What is social media marketing & what are the benefits?


Good! Now’s the perfect time lớn make it happen và leave 2020 behind for good.

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Sure, doing so might seem daunting given how social truyền thông is so much more competitive sầu và complex than it used to lớn be.

The reality, though? A succinct strategy will help your br& tackle its goals with a sense of purpose.

That’s why we put together a comprehensive guide to lớn creating a social truyền thông media kinh doanh plan from scratch.

Whether you’re totally new to social or just want lớn double-check your priorities in 2021, this guide has you covered.

1. Set goals that make sense for your business

Let’s kichồng things off with a quichồng question:

“What bởi vì you want from social truyền thông, anyway?

Social truyền thông media strategy planning starts with your goals.

Perhaps you want khổng lồ build a community or a more dedicated following. Maybe you want your social accounts lớn drive more revenue this year.

Either way, your goals will define your nội dung strategy và how much time & energy you’ll need to dedicate to lớn your campaigns.

Sample social truyền thông goals for 2021 và beyond

What really matters is that you mix realistic social truyền thông goals.

Emphasis on “realistic,” by the way. We recommover tackling smaller objectives that allow you khổng lồ scale your social efforts in a way that’s both reasonable và affordable.

Below are some sample goals that businesses of all shapes & sizes can pursue.

Increase brvà awareness. This means getting your name out there. To create authentic và lasting brvà awareness, avoid solely publishing promotional messages. Instead, focus on nội dung that emphasizes your personality & values first.

Generate leads & sales. Whether online or in-store, followers aren’t going khổng lồ make social purchases by accident. For example, are you about alerting customers about new products and promos?

Grow your brand’s audience. Bringing new followers into the fold means finding ways to lớn introduce your br& to lớn folks who haven’t heard of you before.

Growing your audience also means discovering conversations around your business và industry that matter the most. Digging through your social channels is nearly impossible without monitoring or listening lớn specific keyword, phrases or hashtags. Having a pulse on these conversations helps you reach your core audience much faster.

Boost community engagement. Explore ways khổng lồ grab the attention of your current followers. This means experimenting with messaging and nội dung. For example, does your br& promote user-generated content và hashtags?

Even something as simple as asking a question can increase your engagement rate. Your customers can be your best cheerleaders, but only if you’re giving them something lớn vì chưng.

Drive traffic khổng lồ your site. Simple enough. If you’re laser-focused on generating leads or traffic khổng lồ your trang web, social truyền thông media can make it happen. Whether through promotional posts or social ads, keeping an eye on conversions & URL clicks can help you better determine your ROI from social media.

Any combination of these goals is fair game & can help you better understvà which networks to tackle, too. When in doubt, keep your social media sale strategy simple rather than muddling it with too many objectives that might distract you. Piông xã one or two & stick with ’em.

2. Take time khổng lồ research your target audience

Making assumptions is bad news for marketers.

And thanks to the sheer wealth of demographic data and social truyền thông media analytics tools out there, you really don’t have sầu to lớn anymore.

Much of what you need to know about your audience to influence your social truyền thông kinh doanh strategy is already available, granted you know where to look.

In fact, in a recent survey of 250 business executives, 72% are currently using social media as a source of data and insights lớn inkhung their company’s business decisions.

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Remember: different platforms attract different audiences

Take today’s social truyền thông demographics, for example. These numbers speak directly lớn which networks your brvà should approach and what types of content lớn publish. Here are some key takeaways as of 2021:

Facebook and YouTube are both prime places for ads due in part lớn their high-earning user bases.LinkedIn’s user base is well-educated, making it a hub for in-depth, industry-specific nội dung that might be more complicated than what you see on Facebook or Twitter.

Don’t spread yourself too thin. Instead, focus on networks where your core audience is already active sầu.

Do your homework on your existing social media audience

Although the demographics data above sầu gives you insight inlớn each channel, what about your own customers? Further analysis needs lớn be done before you can determine what your real-world social customers actually look lượt thích.

That’s why many brands use a social truyền thông media dashboard that can provide an overview of who’s following you và how they interact with you on each channel.

For example, Sprout’s analytics dashboard puts your audience demographics front & center. It also highlights which social networks are seeing the most activity, helping you ensure your spending your time on the right networks.

With Sprout’s Group Report, you can view Facebook, Twitter, Instagram, LinkedIn and Pinterest data side-by-side in a customizable format that’s exportable by date range and profile.

Organic & paid likes: Beyond a standard Like count, these interactions are attributed lớn paid or organic content. Given how organic engagement is much harder to lớn gain traction, which is why many brands turn to ads. Knowing these differences can help you budget both your ad spend & the time you invest in different formats.Sentiment. This is the measurement of how users reacted khổng lồ your content, br& or hashtag. Did customers find your recent chiến dịch offensive? What type of sentiment are people associating with your chiến dịch hashtag? It’s always better to dig deeper and find out how people are talking about your brand.

An effective sầu social truyền thông media sale strategy is rooted in numbers. That said, those numbers need to be put inlớn a context that circles back around to your original goals.

4. Create (và curate) engaging social content

No surprises here. Your social media kinh doanh strategy hinges on your content.

At this point, you should have sầu a pretty good idea of what lớn publish based on your goal và br& identity. You probably feel confident in which networks lớn cover, too.

But what about your nội dung strategy? Below are some ideas & inspiration that can help.

The importance of sticking to content themes

Chances are you’ve sầu seen a post from a particular br& that just feels like, well, theirs.

The bold, grandiose images that give Passion Passport’s Instagram grid a recognizable, cohesive sầu feel are a great example.


From filters to captions và beyond, many brands rely on the same content formats và creative touches time & again. These content themes can help you become more consistent and zero in on a nội dung strategy that makes sense.

For example, you might cycle between memes, product photos & user-generated nội dung while sticking to lớn a rotating color scheme. If you’re struggling khổng lồ keep up with all these sources of social content, consider social truyền thông management tools that help you organize your truyền thông library and schedule your posts in advance.

“Which types of content should be part of my 2021 social media sale strategy?

To help narrow down the specifics of what you should be publishing và make sure you’re developing innovative content, here are some social truyền thông media trends to lớn consider.

Stories và time-sensitive sầu posts

Stories aren’t going anywhere. Tapping inkhổng lồ your followers’ FOMO (fear of missing out), Stories-style nội dung is both interactive sầu and can’t-miss. Popping up first in your followers’ feeds by default, such nội dung can help your brand’s tài khoản “skip the line” and stay fresh in your audience’s minds.


Stories are especially valuable for taking your followers behind-the-scenes and making your social feed feel a bit more personal. For example, consider how you can use Stories to lớn cover an event or take your followers on a journey without them having to lớn leave sầu the comfort of the ‘gram.

Short-form video

Social video clip is booming, especially with the rise of TikTok and the recent rollout of Instagram Reels. Both long-form và short-form productions continue lớn dominate the social space across all platforms due to their high engagement rate.

Posts that show off your human side

Particularly important as we (eventually) come out of COVID-19, both personal and personable content should be a cornerstone of your social truyền thông media marketing strategy. In short, don’t be afraid lớn remind followers of the humans behind your posts.