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Social media has become an essential tool for businesses to build their brand and connect with their target audience. It can be overwhelming to know where to commit your time and resources with so many platforms available. In this article, we will discuss tips on how to use social media to build your brand effectively.

1. Define Your Brand Identity

It’s important to define your brand identity before you start posting on social media. This includes your brand voice, messaging, and visual branding. Your brand identity should be consistent across all social media platforms, making it easier for your audience to recognize your brand.

2. Choose the Right Platforms

Not all social media platforms are created equal. Choose the platforms where your target audience is most active. For instance, if your target audience is primarily professionals, LinkedIn may be a better platform to focus on than TikTok. TikTok has over a billion users, but if they aren’t interested in your company or product then the platform likely won’t provide much return.

Read the top recommended social platforms for life sciences brands.

3. Create Quality Content

Creating quality content is crucial for building your brand on social media. Your content should be visually appealing and aligned with your brand messaging. Use a mix of formats such as photos, videos, and graphics to keep your audience engaged. If you’re looking to grow organically, however, you can’t publish a few good posts and expect to go viral. Focus on being consistent with your post schedule, and prioritize relevant and timely content that adds value for your audience.

4. Engage with Your Audience

Remember: social platforms are about building relationships and the conversation must be a two-way street. Engage with your audience by responding to comments, messages, and mentions. This shows your audience that you value their input and are listening to their feedback.

5. Use Hashtags Strategically

Hashtags can help increase the visibility of your content on social media. Use relevant hashtags to reach a broader audience, but avoid using too many hashtags as it can make your content appear spammy. Like with content, quality is more important than quantity. How many hashtags and which ones you use will also depend on the platform. Facebook and LinkedIn, for example, don’t have as much hashtag engagement compared with Instagram. Refrain from using hashtags that are too broad so your post doesn’t get lost in a sea of content. You’ll want to use specific hashtags that are relevant to your post and target audience, as well as branded or campaign-specific hashtags if you have them.

6. Collaborate with Influencers and Users

Collaborating with influencers can help increase your brand’s visibility and credibility on social media. Find influencers who align with your brand values and have a similar target audience. User-generated content (UGC) – aka content created by users or customers – has become increasingly important for brands, as it’s generally viewed as more authentic and can bring a new level of creativity and engagement to your social media page. Leverage the power of UGC by encouraging your customers to create and share content about your brand.

7. Monitor Your Metrics

Monitor your social media metrics regularly to track your progress and make data-driven decisions. Metrics such as engagement rate, reach, and follower growth can help you identify what’s working and what’s not, allowing you to adjust your strategy accordingly. Depending on the platform you use for tracking, you can see additional insights, such as when your followers are most active. That can help you identify the best days and times to schedule your posts so they perform better.

Build a Better Social Media Presence

Social media can be a powerful tool for building your brand if used effectively. By defining your brand identity, choosing the right platforms, creating quality content, engaging with your audience, using hashtags strategically, collaborating with users and influencers, and monitoring metrics, you can build a strong social media presence for your brand. Remember to be consistent and authentic, and stay true to your brand values throughout the process. And, of course, download our social media guide for even more tips.

Cracking the Code to Social Media Marketing

Finding the best platforms to use for B2B social media marketing (SMM) is not as simple as it seems. Given the plethora of social media platforms, it does not make sense for you to waste time trying to build and cultivate a presence on all of them. When it comes to figuring out SMM, there is no one-size-fits-all approach, even for companies within the same industry. That’s why we recommend different options and tactics based on your goals and general industry best practices.

Organic Reach Is In Decline

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A social media strategy should include both paid and organic components. It’s no secret that most social media platforms operate on a “pay-to-play” model for brands. The easiest (and fastest) way to grow a social media presence and boost post distribution is to increase your ad budget on that particular platform.

However, companies often undervalue the importance of organic social media marketing, even though it creates the foundation of trust and consistency with followers and strengthens the brand. Another way to think of it is this: Why spend money just to drive interested prospects to a deserted social media page? Instead, take the time to create a content strategy with a focus on posts that educate, inspire, and entertain your audience.

Various social medial platforms cubed logos

Pick the Platforms That Match Your Goals and Audience

When your company is looking to connect with prospects in a professional setting, network with other companies in the space, or recruit and onboard prospective employees, which platform would you choose? LinkedIn easily comes to mind. Why? Because for years this networking platform has diligently made itself relevant to businesses and professionals.

At D2 Creative we’ve run several successful LinkedIn advertising campaigns for life science and medical device companies, thanks in part to LinkedIn’s audience-building capabilities. For organizations looking to connect with people based on things like job titles, industry, job seniority, or company name, LinkedIn has proven to be the best option.

As the demand for video content continues to increase, life science and medical device companies can use YouTube to publish promotional and educational content. Promotional ads, run through the Google Ads platform, can increase the reach of your videos with comprehensive targeting based on search terms used, websites visited, interest, and more.

Facebook remains one of the strongest social platforms across multiple countries and users. The size of the platform’s user base can’t be ignored, and while the majority use the platform for entertainment rather than professional purposes, it’s a decent option for retargeting because of how frequently users return to the app throughout the day.

For all posts, make sure you’re optimizing your content by platform. Content designed specifically for the platform that it’s going on will perform better. Since specs and requirements tend to change, we like to reference up-to-date guides like this one from Sprout Social.

Create a Social Media Marketing Strategy

Medical device and life science companies would be missing out on quality marketing opportunities if they didn’t use LinkedIn, YouTube, or Facebook. These platforms allow businesses to target buyers with a combination of organic search and paid advertising. By picking a few notable platforms such as these and creating a comprehensive social media marketing strategy that incorporates paid and organic search, companies can increase engagement and grow their followers.