Everyone is familiar with the term branding, but it has different meanings to different people. Social media marketing helps businesses raise their brand awareness.

From a consumer perspective, the term branding suggests companies like Nike, Apple, Google and Xerox.

Google and Xerox have even become verbs. Now, this is taking the concept of branding to the nth degree!

Naturally, we can’t all be giants like Google and Xerox. But we can apply the same branding concepts in a much smaller niche.

What is Branding?

Branding is defined as “a distinguishing name and/or symbol intended to identify a product or producer.”

What this means from a marketing perspective is, what is it about your product or service that makes you stand out from the crowd?

The American Marketing Association (AMA) defines branding as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers”. “Differentiate” and “distinguish” are the keys here.

To be successful in branding, you first need to understand the needs and wants of your target market.

Like anything else in life, there can be a huge difference between what message is intended to be communicated, and the perception of that message. The reality is the perception – the intention is not.

How can a company know what the consumers’ perception is? That is where social media marketing comes into play.

The New Digital Marketing World

The world has changed. Let’s face it folks. The Internet is a force to be reckoned with. If you, as a business owner, are not taking full advantage of what the Internet has to offer, you are doing you and your company a huge disservice.

Blogs, forums, social networking sites, to name a few, are platforms for sharing and communicating.

If consumers have had a bad experience with a company, there is a good chance they will share their experience with the world on some social media platform.

Unfortunately, it is easier to find negative comments than positive comments – but that is human nature.

How often do our friends, family, children call us just to say “Hey, things are going great”?

Often, they will call to talk when there is something that is not right – when they are having a problem.

And how often, once that problem is resolved, do they call to let us know that everything is now ok?

We have all been guilty of these same behaviors – thanks to my mom for pointing out when I do it.

It is more important than ever for business owners to know their customers, understand their needs, be responsive to their questions or concerns, and ensure they have a positive user experience.

Know Your Customer

As a business owner, it would behoove you to know what your customers and potential customers are saying about you and defend yourself if and when necessary.

Social media marketing is about being social, communicating, establishing relationships, educating, learning, listening, and being both proactive and reactive.

In today’s hyper-competitive economy, to stay alive and on top of your competition, you must embrace the Internet and social media marketing.

Often people resist change because they fear the unknown or are afraid of trying something unfamiliar to them.

But, the economy, the consumer, and the way to market has changed. The economy is super-competitive.

Today’s Consumers

The consumer is more educated, more informed, has a whole lot of information at their fingertips, and is no longer satisfied with one-way communication channels.

They want to:

• Know what you can do for them
• Be involved
• Hear about you and your company from others

They don’t want to hear about how wonderful your brand is from your company. And, they expect to see proof that you are your industry expert.

Social marketing tools empower customers. Those business owners who don’t jump in are going to get stepped on or over, directly or indirectly.

Engage and Interact with Your Target Market

When you are ready to take the plunge, remember some critical points. Be sure to contribute quality content that adds value to people’s lives.

When participating in online conversations, remember to converse and not preach. Remember that the customer wants what is good for them; they want it their way.

Think of Burger King’s early recognition of this concept: “Have it your way”. Think about Apple’s suite of “I” products. Business owners need to earn their reputation and customer loyalty.

Toyota Scion’s VP of Marketing, Jim Farley, illustrates this concept with his quote:

“I think the most important thing for us is to be credible, he says. “Just talking to consumers, they don’t believe a damn thing we say anymore. And I mean that in a positive way. They’re really, really smart.”

Connect with your target audience in the online communities and social networks to which they belong.

Communicate with them authentically and straightforwardly to build your credibility, reputation, and to increase your brand awareness.

Successful companies will be those who surround themselves with communities of potential customers, think outside of the box by finding innovative messages, and those who nurture social relationships.

Everyone needs a starting point. Your company’s website can be your starting point. But remember, building a website is not the end of your Internet marketing; it is the beginning.

If you buy a phone, will it ring just because you bought it?  Consider the concept of window shopping.

If you pass by a store but don’t go in, has the store owner earned any money from you?

Of course not! It’s the same thing with a website. Just because you have one, doesn’t mean anyone is going to visit it.

So, what can you do to get visitors to your website? One way is with Social Media Marketing.

Does anyone need any more convincing?

Add Video Marketing to Your Social Media Marketing

Videos appeal to visual learners. Many people in your target market prefer to watch than read. Do you know why? Because everyone enjoyes watching a good story.

Use video to make people laugh, feel motivated, or be about something they can relate to.