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If you are launching a new social media marketing strategy for 2021, then there are a few key ideas that you will want to keep in mind. Keep reading below to see what you should be factoring into your social media strategy for this year…
#1: Understand how the coronavirus pandemic has changed your customer base
You may have already done extensive research on your target audience in the past, but have you undertaken any research in the wake of the coronavirus pandemic? As we have seen over the past 12 months, customer behaviors and habits have changed dramatically in many cases, and that requires a new approach to how you create, curate and share content via social media. Perhaps the best example here is the restaurant industry – if indoors dining is no longer a thing these days, then you will have to revamp your online marketing messages to include takeout, delivery and outside dining experiences. Or think about the travel and hospitality industry – if you expect customers to get on an airplane or stay at your hotel, then you will have to showcase your efforts at creating a safe, sanitized and socially distanced experience.
#2: Set reasonable goals and metrics
Ok, ok, assuming that we’re eventually going to fully open up the economy sometime in 2021 (right?), then we have to establish reasonable goals for the performance of any social media marketing campaign during the New Normal. One misconception here is that ramping up any social media campaign will immediately lead to new sales. But what if customers are still afraid to venture out and visit your business?
Keep in mind that there is a lot that goes into converting a prospect into a (paying) customer. So you might have to focus first on brand awareness, and then showcase what your brand can offer the customer before you see your first sales. With that in mind, your metrics should match your goals. In other words, if you are focusing on brand awareness, then your metrics should focus on reach and engagement. If you are focusing on leads and sales, then your metrics can focus more on the revenue side of your business.
#3: Leverage key trends, ideas and issues in your marketing
This is not to say that you should attempt to piggyback on top of every new meme or fad, but there is certainly a lot of room here to leverage key trends, ideas and issues that are popping up online. You want to be timely and relevant, right? For example, in 2020, we saw a lot of brands adopt the messaging of “when you’re ready, we’re here waiting for you.” This reassured customers that a company was still open for business, while also taking a lot of preventative steps to align with CDC guidelines related to the pandemic. We also saw a lot of brands like Domino’s adopt the “Zoom look” when creating online video ads – sometimes it felt like we were on Zoom even when we weren’t.
So what could be some of the new ideas and issues that pop to the surface in 2021? One idea might be cryptocurrencies – big brands like Tesla are now embracing Bitcoin and small retail investors are riding Bitcoin to the moon. Tesla, for example, has said that it will make it possible for customers to pay for their new Tesla cars using Bitcoin, while Elon Musk has become one of the biggest supporters of crypto on Twitter. So how can your business ride some of this buzz and excitement around crypto this year?
#4: Keep a careful eye on what’s working (and what’s not)
This might seem like common sense, but you’d be surprised at how many businesses fail to track the progress of their social media marketing campaigns over time. The only way to know what’s working and resonating with customers is by tracking the data, so make sure you explore the back ends of the big social media platforms, so that you can track audience size, engagement and conversions over time. You can always improve a campaign, and data is the way to do that.
Starting a new social media marketing campaign from scratch can seem daunting and intimidating in 2021, but it doesn’t have to be. By following the four guidelines above, you can build a successful social media marketing campaign for 2021 and beyond.