Send out teasers
“Start off by telling your followers that you will have an announcement coming soon and to stay tuned,” Roberts said. “Tell them that you have major news and just can’t wait to share it with them. These teasers will keep followers coming back and increase interest in your company. Then, when you re-launch or rebrand your business, make a big deal out of it.”
Provide useful information
“If you are a nail salon and want to start offering massages, start posting articles on the therapeutic benefits of massage,” said Brian Basilico, president of B2B Interactive Marketing, an online marketing company based in Aurora, Ill. “Find interesting things that promote your new brand without being annoying.”
“Giving free information will position you as an expert and, in the case of the nail salon, will make your customers correlate your business with getting a massage. For every 10 posts of free information, add in a testimonial about your business from a client, or a discount offered only to Facebook fans or Twitter followers.”
Engage customers
“Pose questions to your fans and followers,” advised Lauren Young, owner of Freshly Baked Communications, a marketing communications firm based in Chicago. “If you are a printing company and are thinking about including graphic design or copywriting as part of a rebranding message, poll people. They will give you feedback on using your service. Not only does this act as free market research, but it will also help attract new customers.”
Post a video
“Re-script a press release about your rebranding campaign and make it into a one or two minute video,” said Dave Scelba, president and CEO of SGW - Integrated Marketing Communications, an advertising, public relations and marketing firm based in Montville, N. J. “This is where you can show your new logo and tell customers about your new service offerings.
“Then, put the video up on YouTube, Facebook and on your blog. You will start building a community.”
Blog about other businesses
“When building relationships on social media sites, you will inevitably make friends with other small business owners,” said Roberts. “Start blogging about their businesses. That will encourage them to then blog about you, which will bring more visibility to your new brand.”
Make time
“Block out a five minutes, twice per day to interact on social media sites,” advised Basilico. “If someone responds to a post on your blog, comment back and thank them. Retweet and comment on Facebook posts. Social media is all about impressions and awareness.”
