Social Media Marketing Strategy for 2021

 Ready to discover your social media marketing strategy?

If you are overwhelmed or don't know where to start, you are certainly not alone.

Because social networks are not as easy as before. No way.

A concise strategy helps your brand achieve its objectives in a specific way. Here's a step-by-step guide to social media marketing to help you identify your social goals, engage audiences, and optimize your results: 

  • Set meaningful social marketing goals
  • Research your target audience
  • Take your most important measurements
  • Analyze your competition
  • Create and manage engaging content
  • Make punctuality a top priority
  • Evaluate your results and optimize
  • Communicate goals, challenges and victories with your team
  • Set goals that suit your business

First things first: you need to figure out what you want to get from social media in general.

Because creating a social media plan means you have an end game in mind.

Whether it's getting more dollars and cents out of your existing social presence or increasing your reach with new followers, it's completely up to you.

The bottom line is that you set realistic goals on social media. We recommend tackling smaller goals that allow you to scale your social efforts in a way that is reasonable and affordable.

Here are some examples of goals that companies of all shapes and sizes can divide and conquer. Based on the index data, these are the top priorities for today's marketers.

Increase brand awareness. To create authentic and lasting brand awareness, you simply don't need to post promotional messages. Generate leads and sales. Whether online or in store, followers won't accidentally make social purchases. For example, do you want to draw customers' attention to new products and promotions?

Increase the audience of your brand. As you attract new followers, you must find ways to introduce your brand to people who have never heard of you.

Growing your audience also means discovering the most important conversations about your company and industry. It's almost impossible to explore your social channels without following or listening to specific keywords, phrases, or hashtags. More effective social media targeting will help you reach your core audience much faster.

Increase participation in society. Find ways to get the attention of your current followers. That means experimenting with messages and content. Even something as simple as asking a question can increase your participation rate. Your clients can be your best entertainers, but only if you give them something to do.

Increase web traffic. If you focus on driving leads or traffic to your site, social media can make it happen. Whether it's promotional messages or social ads, it may be a good idea to keep an eye on URL clicks and conversions so you can better determine the return on your social media investment. When in doubt, keep your social media strategy simple rather than combining it with too many distracting goals.

Effortlessly manage social engagement

Our smart inbox pulls messages from all channels in one broadcast, so you can easily participate in your brand community.

Research your target audience

Hiring is a dangerous game for marketers. And thanks to the massive amount of demographic and social media analysis tools out there, you really don't need more.

A lot is already known about what you need to know about your audience to influence your social media marketing strategy.

Let's take the current demographics of social media. These numbers directly indicate which networks your brand should reach out to and what kind of content you should publish.

To obtain. Message interval is the number of unique users who have seen your message. How far does your content spread on social media? Does it really get into users' feeds? In light of the ever-changing organic algorithms, scope tracking is without a doubt more important than ever.

Clicking on links is important to understand how users move through your marketing funnel. Effort. Engagement is about seeing who interacted and whether a large part was out of your full reach. This sheds light on how well your audience sees you and their willingness to interact.

Hashtag performance. What were your most used hashtags on your part? Or which hashtags generated the most engagement? Having these answers can help shape the focus of your content in the future.

Organic and Paid Likes: In addition to a standard number of likes, these interactions can be attributed to paid or organic content. For channels like Facebook, organic engagement is much harder to win, which is why many brands turn to Facebook ads. However, earning organic likes on Instagram is not that difficult. Feeling. This is the measure of how users responded to your content, brand or hashtag. Did customers find your latest campaign offensive? How do people feel about your campaign hashtag? It is always better to dig deep and find out how people talk about your brand.

That said, these numbers need to be put into context that goes back to your original goals.


Analyze what your competitors are doing

Before you start creating content, you need to have a good idea of ​​what your competitors are doing.

While some brands may want to use third-party analytics tools to dig into their competitors 'numbers, you can also get useful information from a fairly simple overview of competitors' social presence.

Watching your competition's social channels directly affects your own social media marketing strategy. The goal here is not to imitate or steal your competitors' ideas. Instead, it's about determining what works for them and what conclusions you can draw to tailor your own campaigns accordingly.

The same industry, different strategies

For example, let’s consider how two brands in the same space can have two different approaches to their social media marketing strategy and still be successful.

In this case, we find the mattress space surprisingly entertaining.

Casper often displays cheerful content that conveys personality and often emphasizes comfort and ease with a sense of humor. In short, the brand does a good job of not feeling like a full corporate account. Purple, meanwhile, is also known for its own sense of humor and memes. That said, the brand combines its own humorous content with more "traditional" commercials with influencers.

The point here is that brands have many options when it comes to creativity and differentiation from the competition.

Of course, you need to know who your competitors are before emphasizing content creation. That is why analysis is so important.


How to find your social competitors

The easiest way to find competitors is by using a simple Google search. Search your most valuable keywords, phrases and industry terms to see who's coming.

For example, if you sell multiple soaps, 'natural handmade soaps' is a good keyword for research. Exclude top retailers like Amazon and Bath & Body Works, see who appears in your space both organically and through ads. Then you will see who is active on social media. In this particular case, Wild Soap is a small company with an active and thriving social presence. This means they are an excellent candidate to pursue.

Once you have identified some of your rivals in your industry, you can use the social media competition analysis tools as the ones you can compare with it.

If consistency is an issue with your social media marketing strategy, consider how a topic can help.

And if you're having a hard time keeping up with all of these social content resources, consider social media management tools to help you organize your media library and schedule your posts in advance.

To help you narrow down the details of what to post and ensure you develop groundbreaking content, there are a few social media trends to watch out for. 

UGC and interactive content

User-generated content allows your followers to act as billboards and gives customers an incentive to interact with you. Whether you're using a hashtag or posting a photo, it's a smart move to encourage customer content to increase their engagement rate.

Also, never allow yourself to communicate or choose the brains of your followers. Even something as simple as asking a question or sending a voice can work.

Stories and urgent content

When you use the FOMO (fear of losing yourself) of your followers, the content of the stories on Instagram and Facebook only becomes more important.

In short, the stories are interactive and unmissable. When you first appear in your followers' feeds, such content can help your brand account "jump the queue" and stay fresh in the minds of your audience.

Stories are especially valuable for taking your followers behind the scenes and making your social feed a little more personal. Consider, for example, Using Stories to cover an event or taking your followers on a trip without leaving the comfort of the gram.

Video as the Core of Your Social Media Marketing Strategy

The rise of social video will not end anytime soon. Think how one minute videos like this one from Goodful are totally raging on Instagram right now. Even big brands like Instant Pot sit in a short video car and regularly post micro-commercials on Facebook that generate millions of views.

Brands shouldn't shy away from video, especially with the myriad of creative options and apps out there. 

make punctuality a top priority.

Reality is a two-way street.

You can't always expect customers to serve "their time." Also, being able to reach and respond to followers in a timely manner is critical.

How do you do both? Let's analyze it.

Send to the best times to enter.

Quick question: When will your brand be available to engage with customers?

For example, you can see some recommended times for posting late at night. But if your brand isn't there to communicate, what's the point of posting at the "desired" time?

Instead, make sure your community or social media leaders are available and ready to answer any product questions or comments you may have when you tweet or post. It's smart to learn the best times to write on social media. However, it is equally important to participate after publication.

And well, that brings us to the next point.

Answer your customers' questions and call as soon as possible

Customers not only expect faster responses from brands, but also regular meaningful conversations.

Effort is needed to ensure that conversations or opportunities for engagement do not go unattended.

Through social media, you gain respect as a brand simply by being present and talking to your audience. This is why social customer service is so important to brands looking to increase public awareness. It's about compromise. Whether seizing a compliment or answering a question, companies shouldn't keep customers waiting. With the right social media monitoring tools, you can find instances across all your channels to communicate, respond, and measure customers 24 hours a day.

As social algorithms are constantly updated, it becomes increasingly difficult for organic content to reach the majority of your audience. The last thing you want to do is ignore the ones that are attractive and miss out on posting more to your marketing funnel.


Evaluate what works and what doesn't and how you can improve.

Now you need to have a good understanding of your social media strategy.

However, it is important that you can adjust your strategy throughout the year.

Without constantly analyzing your efforts, you will never know how one campaign performed over another. A bird's eye view of your social media activities can help.

While it may seem overwhelming, its significance cannot be underestimated. It is so important that 97% of marketers use social media and 78% of marketers surpass their peers when using social media for their business.

The benefits also go far beyond selling more.

In fact, 50% of small businesses do not use social media to promote their business. That's an alarming number. Even more worrying, another 25% have no plans to use social media in the future.

There is clearly a gap between those who see the benefits of social media and those who are struggling to get started.


If the latter sounds like you, keep reading. You are learning how social media marketing can help you grow your business. Some of the benefits you will learn include:


Increase your brand awareness - Social media marketing makes it easier to spread the word about your products and your mission.

Increase your traffic numbers - Using social media and linking to your site will increase your traffic significantly.

Promote your products and services - that's ultimately why you invest in marketing, right?

Managing your social networks in a marketing management platform

Once your brand is ready to go social, manage everything in a marketing management platform that allows teams to:


Schedule and automate individual messaging and complete multi-channel campaigns on any network.

Manage workflows on social media and team communication.

Measure performance with robust social analysis.

In addition, you can also manage all your other marketing projects and campaigns on the same platform.


Create fire awareness:

Getting brand recognition is one of the most important marketing goals of any business. This is because consumers want to buy brands they recognize.

Social media has an advantage over traditional media as they can showcase your brand much faster and easier. It also makes your audience look at your brand even if they are not thinking about your brand or product.

See Nike's Twitter page. Nike keeps your Twitter profile neat and clean. They put their recognizable logo on both their profile picture and cover image without being overbearing.

The cover photo is particularly effective because it associates the Nike logo with the idea of ​​running.


Start a conversation about your brand

A solid social media marketing strategy triggers conversations about your brand, products and partners. Take this example from PlayStation. A simple post congratulating Naughty Dog (the company behind the new Uncharted 4 video game) on its success resulted in comments about the game. They also got a lot of feedback on their product. They also let people talk. Fans had heartfelt conversations, all facilitated by social media.

Social listening is the follow-up to social conversations on specific topics. It helps you understand what is important to your audience and identify the trends your target audience is following.

You learn what they are struggling with, which can help you create content that addresses these pain points. Check out Burger King on Twitter. They use the same jargon that the younger audience uses on Twitter to portray themselves in a comical way. If you are not sure how to match the tone and style of your audience, social listening can help.


Tell the story of your brand

Using social media is a great way to share your brand's mission and share stories. Effective stories can have a huge impact on your brand image. They can be simple or comprehensive, depending on what you think is most effective.


Collect data from audience surveys to improve them

Audience research can be compared to social listening. It looks like the keywords your target audience uses, but focuses more on your specific product.

To see the ideas on your Facebook page, simply go to the page you are the administrator of and they will be next to your cover image. Twitter has an option to see the information for each tweet you send at the bottom of each tweet.

While social media is great for driving traffic to your site, consider not only what you want to post, but also how often you want to post. You don't become the predominant marketer or shut down your customers.

It's good to follow a set schedule to post your content (link to one of our blog posts). This will help you ensure that your content is not only published at a time when it is most effective, but will also give you time to edit your content to help you with your SEO.