What you need to know to improve your social media strategy in 2021? We’ve put together 6 of the best tips from international experts to help you plan for the year with creativity and inspiration.
1. Get out of the creative rut
Advice from Alan Gannette, author of The Creative Curve.
Content creation can be difficult if you are feeling tired. 2020 has been a tiring year for many, so the main challenge in 2021 will be to rebuild our creativity.
Alan Gannette cites the example of Paul McCartney of The Beatles and how the song Yesterday came about. Paul woke up one morning with the melody of the song in his head. He asked his bandmates if they had heard such a melody before – it turned out not. To write a song, he first wrote whatever words came into his head to fill in the melody until he could write the actual words. This allowed him to first write the music, and then come back to write the lyrics.
What does it mean? Inspiration is different. Sometimes the inspiration for a piece of content isn’t fully formed. The Beatles were constantly listening to other people’s music, just like we consume other marketers’ content. Since Paul was constantly immersed in other people’s creativity, his brain created this melody, which became one of the most famous and recognizable songs.
How to get out of the creative rut. Keeping creative flow means you must stay immersed in creative content that inspires you.
There are several ways to do this:
- surround yourself with expert content and creators, both established and new;
- hone your skills daily;
- Choose your sources of inspiration carefully, looking only at the people and channels that really inspire you.
If all else fails, start by reviewing who you are watching and listening to, and discard content that doesn’t inspire or motivate you.
2. Use live video to build a community
Tips from Jeff Sia of Manly Pinterest Tips and Ian Anderson Gray from the Confident Live Marketing podcast.
Last year was the year of video. According to Jeff Cie and Ian Anderson Gray, video creates a factor of trust, which in turn helps build an audience without borders.
Thanks to smartphones, we have a live video studio in our pocket. We can use video to connect multiple people from all over the world in one place. And when we can’t easily connect in person, live video is a great substitute. Live video offers a level of engagement with your audience that you cannot get in any other way.
But like other marketing skills, it takes time to master live video. It can be tricky to get started and stay consistent, especially if you’re nervous about airing at first. But remember, everyone makes mistakes when they learn new things. Even professionals make mistakes.
3. Look at your brand from the outside
Advice from Jay Baer of Convince & Convert.
Many agencies are hesitant to educate their clients on what they know because they fear they will no longer be needed by clients. Jay Baer talks about the unique ability of service providers to show the client an outside approach.
Within a company or brand, it’s easy to overlook what the company actually looks like. What you think of your brand may not match the opinions of others. Therefore, it is beneficial for brands to be aware of their identity, and marketers can help them with this by asking and answering questions such as:
- What does this brand mean?
- What does this brand look like?
- Is the brand serious? Funny? Iconic?
In addition, companies often make the mistake of thinking of themselves as the heroes of their stories, rather than putting their customers there. When a customer is the hero of a brand story, it changes the way the company interacts with its audience.
Also read which marketing trends are no longer relevant.
4. Empower your employees to tell your brand story
Advice from Jennifer Watson of Agorapulse.
Jennifer Watson encourages brands to empower their employees by telling their brand story. Provide your employees with brand illustrations and photos so they can easily share them online. Test different types of content with your audience and see what your employees like best. Consider making your team members part of a testing pool or think tank to help evaluate new product or service offerings.
Use weekly team meetings to drive employee brand promotion. They can also energize your team:
- confirm your brand values;
- show how these values are translated into reality in real time;
- share the brand’s victories.
Embodying corporate culture together strengthens the desire to share what is happening in the company with the rest of the world.
5. Focus more on relationships than marketing
Advice from Jessica Phillips of the NOW Marketing Group.
According to Jessia Phillips, relationships are stronger than marketing. Instead of sending ready-made presentations to potential clients or buyers, it’s better to maintain a relationship. Real personal communication is key.
6. Use text messages
Advice from Scott Ayres of Agorapulse.
At Scott Ayres’ session “LinkedIn Marketing Myths Debunked by Science,” he shared the research he conducted to find out which LinkedIn posts get the most views. Text messages get the most attention, Scott says, with 1,000% more views than photos and links.
When a post goes viral, people on the author’s network will start receiving notifications that their friends have commented on the post. This helps to keep promoting viral messages. This approach is relevant for other social networks as well. The beauty of texting is that as interaction grows, you can start a conversation right in the comments.