The-Ultimate-Guide-To-Social-Media-Marketing-in-2021

The Ultimate Guide To Social Media Marketing in 2021

Sherin Sebastian
Sherin Sebastian / January 25, 2021

There are 3.5 billion social media users worldwide and users spend an average of 2 hours and 22 minutes per day on social media.

As social media is becoming more popular in our daily lives, it offers businesses more and more opportunities to reach out to both their existing and new audiences.

There is no denying that mastering social media marketing is a must for any brand that hopes to succeed in 2021. Social media allows even the smallest business to interact with the outside world – including existing customers, new prospects, competitors and suppliers. Just as social media platforms allow users to connect with people who already love your brand, they also are powerful ways for reaching out to those who haven’t heard of your product or service yet.

While social media is valuable for businesses of any size or industry, you might be unaware of how exactly you can use social media for marketing your business and turning customers into brand advocates.

Whether you want to grow your business through social media or to level up as a social media marketer, this go-to guide is worth a lot!

Table Of Contents

  1. What Is Social Media Marketing?
  2. How Can Social Media Move Your Business Forward?
  3. 5 Social Media Platforms That Are Best For Your Business
  4. The Best Social Media Post Length For Higher Engagement
  5. 5 Social Media Trends To Watch In 2021
  6. How To Create A Perfect SM Strategy – Step By Step Guide

Chapter 1: What Is Social Media Marketing?

Before we dive deeper into the details, it’s important to discuss what social media marketing is.

To put it simply, it’s a type of digital marketing that uses social media platforms to connect with your audience to build your brand, increase sales and drive website traffic. This involves publishing great content on your social media platforms, listening to and engaging your followers, monitoring your results, and running social media ads. Your existing customers and prospects are already interacting with brands through social media, which means you have endless opportunities to market what you are selling.

With that being said, let’s spin social media marketing in a more simple way – social media marketing is the process of creating focused content based on the context of each platform and target audience. All you have to do is curate content that works well on each platform.

Social Media Marketing can help with various objectives such as:

  • Increase brand awareness
  • Drive traffic to your website
  • Generate new leads
  • Make a brand personality
  • Boost brand engagement

We will be covering four main social platforms in chapter 3:

  • Facebook
  • Instagram
  • LinkedIn
  • YouTube

Chapter 2: How Can Social Media Move Your Business Forward?

In this chapter, we will walk you through many ways social media can help you CONNECT, ENGAGE, and GROW your business.

1. Establish Brand Awareness

“60% of users learn about new products through Instagram”

Brand awareness is the key! Thankfully social media can help you get recognised because it’s a platform with a ton of people in one place. Thus giving you the potential to be seen by more and more people.

Be it existing customers, potential leads or people you are trying to get back, you have a number of ways to engage with the audience at every stage of their journey with you.

Nike uses social media to create a lifestyle and a sense of awareness among fans. With over 126M Instagram followers, 8.3M Twitter followers, 34M Facebook followers, the sportswear giant has experienced a great lift in brand awareness.

Like Nike, with the right strategies and tools, you too can generate a wide audience for your business! Just do it!

Social Media Brand awareness

2. Increase Website Traffic

No matter the kind of product or service you’re promoting through online, generating website traffic is one of the most important factors in making your business successful. Fortunately, social media platforms are a great way to attract traffic to your website.

For instance, you created a blog and want as many leads to see your latest content. As weeks passed, you found your blog has received less than 10 views and zero comments. What point is there in creating good content if people aren’t going to read it? Don’t worry, that’s where social media accounts come into help.

Top Tip: Sharing your blog posts or other content to your social channels is a great way to get readers as soon as you publish a new post

Below are the details of Mr Digitals website traffic obtained through different social media channels.

Social Media Optimisation

Social media traffic

3. Generate Leads

As you know, lead generation is all about bringing people to your sales funnel. A lead can be an email, mobile number or address.

Social media lead generation

More than just a way to grow your brand and connect with your audience, social media platforms like Facebook, LinkedIn, Instagram are gold mines for leads. And the cherry on top is social media lead generation is cost-effective!

If you want to generate leads using social media, here are four ways to get started.

  • Run a Contest or Giveaway
  • Polls and surveys
  • Special offers
  • Paid social ads

To inspire you to acquire more leads through social media, you can look into how we helped one of the UK’s leading medical simulation products companies to drive leads for a landing page we’ve developed for them. We drove engagement from their target audience i.e medical students and practitioners through Facebook and Google ads. This marketing campaign helped us to generate leads with a low customer acquisition cost of £6.70 / lead with 8% conversion rate which is a good number in the industry.

Top Tip: Facebook lead ads are a great way to get the highest quality leads at the lowest cost as quickly as possible. It allows marketers to collect users’ contact information, such as email addresses and phone numbers, without leaving the platform.

If you need a step-by-step guide on how to set up Facebook lead ads, check out our Go-To Guide to Facebook ads manager before you begin.

4. Enhanced Customer Experience

“71% of customers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family”

Through social media channels, you get to develop a direct connection with your audience. This allows you to deliver personalised messages which leads to more engagement on your page and your business.

Gone are the days of people calling customer service numbers or sending complaint emails! Consumers today expect to be able to reach you immediately with questions and issues. They will message you on Facebook, DM you on Instagram or tweet at you. When they have concerns or questions, it’s better to provide the option of connecting on social media with the brands they do business with.

Let’s come back to Nike again:

We know they are not selling just shoes but an attitude, a lifestyle. Likewise, they are equally good at delivering customer support.

Social media enhance customer experience

Apart from having a dedicated support account, Nike gives specific instructions to customers looking for help no matter how flooded they are with queries.

Key Takeaway: be patient and make every customer feel valued, win customers hearts with a creative and personalised service

5. Improve Organic Visibility

Social media can increase search ranking and google visibility! Though social media likes, favourites, shares, backlinks, etc. are not direct ranking signals, there is a correlation between social media activity and search engine rankings. People, brands, and webmasters/marketers that may consider links published on your social media as credible backlinks and thus influence a page’s rank. However, we can’t assure 100% search ranking results in this case as we have a fifty-fifty chance.

But, your social media profile can influence the content of your web page if it is well optimised and managed.

For example, take a look at how Mr Digital’s social media profiles ranked on the first page of Google.

Organic social media visibility

Sometimes, if a social account shows up at the top of the brand search results, we are more likely to click on their Facebook or Instagram page as we feel they are more personal than web pages.

Top Tip: Make sure your social media has up to date information and engaging content.

Chapter 3: 5 Social Media Platforms That Are Best For Your Business

It’s important to choose the right platform before jumping into marketing your business through social media. We have many social media platforms, of which few such as LinkedIn, Instagram, Twitter, YouTube and Pinterest dominate the social media world. Of the thousands of platforms available out there, we are focusing on 5 prominent social media platforms that are best for marketing and business.

1. Facebook

Arguably, Facebook has been the leader in the social media landscape ever since its inception. Being the social media giant, Facebook boasts over 2.45 million followers with 1. 62 billion daily active users. That’s why it’s a wonderful platform to interact with your customers once you have caught their attention.

Let’s discuss how to make the most of Facebook marketing.

The launch of Facebook business page made it easy for marketers to manage their brand presence with a limited budget. Your page lets you connect with your customers and nurture prospects by sharing content, responding to queries, interacting with the audience, collaborating with other brands and people and much more.

Facebook Marketing

How To Create A Business Page In Six Steps?

Step 1: Create Your Page

To get started, head to Facebook page creation

You will be provided with two options:

Create Facebook business page

Choose “Business or brand’’ and click “Get started”

Then fill out the basic information about your business as follows:

For your page name, use your business name or the name people are most likely to search for when trying to find your product or service.

Facebook business page setup - Step 1

Once you’re done, click “Create Page”

Step 2: Add A Profile Picture And Cover Photo

Use your business logo as your page’s profile photo.

If you don’t have a professional logo, use a well-shot image of your signature offering.

Once you’ve made your choice, click upload “Add upload picture”

Now it’s time to pick your cover image, the most important part on your Facebook business page.

Top Tip: Note that your profile picture is shown as a circle throughout the platform, so make sure no vital elements are trimmed out when displayed.

Now it’s time to choose your cover image, the most prominent image on your Facebook business page. Your cover photo is often the first thing visitors see. Therefore, make sure pictures you choose align with your brand and convey your unique value proposition.

Select the appropriate image and click “Add cover photo”

Facebook business page setup - Step 2

Step 3: Create Your Username

Next up, choose a unique username to use on the platform.

Click Create Page @Username in the left menu.

Facebook business page setup - Step 3

Your username can be up to 50 characters long but avoid stuffing just because you can. Use a specific name or variant associated with your brand or service.

Step 4: Include Additional Business Information

In the left-hand menu, you will see the ‘About’ section where you can input information about your business such as your website, hours, and contact information.

Facebook business page setup - Step 4

Don’t forget to complete this information as it may be the prospect’s first point of reference for your business.

Step 5: Add A CTA Button To Your Page

So you have included all the information about your business but how someone visiting your page can book a reservation, shop apparels, download a book and more. That’s where the CTA button comes in handy. To include the CTA button, click ‘+ Add a button’ option on the left-hand side of your page below your cover picture.

Facebook business page setup - Step 5

Step 6: Start Posting Quality Content

Before you start promoting your Business Page, it’s better to add some useful content for new viewers to check out. Here are some of the ideas you may want to post on your page:

  • Post business pictures
  • Share testimonials
  • Link to your blog posts
  • New product launch
  • Link to articles related to your product or service
  • Conduct polls
  • Share industry-related news

Now that you have a Facebook page, you can create a group to get more personal with customers. The interesting thing is that like Facebook pages, they’re free with potential for higher levels of engagement.

The first thing you need to fix is who is your Facebook group for.

For example, our own company, Mr Digital has a Facebook group called ‘Certified Digital Marketing Specialists’ which is dedicated to sharing tips, tools and news updates from the world of digital marketing.

Facebook business page post creation

How To Create A Facebook Group?

Click the ‘+’ icon on the top right corner of Facebook to view the ‘create’ menu. Select ‘Group’ and provide basic information about the business.

Choose a simple and easy to find the group name and pick your privacy preference. Then start inviting group members. Not to mention the cover picture and a small description.

Facebook group for business page

You have got a group and target audience!

What’s next? Write something!

To post to Facebook group:

  1. Click Groups in the left menu and select your group
  2. Click write something!
  3. From here, you can compose a post, share a photo or video, add a poll, create an event, and more.

Speaking generally, the Facebook group is a great thing. It shows your brand has a dedicated fan base that’s really into your product or service

Facebook insights

A ‘set it and forget’ strategy won’t work in Facebook marketing. You have got to analyse the performance so you can discover what worked and what didn’t.

By using Facebook insights, you will be able to track the user interaction on your Facebook business page.

How to access Facebook insights?

Got to the left-hand side of your Facebook business page and click on ‘Insights’

Facebook Insight

Now, you can see the overview, likes, reach, page views, page previews, actions on page, posts, events.

Facebook Page Insight

10 Key Data From Facebook Insights

Overview: Three sections of the page such as Page Summary, Your 5 Most Recent Posts and Pages to Watch will let you know how your page is doing.

Likes: Rather than just showing the number of likes your page has, the like tab shows you ‘Total Page Likes as of Today’, ‘Net Likes’ and ‘Where Your Page Likes come from’ in three respective sections

Reach: You can see the reach of your Facebook page and factors that affect the reach. Sections include:

  • Post Reach
  • Reactions, Comments, and Shares
  • Reactions
  • Hide, Report as Spam, and Unlikes
  • Total Reach

Pageviews: How many people are viewing your Page? Which sections are they looking at?

The tab has 3 sections – Total Views, Total People Who Viewed and Top Sources

Actions on your page: As the name suggests, you can discover what people did on your page i.e Total Actions on Page, People Who Clicked Action Button, People Who Clicked Get Directions, People Who Clicked Phone Number and People Who Clicked Website.

Posts: The Posts tab contains all the information about your posts such as reach and engagement.

Sections contain:

  • When Your Fans Are Online / Post Types / Top Posts from Pages You Watch
  • All Posts Published

Events: You will be able to identify data such as the number of people who saw your event, demographics of your audience, the number of people who responded to your event

Sections available are Events Stats (Awareness / Engagement / Tickets / Audience)
and upcoming / Past.

Videos: Simply put, it’s all about how well your videos are performing. The tab shows the number of video views divided into Organic vs Paid, Unique vs Repeat and Auto-Played vs Clicked-to-Play. Sections include Video Views, 10-Second Views and Top Videos.

People: The People tab shows you who liked your Page, saw your posts or engaged with your Page or posts. It has two sections – Your Fans and People Reached / People Engaged.

Messages: The Messages tab shows you the performance metrics of your conversations with people on Messenger. You can see Total conversations, Your Responsiveness, Deleted Conversations, Marked as Spam and Blocked Conversations

2. Instagram Marketing

Once just a photo and video sharing app, Instagram has taken social media by storm! This has become not just a way for people to showcase their photo and videography talents, but a way for brands to market their business. But don’t take my words for it – take a look at Instagram stats. The platform now has 800 million active users and 500 million daily active users. Of these, 400 million users checkout stories daily. More than 95 million photos are posted each day, and 4.2 billion daily “likes” are given.

While some business and influencers have already hit a large number of followers, that doesn’t mean that you can’t too. That said, it is not possible to claim that if you put pretty cool pictures on the Instagram account you have turned the platform into something to attract clients ready to buy from you. For that, you need to understand how to market via Instagram. And here is what you need to know.

Before we get into Instagram marketing, it’s important to have a business profile.

So how to set up an Instagram business profile?

When you open the Instagram app, you will see two options:

  • Log in with the Facebook account
  • Sign up with phone or Email

If you are a starter, be sure to sign up with a business email, else switch your account to Instagram business profile. This is for highlighting additional information such as your industry, location, phone number and email address as part of your Instagram bio.

Choose your username and password and fill in your profile information. We would recommend selecting a username that is recognisable and easy to find. Now you have an Instagram account.

Tap the profile icon to go to your profile.
Tap the three lines icon at the top right of the screen, then tap Settings.
Tap Switch to Business Profile, then Continue.

Let’s dive deeper into the details.

1. Create A Username For Your Profile

The first thing to do before you go on a posting spree is to actually come up with a unique username that will help you stand out. If it turns out that your business name is already taken, which is pretty common, then you need to look for different variations of your business name. Just as important is the username of your profile. Use proper capitalisation for your business name so that it’s easy for people to find you on Instagram.

Top Tip: For instance, if your name is ‘Shelby’s cafe’ and the name ‘@shelbyscafe’ has been already taken by someone else, then you should consider adding the location title to the business name. Something along the lines of ‘@shelbycafeliverpool’ showing that your cafe is based in Liverpool. Brainstorming is the key!

2. Use Your Brand Image As Your Profile Picture

We cannot stress enough the key role brand image plays in helping users recognise your brand. In fact, your profile image is probably the first thing users see before landing on your page. So, you need to upload an image that is instantly recognisable for users. Imagine the impact a brand image could leave on your potential users. If your business brand has equally important sub-brands, you can use different brand elements that effectively represent your business.

Here at Mr Digital, we have used our company logo as an Instagram profile picture to help users recognise our account and keep our branding and messaging consistent across social media.

Instagram Marketing

Top Tip: It’s highly recommended that you set your logo as your Instagram profile picture.

3. Write An Informative Profile

Nothing leaves a better impression on the imagination of Instagram users than a well-written bio. Any valuable information about your business you include in the bio can go a long way in earning the trust of users. Your job is to make your bio as memorable as possible. This is the place where you want to introduce your brand to your users. Add important business details like email address, history and phone number. Remember, you’re doing this to familiarise your brand with users so make sure to do it with real clarity.

Instagram business profile

A Color Story does a great job explaining what they do in an interesting way while providing a CTA through the word ‘use’.

Top Tip: Since bios are just 150 characters you need to make critical decisions about what to include. Give the readers a good enough reason to follow your account.

4. Include A Trackable Link

It is possible to place a link on your Instagram profile. Businesses use this option to put a trackable link that can drive traffic to desired locations. You need not limit yourself to putting a single link on your Instagram, rather you can experiment with a variety of links, be it a blog post, a landing page for an upcoming event or a business group. It’s completely up to you to decide what to do with this opportunity.

Since the URL is trackable, you will be able to identify the source of the traffic. It’s easy to generate your URL using Google Analytics. So place that link and start tracking the results.

Top Tip: In order to get the best results, make a point of changing the link regularly.

Instagram business profile optimisation

5. Capture And Publish High-quality Pictures

You don’t need to have the most expensive DSLR camera to capture high-quality photos for your Instagram profile. Your smartphone can easily get the job done, if not mimic the quality of a DSLR. Now, if you know how to get the best out of your smartphone cameras, then you can certainly take some gorgeous photos for your Instagram profile. With the help of some photography skills and photo-editing apps, you can create wonders with your phone camera.

Top Tip: Before clicking photographs, make sure to find a location that has good lighting. Yes, photography is part skills, part lighting. Choose an engaging subject which you can use to tell a visual story. Now click away.

6. Establishing A Consistent Theme For Your Posts

You can’t just take pictures and start posting them on Instagram without any consideration. You need to first establish a proper theme for all the posts you are about to publish. Giving context to your posts will allow people to connect with them better. Start by making your photos visually and contextually related to each other. So how do you establish a theme? When you establish a theme, your posts will share interrelated appearance and produce similar experience for users. If you are showcasing photos of your cafe, make sure to include close up shots of your various coffees and people having jolly-good time at the cafe. Of course, the possibilities are limitless, your job is to narrate a visual story with a consistent colour tone and all the brand elements in place.

7. Publishing Your Posts Regularly

The best way to engage your audience is by publishing your posts on a regular basis. Now, if you publish things in excess, they could be considered spammy, on the other hand, if you publish too little, your followers may forget about your brand altogether. The idea is to strike a proper balance by posting 1 to 3 photos a day. Once you understand the best and most engaging posts, finalise a time to publish them. You can deploy social media tools to automate the posts on Instagram. Keeping a calendar in place will allow you to publish posts on time and keep followers engaged at all times.

8. Using Proper Hashtags

Hashtags make your posts and stories visible to people searching for content related to your product, brand or service. It allows them to find your pictures through Instagram’s search and if they find your profile interesting, they’ll likely give you a follow. People tend to use all kinds of dubious hashtag hacks to increase their like count. However, overused hashtags can sometimes cause your posts to get lost in the crowd. Instead of putting any hashtag of your choice to increase the Like count, you need to use hashtags that will help users to discover your business.

How do you do that? Well, you can start by typing in hashtags in the search bar and finalising on the hashtags most relevant to your business.

Top Tip: try to include a selection of low-volume, highly relevant hashtags in your posts.

9. Engage Your Followers On Instagram

It’s one thing to publish a huge amount of posts on Instagram, but a whole different thing to engage followers. While the effective deployment of hashtags will make your content easily discoverable, you still have a long way to go to make things more engaging for followers. It’s recommended that you post hashtags related to your business and drive relevant traffic to your profile. It’s worth noting that long-standing relationships on Instagram are established on a two-way street. A user is more likely to like to visit and follow your page if you liked or left a positive comment on their posts.

10. Measuring The Right Metrics

Now that you have got your account up and running, it’s time to start measuring the results. Measuring the key metrics of Instagram activities will help you make informed decisions about your business. Tracking the metrics is the only effective way to figure out whether your marketing strategy is properly working. You need to slice and dice the data and see what’s working and what isn’t. Use all the essential analytic tools you can get to track the progress of your business and optimise your Instagram profile to best effect.

How To Increase Engagement On Instagram?

1. Determine The Optimal Frequency And Time To Post On Instagram

Choose a realistic routine that fits your goals and business. You can post every day, once a week, every 2/3 days or on weekends. Also, make sure the audience see your post. Track your unique best time to reach most of your followers, which would result in a higher engagement rate.

2. Find The Right Balance With A Content Mix

Text-based content alone can get a little bore for your target audience. So you need to update your content strategy on Instagram. Post unique videos and content in a way that remains relevant and interesting.

3. Test Carousels vs. Video vs. Photos

To boost your audience engagement, you must find out what content like video, carousel or photo works best with your audience. However, Carousels, videos and photos work distinctly for various businesses.

4. Repost User-generated Content On The Platform

One best method to develop a strong influence on Instagram is to repost the content created by other users. Take advantage of UGC (user-generated content) by sharing the best and most relevant third-party content with your audience.

5. Optimise Your Photos With A Photo-editing Tool

Impress your audience by creating artistic and compelling content. This is where you can make use of some photo editing tools. Photo editing apps like Snapseed, VSCO, Layout to take your Instagram post to the next level.

If you scroll through the Instagram feed, you’ve probably seen Follow & Tag Two Friends, Comment Your Favorite beauty Product & Tag a Friend, Like, Follow, and Tag….sometimes with incredible prizes.

In one word – these are all GIVEAWAYs.

A successful Instagram giveaway is one best method to sell your business without actually throwing a sales pitch.

So how do you make GIVEAWAYs super successful?

Well, we will show you how to run giveaways like a pro – so that you’re not just doing it for the sake of it but actually reaching your goals for your business success.

1. Set Clear Goals

Before jumping into the actual contest, understanding what you have to accomplish with it is the first step.

Do you want to increase the follower count and user engagement?

Get more reach?

Spread brand message?

Promote a new service or product?

Get to know the opinion of others?

Increase website traffic?

The answer to the above questions will help decide the goal of your giveaway contest and allow you to earn more results.

As always, make sure your goals are Specific, Measurable, Attainable, Relevant and Timely.

2. Pick A Giveaway Prize That Produces More Qualified Leads

“Let’s give away an iPhone!”

Wait…think over again!

Is an iPhone relevant to what your business does? Probably not.

Yea, an iPhone may be something people are looking for but still, it won’t attract the kind of people your business wants. So we would recommend you choose a prize that is relevant to your business and something that your customers really want.

For instance, suppose you want to spread awareness about your newly launched product, you will likely choose that particular product as your giveaway prize. Makes sense right?

This is easy for e-commerce brands who sell specific products. A software company or other services require some deep research which can be done through Instagram audience insights.

Alternatively, partnering up with other brands helps any business to gain the attention of a larger audience and drive action.

Instead of a specific product or service, you might try offering an experience like a weekend trip, a spa day or the chance to dine with an eminent personality in your industry.

3. Define Contest Conditions Or Criteria

Before you get started, it’s vital to determine the entry criteria for your contest.

To be in with a chance to win the contest, you might ask your followers to ‘like the comment’, ‘tag a friend in the comment’ and follow your account.

Having your audience to share a post in their Instagram stories as a form of entry can be a great way to spread the brand message.

Alternatively, you might post a photo on your Instagram feed and ask fans to post their caption in the comments.

Another popular tactic is to ask people to follow your brand or a partner (or both) for the chance to win. Most of the influencers host collaborative giveaways like this to help their followers find new brands and bloggers.

4. Consider Partnering With Other Brands

Working with the right brands for a giveaway drives sales and grows brand awareness for your products and services.

When running a partnered campaign, you would promote your brand and products to not only your followers but also your partner’s audience.

Of course, a well-established brand partner is a perfect fit for your contest. If you want to increase followers and get more reach, consider a few factors like goal alignment and audience relevance.

For instance, Starbucks partnered with Spotify to deliver a premium coffee shop experience powered by a one-of-a-kind music ecosystem. This co-branding partnership is mutually beneficial to seek the attention of a wider audience.

5. Choose Your Campaign Hashtags

As you already know, hashtags encourage social media users to discover content that catches their attention. The right hashtags can get you more followers, contest entries and increase engagement.

You want to create a compelling and unique hashtag so you can spread the word. Don’t use a generic hashtag that other brands are likely to use as those posts will get mixed and you could miss a lot of entries.

6. Determining The Length Of Your Contest

Timing matters!

So the next step is establishing a time frame for the contest.

Competition time MEGA £150 GIVEAWAY!
YOU & YOUR BFFs can WIN £150! ENDs in the next 24 hours….

You are likely to get more entries and attention for these types of contests.

One or two weeks aren’t such a short time to run a contest and there is ample time to circulate among the platform while keeping it relevant and exciting.

When it comes to monthly contests, you will have to work hard to keep it relevant as it’s long enough to be forgotten.

All you need to focus is create a sense of immediacy and urge so that followers might sign up right away.

7. Launch Your Contest

So, you’ve set your goals, chosen prize, defined the eligibility criteria, fixed time frame and all other preparation works.

Well, you’re ready to actually launch your Instagram giveaway!

One more thing to ponder on; remember to optimise your posting time for when the majority of your followers are online.

Launch your Instagram contest, promote and update periodically so people know what’s going on. Talk about your giveaway on other social media platforms or you can even write a blog post about the contest.

Now, wait for your entries to roll in. When the contest ends, choose and announce the winners and thank everyone for participating.

3. LinkedIn Marketing

Today, LinkedIn isn’t just confined to professional networks!

Of course, millions of professionals use LinkedIn to expand their connections and improve careers, but marketers can use the connections and networking opportunities LinkedIn provides to build and promote their brand.

If you are wondering how to use LinkedIn for success, let’s read on.

Having a business LinkedIn page is equally important as having a website for your company.

This is where your target audience can communicate directly with your business. As such, it should help them discover everything they want to acquaint about your brand.

First, log in to your personal LinkedIn account and click the Work icon in the top right corner.

Linkedin Business Page setup - Step 1

Click on the Create a Company Page + button at the bottom of the window. You have the following choices for the business type you want to create:
Small business
Medium to large business
Showcase page
Educational institution

Linkedin Business Page setup - Step 2

For this guide, we are using small business.

Add all of your company information such as company name, website, industry, company size, and company type.

Linkedin Business Page setup - Step 3

Now check the verification box to confirm and select “Create Page.”

Your LinkedIn page is now ready. Take your LinkedIn Page from basic to the next level by filling additional information. Click the pencil icon on your profile under your company name.

Linkedin Business Page setup - Step 4

The ‘About’ section is where you tell the compelling summary of your brand or business, so use this as an opportunity to promote your product or service.

Values – Who are we? How do we work?
Products/Services – Here’s what we provide.
Positioning – What makes our brand different?
Vision – What future do we want to help create?
Mission – How do we create that future?
Tagline – Our brand summed up in one line.

Top Tip: Google will display up to 156 characters of your page text in its search results, so we recommend including relevant keywords at the very beginning of your company tagline, helping the search engine and its users quickly understand what you’re about.

Five Tips For Conduct Marketing On Linkedin

1. Create A Professional Profile

LinkedIn is a platform where you can show your brand identity in front of hundreds or thousands of users in your niche. So it would be best if you had a LinkedIn profile that stands out. Add a professional headshot and a compelling headline as this is the first impression people get from your page. Your summary is your golden chance to narrate your professional journey. Recommendations and endorsements from other members substantiate your skills and build your credibility.

Airbnb is the prime example of how to effectively use the ‘About section’ to showcase their brand’s international reach, but also the personality and culture of those who work there.

Linkedin Marketing tips

2. Start Your Own Group Or Page

Creating a LinkedIn group or page is a great way to attract your target audience. In other words, inviting people to join your group is a lot easier than requesting them to join your business or look at your business or opportunity. The purpose of your group or page should be aligned with your mission. Ask questions, pay attention to doubts and share ideas regarding your service or product. Ensure you’re posting timely and industry-relevant news and encouraging conversations.

Our LinkedIn group ‘certified digital marketing specialists’ provide a place for digital marketing experts or those with similar interests to share content, find answers, post and view jobs, make business contacts, and establish themselves as industry experts

Linkedin Marketing create own page

3. Post Engaging Content

“Pitchy” or aggressive sales content that focuses on your own products or services doesn’t work very well on LinkedIn. Most of the LinkedIn people are business professionals which means you need to provide content that your target audience finds useful. This can be content that addresses some business concerns, solve marketing problems, answer questions or help people do their business better.

4. Generate Leads

Now that you have your group and you have some engaging content rolling in, it’s the time to reap leads. Spend 10-15 minutes a day exploring the connections of your contacts. The objective of your lead generation is not just to generate more leads, but it should be to create more of the right leads. Use the filters on LinkedIn’s built-in search to find the best potential leads for your business.

5. Connect With New People Daily

Sending connection requests to random people doesn’t make any sense. You need to look for people who would be interested in your product or service or business opportunity. Optimise your profile and reach out to each member by sending out messages requesting to connect.

Since LinkedIn is all about making connections and nurturing relationships, there is no better way than cold messaging to achieve this. In the marketing industry, reaching out to a lead you have had no prior interaction is called cold messaging. But it happens very easily via LinkedIn! All you need to do is put yourself out there.

People get hundreds of messages every day in which most of them are just the same. To stay unique, you need to stand out in the crowd.

Here are top five tips for cold messaging on LinkedIn that really work:

1. Do Your Research In Advance

Don’t hesitate to scan their LinkedIn profile to seek out the relevant information. Learn about their work history, current job position, education background, interests and many more about the person you are going to message. It doesn’t matter what industry you are in or what position you hold, try to find some commonalities between yourself and the potential lead.

2. Get Introduced Through A Mutual Connection

Let’s get connected with the connection of a connection! Finding out a mutual connection can be a perfect icebreaker. Not only this gives a tricky context for your message, but it also helps kickstart a smooth relationship. If you have that ‘Friend’ in common, ask them to introduce you following which you can message the lead individually.

3. Make It Simple And To The Point

Don’t jump into too much detail about the opportunity, save the other information for later. Your first goal is to get the recipient to respond not to make sales. While writing the message, try to limit the length of characters between 200-500. Give a quick roundup on who you are, how you come across their profile and your common ground. Later you can narrate a clear idea about what problem you solve, what you stand for, how you are different and so on.

4. Don’t Be Too Pushy

This is one of the most important tips on this list, but for many, it’s the toughest.

I received a message in LinkedIn last week that said;

Hi,
I hope you have a nice day. I’d like to set up a meeting with you to discuss our product.

I log in, open the message and my immediate reaction was NO, NO, NO! Trust me, this is not how you reach out to prospects. Pitching for sales straight away doesn’t make sense. You have to make a connection and then start a conversation rather than jumping into your product or service.

5. Effective Follow-up

We know first impressions are important, but for a salesperson, it can be the third or fourth that’s the most important. This is why it’s important to have an effective follow-up strategy if you want to stay in touch with your prospects. You may try to reach out to thousands of people in a day on LinkedIn. Some may reply immediately or after a few days while some don’t. So, needless to say, it’s better to keep the track of records you reach out to and follow up with them if they don’t respond right away.

4. YouTube Marketing

The YouTube marketing trend doesn’t show any signs of slowing down. In fact, their popularity continues to grow. So, if you’re thinking about starting your own Youtube channel, there’s never been a better time.

The platform has 2 billion log-in monthly users, watching videos in more than 80 languages. It has been steadily growing since its initial launch in 2005 and has become the most important video service on the web. As people upload 500 hours of video every minute, you have to optimise your video to stand out and be noticed.

Just like making your site appear top on the SERPs, you want to get your videos high up on the YouTube SERPs.

1. Find The Right Keywords For Videos

It is not wrong to say that YouTube is a video search engine. YouTube SEO process starts with keyword research. This is the task of finding words and phrases that people use to search for video content online. When you carefully research and optimise your content around the right keywords, they have the opportunity to get more views, comments, likes and subscribers. Once the keyword is identified, carefully determine where to insert the same. Just search for the keyword you want to rank for in YouTube and analyse what the top 3–5 results are talking about.

Similar to Google suggest, YouTube suggests give you a list of relevant phrases that contain your keywords.

Keyword research for YouTube Marketing

These suggested keywords are totally excellent.

Why?

Because these are terms that people actually type into YouTube. So there’s no need to wonder if they’re great or not.

2. Keyword In The Video Title

What’s the first thing you notice when searching on YouTube? Is it the title or the wonderful piece of content inside? Of course, your answer would be the first one. Your keyword plays a big part in your video title, it also helps if the title closely matches what the viewer is searching for.

According to Brian Dean of Backlinko, saying your target keywords in your video can help YouTube better understand what your video is about.

The YouTube Algorithm finds the exact keyword matches. So, Insert your keyword in the video title.

3. Optimise The Description

Your YouTube video description is super important. A YouTube video description is the text below each of your videos. It helps viewers understand the context of your video and determine whether to watch it. And the better they understand the content, the higher your channel will rank. If done right, YouTube descriptions can boost SEO, subscriptions, view counts, and watch time. They can also help your videos rank in YouTube’s “suggested search” function. Use language that your viewers will understand and incorporate keywords in a natural way, not as a list.

4. Using Relevant Tags

YouTube tags help you amplify your video’s reach. When searching for videos, viewers will type keywords into the search bar. Videos that are tagged with those keywords appear in the search results. You need to ensure that your tags precisely describe the topic and content of your video.

Pro Tip: It’s better to use the target keyword as the first tag. Let’s say you want to rank your video for the keyword “Network marketing tips for beginners”. You’d want to make your first YouTube tag that exact term.

5. Use Custom Design Thumbnails

Getting potential prospects to read your titles and descriptions is vital. Needless to say, YouTube thumbnails are what the viewers first notice in your video search results. It can make or break your video content.

A strong and impactful thumbnail will look great and convey the exact information about your YouTube videos. Adding a compelling title on a thumbnail is the icing on the cake. Remember to keep your thumbnails consistent with the same style fonts, colours, and a strong design.

Chapter 4: Best social media post length for higher engagement

Facebook

It has been proved that shorter facebook posts receive more likes, comments and shares compared to longer ones. The optimal length of a Facebook post is considered between 40 and 80 characters. Posts that contain 40 characters or less earn 86% more engagement. So the key is to keep your posts short and concise.

Instagram

Most users scroll through their Instagram feed quickly. So keep your captions clear and concise to maximise the engagement on your posts. The recommended length for Instagram captions is 125 characters so that the text doesn’t get truncated, and shows up fully on smaller screen sizes. Also, don’t stuff your content with hashtags – 5 to 9 per post at less than 24 characters each is enough.

LinkedIn

LinkedIn is a professional networking platform many businesses rely on to gather valuable industry information. If your LinkedIn post is longer than 100 characters, the excess content gets cut off and users have to click ‘see more’ to read full message. So it makes sense to keep your LinkedIn status updates under 100 characters or 25 words – this ensures that all of your full messages get seen.

YouTube

Although this platform is all about video, it has some character limits for the content field. Hence it’s best to keep an eye on the character count of title and description copy. Title for YouTube videos shouldn’t exceed 40 characters while keeping the description under 5000 characters. Also, don’t go over 60 characters for playlist title and 30 Characters per YouTube Tag and 500 Characters total.

Chapter 5: 5 Social Media Trends To Watch In 2021

As social media trends keep changing year after year, marketers must always be aware of the changes to stay ahead in the field. Like every year, 2021 brings with it its own share of social media marketing trends and changes. If you’re still clinging on to the outdated stuff, you’re simply undermining your chances of generating leads and growing your business. The sooner you catch up with these trends, the better you will be able to plan your marketing campaigns.

1. Keep The Trust Of Your Followers

Brands will need to adopt effective strategies to capture and retain the trust of their target audience in 2021. Make your audience feel more personal by engaging through direct messaging or comments. Be always available to your audience and allow them to interact with you. Stop asking your followers for something all the time – invite your followers to a conversation, not a sales pitch. Have a reliable product or service and live up to your promise.

2. The Rise Of Influencer Marketing

For the last few years, Influencer marketing has evolved into an effective means of business promotion. Brands and businesses will look for influencer marketing strategies and choose proven influencer agencies. Just because your business uses an influencer doesn’t mean it will be a success. Campaigns receive the most attention when your influencer marketing is authentic and real. It seems influencer marketing remains top throughout the year.

3. Video Content Will Dominate

Video is nothing new for marketers. But marketers, brands, and businesses must have a video strategy in 2021. Most internet users watch videos on Facebook, Instagram and YouTube. People find videos more engaging as well as the most productive element in digital marketing. We will see continued growth in Live video and interactive video consumption on Facebook. Make sure your video is visible on different social media platforms. It’s not too late to come up with new video marketing strategies.

4. Messaging Apps Will Be A Hot Trend

Business can now manage a multitude of marketing interactions through messaging apps. The apps such as Facebook Messenger, WhatsApp, Snapchat offer a bunch of new opportunities for marketers. With enhanced capabilities to help users to ask questions, discover products, process digital payments, chatbots are going to be better in 2021. The ability to share promotions, create targeted groups, hot flash sales and add a personal touch to all these messages is highly valuable for digital marketers. So we predict a steady uptake in using messaging apps for various digital marketing purposes.

5. Stories On Both Facebook And Instagram

Stories for business will keep iterating at a fairly fast pace, adding more features to enable businesses of all sizes to build closer connections with their audience. Brands will need to adopt creative use of stories to target their customers on Instagram. Elements like the ability to add links and advertise through stories will make it a key component of advertising. It seems stories can create a more transparent and meaningful relationship between the users and the brand.

Chapter 6: How To Create A Perfect SM Strategy – Step By Step Guide

In this chapter, we will explain how to create your social media strategy, step by step to make the most of your efforts.

1. Identify Your Goals

Having specific goals will allow you to plan your marketing campaign perfectly.

Goals can vary depending on the type of business:

  • Increasing brand awareness
  • Generating leads and sales
  • Growing your audience
  • Improving community engagement
  • Increasing website traffic
  • Growing revenue
  • Building a community around your business

Pro Tip: Your goals should be challenging but realistic, so it’s important to employ the five characteristics of a SMART goal:

Specific: Set real numbers with real deadlines
Measurable: Make sure your goal is trackable
Attainable: Work towards a goal that is challenging but achievable
Relevant: It should make sense within the context of your marketing campaign
Time-bound: Give yourself a deadline

2. Know Your Target Audience

Not everyone is your target audience. Your task is to identify and understand what your audience prefers based on the service/ products you offer. The better you understand your target market, the more you are close to success.

So the key is to know exactly who would benefit from your business.

Ask yourself these questions:

Where does your target market live?
What do they do for a living?
Are they male or female?
Marital status?
Age group?
What about their personal values, attitude, interests, goals?
Are they happy or frequently stressed?
This is where you’ll focus on demographics and psychographics of your target audience.

What’s important to keep in mind is to be specific and focus on a particular group of people who genuinely have an interest in your business.

3. Select The Right Social Media Platform Wisely

Now that your goals are defined and you know the target audience, It’s the time to figure out where your target audience is hanging out.

For example, older generations have increased their Facebook use in the past four years while young users are more active on Instagram.

Being one of the fastest-growing platforms, Instagram works well for visual-based businesses, like art, food, retail, and beauty.

Top Tip: If a post works well on LinkedIn but not the other networks, you can switch accordingly.

4. Create Relevant And Informative Content

Yes, you can’t ignore the word ‘RELEVANCE’. More relevant your content is, the better it will perform. The only way to get to know what our customers find relevant is to get out and interact with them.

Discover what’s trending and what your audience loves. Don’t stop there…be enthusiastic about what the future has in store.

Content should be useful so that it can assist your potential prospects or clients to achieve their goals. As your content creates value and positive feelings among the audience, they may develop trust, loyalty and authority very soon.

Social media platforms such as Facebook, Instagram, LinkedIn are great means of sharing valuable, informative and useful content.

5. Determine The Optimal Frequency And Time To Post

This is a must! Not only can it help you save time and increase your productivity, but it can also help you better optimise your social content, drive more traffic, and grow your business faster.

Choose a realistic routine that fits your goals and business. You can post every day, once a week, every 2/3 days or on weekends. Also, make sure the audience sees your post. Track your unique best time to reach most of your followers, which would result in a higher engagement rate.

Use an effective tool like ContentStudio that lets you upload social media posts from your desktop will save you a ton of time.

6. Use social media marketing tools to reinforce your strategy

If you want to make the most out of your social media marketing campaigns, consider using social media marketing tools. These tools can help simplify your work and improve your efficiency too.

There are different types of social media tools that can get to the next level.

  • Social media scheduling tools
  • Social media analytics tools
  • Social media engagement tools
  • Social media listening tools
  • Social media monitoring tools
  • Social media automation tools
  • Facebook marketing tools
  • Twitter marketing tools
  • Instagram marketing tools

The whole point of using tools is to plan ahead of time while staying productive and saving time.

7. Analyse your impacts and results

To get the most out of social media marketing campaigns, you need to analyse the data you gathered during your previous activities. Keeping track of all of your posts will help you identify which tactics and strategies are working and which aren’t.
Below are the most important social media metrics for marketers:

Engagements: This shows how audiences are interacting with your content. This includes clicks, comments, likes, and replies on your social media posts. “Saved” posts on Instagram and “Pinned” posts on Pinterest also false under this category

Reach: Denotes how many people have seen a post since it went live.

Views: Show you the number of times people watched or engaged with your video

Followers: the number of people you have on your profile who have clicked your “Follow” button and see your content in their feeds regularly.

Impressions: how many times a post shows up in someone’s timeline

Profile visits: the number of people who have opened your social media page

Mentions: the number of times your profile has been mentioned by others in their post

Shares: These are the posts your followers and audience take from your profile and share with their network.

Now It’s Your Turn..

The potential of social media marketing is endless and cannot be limited to a few platforms. The social media platforms mentioned here are the biggest and the most significant ones. However, there are other platforms like Twitter, Snapchat, TikTok and others that you should explore if they are relevant to your business.

Like any other online marketing technique, it is a process that needs a lot of effort, time and hard work. As you read this social media marketing guide, you may reach a point where you need the assistance of a certified digital marketing agency to take your business to the next level. This is where our experienced marketers can grow your social media account and help attain all your business goals.

Sherin Sebastian

Sherin Sebastian

Our team is certified on all major tools and platforms