Marketing Strategies for social media for 2021 and beyond
Having a strong marketing strategy for social media is so huge in this day and age. And the cool thing is implementing a strategy isn't rocket science. With all the tools out there to help you grow your brand and extend your reach there really is no excuse not to use social media.
Here are some statistics to hone in on
Nearly 50% of the world's population uses social media. That's over 3 billion users worldwide. (Statista)
321 million new people joined social media in 2019, which brought the total from 3.48 billion to 3.8 billion social media users (an increase of 9%) in 2020. (Hootsuite)
In 2019, 90.4% of Millennials, 77.5% of Generation X, and 48.2% of Baby Boomers were active social media users. (Emarketer)
Each person spends an average of 2 hours and 22 minutes on social networks and messaging. (Globalwebindex)
Millennials are logged on to social media for an average of two hours and 38 minutes daily while Gen Z logs on for two hours and 55 minutes. (World Economic Forum)
What is social media marketing?
Social media marketing is a powerful digital marketing tool that brands and businesses use to promote their offer, generate brand awareness, communicate with their audiences, draw traffic to their website, and boost sales. It is one of the key tools used to create a successful inbound marketing strategy (a marketing process in which potential customers look for your brand and you deliver relevant and unique content to convert them into clients).
Social media marketing involves the constant creation of content to share in social media platforms like Facebook, Instagram, YouTube, Twitter, Pinterest, LinkedIn, and any other network that your target audience uses. But that's not all, social media marketing also means communicating with your prospects on a deeper level, strengthening your relationship with them, providing customer service, running ads, and measuring the success of your campaign.
A well-executed social media marketing campaign can work wonders for all businesses. Entrepreneurs who are just starting a company use it to launch their brand to the market, build a brand idea, generate value, and grow their business faster. On the other hand, bigger companies use social media marketing to keep their clients up to date, increase sales, and generate new leads.
So, let's talk more about how to create social media marketing strategies and how to plan a social media marketing campaign so that you can lead your business to success with this popular marketing tool.
How to create a strong strategy?
To create a successful and more specific strategy, you can use a social media marketing strategy template. In there you'll find social media marketing examples that you can use as guidelines to design your own. If you want to design your own, you should follow the next steps.
Set your goals
Start by setting smart and achievable goals for your campaign. When defining your objectives, you should consider your brand's current situation, the social context, and all the present and upcoming relevant macro trends that could benefit your business.
You need to define both, social media marketing goals as well as commercial goals. For example, if your commercial goal is to reach a certain number of sales, then your social media goal can be to increase your conversion rate and drive traffic to your e-commerce. This way, you can define which KPIs (Key Performance Indicators) to measure and know if you achieved those goals at the end of your campaign.
Know your audience
Once you have a clear view of what you want to achieve with your campaign, you should study, get to know, and understand your target audience. Today, consumers are changing day by day and becoming more demanding with the products and services that they purchase. So, you need to know exactly what they want to be prepared to deliver it.
To understand your customers more genuinely, you should design a buyer persona. This is a representation of your ideal client. In this profile, you should include name, gender, age, demographic characteristics, treats and features, lifestyle, motivations, socioeconomic level, shopping preferences, and a visual representation. This step is key to know how to communicate with them in the best way.
Choose your social media platforms
Now that you defined your goals and know your audience, you can choose the social media platforms that will help you meet those objectives and that resonate with your audience.
Each social media platform has different features and works differently. There's no better network, you just need to choose the ones that connect with your prospects in the best way. You don't need to be in every social media, it's better to choose only a few important ones and focus only on those than having a lot and not being able to manage them correctly.
Create and share your content
Now that customers are more demanding and caring about the values and stories behind each product and service offered to them, your content is key to catch their attention and stand out from the competition. To keep your niche interested, you need to create eye-catching and entertaining content that makes them want to know more about you and your offer. At the same time, provide clear and concise information about your brand's values and how your offer benefits your audience.
Always add a call-to-action according to your initial goals so that the visitors know what you expect from them. This way you'll be one step closer to achieving your objectives.
Measure and analyze the results
Finally, to know if your campaign is succeeding, you need to measure the KPIs that you identified at the beginning and check if they meet your goals. This way you'll know exactly which are your strong areas and which parts you need to improve to meet your goals.
This is where tweaking comes into play. So many times marketers don't see instant results and completely abandon what they started. Minor tweaks to a campaign can make a huge difference.
Social media marketing plan
Before launching your campaign, it's important to have a social media marketing plan. This is a roadmap that provides a clear vision of your goals, the tools and tactics that you'll use to achieve them, a calendar to know exactly when to share your content, and keep track of your results.
To create a social media marketing plan, you need to know the best days and times to share your content, the important dates and holidays that you can use to offer discounts, and plan everything before a competitor does a similar thing.
You can download a social media marketing plan pdf and use it as a template. This will help you run your strategy correctly and guide it towards a positive outcome.
Why should you use social media marketing?
In 2020, social media platforms have been increasing popularity in the business and commercial world. This is not something that will change anytime soon. With social media, you can communicate directly with your niche and build a strong relationship with each one of them. On the other hand, now most platforms have different features that make it easier for businesses to sell their products and services.
To this day, social media is part of the customers' lives. They use it to kill time, to post their memories, talk to their friends, and they also use it as a search tool when they want to acquire something or learn about something they're interested in. Using a social media marketing strategy in this digital era is key to meet all of your audience's expectations.
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