S” which is used in lieu of our full logo in situations where space is limited. As you can see by comparing Icon A to Icon B the brand image remains the same but the stylistic approach of expressing it is altered. Icon A is taken directly from our full logo while Icon B is a more independent design that stands out on its own while maintaining brand recognition.

Send the right message

WelcomeThere are various ways to send your brand message and trying a different approach is a good way to influence the way your brand is perceived. With trends encouraging wellness and healthier living you may want to highlight the nutritional benefit of your product rather than simply focussing on taste. You may also want to highlight the social impact of your product or service to show that your business is not just about the bottom line. The changes you make to your marketing message should target the audience you are trying to attract for maximum impact.

SeizerStyle Designs offers “affordable” services rather than “cheap” services. This is because cheap may be associated not only with low cost but also low quality. Since we hold the quality of our services in high regard we avoid any brand message that may be counter-intuitive. As your brand grows and priorities change you may also have to modify your marketing to reflect those changes.

Differentiate from the competition

DiffertentiateImitation may be the sincerest form of flattery but differentiation is what sets you apart from your competitors. If you notice that you and your competitors have become too similar it may be time to tweak your brand image to give you the edge. This could be done by focusing on an aspect of the business that you think your competitors are neglecting. It could also be done by using a different marketing strategy to highlight your brand and why it is the best choice in the market. This does not mean that you have to make a dramatic change any time a competitor does something similar, but if you find that your similarity with your competitors is adversely affecting business it is definitely time for a refresh.

Deciding when and how to tweak your brand image can be a tricky process. Changing too often may adversely affect brand recognition while not changing enough may make the brand seem old and outdated. A brand needs time to develop and the results of minor changes may not be immediately noticed. Your logo is the face of your brand and your message is its voice. They should be refreshed to remain relevant and consistent with the ideals of the brand over time. The brand should also remain unique and take steps to differentiate itself from competitors.

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