How to build a brand, community, and content machine via social media.

Social media isn’t just for scrolling - it’s a powerful tool to showcase your skills, connect with clients, and grow your career. With over 5 billion daily users, the opportunity is massive. Here’s what you need to know:

• Build your brand identity: Define your values, voice, and visuals. Consistency can boost revenue by 23% and improve brand recognition by 80%.
• Grow your community: Identify your target audience, engage with them through polls, live sessions, and user-generated content. Focus on quality over quantity.
• Create a content system: Plan a content calendar, repurpose top-performing posts, and use templates to save time. Smart repurposing can increase reach by 300%.
• Use tools and analytics: Automate posting, track engagement metrics, and refine your strategy for better results.

Social media success takes effort and consistency, but with a clear plan, you can turn followers into loyal clients. Ready to start? Let’s dive in!

Building a Brand for Social Media Success feat. Zach Ford

Step 1: Create Your Brand Identity for Social Media

Your brand identity is what sets you apart - it's how people perceive your work, values, and overall presence. Building this identity thoughtfully can make all the difference in how your audience connects with you.

Here's some compelling data: maintaining a consistent brand across platforms can boost revenue by 23%, and sticking to a cohesive color palette can improve brand recognition by up to 80%. Plus, 90% of potential customers expect a seamless brand experience, no matter which platform they’re on.

Define Your Brand Values and Voice

Start by figuring out what your brand stands for and how you want to communicate. Are you the go-to problem-solver, an industry trendsetter, or a trusted mentor? Once you decide, let this guide your tone in every interaction.

Next, dive into audience research. Who are the designers, clients, or collaborators you want to reach? What kind of language do they use? What topics spark their interest? What platforms do they frequent? These insights will help you connect in a way that feels genuine and relatable.

Your mission should be crystal clear - whether it's about how your designs enhance lives or help businesses thrive. This mission becomes the backbone of your social media strategy.

When it comes to personality, get specific. Instead of generic descriptors like "professional" or "creative", think about traits that make you stand out. Are you bold and experimental, playful but strategic, or meticulous and detail-driven? These traits should shine through in everything from your captions to your comments.

Take inspiration from HubSpot’s social media team. In 2023, they shifted their tone to be more conversational and approachable while staying true to their values. This fresh take earned them a 2024 Webby nomination for B2B social media excellence.

Tailor your communication to each platform while maintaining your core personality. For instance, you might post polished case studies on LinkedIn and share behind-the-scenes snapshots on Instagram. No matter the platform, consistency in tone and messaging is key.

Set Up Visual and Messaging Guidelines

Your visual identity is just as important as your voice. Start by establishing guidelines for logo usage, color palettes, typography, and imagery. Choose 3–5 colors that reflect your style - whether minimalist or bold - and use them consistently across all your designs.

Typography matters too. Pick a primary font for headlines and a complementary one for body text. Both should be easy to read and align with your brand’s personality.

Messaging guidelines are equally crucial. Outline your key messages, preferred tone, and how to handle various situations, like responding to feedback or celebrating milestones. This ensures your brand stays consistent, even in challenging moments.

Streamline your content creation by using customizable templates for different types of posts. For example, have templates ready for showcasing projects, sharing design tips, giving behind-the-scenes glimpses, or posting client testimonials. Tools like NEWFORM’s design resources can help you save time while maintaining a cohesive look.

If you work with a team, create a style guide that includes personality traits, vocabulary preferences, and examples of proper usage. This ensures everyone stays on the same page and reinforces your brand identity across all channels.

Consistency pays off. It can increase revenue by 10–20%, and with 75% of internet users turning to social media to research brands, every detail matters. From your profile picture to the tone of your comments, everything contributes to the impression you leave.

Finally, stay flexible. As your skills grow and your audience evolves, don’t hesitate to refine your brand while staying true to its essence. Your identity isn’t just in your posts - it’s in every interaction, every visual element, and every message you share.

Step 2: Build and Grow Your Design Community

Creating a thriving community starts with building genuine connections with your audience. When you focus on attracting the right people and engaging them meaningfully, you'll not only grow your following but also open doors to new business opportunities.

Find and Attract Your Target Audience

The cornerstone of any successful social media strategy lies in clearly identifying your audience. As Sprout Social explains:

"Successful social media marketing starts with defining a target audience. Nothing good really comes out of just putting your content out there and hoping for the best. When you have a clear idea of who your audience is, you'll run more relevant campaigns that resonate."

Start by analyzing your current followers. Dig into demographics, interests, and the challenges they face. Who's already engaging with your content? Use that information to create a blueprint for attracting more people like them.

Why do people follow brands? Research shows that 68% of consumers follow brands to stay updated on new products or services, 46% are drawn by exclusive deals, and 45% simply enjoy the content. Use these insights to craft a content strategy that focuses on what your audience actually values.

Go beyond surface-level demographics by building detailed buyer personas. Are you targeting small business owners looking for budget-friendly web solutions? Creative agencies scouting fresh talent? Established brands seeking design partnerships? Each group requires a tailored approach.

Keep an ear to the ground using tools to monitor industry conversations. Pay attention to the challenges potential clients face, the topics they discuss, and the designers they admire. This research helps you spot gaps you can fill and conversations you can join in a meaningful way.

Choose your platforms wisely. For example:

• Instagram is ideal for showcasing portfolios and behind-the-scenes content, especially for users aged 18-34.
• LinkedIn works best for professional networking and connecting with decision-makers.
• Pinterest serves as a visual search engine where clients often discover inspiration.

Once you’ve defined your audience, focus on creating content that speaks directly to their needs. Share case studies that highlight how you’ve solved similar problems. Post design tips that demonstrate your expertise. Use hashtags strategically - opt for specific, niche tags rather than broad ones like #design or #creative.

Quality beats quantity when it comes to followers. A smaller, engaged community of potential clients and collaborators is far more valuable than a large number of passive followers. Aim to connect with people who genuinely resonate with your work and values.

With your audience in place, the next step is to actively engage them.

Engage Your Community with Interactive Content

Once you know who you’re targeting, focus on interactions that deepen those connections. Align your engagement efforts with your brand voice and visual identity to maintain consistency.

Interactive content drives engagement. For instance, posts with interactive design elements see 30% higher engagement rates, and Instagram Stories with interactive stickers have 15-20% higher completion rates.

Here are some ways to keep your community involved:

• Run polls and surveys. Ask followers to vote on design concepts, pick color palettes, or share their biggest challenges. These interactions not only engage your audience but also provide valuable insights into their preferences.
• Share behind-the-scenes content. Let your audience see your process, from rough sketches to final revisions. Show the mistakes, the feedback loops, and the late-night problem-solving. This transparency builds trust and offers a glimpse into your creative journey.
• Host live sessions. Go live to critique designs submitted by followers, demonstrate specific techniques, or answer questions about your career. Real-time interactions help create stronger connections than polished posts ever could.
• Organize design challenges. Tap into your community’s creativity by setting monthly themes like redesigning a popular logo or creating a quick website mockup. Encourage participants to use specific hashtags to share their work. Offer small prizes, like design resources or shoutouts, to boost participation.
• Incorporate user-generated content. Encourage clients to share photos of your work in real-world settings or ask followers to recreate your tutorials and tag you. This strategy works - 79% of consumers say user-generated content influences their purchasing decisions.
• Leverage platforms like NEWFORM. Their monthly design challenges and feedback sessions provide structured ways to interact with other designers, offering critique and collaboration opportunities in a supportive environment.
• Host Q&A sessions. Regular "Ask Me Anything" posts or stories allow followers to seek personalized advice. Answer questions about design trends, career paths, or technical challenges. This positions you as a helpful resource, not just another designer promoting their work.
• Collaborate with others. Partner with fellow designers on challenges, template swaps, or skill-sharing sessions. Cross-promoting each other’s work introduces you both to new audiences and can lead to long-term partnerships.

People crave community. Over 70% of customers prefer connecting with brands in a community setting rather than through traditional marketing. Build that sense of belonging by celebrating your followers’ achievements, encouraging connections among them, and consistently showing up as a supportive presence.

Consistency and authenticity are key. Respond to comments quickly, engage with other designers’ content sincerely, and always provide value in your interactions. These efforts not only strengthen your community but also position you as a leader in your field.

Step 3: Build a Content System for Long-Term Growth

Building an engaged community is just the beginning. To truly scale your social presence, you need a solid content system that ensures consistent value delivery over time.

Here’s a compelling stat: 94% of marketers repurpose their content, with 46% citing it as their most effective strategy. This isn't about working harder - it's about working smarter.

Plan Your Content Calendar

A well-structured content calendar helps align your posts with your brand’s goals and audience needs. It ensures every piece of content you share reflects your brand identity and serves a clear purpose.

Start by defining your main objectives. Are you looking to generate leads, drive traffic, or establish yourself as a thought leader? Once you know your goals, you can align your content accordingly.

On average, brands posted 9.5 times per day across social platforms in 2024. While this might sound like a lot, remember: quality matters more than quantity. Focus on creating posts that resonate with your audience rather than hitting arbitrary posting numbers.

Here are some tips for building an effective calendar:

• Audit your existing content. Identify which posts performed well and which topics your audience connected with most. Use this as a foundation for future content.
• Mark key industry dates. For instance, web designers might focus on platform updates, design award seasons, or small business marketing months.
• Balance your content mix. Include a variety of posts - educational (like tutorials or tips), inspirational (such as portfolio highlights), and community-centered (polls, Q&A sessions, or user spotlights). This variety keeps your audience engaged and serves different stages of your marketing funnel.
• Set platform-specific frequencies. Instagram might require daily posts, while LinkedIn may only need 3-4 posts per week. Base these decisions on your audience’s habits and your ability to maintain quality.
• Leave room for spontaneity. Keep 20-30% of your calendar open for real-time opportunities, like trending topics, breaking news, or unexpected client wins. This keeps your content fresh and relevant.
• Establish review processes. Every post should align with your brand voice and goals. Build checkpoints into your workflow to ensure consistency and quality.

Think of your calendar as a flexible tool that adapts as your strategy evolves, not a rigid timetable that stifles creativity.

Once your calendar is in place, focus on streamlining the content creation process.

Use Ready-Made Resources to Save Time

To maintain a steady flow of content without burning out, take advantage of ready-made resources and tools.

NEWFORM’s tailored tutorials, for example, can expand your resource library and speed up content creation. These pre-designed components can be customized to reflect your brand, allowing you to focus on adding your expertise instead of starting from scratch.

Here are a few time-saving strategies:

• Batch similar tasks. Dedicate specific days to creating certain types of content. For instance, film a batch of tutorial videos on Monday, write a series of blog posts on Tuesday, and design social graphics on Wednesday. This minimizes context switching and boosts productivity.
• Use templates for recurring posts. Develop standard formats for content like client spotlights, design tips, or project showcases. Templates save time while maintaining consistency and brand recognition.
• Curate industry content. Sharing relevant articles, tools, or insights from others - along with your own commentary - positions you as a go-to resource while reducing the need to create everything from scratch.
• Leverage AI tools wisely. Use AI to brainstorm captions, suggest hashtags, or draft initial content. However, always refine and personalize the output to maintain your authentic voice.
• Build a resource library. Keep a collection of stock photos, design elements, fonts, and color palettes that align with your brand. Having these ready-to-go assets cuts down on decision-making time.

The goal isn’t to stifle creativity but to simplify the repetitive tasks so you can focus on delivering meaningful content.

Repurpose and Share Content Across Platforms

Smart repurposing can extend your content’s reach by up to 300%. The key is to adapt your content for each platform, rather than just copying and pasting.

Start by identifying your top-performing content using engagement metrics. For example, a popular Instagram tutorial could evolve into a detailed blog post, a LinkedIn article, and a series of Twitter tips.

Here are some repurposing ideas for design-related content:

• Break down tutorials into multiple formats. A comprehensive Figma-to-web tutorial could become a YouTube video, an Instagram carousel, LinkedIn tips, and Twitter threads addressing common pitfalls.
• Highlight quotable moments. Pull out key stats, insights, or advice from longer content to create standalone posts. Since visual posts get more engagement than text-only ones, consider turning these quotes into branded graphics.
• Make platform-specific versions. A client case study could transform into a detailed LinkedIn article, an Instagram story series, a Twitter thread, and a Pinterest board showcasing visuals.
• Maximize video content. Record one in-depth tutorial, then create shorter clips for Instagram Reels, TikTok, and Twitter. On LinkedIn, where posts with images see 98% more comments, use stills from videos as standalone posts with captions.

Content distribution consultant Justin Simon offers this advice:

"The two biggest mistakes are assuming you need to repurpose content into dozens of formats and then share it on every platform possible. Both of these mistakes will hold you back. The best thing you can do is create a repurposing plan that you will stick to. Even if that means creating only two types of content and distributing on a few key channels. Executing fewer things consistently will drive way more growth than if you try to do all the things at once and get burned out."

Focus on platforms where your audience is most active and stick to formats that play to your strengths. By repurposing strategically, you’ll reinforce your brand message across multiple channels without overwhelming your team or resources.

Step 4: Use Social Media Tools and Analytics to Improve Results

Building a solid content system is just the beginning. To truly make an impact, you need the right tools and data insights to work smarter, not harder.

Here’s an eye-opener: 85% of organizations that started using social media analytics reported being able to show ROI for their efforts. Yet, only 26% of businesses currently leverage these tools. This gap creates a huge opportunity for web designers who adopt a data-driven approach.

Schedule Posts and Automate Your Workflow

Managing multiple social accounts without automation can be overwhelming. With users active on an average of seven or more platforms, scheduling tools are a game-changer. For instance, the marketing agency Social Reach managed to cut their weekly workload in half by using a scheduling tool.

Here’s how to make the most of scheduling tools:

• Post at the right times and mix up your content: Use analytics to determine when your audience is most active. Alternate between educational posts, behind-the-scenes updates, client highlights, and industry trends.
• Stay adaptable: Avoid scheduling posts too far in advance so you can respond to real-time events or opportunities.

Third-party scheduling tools also allow you to post across multiple platforms while tailoring content for different audiences.

Marketing expert Kishor Mishra highlights the benefits:

"Scheduling tools help you to create content in advance and schedule them according to your requirement and this can help you because sometimes you are too busy to create and post content on social media. And one of the most important advantage of this is you can be consistent with time of posting."

Once your schedule is set, the next step is to use analytics to monitor and refine your strategy.

Track Important Metrics to Measure Performance

Scheduling ensures consistency, but analytics turn your data into actionable insights. Over 50% of business leaders say social media insights shape their overall strategy, while 65% of marketing leaders stress the importance of connecting social campaigns to business goals.

To get meaningful results, match your metrics to your goals:

• For brand awareness, track impressions, reach, mentions, and follower growth.
• For engagement, monitor shares, comments, and clicks.
• For website traffic, focus on URL shares, clicks, and conversions.

Demographic data reveals which content speaks to your audience, while monitoring brand sentiment helps you adjust messaging and address potential issues before they grow. Regular reporting - whether weekly or monthly - helps you spot trends, refine your posting schedule, and improve your content strategy.

Some key metrics for design businesses include:

• Engagement Rate by Reach (ERR): This metric measures interactions from both followers and non-followers, giving a clearer picture of your content’s impact.
• Click-Through Rates: These show how well your posts drive traffic to portfolio links or case studies.
• Share Rates: A great indicator of how valuable your audience finds your posts.
• Conversion Tracking: This ties your social media efforts directly to inquiries or bookings.

In 2024, the average daily engagement per post across industries was 14. Even small experiments, like A/B testing headlines, posting times, visuals, or calls-to-action, can significantly boost engagement and reach.

For a comprehensive view of performance, integrate your social media data with other business metrics. This approach helps you understand the entire customer journey - from initial social interaction to final conversion. And don’t forget: 93% of consumers believe it’s important for brands to stay in tune with online culture. Use this information to create timely, relevant content that connects with your audience.

Conclusion: Your Complete Social Media Success Plan

You now have a step-by-step guide to turn your social media platforms into powerful tools for growth. It all starts with defining your goals.

Set clear objectives - whether it’s increasing brand awareness, driving traffic, or generating leads. Once you know your focus, consistency becomes the key to standing out. As digital strategist Julie Atherton puts it:

"Social media is a different way of brands engaging with and communicating with their audience and customers. It's different from every other media because it's got three unique characteristics: it's brave, it's fresh, and it's hyper-creative."

Focus on building genuine connections with your audience through regular, meaningful interactions. User-generated content can help you establish trust while saving time on content creation. Staying true to your brand while adapting to platform changes is essential for long-term success.

NEWFORM is here to support you every step of the way as a Wix Studio creator. From expert-led workshops to premium design resources and an active Discord community of over 14,000 members, you’ll have access to tools and insights to elevate your strategy.

With these resources, you can confidently apply your brand identity, engage with your community, organize your content, and use analytics to guide your decisions. Scheduling tools will help you stay consistent, while tracking performance metrics will show what’s working and where to adjust. Stay authentic, and you’ll see your followers turn into loyal clients.

Social media success doesn’t happen overnight - it takes dedication and flexibility. But with a solid plan and the right community behind you, you’ll build a presence that delivers real results for your business.

FAQs

How can I keep my brand identity consistent across different social media platforms?

To keep your brand identity consistent across social media, start by developing clear brand guidelines. These should outline your tone of voice, visual aesthetics, and key messaging. Stick to using the same logos, colors, fonts, and imagery across all platforms to create a unified appearance.

It's also important to regularly review your content to ensure it reflects your brand's personality and values. A consistent approach builds trust and makes your brand more recognizable, offering your audience a seamless experience wherever they engage with you.

What are the best strategies for building an engaged social media community?

To create a thriving social media community, focus on genuine interactions and sharing content that truly matters to your audience. Reply to comments quickly, ask thoughtful questions, and spark conversations to build a real connection. Highlighting user-generated content is another great way to make your audience feel appreciated and involved.

When it comes to content, aim to entertain, inform, or address your audience’s challenges. Storytelling can make your posts more relatable, while interactive elements like polls or Q&A sessions encourage participation. Stay organized by using a content calendar and setting clear objectives to keep your posts consistent and aligned with what your audience cares about. The better you understand their preferences, the easier it is to keep them engaged and coming back for more.

How can I repurpose my content to reach more people without using too many resources?

To make the most of your content and reach more people without exhausting your resources, start by zeroing in on high-performing pieces that can be reshaped for various platforms. For instance, you could take a long video and split it into bite-sized clips for social media. Or, transform a detailed blog post into an eye-catching infographic or a swipeable carousel. Prioritize evergreen content - topics that stay relevant over time - to get the most mileage out of your efforts.

Simplify your workflow by using tools or automation to handle scheduling and distribution. Even small adjustments, like tweaking headlines or adding platform-specific calls to action, can make a noticeable difference without demanding much extra work. By thoughtfully repurposing your content, you can save time and maintain a consistent, engaging presence across your social channels.