Preparing your 2021 Digital Strategy

Mariana Machado
January 15, 2021

Now that the new year is here, many companies and businesses are looking to start it off on the right foot. Whether that’s setting bold KPIs or making changes to company culture, the start of a new year is usually a time for change and improvement. When it comes to defining your digital strategy, this should be no different.

Here are five tips that will help you make the most of your digital strategy in 2021.

1. Plan your posts

Consider creating a schedule by organising your calendar by posts. This doesn’t mean you have to prepare an entire month of posts in advance but rather that you know which topic and on which days you’ll be posting. Having an overview of how your month will look for social media efforts is a great way to start as it will help you think ahead and allow your creative team to set up all the assets in time.

There are many ways you can do this, and it’s up to you to understand what fits your team the best. You can create this calendar on software such as Notion, Asana, or Basecamp so all your team has access and can contribute directly. This way, for instance, if your designer knows which posts are going up next, they can prepare the assets in advance and add them to that task in time for your social media manager to schedule all the posts.

If you’re looking for an even simpler solution, you can use a spreadsheet or Google Calendar. Here are two examples of what your planning can look like:

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Spreadsheet and Asana examples

2. Try something different every month

As social media evolves, there are more post types and opportunities to explore, so try making the most of it. An excellent way to do this is by setting the goal to try a different feature or post type every month.

For example, Twitter recently launched its Fleets feature, which works like Instagram Stories. If you have a Twitter account, why not explore this during a specific month and see if it helps you achieve your goals faster?

You can also see if there are some themed grouped posts that you have yet to try and check if they’re a good fit for your brand. You can try creating post series about success cases or tips for your clients, and you can even dive into the world of short-videos and create a Tiktok account or an Instagram Reel and explore the advantages of those formats. With so many choices, it’s just a matter of choosing the ones that speak to your audience the most and trying them out.

3. Use paid posts to your advantage

There are a lot of things you can do with your social media’s organic reach, whether it’s planning your posts, getting to know your audience or even creating an online community around your brand. However, you should not exclude paid media from the equation just yet.

Online advertising can help you reach your audience when they’re looking for answers to a need, allowing you to be the solution right when they need it. How so? For example, if you own an Italian restaurant, you can use Google to advertise your establishment. When someone searches for ‘Italian cuisine nearby’, you will show up in the suggestions, guaranteeing to you that your potential customer is interested in what you have to offer.

Many small businesses fear online advertising as they are usually on tight budgets and don’t want to spend too much on it. Instead of thinking about digital advertising as an expense, businesses should see it as an investment because social media is a great way to boost sales and get more customers.

With Advertio, businesses don’t have to fear losing money because we only charge per acquired goal, not ads. You can find out more about our Performance-based model on our website.

4. Set realistic goals

Having clear goals in mind is crucial to assess your results. If you plan your strategy and start posting on social media without fully knowing what you’re trying to achieve, you won’t be able to tell if your strategy is working.

Setting a few KPIs (Key Performance Indicators) will help measure your strategy’s success and analyse what you need to improve. We wrote an article focusing KPIs, so check that out if you want more information on the issue.

When setting your goals, it’s essential to be realistic about what you want to achieve. For example, if you’re planning on using paid media, you should be aware that online ads usually need time to get good results. This means that if your goal is to have 1000 more followers on Instagram in the first week alone, you’ll most likely fail. Even though you should be ambitious, you should also try to keep your goals achievable.

If you’re not sure about how to set your goals, start smaller. Choose metrics such as engagement or impressions and see how you do in the first few months. If you see you’re reaching your goals quickly, then start making them bolder.

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Photo by Estée Janssens on Unsplash

5. Analyse, improve, repeat

After setting your goals, it’s time to analyse them. Make sure to assess if you’ve reached all your goals and try to understand where you can improve. This means looking at all organic and paid efforts and understanding which posts resonated with your audience the most.

Once you’ve been doing this for a couple of weeks, you will start seeing some patterns that will help decide on your future posts. It’s work that is never done, so you should pay attention to this data every time you plan your posting schedule. Before adding posts to your calendar, look back and see if something isn’t working.

Once you’ve analysed your posts and thought about what you can do to improve your strategy, it’s time to start over. Start thinking about your posts, and make sure you create your posting schedule. This will definitely help you and your team keep track of results.

Would you like to know more about a specific Digital Marketing topic? Let us know.

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