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Harnessing Social Media for Brand Awareness: Building Relationships Beyond Sales

Updated: Aug 17, 2023

Harnessing Social Media for Brand Awareness - Building Relationships Beyond Sales

Social media platforms offer immense potential for building brand awareness and establishing meaningful connections with your audience. Understanding how you can leverage social media to promote brand awareness rather than focusing solely on sales will be beneficial to your long-term success as a small business owner. Follow these tips to maximize your brand awareness on social media and to avoid common mistakes that will negatively impact the effectiveness of your social media marketing.

Authentic Storytelling

Social media platforms allow you to share your brand's story authentically. Tell your band stories that will show your values and resonate with your audience. You can do this by sharing behind-the-scenes footage, customer success stories and business transformations, or how you developed your products and services. Remember that the best stories build an emotional connection and establish your brand as relatable and trustworthy.

"The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.” — Steve Jobs

Valuable Content Creation

Avoid overselling and focus on providing value. Create valuable content that educates, entertains, inspires, and informs your audience. Share informative blog posts, videos, infographics, or industry insights that align with your brand expertise. Encourage engagement through interactive content such as calls to action like “comment below” or “tag a friend.” You can also use contests, polls, or quizzes related to your clients’ needs. By consistently delivering valuable content, you can position your brand as a go-to resource in your industry.

Community Engagement

Social media is all about being social and building a community around your business. Set aside time each day to engage with your audience by responding to comments, messages, and mentions promptly. Initiate conversations, ask questions, and encourage user-generated content such as unboxings or testimonials. Foster a sense of belonging and make your audience feel valued. By nurturing a vibrant community, you can increase brand awareness and brand loyalty, and create brand advocates.


Look for opportunities to partner with influencers in your niche or businesses that compliment or align with your goals. This will help expand your brand's reach and credibility. Be sure to identify relevant influencers and businesses that will create a genuine connection to your audience, then create collaborations on content creation or promotions. To maximize success, before committing to a collaboration, ask questions to ensure that your brands have similar goals and could benefit from sharing audiences. Remember, both audiences should gain some value.

Common Mistakes to Avoid with Brand Awareness

  • Neglecting Social Listening: Failure to actively monitor and respond to conversations or mentions related to your brand can lead to missed opportunities and dissatisfied customers. Keep in mind, customers often go to social media to ask questions or voice complaints.

  • Over-Promoting: Constantly bombarding your audience with sales pitches can be off-putting. Create a balance between promotional and value-added content. Some brands do a 80% valued content/20% promotion. Others may do 70%/30%. You will need to experiment to see what works best for your audience.

  • Ignoring Analytics: Social media business accounts offer valuable analytics. Failing to analyze social media metrics can hinder your ability to refine your strategy. Regularly review analytics to understand what’s working and what’s not and make adjustments accordingly.

  • Lack of Consistency: Social media algorithms do not favor inconsistency. As a result, when you post inconsistently, your content will not be pushed to your followers or other users of their platform. This means that inconsistent posting or sporadic engagement can negatively impact brand awareness. It's important to maintain a consistent presence and engage with your audience regularly. If you can only manage posting twice a week, that’s okay. Just do it consistently.

  • Neglecting Differences in Platforms: Each social media platform has its unique audience and unique features. While content can be repurposed, you may need to tailor your content and strategy on each platform for maximum impact.

Making sales pitches on social media is important for conversion, but for long-term success, they must be balanced with activities that will build brand awareness. Using authenticity, storytelling, engagement techniques, and collaborations will help you add value and show your expertise in your industry. Promoting brand awareness can help you build strong relationships with your audience, build community, and increase the lifetime value of your customers.

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