Well, we finally made it! 2020 may have felt like the longest year in recent history, but 2021 is now kicking into full gear and the future’s looking brighter. But there still remains the all-important question that weighs on you going into any new year — and no, it has nothing to do with New Year’s Resolutions or gym memberships you’ll stop using after two months. What you should be wondering is how your business projects for the new year.
If you’re evaluating your digital marketing strategy heading into 2021, and notice that you aren’t devoting many resources into your company’s social media, you should probably change that! Social media marketing is one of the most effective means of bringing in new customers and increasing your online presence, thanks to the variety of audiences you can reach. But what trends does 2021 have in store for social media marketing? Let’s take a dive into the social media trends that will shape your marketing plan in 2021.
The Social Media Marketing Funnel
Before doing anything, you need to make sure you know what your goals for advertising on social media will be. Are you looking to grow brand awareness? Are you focused on retargeting previous customers? Or do you just need more revenue? Once you have these goals in mind, you may need to dive even deeper into what you are looking for, such as increasing engagement or targeting larger purchases. Making these decisions on your target audience and goals are encompassed in the social media marketing funnel, which includes four layers:
Brand Awareness
The broadest funnel involves getting your name out there and increasing brand awareness. If you are a newer business or looking to expand to a new audience, this funnel is critical, especially given how many people use social media to look up new products.
Interest
We move further down the funnel once you are able to capture the attention of your audience. This funnel is primarily focused on tracking engagement, so you should be framing your content around getting more likes, shares, clicks, and comments. Keeping it brief and catchy is a great way to get people interested in your brand.
Desire
Okay, so they’re interested in what you have to say online, but do they really want what you’re offering? If you’re looking in this funnel, you’re trying to use sales-based copy and compelling calls to action to drive people to your landing pages, eventually leading to sales.
Action
The bottom of the funnel, and the ultimate goal of any digital marketing you do; bring in revenue. This is where impressions become conversions, and you are able to get the person viewing your social ad to fill out your form, call your business, and ultimately finalize the sale.
The Power of Google My Business
Sure, when you think of social media, you’re probably thinking about the apps you spend time endlessly scrolling through when you have the free time. But perhaps one of the most powerful tools when it comes to social media marketing is through the Google My Business feature. If you’ve ever looked at a company and found the listing of their hours, address, and map location on the right-hand side of the search results, then you’ve already interacted with this feature. But if you’re not using it for your business, you should start.