#103 Adam Brown from Sircle Media: How To Organically Build Your Brand Using Social Media

Social Media is the most powerful tool that businesses have at their disposal. It enables them with the power to go from being a business to a brand. Social media has erased the divide between consumers and brands. Brands can now have conversations with their customers and create a strong and loyal community of like-minded people that resonate with their business.

Today we’ve got Adam Brown, the CEO of Sircle Media, here with Daniel Budai, our podcast host and CEO, to discuss how businesses can use organic social media strategies to build their brand.

Sircle Media is a social media agency that specializes in helping CPG and beverage brands dominate their online and in-store sales through organic social media strategies. They focus on content creation, social media management, and community engagement.

In this episode, we will discuss:

✔ Adam’s Social Media Story.

✔ How To Stand Out On Social Media.

✔ Social Media Mistakes Brands Need To Stop Making

So let’s get started!

Adam’s Social Media Story

The year was 1999, and it was the age of the “.com Boom.” Adam had just finished graduating from college and was starting out life as an early twenty-something in the world of advertising in New York.

He spent his initial years switching between multiple ad agencies trying to grasp all the knowledge that he could and found himself at 24/7 Media; which was one of the first two ad networks—it was a DoubleClick and 24/7 Media represented websites and sold their advertising for them.

He also worked at the first pay-per-click search engine called GoTo.com, which predated Google back in 2000. This is where Adam got introduced to the world of digital marketing. It took a hiatus from working in the financial sector for Adam to realize that his true passion lies in digital marketing. He founded Sircle Media in 2012, and since then, their focus has been on brand building through organic social media management and content creation.

Sircle Media focuses on helping high growth brands in the CPG and beverage niche scale their business through.

How To Stand Out On Social Media

"How can my brand stand out on social media?"

This is one of the most common questions asked by brands when it comes to digital marketing. And the answer is honestly quite simple: By representing their brand in an authentic way!

You don’t need to be selling a one-of-a-kind product, you just need to have an approach that’s unique to your brand to find your USP! Shoutout to Oatly, an oat-based beverage company, that’s managed to create a cult following through its humorous social media presence.

If you really want to stand out as a brand that’s built to last, like an Oatly, you have to have memorable content that makes people want to share it.

Nik Sharma, the king of D2C brands very popularly, once tweeted out saying:

“Create content that makes people want to screenshot and share it in their group chats.”

When we say create memorable content, we mean to create content that’s valuable to your audience! And don’t be afraid to mix it up; focus on a mix of high-quality photography, graphics-based content, videos, and user-generated content to keep your social media fun and engaging.

Engagement is another vital part of building your brand organically on social media. Social media platforms allow for two-way communication for a reason!

Your audience won’t feel like they’re a part of your community if you don’t engage with them and create content that is tailored to their interests. The best way to do this is by asking yourself: Would you want to consume the content you create?

Be quick to act! Social media changes by the second, so you need to be quick to act, adapt, and learn to keep up with social media. This involves consistently researching trends, auditing and reworking your strategy, and conducting multiple trial and error campaigns to see what’s working for your brand.

Creating memorable content, engaging with the audience, and always being on your feet are the foundation of building your brand on a digital platform. If you can crack this code and stay consistent, you’ll see some remarkable results.

Social Media Mistakes Brands Need To Stop Making

Let’s debunk some of the most popular misconceptions brands have about social media. Here are some of the most common mistakes people make:

• Hiring an expensive social media expert: If you’re a small business looking to find someone to manage your brand’s social media presence, don’t spend all your money on one resource! Social Media involves a plethora of roles like designing, copywriting, running paid ads, engagement, and management. While you might find a professional who’s experienced in multiple roles, it’s not practically possible to be great at everything. Instead, allocate those funds to hire multiple digital native junior resources with different acumens.
• Trying to be everywhere: Spreading your brand’s presence is great, but don’t spread yourself too thin by trying to be on multiple platforms at once when you have limited bandwidth. Instead, focus on creating a dominant presence on one platform like Instagram, and then repurpose your branding efforts on LinkedIn.
• Measuring organic social media efforts with ROI: Organic social media activities aren’t a numbers game! Instead of focusing on quantity, measure your growth by analyzing the quality of the content that your team is publishing, and focus on your brand’s overall messaging. Organic marketing requires patience, as it takes time to build a community that trusts and vouches for your brand.
• Not capitalizing on your story: Everyone from the founder of a business to its employees are advocates of the brand. Sharing your journey involves showcasing your achievements, failures, and all the little moments in between with your audience. Doing this helps build credibility and makes your brand more appealing to your audience.
• Trying to do it all alone: Organic social media marketing is all about consistency! If you try to do it all alone, you can’t be consistent with growing your organic social media presence. Having a team or even an additional resource helps you as an entrepreneur to put your focus on other business aspects. This doesn’t mean that you should just completely remove yourself from the picture! Ideally, you should still be involved in important aspects like setting the tone of your brand’s messaging.

We hope you enjoyed this episode of The Ecom Show. If you’re a CPG or beverage brand looking to scale your organic social media presence, make sure to check out Sircle Media.

You can also follow Adam Brown for some more stellar tips on digital marketing.

We come out with episodes that venture into new avenues in eCommerce every Tuesday and Thursday, so stay tuned!

Follow Daniel Budai:

Daniel’s LinkedIn

Daniel’s Facebook

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