Social Media: Understanding How to Position Branding and Messaging

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Positioning your brand and messaging on social media effectively involves a strategic approach that ensures your content resonates with your target audience and differentiates your brand in the crowded digital landscape.

In a recent Institute webinar, Will Hayes, Senior Growth Strategist and Head of Paid Marketing at the Tobe Agency, shared an overview as well as some great insights and creative tips on how to promote yourself through branding and messaging.

(Institute Members can view the webinar from their member portal by clicking here.)

Here are the key steps to understanding how to maximize your potential on social media:

Define Your Brand Identity

Identify and articulate the core values and unique selling proposition that your luxury brand embodies while determining the personality traits that your brand stands for (e.g., luxury, professional, innovative). Look at what your customers are saying about you in their reviews. This will help you define to your affluent customers why they should choose you over your competitors.

Understand Your Audience

It is important in social media to know the age, gender, location, and other demographic details of the luxury audience you wish to target. Equally, understanding their interests, values, attitudes, and lifestyles as well as their online behavior and purchase patterns will help you understand which platforms they use and the type of content more likely to engage them.

Set Clear Objectives

Establish your goals for your social media presence, for instance: brand awareness, engagement, lead generation, or customer service. This will help you define key performance indicators to measure your success, e.g., follower growth, engagement rate, website traffic, and conversion rates.

Choose the Right Platforms

Select social media platforms where your target audience is most active. For example, Instagram is great for targeting both younger audiences as well as the aspirational wealthy, while LinkedIn is for a more professional approach. Leverage the unique features of each platform to showcase your brand, e.g., Instagram Stories, LinkedIn articles, and Twitter threads.

Develop a Content Strategy

Identify themes that align with your brand and resonate with your audience, whether they are educational, entertaining, or inspirational. Utilize a variety of formats like images, videos, infographics, blogs, and live streams and measure their success with your audience. It is equally important to plan and schedule your content in advance to maintain consistency and relevancy.

Craft Compelling Messaging

Maintain a consistent tone and voice that reflects your brand personality, just as you would with how you dress and present yourself. Use storytelling techniques to create engaging and relatable content, and always incorporate a clear and persuasive “call to action” to guide your audience towards desired actions.

Engage with Your Audience

While content is key, actively responding to comments, messages, and mentions is critical to building a sense of community and generating followers. In addition, share content created by your audience, other luxury brands, events, and professionals to build authenticity and trust. Don’t forget to partner with influencers or peers who align with your brand to reach a wider audience.

Analyze and Optimize

Use social media analytics tools to monitor the performance of your content and campaigns. Collect feedback from your audience to understand their needs and preferences. Regularly review and adjust your strategy based on performance data and feedback.

Stay Updated

Keep an eye on the latest social media trends and incorporate relevant ones into your strategy. Stay informed about new features and algorithm changes on social media platforms to optimize your approach. Members of the Institute are also provided a complimentary ACE Lite account with RISMedia. Your ACE Lite account includes a weekly custom-branded, luxury-specific social media post.

By following these steps, you can effectively position your brand and craft messaging that resonates with your audience on social media.Having a luxury website and marketing materials should be an integral part of your social media marketing, emphasizing the continuity of your luxury brand.

Stay ahead with The Institute

If you want more guidance on how to grow your luxury real estate practice and develop your skills when working with the affluent, learn more about the Institute’s training options here

Becoming a Member of The Institute is a valuable investment in your future success as a luxury real estate professional. Understand how to succeed in the luxury market through training, designation, advanced learning opportunities, and connect to a network of successful real estate professionals throughout the United States and Canada.

Our Certified Luxury Home Marketing Specialist™ (CLHMS™) designation is recognized throughout the globe. Take advantage of the training offered and the information you’ll receive through The Institute’s Local Luxury Market Reports, published monthly for Members only.

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