2021 Social Media Marketing Strategy

What’s your 2021 Social Media Marketing Strategy?

With the right social media marketing strategy you can achieve some BIG WINS for your small business.

So instead of posting aimlessly hoping for reach, engagement, leads and sales – use this matrix to build a successful 2021 strategy.

Set Goals:

First things first, you need to set SMART (specific, measurable, achievable, relevant, time bound) goals for your social media marketing strategy.

This will help you clarify your ideas, focus your efforts, use your time and resources productively and increase your chances of nailing your goals!

The questions you need to ask yourself when setting your goals is why your business wants to be on social media. In general there are 9 social media goals:

  1. Increase brand awareness
  2. Drive traffic to your website
  3. Generate new leads
  4. Grow revenue
  5. Boost brand engagement
  6. Build a community around your business
  7. Provide social customer service
  8. Increase mentions in the press
  9. Listen to conversations about your brand

What does SMART stand for?

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time bound


Your goals need to be clear and specific otherwise you won’t be able to focus your efforts and feel truly motivated to achieve them. When compiling your goals try to answer the following:

  • What do I want to accomplish?
  • Why is this goal important?
  • Who is involved?
  • Where is it located?
  • Which resources or limits are involved?

Example: “I want to improve sales from Instagram by 20% in the first quarter of this year. This will enable my small business to spend less on other marketing efforts that are trending down.”


It’s important to have measurable goals so that you can track your progress and stay motivated. Assessing your progress helps you stay focused on the job at hand and meet your deadlines. Also, who doesn’t like to see their improvement of getting closer to achieving a goal!?

Measurable goals answer the following:

  • How much?
  • How many?
  • How will I know when it is accomplished?

Example: 20% increase in sales in 12 weeks. 


Goals need to be realistic and attainable to be successful, however that doesn’t mean they shouldn’t push your abilities and aim for better. When you set an achievable goal, keep an eye out for previously overlooked opportunities or resources that can bring you closer to your goals.

Achievable goals usually answer the following:

  • How can I accomplish this goal?
  • How realistic is the goal, based on other constraints, such as time or financial factors?


How important is this goal to you? Be sure to set goals that you actually want to achieve and align with other relevant goals.

Relevant goals answer “yes” to these questions:

  • Does this seem worthwhile?
  • Is this the right time?
  • Does this match my other efforts/needs?
  • Am I the right person to reach this goal?


Every goal needs a target date so that you have a deadline to work towards to help you stay focused. This part of the SMART strategy helps you to prioritise your efforts accordingly to your goals and avoid having everyday tasks taking priority over your long-term goals. 

Identify Audience:

In order to get the best out of your social media strategy you need to identify and understand who you are trying to attract to your business.

The easiest way to do this is by creating a Customer Persona which is an imaginative representation of your ideal customer or customers. By creating a Customer Persona and understanding your ideal customer you can better tailor all your marketing and sales efforts, including your social media marketing!

The best thing about creating a Customer Persona is that it will increase your ability to attract, retain and nurture leads into loyal referring customers which is a winning formula for any business. 

Select Platforms:

Social media marketing is all about meeting your ideal audience and customers where they “hang out” online and are likely to engage with your brand. It’s too hard and time consuming to be on ALL social media platforms! It’s a much wiser strategy to choose to be really active on the social media platforms that your ideal audience and customers use the most. 

Here is a breakdown on the most popular social media platforms: 


Users: 1.79 billion daily active users worldwide

Audience: Gen X and millennials

Industry impact: B2C

Best for: Brand awareness, advertising 


Users: 1 billion monthly active users worldwide

Audience: Primarily millennials

Industry impact: B2C

Best for: Brand awareness, user-generated content, product sales, advertising


Users: 186 million daily active users worldwide

Audience: Primarily millennials

Industry impact: B2C and B2B

Best for: Public relations, customer service


Users: 675 million monthly active users worldwide

Audience: Baby boomers, Gen X and millennials

Industry impact: B2B

Best for: Relationship building, business development, employment marketing


Users: 2 billion + logged-in monthly users worldwide

Audience: Millennials and Gen Z

Industry impact: B2C

Best for: Brand awareness, entertainment, advertising


Users: 249 million daily active users worldwide

Audience: Primarily Gen Z

Industry impact: B2C

Best for: Brand awareness, advertising


Users: 416 million monthly active users worldwide

Audience: Primarily older millennials and younger baby boomers

Industry impact: B2C

Best for: Visual advertising, inspiration

Create Content:

For social media marketing to be beneficial to your business you need to create engaging content for your ideal audience. A lot of businesses fall short with their content by only creating content they like or just creating salesy content. Remember, 80% of your posts should inform, educate, or entertain your audience and just 20% ought to directly promote your brand.

Share Content:

Choosing the right time to share your content is integral to the success of your social media marketing. The best time to share your content is when organic engagement will be at its highest. When is that you ask? Well, it’s different for every platform and every social media profile. The best thing is to research your social media profiles analytics or insights to work out different times that could be ideal to post your content and then test and measure!

Engage & Connect:

It’s not called SOCIAL media for nothing! Successful businesses don’t just broadcast to their social audiences, they engage with them too! Ideally, you should respond to all social mentions in a timely fashion and demonstrate that customer care is a priority to you. 

Track Insights:

You began your social media strategy by setting goals, now you need to assess the metrics to see how you are tracking. 

Optimise Strategy:

Once you understand what is working and what isn’t you can start to make changes accordingly. Unfortunately, social media isn’t a set and forget marketing strategy. Businesses that can optimise and evolve will always see superior results from their social media efforts than those that do not.

Categories: Social Media Marketing