If you are thinking about fine-tuning your marketing strategy on social media in 2021, then this is the perfect time for making this happen. This will look sometimes daunting as now social media is much more complex and competitive. But the reality is if you have a well-prepared plan for social media then you can achieve your goals easily.
Regarding this, you will find below the comprehensive guide for creating the social media marketing strategy from scratch. Whether you are a newbie or want to check again your priorities in 2021 then this guide is for you.
Let’s build Social Media Marketing Strategy Step-by-Step:
Any further delay, let’s discuss these steps in detail:
1. Set goals for the business which make sense
The first step in creating a great social strategy is to establish your business goals. These could be to increase brand awareness, drive traffic to your website, grow revenue, boost brand engagement, provide social customer service, build a dedicated following for the community. You can have more than one social media goal. The goals you set will define your strategy and how much time you will need to put in your campaigns.
Goals of social media in 2021 and beyond
What matters is that you need to set realistic social media goals. Tackle the smaller objective which allows you to scale the social efforts both affordably and reasonably. Below you will find some sample goals that businesses of all sizes can follow.
Increase awareness of the brand
This means that when you are getting your name over there, which would be long-lasting and authentic then you have to avoid the sole promotions. Instead of publishing these messages, you need to focus more on the content which will emphasize the personality of the brand and its values.
Generate sales via leads
Whether in-store or online, followers are not purchasing anything by mistake. They are always alerted about the new promos and the products.
Grow the brand audience
When you are building new followers then you are required to find different ways for introducing the brand to the audience who have not heard this before.
Growing the audience also means discovering the conversations around the industry and business which matter most to them. When you are digging in the social channels then it is not possible to listen and monitor specific phrases, hashtags, or keywords. When you are having a pulse then conversions will happen, and you would be able to reach your audience faster.
Explore how you can grab the attention of the current followers. This also means to experiment with the content and message. For example, if your brand is promoting the content which is generated by the users and the hashtags.
Sometimes asking simple questions will also increase the rate of engagement. The customers are the best cheerleaders but that can happen only when you are giving something to them to do.
2. Thoroughly research your target audience
Making assumptions about your audience is not good. But, thanks to the analytical tools for social media and the huge demographic data, you don’t have to make assumptions. Everything you need to know about your audience to influence your social strategy is available. It is just that you should know where to look.
Knowing your audience well is the key to creating a good strategy. This will help you create content that your audience will like, comment, and share. It also helps convert your followers into customers.
Also, you should know the age, location, average income, typical job title, interests, etc., of your audience. In addition to this, gather data about which platform your audience is likely to use more. This helps you know which network your brand should approach and what type of content to publish.
Most Instagram users are millennials or Gen Z who like eye-popping content that radiates with personality, YouTube and Facebook have high-earning user bases, so, they are great places for ads. Pinterest boasts the highest order value for shoppers as it is popular among women. You will find a well-educated user base on LinkedIn that makes it a hub to publish highly researched industry-specific content.
Get to know your audience as real people with real needs. This will help you easily target and engage them.
From the demographic data you will get insight into each channel, but what about the customers? You have to do further analysis before determining the social customers in the real world what they are like. Because of this, many brands are making use of the dashboard of social media which will provide the overview of the following and the interaction of the customers on the channels.
There are analytical dashboards that are putting audience demographics in the center and front. It is also highlighting the activity on social networks and ensuring how they can spend time with the right networks. You can view data of various social media platforms like Twitter, Facebook, LinkedIn, Instagram, and Pinterest side by side in a customized format. This data can be exported in the range of date and profile.
You can also consider that there are plenty of other sources which are valuable data for the audience for supplementing the insights in their social media. This will also include email and Google analytics.
3. Establishing the important KPIs and metrics
Your social media metrics help you determine the performance of your social media campaign and the ROI you will generate. The only way to ensure this is by tracking the right KPIs of your social media. Here we are talking about the metrics given below:
- Reach: Number of unique users who have seen your post. How far is your content reaching in the feeds of users?
- Clicks: Number of clicks that happen on your account or content. Tracking the clicks per campaign is very important to understand. By this, you can understand what is encouraging the people and driving the curiosity among the audience.
- Engagement: This is the number of interactions divided by the number of impressions. This will tell you about how the audience is perceiving your brand, and whether they are willing to interact with your brand.
- Performance of hashtag: Which hashtag of yours is used most? Which hashtag is always associated with your brand? This answer will help in shaping the focus of the content when you are going forward.
- Paid and organic likes: Beyond the standard count of like, the interactions of the organic or paid content will be attributing more. It is much harder for the organic content to gain traction, because of this many brands are turning to the ads. When you know this difference very well then it will help you in budgeting the spend on the ad and the time which you are investing in trying different formats.
- Sentiment: This is the measurement of user reaction to your hashtag, content, or brand. What type of sentiment has been associated by the users with your hashtag? Did they find the recent campaign offensive? It is always a good idea to dig deeper to find out how the audience reacts to your campaign and brand.
Successful social media marketing strategy is ingrained in the numbers. This means that they circle back to your original goals.
4. Creation of engaging content on social media
The marketing strategy on social media is hinging the content. At this point, you would have a very pretty good idea of publishing the brand identity and the goal. You will also be confident enough now of which networks need to be covered. What about the content strategy? Below you will find the inspiration and the ideas which can help you out.
Importance of content themes
There are chances where you have seen a post from a particular brand. The grandiose and bold images are giving the passionate grid to the cohesive and recognizable feel to the post. From captions to filters, brands are relying on the same formats of content and creative touches from time to time. These themes will bring more consistency to the strategy of the content which is making sense.
Sometimes you are also cycling between the product photos, memes, and the user-generated content which are sticking to the rotating color scheme. If you are struggling to keep up the sources of social content, then consider the management tools for social media which will help in organizing the advance scheduling of the posts and organizing the media library.
What type of content would be the part of the 2021 marketing strategy on social media?
To narrow down the specifics which can be published for developing the innovative content below are some trends which need to be considered in social media.
Time-sensitive posts and stories
Stories are not going away soon. When you are tapping your followers the content which is story style is considered to be very interactive. Popping in the feeds of the followers, such content will help the brand account to skip the line and you will stay fresh in the minds of the audience.
Stories are considered very valuable and considered as a behind-the-scenes activity for making the feed on social media more personal. You can consider how in the best way you can make use of the stories for covering up the event. You can also take your followers on a journey without leaving them from their comfort.
Due to the rise of TikTok, social media are booming with short videos. The rent roll-out of reels on Instagram, both short-form and long-form productions are continuously dominating the social media space across all the platforms. The engagement rate is very high on this platform.
5. Making a timely social presence
Timeliness is very important for marketers. The audience will always expect fresh content from you regularly. But customers are not expected to operate as per your times. Below are some ideas by which you can maximize the schedule and the time spent on social media.
Posting at the best time
Quick question: When is your brand available to engage and interact with customers?
There are some recommendations about the times like late in the evening. The brand needs to communicate with the users then. This is also known as the preferred time. Ensure that the community or social media managers of your brand are available at that time for answering the concerns from the community. It is always a smart idea to learn about the best times for posting on social media. It is always very critical to engage with the audience after your post.
6. Keep on improving which is not working
Till now you have got the big picture about how marketing strategies are working on social media. You have to continuously analyze your effort on social media. The bird’s eye on your social media will help you in analyzing your activity. You need to look at your top-performing content and then have to adjust the campaigns which are not working out.
Social media is always a trial and error. You have to keep on monitoring the campaigns in real-time which will allow you to tweak the marketing strategy. You also have to be very diligent about the data. You have to be very reactive in the short term for getting out most from your campaigns.
Use your learning proactively in making the next marketing strategy. Valuable insights from social media will be available from the data. Audience expectations will always be high from the content which you share. Finally, these things will hit your ROI in a very good way and all of your efforts will be paid off. Also the best social media marketing agency helps you in building your online presence by working on the best strategy.
Also read – “Do’s and Don’t in Social Media Marketing”