Looking to fine-tune your social media marketing strategy for
Good! Now the perfect time to make it happen and leave 2020 behind for good. Sure, doing so might seem daunting given how social media is so much more competitive and complex than it used to be. The reality, though? A succinct strategy will help your brand tackle its goals with a sense of purpose. That’s why we put together a comprehensive guide to creating a social media marketing plan from scratch. Whether you’re totally new to social or just want to double-check your priorities in 2021, this guide has you covered.
1:-Set goals that make sense for your business.
2:-Take time to research your target audience.
3:-Establish your most important metrics and KPIs.
4:-Create (and curate) engaging social content.
5:-Make your social presence as timely as possible.
6:-Assess what’s working, what isn’t and how to keep improving.
- Set goals that make sense for your business
Let’s kick things off with a quick question:
“What do you want from social media, anyway?
Social media strategy planning starts with your goals. Perhaps you want to build a community or a more dedicated following. Maybe you want your social accounts to drive more revenue this year. Either way, your goals will define your content strategy and how
much time and energy you’ll need to dedicate to your campaigns. Sample social media goals for 2021 and beyond
1- Increase brand awareness.
2- Generate leads and sales.
3- Grow your brand’s audience.
4- Boost community engagement.
5- Drive traffic to your site.
- Take time to research your target audience
Making assumptions is bad news for marketers. And thanks to the sheer wealth of demographic data and social media analytics tools out there, you really don’t have to anymore. Much of what you need to know about your audience to influence your social media marketing strategy is already available, granted you know where to look. Do your homework on your existing social media audience Although the demographics data above gives you insight into each channel, what about your own customers? Further analysis needs to be done before you can determine what your real-world social customers actually look like. That’s why many brands use a social media dashboard that can provide an overview of who’s following you and how they interact with you on each channel.
- Establish your most important metrics and KPIs
No matter what you’re selling, your social media strategy should be data-driven. That means focusing on the social media metrics that matter. Rather than focus on vanity metrics, brands are tasked with digging into data that aligns directly with their goals. An effective social media marketing strategy is rooted in numbers. That said, those numbers need to be put into a context that circles back around to your original goals.
- Create (and curate) engaging social content
No surprises here. Your social media marketing strategy hinges on your content. At this point, you should have a pretty good idea of what to publish based on your goal and brand identity. You probably feel confident in which networks to cover, too.
But what about your content strategy? Below are some ideas and inspiration that can help. The importance of sticking to content themes Chances are you’ve seen a post from a particular brand that just feels like, well, theirs. The bold, grandiose images that give Passion Passport’s Instagram grid a recognizable, cohesive feel are a great example.
“Which types of content should be part of my 2021 social media marketing strategy?
1- Stories and time-sensitive posts
2- Short-form video
3- Posts that show off your human side
Pro-tip: conduct competitive analysis to help your content stand out
- Make your social presence as timely as possible
Timeliness is arguably more important than ever for marketers. Not only are you expected to put out fresh content on a regular basis, but also always be “on” for your followers. But you can’t always expect customers to operate on your clock. Timeliness is a tall order when you’re strapped for resources or are part of a small team. Let’s look at some ideas to maximize your schedule and your time spent on social. Post at the best times to engage Quick question: when is your brand available to engage and interact with customers? You might see some recommending times to post late in the evening, for example. But if your brand isn’t there to communicate, what’s the point of posting at the “preferred” time. Respond to your customer questions and shout-outs ASAP Not only do customers expect speedier responses from brands but also meaningful conversations on a regular basis. Your brand can’t forget these core elements of networking. It takes
effort to ensure conversations or engagement opportunities aren’t left unattended.
- Assess what’s working, what isn’t and how to keep improving
By now you should have a big-picture understanding of your social
media strategy. However, it’s important that you’re able to adapt your strategy as
you progress throughout the year. Without continuously analyzing your efforts, you’ll never know how one campaign did over another. Having a bird’s eye view of your social media activity helps put things into perspective. This means looking at your top-performing content and adjusting your campaigns when your content stalls. There’s no denying that a lot of social media is a matter of trial-and- error. Monitoring the metrics behind your campaigns in real-time allows you to make small tweaks to your social media marketing strategy rather than sweeping, time-consuming changes.
Is your social media marketing strategy sorted out for 2021?
This guide highlights that there are plenty of moving pieces to a modern social presence. That said, putting together yours doesn’t have to be a drag. If you set actionable goals and address each of the steps above, you’ll already be way ahead of the curve when it comes to your social media marketing strategy. And if you need more inspiration for actionable ways to build out your strategies, make sure to check out the our updated Social Media Toolkit with templates and resources.