The Ultimate Guide-Social media optimization techniques and strategies in 2021
Learn how to implement the actionable social media optimization strategy in 2021 for your eCommerce business or any new brands.
Are you ready to fuel your social media presence for a new eCommerce brand? Are you all set to fire up your social media optimization strategy? I bet you are!
The trend that is topping the chart for social media is, the millennial buying patterns from shoppable features like Instagram reels to Tiktoks partnership with Shopify, to woo and win eCommerce customers.
Being a smart social media marketer, You should discover the trending content that can spark interest and curiosity among the viewers. In a nutshell, one should know the pulse of the industry and work on content that resonates with your audiences in order to achieve better customer engagement for eCommerce brands.
Tip: With automated tools such as Salesforce Social Studio, Hootsuite, you can discover the insights, to find the emerging content and publish enticing stories in real-time. You can also predict the trending hashtags, keywords, phrases, and specific content pillar topics relevant to your brand.You should be able to devise fresh new ideas, create the winning formula for the next big campaign, and roll out the sequential advertising that your audience will fall in love.
For B2B, you can be a thought leader for your industry, once you have the future insights and know what content is appealing to your niche audiences.
To stay ahead of the game, you should spearhead the performance-driven marketing strategy, optimize the campaign periodically, and highlight your USP with the help of your content and the voice of a brand.
Top 10 social media optimization techniques for new eCommerce brands in 2021:
- Target the right audience by deep diving into interest, demographics and behavior
- Identify buyer persona, know the right social channel and best time to publish your content
- Analyze your competition and discover insights with the AI tools
- Amplify the impact of your brand voice by finding the right influencers
- A/B testing on creatives, bid strategy, ad copies, audiences, and objectives
- Optimizing the post content with relevant CTA and compelling visuals
- Build the custom or lookalike audiences by adding the pixels for retargeting
- Real-time tracking to boost your brand virality and enable crisis management
- Amplify your content distribution with the right platform & user-generated content
- Live streaming content, micro-moments and videos will rule in 2021 & beyond
How to plan, measure and achieve SMART Goals for Social Media Campaign?
While setting goals for social media marketing strategy, use SMART approach to determine each of these goals, and track what is contributing to success.
SMART stands for:
Specific- Set achievable business goals numbers with a realistic timeline
Example- Want to increase paid ads conversion rate by 30% till June 2021
Measurable- Measure your goals from time to time
Example- Close eye on conversion rate every month to achieve business goals
Achievable- Make it realistic based on industry benchmark or business outcomes
Example- Ensure business goals defined in % or Numbers are achievable
Relevant- Relevance is the key to set your desired goals
Example- Choose business KPIs like reach, engagement or conversion relevant to your campaign
Time-bound- Deadline to achieve your set goals
Example- There has to be a timeframe in days, month or year when you set any smart goals
The above goals should be ideally based on branding especially for B2B and revenue-linked goals for B2C. This will help you to list down the relevant metrics associated with the goals.
Such an approach ensures you are well prepared to set a precise, workable, and goal-driven social marketing strategy.
How to use 5 essentials social media pillars to bring massive success for any brand:
Brand Measurement:
Identify your brand metrics or KPIs that matter the most to measure the success of your brand. You can track the metrics based on reach, engagement & conversion metrics. Such metrics include audience growth rate, post reach, virality rate, avg engagement rate, and click-through rate.
Brand Promotion
You should engage with your potential customer by promoting your brand with the right social media channel. Each business must choose a mix of social media channels to amplify the content. Every e-commerce brand has to get your digital storefront up and running on Facebook & Instagram.
Brand Protection
You should protect your brand by considering the points that need coverage such as legal risks, brand logos, brand voice or any privacy concerns. Ensure your creative, content and social media team works in tandem with each other to control crisis management
Social Media Analytics
You should never settle for organic visitors and ensure to amplify your social media content with right marketing channels. Use the best in class analytics feature from social channels or use AI based tools such as talkwalker to achieve hidden gems and content predictions for your brand.
Competitive Insights
Knowing insights and keeping an eye on the competition is important to see what strategy they are using, what is trending, and what is missing. You should offer a creative makeover with a tailored content approach that boost personalization and build a positive relationship with your brand
Top 10 Optimisation Hacks for a Successful Paid Social Media Campaign
#1 EXPERIMENT with custom audiences & lookalike audiences
#2 SELECT the right placements for each objective
#3 AB TESTING your campaign creatives and tag lines
#4 CREATE at least 5 Ad groups, 5 Ad copies to experiment
#5 SET automated ad rules for better optimization
#6 AVOID changing your ads when it is in the learning phase
#7 CHECK for audience overlap to minimize the CPC-Cost per click
#8 OPTIMISE your landing page based on ad creatives
#9 REMARKETING campaign to boost conversion rate optimization
#10 EXCLUDE existing customers list to avoid showing them ads
A winning formula for an effective social media marketing strategy is to deploy the data driven marketing tactics with marketing automation platforms that include social campaign strategy, customer segmentation, content production, content amplification and community management. Implementing best practices for paid social advertising tools is a key to success for any digital marketing channel.
There are also many eCommerce companies that are implementing social customer service considering two components such as social moderation and social listening.
Insights from Globant for every company:
In 2021, Social connections are becoming more important than ever if we talk about building a customer-centric culture for the organization. Companies that give utmost importance to digital technologies, their culture and social connections will have an extra edge in succeeding in the new normal and further helps to facilitate a successful cultural transformation.
You can download the report from Globant to understand how we can enable any business culture to digital transformation in 2021 & beyond.
Wrapping up:
Social Media Marketing is going to rule in terms of online shopping, as e-commerce startup companies take center stage in the global market. Live streaming with “shop now” options is going to grow exponentially with enticing offers and heavy discounts.
