So, what makes an excellent social media marketing campaign plan?
Aside from being straightforward, concise, and measurable, it also needs to detail your expectations for the year and how you’ll accomplish them.
In this guide to a successful social media marketing plan, we will look at five actionable measures that you can follow to ensure your brand produces an aggressive and attainable social media marketing strategy.
Let’s get started…
Social Media Marketing Plan
Starting at the ground floor and growing up, here is our rundown of how to design a social network marketing campaign from scratch.
I prefer to think about this plan like a road ride. Start by pointing yourself in the right direction, then pick the route you’re going to get there, check-in periodically to make sure you’re on target and have some fun along the way.
How to create a social media marketing plan in 2021
Creating a social media marketing plan for your business will help you stand out from the crowd and get you ahead of your competitors regarding social media marketing.
Let’s see the steps involved in creating a social media marketing plan for 2021…
Step 1: Audit your recent social media marketing success
Step 2: Define and create your social media marketing goals for 2021.
Step 3: Find your voice and tone for social media
Step 4: Identify and create audience personas
Step 5: Choose your social media channels and critical times to post
Step 1: Audit Your Recent Social Media Marketing Success
Before you start creating your social media marketing plan for 2021, it is important that you develop an in-depth understanding of your brand’s social media success in the previous year, or quarter. For the purposes of this article, we’ll use the word “years.”
Examine the indicators and metrics from all your social media accounts closely to see where and how you attracted followers, generated leads, drove traffic to your landing page, and improved conversions.
Be sure these outcomes are in line with the expectations you set for the previous year. While a large number of views and shares for a specific campaign you ran can seem inspiring, you must eventually ensure that each campaign achieves its specific pre-defined goals.
Tracking social indicators and metrics concerning your brand’s social objectives would help you to determine if your social media marketing strategy output has been ROI-positive (return on investment).
You would have a better picture of your 2020 strengths and shortcomings after you have thoroughly audited your previous year’s social media marketing strategy results. This data will then be used to develop an integrated social media marketing campaign plan for 2021.
Step 2: Define and Create Your Social Media Marketing Goals For 2021
Your social media marketing goals should always be aligned with your business goals.
Social media marketing goals can differ widely based on your niche, the size of your brand, your target audience, your competition, and several other variables. However, future marketing goals may include…
- Increasing brand recognition
- Driving traffic to your website
- Building a community around your niche on social
- Generating leads
- Increasing sales and revenue
Your social media audit should also provide you with insight into your goals; this will inform you when setting new goals for the coming year.
When setting your social media marketing goals for 2021, you should make sure your goals are S.M.A.R.T and meet the S.M.A.R.T goals criteria. S.M.A.R.T stands for:
Your goals must be specific, measurable, achievable, relevant, and time-bound for you to be able to track your success and measure them. You also have to identify key metrics that you will use to measure your progress.
For example, if you set a goal to increase sales, what metrics would you track and your measure of success?
Number of sales – Specify how many sales you will make and within which period you are willing to make those sales, and the platforms you will use to achieve those targets.
Content metrics – Track metrics on the various content types, blog articles, images, ad campaigns, etc., to know which content performs best and on which platforms.
Aside, setting your goals, you need to know how your audience is interacting with your content and on which platforms do they interact the most with your content. Social media analytics tools will help you analyze how your audience interacts with your content and the type of devices they use to interact with your content.
This information will help you when planning your social media marketing plan for the coming year.
Step 3: Find Your Voice and Tone for Social Media
To be unique and to stand out from your competitors on social media means you need to find your voice and tone. Your voice and tone set you apart from your competitors and make your target audience recognize your content and relate with them wherever they see them. Your entry into social media marketing would be more centred and more on point if you come up with a voice and sound for your content right off the bat.
To do so, you might invest time coming up with brand personas and discussing the finer points of your mission statement and client base. These are all well and fine. When it comes to social media marketing planning, getting off the ground by finding your voice and tone makes this phase a little simpler.
To find your voice, start with questions like these:
- If your brand was a human, what kind of personality might it have?
- If your brand was an individual, what’s their connection to the consumer? (a coach, buddy, tutor, dad, etc.)
- Describe with adjectives what the company’s personality is not.
- Are there any businesses that have a similar personality to yours? Why are they similar?
- How do you like your customers to think about your company?
After this exercise, you can end up with a handful of adjectives that define the sound and tone of your marketing content. Consider this to hold you on track:
Voice is the goal statement; the sound is the execution of the mission.
Cultivate a voice that delights your clients, and your customers will be thrilled to share the love for you.
Step 4: Identify and Create Audience Personas
Every brand or company has a different audience in their audience ‘groups’. To come up with a good social media marketing plan for your brand, you need to break down the other audience groups and figure out who the various user audiences are, where they all hang out on the various social media channels, which content they engage with, and more.
You can then build an identity for each audience party, helping to identify better who your supporters are. Ninety per cent of businesses utilizing audience personas claim it has helped them get a better view of their customers.
The feedback gleaned from your audience personas can be used to adapt your social media marketing approach and allow you to create consistent tactics to ensure you communicate with all potential groups on social media. Audience personas can advise content development, messaging strategies, ad targeting, and more to ensure conversions towards your targets.
What Should You Include in Your Audience Persona?
- Create a fictional name for your persona.
- Write the job title and significant responsibilities.
- Identify and write their demographics such as education, age, ethnicity, status, and many more.
- The goals and tasks they are trying to achieve using your products or services.
- Identify their social, physical, and technological environment.
- Write a quote that sums up what matters to your persona concerning your products or services.
Step 5: Choose Your Social Media Channels and Critical Times to Post
You must determine the main delivery social networks and establish your strategies for each channel. Last year, Statista listed the most significant social media channels for advertisers and marketers worldwide.
From Statista, 59% of marketers claimed Facebook was their most effective social media channel, second on the list being Instagram with 17%, LinkedIn at 14%, Twitter at 3%, and Pinterest at only 1%.
However, while these generic stats are helpful and give you an idea of where your target audience is hanging out, knowledge of how they interact with brands online and social media platforms is much more essential and valuable.
Research can reveal the social networking sites your target audience is most involved in and engage with your industry and brand. This will help you decide where to direct the rest of your money.
Determine the Intent of Each Social Media Channel
You can’t have the same social media marketing plan for each social media channel; your marketing campaigns can vary with each social media channel. For example, it could be that you would use Facebook to build an engaging community through your pages and groups, while on Instagram, you promote your goods via beautiful pictures.
Your social media marketing plan should log your brand’s intent on each social media channel. You will then tailor the material and activities on each site accordingly. Use your audit from 2020 and your viewer details and audience personas to help you decide each channel’s function and what content works better on it.
This is a rule-of-thumb rundown for each of the leading networks:
Facebook – Facebook is the best social media channel on the internet and sends a ton of traffic. Because it’s targeted towards news and entertainment, you want to keep the material light and exciting. Video content performs great on this channel.
Twitter – Twitter is more of a microblog. Curation and retweeting are therefore promoted here. You certainly ought to concentrate on trending hashtags and subjects.
LinkedIn – The Professional network where business blogs, insightful details, and brief, to-the-point sentences go a long way.
Instagram – A site ideally suited for visual brands. Pictures, call-out quotations, and brief videos are going well here.
Pinterest – Beneficial for visual brands since it’s entirely directed towards visuals. Most people search for ideas here.
What Time Should You Post on These Social Media Channels?
Best times to post on social media has been a hot topic discussed by many social media marketers and brands, so we know it is very critical to understand when you are supposed to post on social media as a brand to get your content in front of your audience when they are active on the channels. By knowing when your community is most engaged on social, you will publish content at the best moment for your business, achieving the maximum interaction rate.
So, we will show you the best times to post your content on the various social media channels for maximum engagement.
Data obtained from a broad range of sources has allowed us to determine the optimal days and time to post on social media. Let’s dive in
Facebook – The best days to post are Wednesday, Thursday, and Friday, with the main period being 12 – 4 pm.
Instagram – Best days are Monday, Wednesday, Thursday, and Friday, although the primary time to post around 11 am – 1 pm.
Twitter – The best days to post are Monday, Tuesday, Wednesday, and Thursday at about 12 pm.
LinkedIn – Look at posting between 5 and 6 pm on a Tuesday, Wednesday, or Thursday.
Aside from this data, you also need to study your audience to know when they are most active on social media and what type of content they engage with; Social Media Monitoring Tools can help you with this insight.
Conclusion on Creating A Social Media Marketing Plan For 2021
As we have all seen, there is so much to consider when building a social media marketing plan for 2021. The steps discussed in this article, plus the insights you gather from your 2020 social media audit, will help you build a strong social media marketing strategy for 2021.
With the steps discussed in this article, you are now positioned to create a precise, workable, and goal-driven social media marketing plan from now on.