You’ve read the blogs and downloaded the apps. You post content to your social media pages on a daily basis. The problem is, you’re seeing little, if any, traction. Odds are, you’re falling into the same trap as countless other brands that attempt to manage social media as a one-way push of information instead of a two-way conversational opportunity.
One-way conversations on social media do not cultivate vibrant, purposeful conversations with your consumers, nor do they serve as an avenue for building brand advocates. However, when you change your game plan and open up your daily posting activity to two-way conversation starters, you’ll spark engagement with your consumers and light a fire under your social media strategy that will grow and grow.
Brand Storyline Conversations
It’s so easy to ignore a brand that doesn’t engage with you, but it’s hard to ignore a brand that strikes up a conversation with you. Conversations build relationships, demonstrate what sets your brand apart from the others, and keeps your brand top-of-mind with consumers.
Brand storylines take the conversation from general to something very specific – storylines create two-way conversations that revolve around a brand’s offerings, brand lifestyle and core values. It’s a great way to engage users and to discover what they truly think about your brand and where they’d like to see you take your product roadmap in the future.
Elements of a Brand Storyline
What makes brand storylines so effective is that they are crafted to connect with and focus the conversation with your target audience specifically around your brand. It’s subtle and, if done correctly, won’t come off as a commercial or marketing blurb.
A brand storyline is comprised of three essential elements:
- Expertise: It’s a topic you and your team know well and draws from your company’s core expertise.
- Strong Opinions: It’s a topic your company is passionate about. You can take a stance on it and boldly share your opinions.
- Point of Sharing: The topic resonates with your target market and encourages others to participate in the conversation.
As with anything, craftsmanship matters. If any elements are missing from the social media strategy architecture, much like a three-legged stool with only two legs, it won’t be useful and will fail to achieve the end goal.
Spark Your Social Media Engagement
Most companies today have some sort of online social media presence. However, to stand out, your brand needs to go further – you have to find ways to spark engagement and keep your brand top-of-mind with your target audience.
Brand storylines shift the customer experience from a one-way marketing pitch to a two-way conversation wherein you are able to plant the seeds of a relationship. And after all, relationships are the core of any fundamental business development strategy.
So, what conversations can your brand spark within your marketplace? Defining those conversations and creating strategies that will ignite and engage your target audience is what we do at Haley Brand Intelligence.
When you’re ready to create your brand storylines and spark two-way conversations for relationship and business success with your consumers, contact the team at Haley Brand. We’ll design a social media storyline of success for your brand!