A social media profile is the front door most customers walk through to learn more about your small business. It’s important to have your logo, brand colors, and verbiage set across all platforms, in addition to describing your products and services. When undergoing a brand refresh, updating your social media platforms must be at the top of your list. Here are ways to optimize your social media profiles so they make an impact.
Assess Where You are Right Now
Over the summer, I shared how a brand refresh can be powerful for your business. It may have been time to address a pivot in your business or simply add more excitement to your brand or appeal to a wider audience. Regardless of the reason, take time to assess your social media metrics or analytics. What works for your brand right now and what does not?
You should review impressions, reach, engagement, click-through rates, bounce rate, and overall growth. For example, bounce rate shows people who click on your links, but then leave right away. A high bounce rate means the audience is not interested in your content. It also means that this is a perfect time to reassess social media strategy and optimize your profiles.
Have you paid attention to analytics before? Believe it or not most people ignore them! It’s challenging to understand the data sometimes. But monitoring the metrics is the only way to know how your content resonates with your target audience.
Social Media Profiles Need Consistency
Regardless of which social media platform your customer lands on, they should be receiving the same message. What exactly do I mean by “message”?
Not only should general information be the same across the board, but the tone/voice, images, and colors should be the same, too. Imagine going to a company’s LinkedIn profile where they appear very serious and professional. But then you find that same company on Instagram where it looks like they are having a party in the office.
Avoid sending mixed signals to your target audience. In fact, what you share and how you speak to your ideal client on social media is key to keeping them engaged. It’s yet another reason why knowing and attracting the right type of customer is so important. After your brand refresh, take time to audit all social media profiles to ensure they represent your brand accurately.
Update & Reorganize Social Media Profile Content
A brand refresh gives you the opportunity to reorganize and update information about your business. It’s an excellent opportunity to update your “About Us” section or the mission statement of your company. On your social media profiles, have a link to your website and the best way to reach you.
Unfortunately, social media platforms like Instagram or TikTok limit the number of links you can share. Consider using a multi-link platform like Linktree or Stan . These tools allow you to organize links to information so customers can get what they need quickly. They also provide analytics, so you have another source to track click-through rates and bounce rates. Think of these tools as mini sales pages for your business. While there is a nominal cost each month, many businesses find these tools useful for social media marketing.
Also remember to optimize your social media profiles and website for use on mobile devices. 91% of social media users access content via their cell phone or tablet. It makes sense to make your content easily accessible this way.
Conclusion
A brand refresh is a big step for any business. It shows how your business is growing and evolving. Not sure if your social media profiles are optimized after your recent brand refresh? Need a fresh set of eyes to review your content? Let’s schedule time to chat! Cindy at VPS Social is only a Zoom meeting and cup of coffee away.
