Dec 23, 2020

7 min read

Guide To Social Media Marketing For Business In 2021

Social media marketing is an ever-changing game, and with a new year upon us, we’ve created a guide to help businesses succeed across all social networks…

Social media is a staple area of digital marketing for businesses of all shapes and sizes, industries and audiences.

  1. Social Media Marketing: The Basics
  2. How To Create A Social Media Marketing Strategy
  3. Hopper HQ’s Top Tips For 2020:

Plan & schedule social media ahead of time.

Video, gallery, image & text only posts

1. Social Media Marketing: The Basics

In 2020, it’s estimated that 3.5 billion people will use social media networks worldwide. That’s almost 40% of the globe’s population. With those kinds of figures, it’s no surprise that businesses put so much effort into social media marketing.

What is social media marketing?

Social media marketing refers to business activity on social media platforms which contributes to marketing objectives such as brand awareness, website traffic, and customer acquisition.

What is the most effective social media channel?

There’s no straightforward answer to this, and social media marketing isn’t a one-size-fits-all solution.

What are the benefits of social media marketing?

As mentioned, the specific business outcomes of social media marketing campaigns (such as sales, traffic etc) will depend on what objectives you set in the first place.

  • Being more discoverable 🔍
    If you’re posting content on a number of social media channels that’s tailored to your target demographic, you’re naturally likely to be discovered by new potential customers.
  • Having valuable conversations with customers 💬
    It’s no wonder so many companies use Twitter for customer support, or run Q&As on Instagram Stories. Social media marketing offers a personal and informal way to get to know your audience.
  • Recruitment opportunities 👥
    Social media marketing makes it easier than ever to share company culture and the people behind a business with the world. This not only increases customer loyalty but also helps when it comes to hiring brilliant new people!
  • Building a community 🤝
    No matter your industry, social media marketing helps to connect you with your target audience and other relevant businesses.

Plan your social media posts.

Visually plan your posts. Drag and drop everywhere.

2. How To Create A Social Media Marketing Strategy

Now we’ve covered a brief overview of what social media marketing is and how it can benefit your business, let’s move on to the practical bit.

#1 Set your objectives 🏅

As discussed, you can’t plan which channels to use or what kind of content to produce until you determine your business objectives. i.e what do you want your social media marketing to achieve?

  • Save time and resources
  • Ensure you’re not producing content ‘for the sake of it’
  • Help you establish the key metrics to track success

#2 Outline your audience 👥

Just as it’s important to outline why you’re using social media marketing, you also need to clarify who you’re trying to reach. This will help to determine which social channels will be most effective for your objectives.

#3 Market research 📈

Analyzing your competitors’ social media marketing activity is an important and valuable part of your strategy. After all, their target audience is your target audience. Spend some time researching:

  • Which platforms they’re most active on
  • What kind of content they publish
  • How much average engagement they get
  • What hashtags they use
  • What tone of voice they use
  • What kind of conversations they have with their audience
  • What call to action they promote

#4 Prioritize social networks 📱

With all of the above strategizing, you should now have a pretty good idea of which social networks are most valuable to your business.

#5 Set brand guidelines 📋

This an important step for any social media marketing strategy, particularly if you’re working in a team.

  • Brand voice
    What kind of tone/language do you use? Is it the same on every platform?
  • Use of emojis
    How formally/informally do you want to be perceived?
  • Use of hashtags
    Which hashtags do you always use on each social network? Which do you want to avoid?
  • Protocol on interacting with audience
    Who is responsible for replying to comments and messages? Do you reply personally or as the brand?
  • Banned words/topics
    There are some things you never want your brand to talk about on social media — even if it’s obvious to you, avoid any potential faux pas by outlining them in the guidelines