There is no doubt pertaining to the efficacy is social media marketing in 2021 and if we were to learn the most important lesson from the pandemic, it would be the pivotal role of social media marketing in growing brands amid the pandemic. The year 2020 was the time of work from home when the entire user base was at home, relaxing on their couch, taking a break while cycling through social media posts. The trend continues in 2021 too and if you haven’t devised a killer social media marketing strategy yet, now is the time to do it. Just in case, if you think that randomly posting your products will grow your business on social media platforms, you are gravely mistaken about how it works. Read on further to understand what goes into making a killer social media marketing strategy in 2021.
The need of being active on a social media platform
This step is obviously the most important yet most trivial. You need to question why do you need to be on a social media platform. Is it in order to create more brand presence, or to connect with your customers better, or to drive actual sales through the social media platforms themselves? Get your facts right and carefully determine the need before making an account on any of these social media platforms.
1) Choosing the right social media platforms
The big league social media platforms are on the priority list for most businesses when they think of social media presence but it doesn’t work that way. Each social media platform has a different user base that likes a special format of content. Picking up a social media platform that aligns well with your identity is crucial for any social media marketing strategy.
a) Social Networking
If you want to start a business profile, Facebook and LinkedIn are the two most viable options to begin your social media marketing strategy. Facebook is more suited for casual and informal services like food, decor, small businesses, etc as the customers often take their queries, suggestions, and reviews to the platform.
LinkedIn on the other hand is slightly more professional and is best suited for B2B marketing. The active user base of LinkedIn is also very formal and educated with different opinions so a professional business would thrive better on LinkedIn.
Lastly, Twitter isn’t to be ignored yet as it is becoming a better method to quickly interact with your customers and responding to their queries. Twitter lets you build a company profile as well but the platform is currently limited to basic business identity creation only.
b) Photo Sharing
A business that is bound to create hype and engagement via photography content would flourish better on Instagram. After all, Instagram is a major determinant for any brand that has a stark increase in the young audience who likes to explore and try out new products. If you are a restaurant, a clothing store, or any picturesque business, you have to take to Instagram.
Pinterest is often overlooked while devising a social media marketing strategy, but let me tell you, Pinterest has more engagement than you can ever imagine. Also, you don’t need to heavily stuff filler content, just a crisp photo of your business and products will do. Pinterest is a source of direct marketing as you can include links to your store without having to reach a certain number of followers.
For video, YouTube is the best that you can work on. YouTube demands a detailed video which is often not suitable for many brands who can now shift to TikTok to create short video clips and market their product better. TikTok is good for expanding your audience within a short time.
2) Determine your target audience
Target audience determination seems exasperating but is usually a clear indication of whether it would benefit you to build a social media marketing strategy at all. The general factorization is on the basis of age, occupation, gender, and location but you can narrow it down further to see what audience does your brand need? The next step is to determine what type of content would drive a better conversion rate based upon different platforms. Believe it or not, even memes are becoming a part of social media marketing strategy in 2021, and riding on the best trending memes with a subtle twist of including your brands works wonders these days.
3) Timing is crucial
You’ve got the best material to share but when will you do it? This is the missing piece of the puzzle that makes or breaks a social media marketing campaign in 2021. Sharing how much or how frequently is dependent upon the consumption rate of your audience. If your audience has the maximum active sessions around evening or late nights, you might want to skip posting at 9 am on a Sunday morning. Likewise, sports enthusiasts, athletes are more active during their cooling period which is generally in the morning or at the dawn.
Don’t we all hate pie charts and graphs and whatnot generated in the metrics pane? But that is the most important measure to determine what’s working and what’s not. A simple glance at the data will give you an idea of the impressions, clicks, and engagement. Your goal is to get the maximum number of clicks followed by a maximum conversion rate as well. No point in generating clicks if the audience doesn’t convert into a new or recurring customer.
You can also learn the number of organic searches that led the audience to your social media page. As the organic searches increase, your cost of running sponsored advertisements decreases over time. Nothing best than a self-sustaining brand that is most searched and appears in the top searches when looking for a specific product.
Summing it up, there is no perfect strategy cheat sheet that will help you draw maximum eyeballs in no time. A social media marketing strategy takes time to implement and display results and I would advise you to be patient and scrutinize your strategies at each phase.