But being successful doesn’t simply mean having a social media account, nor does it mean creating an account for every single platform that exists. Businesses need to be strategic in their approach in order to get the most out of their marketing investment.
In order to do this, they need to understand which platforms are best for their purposes, what types of content resonate with users, and how to leverage targeting tools to deliver the right ads to the right people at the right time. Let’s dive in to find out how you can optimize your social media marketing strategy for 2021.
A full video recap of this blog
Six Tips for Top Social Media Marketing Performance in 2021
If you compare marketing platforms, social media marketing has evolved the most and will continue to change rapidly.
Mastering social platforms and creating an effective strategy isn’t easy. Social media marketing is accessible to everyone and has never been easier for any business to create campaigns.
Because of this, the landscape is very crowded. Here are 6 ways you can find the most success with social media marketing in 2021.
Choose the Right Platform
Platform selection is key to reaching the right audience. Every social platform has its own unique appeal to a set demographic. For example, Instagram is widely used by teenagers aged 13 – 17 while most LinkedIn users are 30 – 49 years old.
Obviously, these platforms appeal to very different audiences, and companies need to understand which channels are most popular among their target audience.
Take time to develop a buyer persona so you can select the best platform for reaching the target audience.
Use Professional Media
Consumers expect brands to create custom content. In fact, 90% of consumers prefer to see custom content from the brands they follow on social media.
This is why it’s critically important for businesses to invest in professional photography, videography, and content creation as they establish their social media presence.
Those who opt for stock photos and hastily produced materials do so at their own peril: These practices are a surefire way to disengage your audience and reduce your overall social media performance.
Use Multiple Targeted Campaigns & Messages
As you develop social media campaigns in 2021, be sure to use highly targeted messaging and audience demographics to ensure the right delivery to the right people at the right time.
With dynamic advertising tools, such as those available through Facebook’s ad manager, brands can input multiple versions of ad copy and creative. These versions can be customized for each intended audience to drive improved campaign performance.
In addition to dynamic creative, brands should also strive to create messaging and media that resonates with specific subsets of their target audience. For instance, a motivational speaker might target C-suite executives to book them for keynote speeches; however, they might also wish to target working moms for one-on-one motivational sessions.
By developing content that’s specific to each audience, they can run targeted campaigns to effectively reach each consumer type and meet their business objectives.
Use Appropriate Landing Pages
It goes without saying that you want to ensure you’re directing consumers to the right pages on your website.
Many businesses choose to simply direct users to their home page, but this isn’t a good tactic to use. Home pages often aren’t optimized for conversions, nor do they speak to the specific topics addressed in a given ad set.
For instance, Apple’s home page wouldn’t be the best link for the company to use if they’re running a campaign for their latest iPhone release. Instead, it would be more strategic to have the social ads contain a link to the specific product page.
Likewise, you should optimize your social marketing strategy to include links to landing pages that are more likely to convert your target consumers. You can also set up pixels so you can track the specific actions that are taken on these pages after someone clicks on the link from your advertisement.
Pair Social with Other Platforms
There are many different digital platforms in existence, making it increasingly difficult for brands to cut through the noise and get to their target consumers.
This is why it’s important for businesses to take an omnichannel approach to their marketing efforts. Effective strategies should include tactics like combining social marketing with location based advertising and utilizing social pixels for retargeting.
As more users enter the space and more platforms get released, companies will need to stay on top of their target consumers’ behaviors to remain relevant and active in the spaces that matter the most to their audience.
Plus, by establishing a presence across multiple channels, you increase brand authority and strengthen your ability to tell a cohesive brand story.
Rotate Ads & Stick with What Works
Achieving this balance takes work, but it’s important for maintaining an upward trajectory for campaign success.
It’s necessary to rotate ads to keep things fresh and keep consumers interested. However, some might argue that their data is telling them a different story: The ads are working, so why bring in something new that could negatively impact performance?
What many businesses fail to consider are the underlying reasons for why their ad has been so successful. Perhaps the messaging fell under a certain character length. Maybe videos were used rather than static imagery. Whatever the case may be, there is specific data that you can use to determine what’s working and what isn’t so you can make an informed decision on how to refresh your campaigns without negatively affecting performance. It’s up to you to analyze it and use the information to your advantage.
Success Means Social Media Marketing in 2021
As social media marketing continues to dominate the digital landscape, it’s more important than ever for brands to get on top of their social media game in 2021.
By following these six simple steps for social media marketing in the new year, you can develop an impactful plan that delivers improved results for your business objectives.