Looking for some social media tips for 2020? This article will help you supercharge your social media strategy.
I don’t know about you but I can’t quite believe how quickly 2019 has gone! It certainly doesn’t feel like a year ago that we were finishing up in the office before last year’s Christmas break.
But somehow we are here again, social media is still changing constantly, the Facebook Ads platform is still as user-unfriendly and we’re still in the EU! I fear only one of these will change in 2020…
Last year, I shared 4 tips For Your 2019 Social Media Strategy and it was really interesting to read back over these when I was thinking about what I’d recommend for 2020.
This year I’m going to share 3 tips for your social media strategy that have really been helping us to deliver great results for our clients.
1. Review your goals and objectives
This sounds like an obvious one, right?
This is THE most important step in developing your social media strategy.
In all of our strategy workshops, we work through several goals and develop a set of objectives for each one.
Focusing on one at a time will help you to develop a set of SMART objectives for each broad goal.
Here are 5 useful social media goals to focus your objectives in 2020
Most businesses need to drive awareness to new audiences; either new countries or regions, new age groups or more of the same. In the case of a brand new business, your main focus pre-launch is to build brand awareness with your target audience.
A key part of every social media strategy is about managing how your brand is perceived by your target so you need objectives to help you ensure you are differentiating yourself as well as positioning yourself in the desired way in your sector.
I don’t know of any brand that is happy to generate awareness without making an impact on their audience. You need objectives that give you a focus on building engagement so you can measure the success of your content and communication.
The customer or client journey of each business is different, but at some point, people need to express interest or shopping intent before they convert/purchase/get in touch. Setting objectives for follows, website visits and enquiries will keep you focused on social media activity that ensures people take steps so you can keep in touch with them via organic posting and/or retargeting.
Conversions mean different things to different organisations but could include purchases, email list sign ups or donations. Historical data will be useful to help you set KPIs for these objectives.
2. Create content specifically for each stage of the customer journey
If you follow the goals/objectives process outlined above, you have the perfect basis on which to develop content for each stage of your customer’s path to conversion.
This diagram from Vendasta is a great example of how digital has disrupted the traditional customer journey.
A simple yet highly effective tip is to build your social media strategy with a clear understanding of your target audience and how they will interact with you at each stage, your content will be far more effective.
So, plan content that helps to achieve that brand awareness – light touch content that resonates with your audience and showcases what’s great about your offering. Plan content that matches that ‘consideration’ stage of the journey – real, value-adding content that teaches them something new, inspires them, helps solve their problems. And of course, plan content that makes the most of your successes with previous customers or clients – case studies, testimonials, stories of change, results.
3. Use paid social to make the most of great quality content
Paid social, particularly Facebook and Instagram advertising has become more and more important to businesses throughout 2019 (which is reflected in our training course attendance!)
Two of the things we are frequently asked are:
- Will social advertising work for our business?
- How much do we need to spend?
The answer to number 1 is pretty simple – ‘Yes, probably’, if you’ve got good quality content that will engage your audience.
Putting budget behind something doesn’t mean it will do any good. In fact, it could even be detrimental.
Social media advertising is simply a way of getting your content to the right people, at scale and quickly.
So if you’ve got good content, high-quality visuals, some added value to your audience, and a strategic objective behind it, then yes, go for it and promote it. But make sure you’ve got your targeting spot on and keep an eye on those ranking scores in Ads Manager.
Social advertising is an extremely cost-effective advertising platform, (but only if used properly) and the targeting options are simply amazing, (if not slightly creepy – they really do know a LOT about us.)
The answer to number 2 isn’t as easy to answer as it will be determined by several factors; your budget, how many people you want to reach and what a conversion is worth to you.
There are many variables involved to allow me to answer in a blog post I’m afraid, so I’ll have to give that very annoying response of ‘it depends’. Sorry.
Actions for 2020
So these are my 3 social media strategy tips to take with you into 2020. I know social media can sometimes be overwhelming but just take things one step at a time.
- Review your objectives and consider 5 goals when you make new ones. Spend some time on this, don’t rush it – it’ll pay dividends in the long run and save you a lot of time!
- Map out content that matches each stage of your customer journey. You won’t necessarily be able to make all the content you want but focus on what will generate the most impact.
- Take your best content from each stage of the journey and put some budget behind it to get the most impact from it. You’ve spent the time creating it so make sure the right people see it.
I hope this has been helpful!
We help businesses develop social media strategies. Learn more about our strategy workshops and complete strategy development service.
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