[PRESS OFFICE] Social media has thrown the possibilities for direct response copywriting wide open. Before the advent of Facebook, Instagram, Twitter and the like, marketers only had a few tools at their disposal an example being the direct mail sales letter.
While very effective, it was very difficult to measure user engagement on these types of letters because the customer was not interacting with a digital system that could capture statistics instantaneously.
With social media, especially if you decide to take up one or more of their advertising options, it is possible to see the levels of engagement that a particular promotion has.
Social media is crowded
Reports indicate that, in 2019, there will be approximately 2.77 billion social media users globally. As users are increasingly being converted to social media, so too are increasing numbers of brands choosing to advertise on social media as they see the power of the platform.
This means that to be set apart from your competitors, you need to have a competitive edge. You need to display something to your audience that will keep them hooked and that they will recognise as being distinctly you.
Finding your niche on social media
In order to find out where your brand belongs on social media so that you can carve out a place for it where it will grow and flourish, you first need to be very clear about what it is that your business brings to the world.
Says Lisa Schneider: managing director of the Digital School of Marketing: “You need to ask what benefit these people will be able to get with you, that they will not be able to get from your competitors. Investing in a Social Media Marketing Course will help give insight.”
The next challenge is that you have to be succinct as possible when you present your brand to the world:
- Standard Bank accomplished this very well with their slogan, a couple of years ago, which read “Simpler. Better. Faster.” In just three words, they were able to encapsulate the benefits that their banking service brought to the industry.
- KFC is another brand who summed up their value proposition for consumers with their famous slogan “Finger lickin’ good”.
Take this brand identity and find out where it belongs on social media. Look at what message you want the world to know about your brand and decide what medium will be best to portray that message well and make it shine:
- If you feel that video is the right medium for your message to be transmitted, then you need to situate your brand on YouTube and/or Facebook.
- Alternatively, if you feel that your brand’s message would be better portrayed in a conversational format then Twitter is your go-to.
- If you brand shines through imagery, then Instagram is your best bet.
To truly make your brand stand out on social media, a comprehensive knowledge of brand management and social media marketing is required. This can be acquired through an accredited brand management course together with a social media course.
The Digital School of Marketing is an online provider of accredited brand management, social media and digital marketing education. To find out more, visit our website on www.digitalschoolofmarketing.co.za. call us on 0861 428 710 or e-mail: firstname.lastname@example.org.
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