Social media continues to be relevant to marketers in 2020. Owing to the COVID-19 pandemic that continues to grip nations in lockdown all over the world, more and more people are glued to their screens. The audience is more present and engaged today, which is why social media campaigns get more views and conversions.
Here are five steps to ensure that your social media content reaches the right people in 2020.
1. Specify your goals
This is basic in all marketing efforts, but it bears repeating. Your social media content strategy must be working towards a specific set of objectives that serves the overall marketing strategy.
Think of the following questions:
- Do you want to increase engagement?
- Is lead generation a focus?
- Are you looking to increase your following on a platform or are you trying to drive more traffic to your website as part of your search engine optimisation efforts?
These are just some of the fundamental questions that must be answered before you can begin any real social media strategy that drives results. Once you have a clearer understanding of your goals, see to it that they are Specific, Measurable, Attainable, Relevant and Time-bound (SMART). SMART goals allow you to draw comprehensive plans and timetables for your content strategy.
2. Update your customer profile
A good content strategy stays current with the time to ensure relevance. To capture that, you need to understand what factors have caused shifts in your industry and understand how that makes your audience feel. List down both global and local trends that are relevant to your topic. Once you have that down, go back to your customer profile and see how the new contexts have affected your target audience.
3. Mix both current and timeless topics
To ensure that your content engages your customers, you must mix it with topical and timeless content. What factors are affecting your customers? Does the current situation make your products and services more appealing to your customers? How will your product or service improve the lives of your audience? Remember that your product must fill a need and you should be able to communicate that effectively to engage with your audience.
4. Re-evaluate your social media channels
Facebook, Instagram, and Twitter are still incredibly relevant to most social media content strategies. However, you should probably be looking to expand to other platforms if you think that’s where your core demographic is.
One platform that is quickly rising in terms of active user count in 2020 is TikTok. It boasts 26.5 million monthly active users from the US alone. If you are looking to reach a demographic of 16 and 24, you will want to think about publishing content in TikTok, where 41 per cent of users fit that age group.
5. Improve the quality of your content
Remember that you are not alone in the social media space. Hundreds, if not thousands, of brands are competing for the same demographics as you. You should be willing to put in significant time and resources to stand out.
Aside from high-quality blogs and articles, you should be looking to incorporate graphics and video content as well. It is particularly true with mainly social media users, who prefer quick infographics and videos to reading blocks of text, especially if viewed on a small screen.
Social Media has become even more relevant in 2020 than it was a few years ago. Unlike traditional media, social media continues to evolve with every incremental update, and while it is always important to specify concrete goals, a good social media content strategy leaves room for changes.
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