“Eat at the Krusty Krab, home of the original Krabby Patty! And remember, we change our grease monthly!” – Mr. Krabs
My 5-year old was having one of those days where his appetite was out of control, and I needed to make groceries (Yes… not a typo. I am from Louisiana and we “make” groceries! ?).
I was standing in the fridge with my head tilted to the side trying to figure out what I could throw together for lunch. I decided to go with the leftover hamburgers from the night before.
After getting his burger, my little one looks at me and says, “Mom, thanks for the Krabby Patty.”
I laughed and moved on, but his statement stuck with me.
The Krusty Krab is a fictional restaurant on a cartoon, but their products have transcended out of the cartoon world and into our everyday lives.
Ask anyone what the most famous burger is on TV, and the majority of them will say a Krabby Patty.
Now THAT is brand power.
As a small biz, you can have that too! It’s not an elusive unicorn reserved for large brands. It’s a real life thing that even the smallest of businesses can incorporate into their everyday lifestyle marketing.
So get your head out the number of followers you have and get focused on developing amazing results with your small tribe.
WE can do this! I’m going to take you through the four things you need to do to make your social media profiles irresistible to your customers, just like a Krabby Patty.
Step 1: Create a social media style guide
Imagine a world where, no matter what social media platform your lifestyle customers were on, they recognized your updates and images as part of your brand?
Let me think of some examples I can show you…
Oh yeah! Two of my favorite food brands (I’m getting hungry writing about them), Larabar and Magnum Ice cream, are instantly recognizable across multiple platforms because they consistently stick to a style guide.
Let me show you.
Magnum Ice Cream’s profiles have a deep and dark luxury feel across all of their profiles to represent the decadence of their products. Also, their updates incorporate fashion, beauty, and style to attract their targeted lifestyle customers, stylish women.
It works! I always feel extra fancy when I get a Magnum Ice Cream bar.
Oh, and have you seen their flagship store in New York? To die for!
Okay, I got distracted! Where was I?
Oh yeah, brands that are recognizable across all social platforms. One of my other fave brands is LaraBar.
LaraBar’s customers include women who are interested in natural products and health. Their profiles and updates have a bright yet retro feel that corresponds with nature and showcases their ingredients.
How cute is their Twitter cover photo below?
Being consistent like this across all platforms is possible by creating a style guide.
“A style guide is a set of standards that your business can follow when developing branded design, copy, and marketing materials to be used across the web. This enforces your brand message and improves communication between your business and your lifestyle customers.”
Style guides are necessary if you want to attract customers to your brand online.
Ready to create your business’ style guide? I like to keep things as simple as possible. Instead of creating a large document that you won’t use again, I’m just sticking to the four most important things.
Colors: What are your brand colors and which ones will you be using on your profiles and your updates?
Fonts: What brand fonts will you use when creating social graphics?
Templates: When creating branded images, what are the main templates that you will use? Include sizes for each platform and best practices for images.
Photography: Will you be using stock photos or brand photos? Will you use a consistent filter for consistency? Will you use certain crops or a consistent negative space? Borders?
Logo Placement: Will you include your logo in branded updates? What are the best practices for using your logo and watermarks to stay consistent across the web?
You can create your style in a Google Doc, or if you’re feeling fancy, you can also use a graphic design software like Photoshop or Canva.
Step 2: Design your profile picture and cover photos
Now that you have created your style guide, it’s time for the fun stuff! Design!
There are two main graphics you will need to create for your social media, the profile picture, and the cover photo. You can DIY by using tools like Canva or Photoshop, or you can hire a graphic designer. Need a recommendation? Email me and I’ll shoot you a list of my faves.
These are differently sized depending what platform you are on. For example, Facebook uses a profile picture and cover photo; Pinterest allows a profile picture and board covers, and Instagram only allows a profile picture.
No matter what profile you are on, here are few guidelines to keep in mind:
#1 Stick to your style guide. When designing your cover photos and profile pictures, you want to make sure you are using any photography, filters, watermarks, etc., that are mentioned in the style guide that you created.
#2 Keep your profile picture the same across all profiles. Consistency is key here. We want your customers to be like, Heeeyyyy!!, no matter what platform they are on.
That won’t happen if you are using different profile pics across the web. Notice in the examples above, the brands we mentioned kept their profile pics the same no matter where they were.
#3 Your cover photos can be flexible, but should still be consistent across profiles. You can use your cover photos to convey different messages and offers.
For example, if you have a sale or a free course, you can use your cover photo to promote them. I’m slightly OCD, so for me, If I change my cover photo on one profile, I change it across all.
But honestly, as long as the branding is consistent, you can be flexible with this. Take the LaraBar example from above. The brand’s Twitter cover photo was not the same as their Facebook cover photo. Regardless, you could still see the cohesiveness.
Step 3: Discover your voice and set your tone
Here’s a funny story… in person, I’m pretty hilarious. I can be snarky, and sarcastic, and fun. But for the LONGEST TIME y’all, I struggled to find my voice in my lifestyle marketing. It was horrible.
I would write like a corporate robot. “Click here to learn more about my boring topic…” ugh.
Yeah, it was BAD, and I knew it.
To fix this, I ended up taking a 30-Day writing challenge by Tara-Nicholle Nelson, and I spent 30 days straight writing with one goal… find my voice.
Now, I feel comfortable incorporating my personality into my writing (FYI – that writing challenge is amazing. Go check it out by clicking here.)
I encourage you to find your voice and the tone of your copy. Figure out what it is that makes your business’ voice stand out from the rest.
Once you find it, use it, across all your profile bios and your updates!
Before you press send, re-read and ask yourself does this represent my business and would my customers respond to this?
Step 4: Optimize your profiles for discovery
Alrighty! We’ve put together a style guide, we’ve designed our social media graphics, we’ve found our voice, and re-written our profiles.
Now it’s time to optimize your profiles so real people can find you! Social media platforms are more than just a place to communicate with your friends, they are also search engines for your customers.
These massive search engines are indexed by major search engines, so that when someone searches for certain keywords in Google, social media can be included in the results.
Oh, and if someone searches for a certain hashtag or keyword in a particular search engine, you can show up as well. How cool is that?
This means that YOUR business can show up when your customers are looking for your products or services.
Here’s how you can take advantage of this:
Do keyword research and find out what keywords and hashtags are being used by your customers. Tools like Google Keyword Planner and Hashtagify can help.
Do research on trends that are popular with your customers so you can develop content and campaigns around those concepts. Google Insights is a great tool to help you track emerging and popular trends.
Optimize your profile bio with keywords so that you can show up in search for those keywords. Additionally, use relative hashtags in your updates.
Whew! That was a lot. Let’s recap.
When setting up your social media profiles to attract your ideal lifestyle customers, you’ll need to:
- Develop a style guide, THEN design your profiles and cover photo following those guidelines.
- Discover the tone of your business and make sure that it is present in your social media bio copy as well as your updates.
- Use keywords to optimize your profiles so that they show up in search engines.
Got it? Good. Now stop reading blog posts and get to work.
Read this far? Comment below and tell me your favorite flavor of ice cream. Oh, and if you say Pistachio, we can’t be friends.