Brand Expansion through Social Media
Reaching out to your existing and potential members through different social media marketing avenues can help you become a leader in your community, in addition to expanding your brand. It’s time to go beyond print and TV to get the word out and make your club a common “go-to” for information, membership and expertise. Here are a couple things to consider, with some basic tips to get started.
Writing the best Twitter headlines takes practice and creativity. When you scan Twitter you don’t open every link, so there is competition for attention. Make sure headline posts are short and relevant to your audience — eight words or less is ideal. This might take trial and error. Don’t give away everything in the headline, but create intrigue and make the reader compelled to read more. Use phrases that identify the type of information they will receive like, “Little known ways to gain strength,” or “The secret of gaining strength.” This will allow you to share your knowledge with the reader.
Also, think about building your club community with headlines like, “Who wants to lose weight?” People want to be entertained, informed or feel like they are better informed for having clicked your headline. Keep your tweets focused on one thing — don’t mix subjects in the same tweet. Interact consistently, answer tweets and keep members informed. If you receive positive feedback from a member, retweet it. Stick with your posts until you know the right formula, with different angles presenting your information. This should be an ongoing focus. Take the time to make members want to follow you.
The number of Facebook users always seems to be growing, which gives you a popular medium to build your brand. Make sure that you have a strategy for your Facebook page that elevates your club and that makes a presence.
To do this you need to know your audience (members and potential members). Be sure that your page represents your club in a positive way. Pictures, posts, links and images need to be carefully selected and represent your club in a professional manner. Don’t just make a page to have one. Have a presence. Make sure your page includes as many calls to action as possible including “like,” “learn more” and “follow.”
Your next goal should be to make members and the world at large aware it exists. Mention your page in all your marketing and advertising. Post relevant content that people will want to read and make updates to your status often. Post pictures and links that are educational, motivational or entertaining and support your brand. This isn’t a “set it and forget it” medium. You should always be monitoring your page and linking out your profile to other social media accounts like Twitter, LinkedIn, etc. This is a great way to remain public, build your following, make people more aware of your business and promote it for you.
Imagine the impact of having every member of your club tweeting or posting positive things about your club and their experiences. Growing your digital presence and following shouldn’t be all that hard to do, but it does take commitment, trial and error. Start small and build as you find the right formulas that spark interest and make people return for more.
Susanne Nauseda has an exercise science degree that she put to use in the industry for 10 years prior to joining Twin Oaks Software, where she has worked for the last 13 years. You can reach her at 866.278.6750 or at snauseda@tosd.com.
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