Social Media Marketing Tactics and Guidelines for 2020

Below we have discussed specific social media marketing guidelines and tactics that you can use to efficiently launch and maintain your social media presence in 2020.

By gaining an understanding of the various tactics you can use, from setting social media goals, to what types of content you should be posting on social media in 2020, can greatly improve your social media presence and brand awareness.


What does social media marketing involve?

1. Acknowledging who your audience is.
2. Setting realistic marketing and social media goals.
3. Identify the preferred social media platforms.
4. Identifying your brand message.
5. Analyse your competition.
6. Developing a social media content strategy your audience will love.
7. Ensure you regularly update your social media channels.


1. Acknowledging who is your audience is.

This step involves research. You cannot make assumptions about your audience.
Without properly understanding who your audience is, you cannot confidently move forward with your social media marketing strategy.

Where to start?

Step 1: Break down your audience characteristics. Consider the following factors:

– Age
– Gender
– Income
– Ethnicity
– Marital Status
– Education
– Location

Draw up a customer persona of exactly who your customer is and their considered daily tasks. Try to familiarize yourself as much as possible with this individual by putting yourself in their shoes. This might sound like a tedious process, but it can really help you connect with your audience, which is a big part of what social media marketing is all about.


Step 2: Research your target audience.

Never stop doing research about your audience. Keep up to date with their interests and changing attitudes. Keeping up to date with trends in the market can have a huge impact on the success of your marketing campaigns.
People are adapting to changing environments constantly, therefore as a business, you have to do the same.
Using analytics tools provided by Facebook and other social media platforms, you can gain a better understanding of what your audience prefer and adapt your strategy from there.


2. Set realistic Marketing and Social Media goals.

Don’t underestimate the power of marketing goals.
Without setting defined goals you can really lose momentum during your campaign and as a result lose your audience. Inconsistency is the worst thing you can do when it comes to online marketing.
Without setting defined goals you can end up just drifting around aimlessly assuming that everything is going to plan. Which it isn’t.
However, your goals need to meet the following standards.
I’m sure you’ve heard of the term ‘SMART’ goal setting. It is a very helpful and necessary tool to use when setting your business goals.

So, what does ‘SMART’, represent?
– S: Specific
– M: Measurable
– A: Attainable
– R: Realistic
– T: Time-framed

For example:
Marketing goal: By the end of each 30-day period I will increase my social following by 30 people.
Social media Goal: Increase sales and website traffic by 5%, by the end of June.


3. Identify the preferred social media platforms

Identifying social media platforms isn’t as easy as picking the one you are most familiar with. However, majority for the time you will use Facebook as one of the platforms to market your business.

Below we have outlined an easy structure you can follow to identify which platform/s you should be using to market your business.social media platform guide

social media platform guidesocial media platform guide

If you are trying to increase your brand exposure, Facebook and YouTube are both great platforms to help you achieve this. Facebook provide a demographic based ad campaign manger for you to use, allowing you to target specific posts to a larger audience at the click of a button. Additionally, Facebook is a very affordable platform and for advert placement.

The majority of Instagram users are millennials and the content is primarily fast paced and impactful.

LinkedIn, on the other hand, is a very professional, informative and educational social platform. The platform is full of industry professionals, making it a very useful for B2B businesses.

Because this can all seem a bit overwhelming, if you’re not too sure where to start, test out 2 or 3 platforms for at least 3 months to help you identify which ones suit your brand best.


4. Identifying your brand message.

Before identifying your brand message, you need to have identified your brand positioning statement.

Your brand positioning statement is basically positioning your brand in the mind of the consumer. It is basically encompassing your brand strategy and business strategy.
By drawing up a brand statement, one can almost understand, in one sentence, who you are as a brand and what you stand for.

Through your positioning statement, the objective is to differentiate your brand by identifying your niche, distinct product offering, and marketing strategies (pricing, promotion, distribution). Ultimately, your positioning statement is meant to create unique impression of your, which is unique from the rest of the market, in the mind of the consumer.

How to construct a positioning statement?

A positioning statement involves a brief description of your target market and product or service offering. It should also include how your product or service fulfils a particular need.

a brief description of a product or service and target market, and how the product or service fills a particular need of the target market. It’s meant to be used as an internal tool to align marketing efforts with the brand and value proposition.

So, what is Brand Messaging?

Brand message is basically your brand personality and value proposition that is conveyed through your content. Your brand message is what helps your audience relate to your brand.

Your brand message can also be conveyed through your slogan/business tagline. It helps distinguish your brand from your competitors.

Here are a few examples of well-known brand messages:

brand tagline example
Example of brand tagline.
brand tagline example
Example of brand tagline.

What is the brand messaging Framework?

1. Brand promise -Your brand promise is what you aim to deliver as a brand. It is ultimately the value or experience a company’s customers can expect to receive every time they interact with that company.

2. Brand positioning statement
3. Target audience
4. Mission – Your brand purpose
5. Vision – Your long-term company goal.

5. Analyse your competition.

Why is it important to research your competitors?
Researching your competitors is so important. If you don’t know what your competitors are doing, how will you stay one step ahead of them?
Competitor research is critical for company success.


How to conduct a competitor analysis:

Step 1: Conduct a Google search of your service or product offering.

This search will give you insight as to who your top competitors are likely to be.

Once you have an idea of who your competitors are, you should begin analysing their social media feeds, to get an idea of their content strategy.

Step 2: Analyse your competitor’s content and compare.

By either going onto your competitor’s website or researching on the various social media platforms, you can begin to analyse your competitor’s content.

Make a list of the types of content they are releasing and the engagement rate of the various types of content. This will give you an insight as to what works and what you should leave out. By analysing your competitors’ content, you can further determine what opportunities are available to outperform their content.

The things you should look out for:

  • Frequency of posts
  • The topic they discuss
  • The types of content they publish (videos/giphy/images/articles)
  • The types of content posted on their blogs (if they have one)


TIP: Posting case studies is a great way generate leads. If your competitors are posting a lot of case studies this could be a big reason why they would be gaining more leads and attention than you are. Be sure to mange your Google reviews and page reviews. If you ever see a negative review of comment, respond to it. Don’t ignore bad comments as it will give a negative impression of your customer service.


Step 3: Note the areas of improvement.

Now that you have done the research, draw a mind map for yourself. Your mind map should ultimately discuss the areas of the content marketing that works (gains high engagement) and the areas which are a waste of time (gain no engagement).

Your competitors have made the mistakes already so don’t waste your time making the same mistakes.


You also need to understand that you need to one up your competitor. Don’t be complacent and simply do the same thing as they are. Make you content 5 times better than theirs. If it means you need to add more information of make it more interactive, do it.

You don’t realise how much this will pay off in the long run.


5. Developing a social media content strategy your audience will love.

Now that you have a better idea as to who your audience is and insights as to what types of content they would prefer, you can begin constructing your entire social media content plan.

Your content strategy cannot just focus on one form of content. The strategy needs to include curated and created content. Utimately your strategy will set the guidelines as to what forms of content you be posting to convey your brand message.


What is curated content?

Curated content is basically shared content. It is content you discover and share with your audience. Unlike created content, curated content does not involve generating content, but rather gathering content from a variety of sources and delivering it to your audience.

Curated content is primarily appears as articles or blogs, as you do not need the authors permission to share their content on social media. They will automatically receive recognition for their work through the link you provide.

However, other forms of created content available include:

  • Images
  • videos
  • blogs
  • Infographics
  • Giphys

When designing content plan you need to map out, in a table, exactly which piece of content will be released on each specific day.

Note: You can reuse your content. If you create a really good piece of content, don’t get discouraged if you feel your efforts aren’t rewarded. It isn’t a crime to recycle content. Just be clever about it. By this I mean, don’t post the same piece of content in the same week. It won’t be perceived well.

Be sure to use a variety of content forms. Don’t sick just to one. However, if we have learnt anything in 2020, it is that videos are gaining much better engagement than any other forms of content. The competition is pretty high at the moment, so if you want your video to be noticed, it needs to be good.

This is an example of the types of interactive videos you could be using.


TIP: If your looking for images, it is best to use stock images, as you don’t want to risk copyright allegations.

Canva is another great platform you can use to create awesome content on social media. Canva has easy templets and guidelines you can follow to create professional designs.


7. Ensure you regularly update your social media channels.

This is the last but probably most important step. If you do not regularly update your social media feeds, you can lose any progress made with your audience.

I can’t stress this enough. You have to be consistent. Keep your audience updated. The reason your audience is on social media is to consume content so don’t fall silent!

So if you want to grow your social media presence in 2020, follow these simple guidelines and tactics to get the ball rolling, and increase your brand awareness.

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  • parasite Reply

    Way cool! Some extremely valid points! I appreciate you writing this article plus the rest of the website is also very good. Lavina Linus Brogle

    December 10, 2020 at 9:17 am

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