Today’s eTip is about targeted branding on your Facebook business page and essentially in anything you do on behalf of your business
Watch today’s video tip to hear why one of our clients lost a lot of engagement on her Facebook page when she changed the branding and find out what to be aware of if you’re thinking of doing the same.
It considerably dropped after she changed the Facebook page name as well as banner. After taking a look I could see why.
Before she made the change, her was positioned as an expert on a certain topic; therefore she was attracting a certain group of people who were very interested in that one topic. Her engagement was up because she was providing them with information and inspiration based on that one topic, something they were looking specifically to her for.
The back story is that she became a co-author of a book and this book, even though a little bit related to what her expertise was, is a little bit outside of her area of expertise of her business page.
When she co-authored the book, she wanted to promote it so changed her Facebook business page name to the name of the book and replaced the banner photo up.
But what happened is, she was now talking to an audience who were not looking to her within this new area of expertise.
So even though she is also quite well-known and an expert in the book topic, the audience she attracted on her Facebook page was wanting to hear about the previous topic, not this new topic. As a result, her engagement rate went down.
Her followers were not interested with the new topic, resulting in this change creating an adverse effect on the building of her brand presence she had already created for herself on that page.
Your brand positioning is extremely important.
People get to know you as an expert in a certain topic and if you change that topic, and you move to a different direction, your followers do not know that. They do not know you are this “new” expert. They are wanting the “old” expert because that’s who they followed in the first place.
If you are in a similar situation where you want to shift your brand positioning, what you need to do is gradually guide your followers into the new direction so they are aware of the change coming up. Let them know, “I am writing a book”, “I’ll be sharing about this new topic” and bring your followers along with you or risk losing them.
My client did lose her audience but it is not too late. She can still try to bring them back by bringing back the old topic into her posts. Then she can gradually bring them over to the new topic.
This is why your branding is so important in everything you do. Your brand positioning is meant to create a platform where your expertise shines. That expertise needs to shine on your website, in social media, in your newsletters and anything you are doing where you are getting yourself in front of your target audience. Platforms like webinars and speaking engagements, etc.
Your brand positioning has to be consistent across everything in order for that brand positioning to be strong and solid. But as soon as you start shifting off of that positioning you have created, you have to either bring your audience with you or be prepared to start fresh with a brand new audience in that new topic.
I’d love to hear what you think – do you consciously use targeted branding in your business marketing efforts? Share your response below in the comments section or if you have a question, I’d be happy to answer.
To your business success,
Susan Friesen
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About the Author, Susan Friesen
Located in the lower mainland of B.C., Susan Friesen is a visionary brand strategist, entrepreneur, and founder of British Columbia’s premiere boutique web development and digital marketing agency, eVision Media.
With over 20 years of experience in the industry, she is an expert in helping businesses establish their online presence and create a strong brand identity.
Her passion for empowering entrepreneurs and small business owners to succeed in the digital world has earned her a reputation as a leading authority in the branding and marketing industry.
Visit www.BrandIdentitySteps.com and download your FREE guide: "Unlocking Customer Trust and Business Growth: Your 7-Step Guide to Defining a Compelling Brand Identity that Appeals to Your Perfect Clients".
