The Ultimate Social Media Marketing Guide for businesses - in 2020 - Keep Busy
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The Ultimate
Social Media
Marketing Guide
for businesses
in 2020
Why will social media
marketing be so important
for businesses in 2020?
In a modern world, let's face With an eye watering 4.3 billion
it your business needs a solid people online and this number
social media presence. It increasing daily, there is no
doesn’t matter if you’re a start- sign of the social media boom
up, SME or large corporation; a slowing down any time soon.
strong social media presence
should be a crucial part of your Executed correctly, social
business marketing strategy. media marketing is the
perfect tool to increase brand
Worldwide social media usage awareness within your target
is one of the most popular your audience; connect with
online activities. According to your customers, create and
Emarsys in 2019, an estimated maintain lifelong relationships,
3.2 billion people were using and most importantly boost
social media across the world. leads and generate sales.
2 3
Starting your business
social media marketing
strategy in 2020
Understand your audience
Be aware of your customers daily online activity. You can gain
valuable insight into their behaviours and be able to answer
The social media scene research and real data on important questions such as:
is changing rapidly. your existing customers.
Understanding your customer When creating your customer • What products are they interested in buying?
base is now more apparent persona you must consider • What new trends are happening?
than ever. One of the most behaviour patterns, goals, • Are they happy with your new products or services?
effective ways to do this is to motivations and customer • Are they engaged on your socials?
create a ‘customer persona’. demographics.
Gaining these vital insights has obvious marketing benefits. Once
A customer persona is Once you have created your you fully understand your customer persona you can tailor your
a fictional character customer persona you will content and share more compelling posts which will lead to more
representation of your ideal be ready to plan your social traffic and engagement. Benefits will go far beyond marketing,
customer based on market media schedule. leading to an increase in lead generation and ultimately sales.
4 5
Have a solid social
media marketing plan
You wouldn’t start a business without a business plan
would you? So do not start marketing your brand on
social media without having a clear strategy in place.
A social media marketing strategy outlines your goals
and helps determine your road to success.
Below are points we believe should be key features in
your social media marketing strategy:
• Identify your target audience for each platform.
• Create engaging and relevant content
• Schedule your content to deliver at optimum times
• Create clear communication channels.
• Keep moving with the times
• Time investment and management
6 7
Sa l e s HO W TO B OOST S
FOR YOUR BUSINESS
A L E S
USING SOCIAL MEDIA
MARKETING IN 2020 #AsSeenO
nMe
#AsS
eenO
Use Micro Influencers
nMe
#AsSeenOnMe
I bet you’re thinking to yourself what is
a Micro Influencer, right? Well, Micro-
influencers are individuals that have between
User generated content
1,000 to 50,000 followers/audience and
they are going to be the next big trend in
influencer marketing for 2020.
Micro influencers generally connect on
a deeper level with their audiences and When it comes to social media - don’t forget to tag them to
generate greater engagement. In fact, marketing, it is important you maximise reach!
influencers with 1,000 followers generated make the most out of content ASOS are top of the game
85% higher engagement than those having which has been created by when it comes to user-
100,000 followers. As the number of followers other consumers to push your generated content. They
increases the engagement tends to decrease. own sales. People are more run an ongoing campaign
When a micro influencer is associated with likely to buy products or use persuading their customers
your brand they are very likely to drive sales a service after being exposed to upload their new
and create interest in your company. Have to a relevant or positive image purchases using the hashtag
them tactically feature your product or crafted by former customers. #AsSeenOnMe for the chance
service on their feed and stories, or tell an to be featured on their social
exclusive story about your brand. Encourage your customers to pages.
share their photos and videos
By the end of 2019 and beginning of 2020 we on social platforms. Use these ASOS even have a specific
can see the number of posts from influencer images to create a trusting webpage dedicated to their
marketing will grow up to 4.95 million and personal brand and go that UGC content. ASOS will
influencer sponsored posts are predicted to little step further by sharing select their favourite images
increase a million each year reaching up to your customers photos on and feature them on their
6.12 million in 2020. your own social media. Top tip Instagram account.
8 9
C o n te n t
Produce quality and
engaging content
Content for your social media should be valuable and
engaging for your audience. Providing valuable content
on social media is important as you want to entice people
into making a purchase or enquiring about your services.
It is difficult to make a sale to a ‘cold’ lead. You must turn
them into a warm lead by creating fun and interesting
content that will add value to the consumer. Create blog
posts, informational content, video tutorials, facts and
statistics that will add value to your audience.
Ensure all images are high quality and videos are
produced to a high standard and well structured.
10 11
A d s “This company has helped
developed my brand to another
level. Cannot thank them or
recommend them enough!”
Gym Clothing Co.
Social Proof “Grassroots helped us
with multiple aspects for
your channels our new business including
website, shooting content
Roughly 75% of people read reviews before and our social media pages.
Everything was clear and
making a purchase or proceeding with a
service. If your brand already has reviews and
testimonials online it will instantly create a level
of trust and a feeling of authenticity. Social
simple from start to finish.
reviews ease the anxiety about buying from a Would highly recommend.”
brand that the customer knows nothing about.
SoLoco Events.
Each social platform has a unique way of
providing genuine information about their
Social Media
brand to potential customers. Ensuring your
business has an active presence on social
media can make a huge difference.
Paid Ads Here’s why: “The Grassroots team have
been taking care of my socials
• 72% of customers online wont take
action until they have read a review (My
Social media advertising is a financially savvy
approach to create exposure for your brand.
Testimonial Engine)
• More than half of consumers won’t use
for my businesses and since
a business if it has less than a 4* rating doing so my sales and audience
Every platform uses the pay-per-click (PPC) (Brightlocal)
payment model which means you’ll pay only • Online product reviews about a product has increased massively.
Every team member I have
if the user takes the action you want. Unlike can increase its conversion rate by more
conventional advertising, this lets you engage than 270% (Spiegel Research Center)
with your target market at a discount. After a few
ad cycles, you can refine your targeting to drive
• 82% of consumers visit review sites because
they want to purchase a service or a
been in contact with have been
greater results and ROI. product (RevLocal) a pleasure to work with
and great help.”
Thread Station.
12 13
Video content will
Social media
continue to dominate
Video has become one of the internet’s ma jor questions surrounding your business and/or
marketing
trends and the preferred type of content for talking directly about your product. Prioritising
consumers. We predict that personalised customers informational needs above sales
videos will be one of the ma jor social media messages was one of the determining factors
marketing trends in 2020. We are now in the for successful video campaigns in 2019.
age where content is readily available at the
touch of a button so speaking directly to your So now you know which type of content to
trends to
target market will become ever more apparent. create for your social media right? If not we
heavily suggest you considering creating
When planning your video content, consider engaging video content for your socials in
answering questions to frequently asked 2020!
look out
for in 2020
14 15
Tr e n d s 2,
78
2
Social Media Ad campaigns
will become more important
There is no doubt investing in a solid ad strategy
will become a strong social media trend in 2020.
The decline of organic reach has been a hot topic
over the years. It should come as no surprise if
companies want to continue to reach out to new
customers they must invest in paid ad campaigns.
Facebook claim their targeted ad campaigns
are circa 89% accurate so with statistics like this
it would be detrimental to ignore them as part
of your digital media strategy. So for 2020, be
prepared to spend money if you want maximum
brand reach and engagement.
29
Social commerce will expand
1,0
3
74
This is great news for sales within the platforms.
E-commerce store owners Instagram is already in
7
48
who rely solely on online Beta phase to allow in app
4
47
6
sales. With social media traffic purchases through Instagram
39
6
37
increasing day by day, the shop. This is expected to be
2
integration of E-commerce rolled over the next 24 months.
22
0
features into the most used We believe that in the near
8
16
1
15
14
5
119
119
10
social platforms such as future, with the ever evolving
75
Instagram store, Facebook features, social platforms
marketplace, Facebook Store, will continue to release new
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16 17
Fast facts
The social
media
platforms
18 19n st a g r a m
IWHAT TYPE OF CONTENT
WILL WORK THE BEST
Behind the scenes
Creating behind the scenes content is one
of the best ways to humanise your brand
and show your followers what goes on
in your office on a daily basis. If you’re a
product based company you can show the
labour of love which goes into making the
ON INSTAGRAM IN 2020 product. This will help the emotionally invest
into your brand. We suggest keeping this
content to your instagram stories.
Video Content Story Highlights
Video content remains king throughout
this social media marketing guide. Instagram highlights are a great way of spicing
Using hashtags within your caption, up your profile. Highlights can be used to
location features and tagging people heighten customer experiences and to create
and profiles in your videos will all help deeper and more meaningful connections
boost your exposure. Social media between brands and their audiences.
analytics tool Quinty did an exhaustive
Instagram research analysing over How to use IG story highlights:
9 million posts, they uncovered • Spotlighting products
that video receives up to 21% more • Driving web traffic
interactions than images on Instagram. • Eliminating clutter
• Recap of events
Instagram Ad’s for
Tutorials
Great social media marketing
businesses in 2020
provides viewers with valuable If you are new to advertising on
and engaging content. That’s why Instagram there are a number of
tutorials always do well. Instagram things to consider before starting
gives brands a medium to provide an ad campaign such as, how
quick tips on almost any topic. much does it cost? What is the
Use IGTV for those longer videos best content to promote? How
over 15 seconds long. do I find the correct audience?
20 21n st a g r a m
IPhoto/Video Ads
These are the most common type of ad on
instagram. Businesses are using photos &
videos placed in news feeds to promote
their brand, services, events and much more.
KEY INSTAGRAM
FEATURES TO BE
RELEASED IN 2020
Full shopping experience
Keep the ads creative and simple. Always
use attention grabbing images and a clear
call-to-action when creating your ads.
With the rise of social influencers
greatly impacting the buying behaviours
of consumers it was inevitable that the
Story Ads
social platforms would take advantage
of this by keeping their users on the
platform for longer by introducing in-
app shopping functionality.
Story ads appear when a user
is flicking between Instagram
In app purchasing is currently in Beta
stories. These ads include a
phase with some of the worlds largest
swipe up option where the
brands involved in the testing phase.
user can be taken to a website
This feature is expected to be rolled out
or profile of the advertisers
over the next 12 months to other brands
choice. With the rapid increase
and locations around the world.
in traffic over the last 12 months
Instagram story ad’s should be
heavily featured in your 2020
Improved analytic tools
social media strategy.
Carousel Ads
We envisage
longer periods for
data collection
These ads combine multiple images or video to improve on
to create one ad. Viewers can swipe through analytics. Currently,
to view the various pictures/ videos; Once insights only offer
clicked on can take viewers to different 7 days of analytics,
pages for different products or services. data history, result
interpretations,
Carousel ads are best suited to hashtag tracking,
E-commerce/ retail companies to showcase best-performing
an array of products. Once clicked on can posts, etc.
take viewers to different pages for different
products or services.
22 23Fast facts Facebook 24 25
a c e b o o k
F
WHAT TYPE O
F CONTENT
IS WORKING
THE BEST
ON FACEBOO
K FOR Facebook ad’s for
BUSINESSES
IN 2020? businesses in 2020
Lead Generation Ads
Video Content
Lead ads will help you collect information from
people who are genuinely interested in your
business. A lead ad is presented using an image,
video, or carousel or promise of free information,
Video content continues to dominate on and followed by a lead form when the user
Facebook right now; over half a billion people engages with the ad.
are watching Facebook videos on a daily basis.
Facebook lead ads create ease with the lead
Video content sees an increase in organic traffic generation process. People can simply tap your
of over 135% compared to images. ad and a form pops up, it’s already pre-populated
One point to keep in mind is that native content with their Facebook contact information and
(content uploaded directly to Facebook) ready to be sent directly to you. With just a few
performs approximately 10 times better than taps, they can get the information they want, and
content shared or embedded from other sources. you generate qualified leads for your business.
Live videos
Offers
Live Videos are an abundance of engagement
Offers
waiting to be tapped into. It’s undeniable that live are dis
with y count
videos on all platforms is here to stay. Facebook our cu s you
custo s tomer can c
reate
Live’s are progressively becoming an even more An engaging first 3 seconds ima ge
m des
ign yo
s on F
acebo and s
powerful asset when it comes to video marketing. , vide u r o f f ok. Yo h are
great o or c er in t u can
wa y o arous he for
To capture and retain your audience’s attention attrac f brin el. Fac m of a
ting n ging b e book n
Most people (including your competition) the first 3 seconds are the most important. You for yo ew on ack o offers
es. Cr ld a rea
are unaware of just how good they are in terms of must also consider the orientation when uploading
ur bra
nd wil eating customers
l help a Fac and
generating engagement. Not only do people spend your video content. People are 5 times more likely drive ebook
store sal es offer
more time watching live videos (three times as to consume video content whilst viewing from a and in to you
store. r onlin
e
much, to be precise) but they also create as much smartphone so placing a lot of emphasis on user-
as eleven times the average amount engagement experience oriented design for mobile platforms is
compared to a normal video. essential.
26 27a c e b o o k
F Key Facebook
features set to be
released in 2020
What does Facebook have in store for us in
2020? As the largest social media platform in
the world and over 2.7 billion monthly active
users, knowing the upcoming features for
2020 will keep you ahead of the curve.
Calibra
Calibra will be one of the ma jor Facebook updates
for 2020. This is a subsidiary that provides financial
services through the Libra network. A global
cryptocurrency! It is said that Calibra will roll out
a digital wallet for Libra, which will be available in
messenger, WhatsApp and as a stand alone app.
The goal is to make financial services available to
more people, especially in remote destinations. For
businesses this will help to open up e-commerce
opportunities and a more streamlined buying and
selling process.
We are not expecting this to massively impact brands
in 2020 as it will still be in the planning stages but we
do suggest keeping this update on your radar to plan
for the future.
28 29Fast facts YouTube 30 31
Yo uTu b e WHAT TYPE
IS WORKIN
ON YOUTU
BUSINESSE
OF CONTE
G THE BEST
BE FOR
S IN 2020?
NT Main features
for businesses
Fan Finder
YouTube Fan Finder is truly an amazing feature, and
it is totally baffling as to why people are not using it
more often? What better way to introduce your brand
and its products or services through video content and
YouTube get it placed right in front of your fans?
YouTube is the dominating platform Once Fan Finder finds a potential fan, it shows your
when it comes to video content. When channel ad to the viewer as a skippable TrueView ad,
creating content for a brand on YouTube at NO COST to you.
you need to really think about what it
is your viewers want to watch. Connect You can submit up to five channel ads which you
with them on a personal level and you should use to communicate what viewers will get for
have taken the first step to success. subscribing to your channel. It should contain clear
and concise call to action to make subscribing easy.
Tutorials
Tutorial co
ntent is hug
to always so e on Youtub
lve problem e. Rememb
be specific. s with your er
The more va videos and
your conten lu e you can b
t the more ring with
followers. If it will resona
your busines te with your
problem get s solves a p
Captioning
this inform articular
ation across
in the video
Captioning is one feature a lot of brands
and marketers ignore. A YouTube study
Relatable content has found that adding English language
captions can increase your views up to 4%.
Viewers want to watch story related content The captioning feature also helps search
that they can relate to in their personal engines find your videos, as it adds more
lives. Creating content with emotional, text metadata, enabling your videos to rank
personable storylines works well with this higher on searches. Essentially this is also
platform and is something to consider when an advanced SEO hack as well as feature
creating your content for YouTube. that businesses should start adopting.
32 33Yo uTu b e
YouTube ad’s for businesses in 2020
Advertising on YouTube can bring a number around seconds. A Pre-Roll ad will only play in the
of benefits to your brand, from targeting and middle of a YouTube video if it is 10 minutes or
customisation capabilities to affordability, but the longer.
most simple benefit is the reach.
To make full use and benefit of your 15 seconds ad
Let’s take a look at what ads perform the best on it is best to use this tie wiseley and place a call to
YouTube and what you should consider if YouTube action message. In hand you can use companion
should our 2020 marketing strategy. banners that run next to the video to your
advantage. The banners stay after your ad run so
Discovery Ads - Shown on the search results pages that your viewers can finish watching their YouTube
and as videos on the sidebar at the right-hand video, and still be able to take action after.
side. Brands are charged every time their discovery
ads are clicked on no matter how long they end up Bumper Ads - Similar to Pre-Roll ads. Bumper Ads
watching the video. are non skippable and that cost every time they are
shown. These ads are very short and can only run
Pre-Roll Ads - These ads are the ones that play up to 6 seconds, they play directly before a YouTube
before, in the middle or after a video. They can video starts. Because of the brief runtime bumper
last up to 20 seconds but usually they are placed ads are best used for building brand awareness.
34 35Fast facts LinkedIn 36 37
L i n ke d in WHAT TYPE O
IS WORKING
F CONTENT
THE BEST
Images featuring
strong statistics
People love stats and sharing things that
make then appear more knowledgeable.
Use stats for case studies or external
research surveys and showcase them
ON LINKEDIN on top of an eye catching image to
FOR maximise reach.
BUSINESSES
IN 2020?
Again, video, video Celebrating company
and more video! achievements
Video content is 5x more
likely than other types of Provide your followers with an insight to your
content to start meaningful company's mission and vision. Celebrate your
engagement. People on company and its employees achievements and
LinkedIn spend almost show gratitude to followers and customers for
3x longer watching video helping you get to where you are.
content compared to reading
blogs and static content.
Third Party Content
No one likes to listen to someone who
constantly talks about themselves! Your
content should include your inside thoughts on
topics outside of your business and brand.
Write topical blogs, share other companies
content, voice your opinion or ask for viewers
thoughts and feedback. Also remember to
add hashtags to your content to be found with
other relevant trending topics.
38 39L i n ke d in KEY LINKED
SET TO BE
IN 2020
IN FEATURE
RELEASED
S
Video Lead
Generation
A tool for producing 10 to 20 second
personalised videos that can introduce
you to professional connections. The
biggest benefit will be that it will
make you a pioneer in your industry
and give your LInkedIN profile a more
compelling appeal.
Private Client
Setting
If you use LinkedIn everyday you will
notice that the trend of spamming
become apparent. Like other social
networks that rely on too much on
paid access Evoking Genius has
suggested that a private client
setting might be the next big thing to
hit LinkedIn toward the end of 2020.
40 41Fast facts
TikTok
With the rise of alternative an alternative version of
platforms in 2020, we believe online sharing of short videos
Tik Tok, will become the go with music, filters, and other
to platform for the younger features.
generations. Tik Tok is said to Although the app was officially
be one of the fastest growing launched in 2016, its popularity
social platforms in the world! has grown massively in
The app, mainly aimed at 2019, and we believe it is the
content creators, presents platform to watch in 2020.
42 43T ik
IS W
T
O
oR
BEST ON
k
WHAT TYP
K I
T
E
N
I
G
O
K
F
T
TO
H
C
E
K
O
F
N
O
T
0
R
E
?
NT
TikTok Advertising
Biddable ads
2 02
TikToks’s rep-based ad setup is not the norm for this
BUSINES S E S I N type of ad. In other networks advertisers have access to
a self serve bidding platform where they can manage
their own ad spend and campaign. This however may
change in the future as TikTok’s marketing demand
grows. Due to the lack of options available right now
there is only one type of biddle ad available and that is
the in-stream video.
User Generated Content TikTok’s ad targeting is known to be very basic. So
far, the targeting filters only allow you to include and
exclude by age, gender and location.
User Generated Content is the basis of TikTok
as a platform. ‘Generation Z’ love an immersive
experience. This generation of users prefers to be
involved and stimulated. The more entertaining the
videos the more they will resonate with your audience.
Brand page take over
This allows brands to take over your TikTok account
for a set period. Creating images, GIFs, and videos
Creative Content
with embedded links to landing pages, great for brand
exposure
Unlike Instagram, TikTok largely rejects Tik Toks key trends for businesses in 2020
polished, high-quality content. For this As 2019 comes to an end, we are all planning our
reason it has earned a reputation as a casual marketing strategies for 2020, as you plan ahead, here
platform where users comfortably express are the TikTok trends said to hit in 2020:
themselves.
Viral Challenges
TikTok thrives on a touch of quirkiness and • Influencer collaborations
avoids heavily commercial-style productions. • Memes
This platform is perfect if you want to show • Duets
the creative side of your business. • Authenticity
44 45SYt
OU
a
R
t
WHAT N
B
s
O
U
T
S I
SOCIAL MEDIA
T
NE
O
S
D
S
O
2
O
0
N Don’t Ignore negative feedback
• Receiving negative feedback can
be disheartening and dangerous for
a brand, but one of the worst things
Some feedback and comments can
be straight up rude and maybe
come across worse than what they
2 0
you can do is ignore negative are meant. When this happens, stay
PLATFO R M S I N customer feedback and concerns. calm and collected. Stand behind
your brand and be the voice you
• You may think that replying to just want customers to remember when
one customer’s negative feedback they come across your business.
is not worth your while, but this
Social media can be daunting, especially if you
will have a snowball effect on your • Be Honest – We all make mistakes,
are just starting out. It offers so much potential
business and brand. Remember even the world’s biggest brands.
and benefits but it also has its downfalls. There
that one negative comment is We are all humans at the end of the
is no correct way of using social media, every
visible to millions of people! A day. So be transparent and open
brand has different objectives, however here
sincere apology and solution should with your customers and they will
are our top examples of social media fails that
be issued. appreciate it.
could affect you and our suggestions on how
to turn a wrong into right.
• There are ways in which you should • Offer compensation – When and
deal with negative feedback and where it is necessary, not every
comments; here are our top tips on complaint requires a refund,
how to handle negativity: but when it is due to offer them
what they are due. Keeping your
• Always remain professional – first customers happy is key! And
tip, remember it is not personal. always remember your apology.
46 47S t a t s
Don’t be too formal
Of course it is important to be
professional, but social media is a place
where you can let your hair and have
some fun, and show the personality
behind your brand. Engaging and sparking
interest is what social media platforms
are for. Tailor your content to show your Don’t Spam
Your Followers
audience the cheerful side of your brand.
The correct humour and experimenting
with different types of media cultivates
your brand.
Spam isn’t just for email anymore; it has
also entered the world of social media
marketing. Working out what spamming
Here’s our top tips to use in every post is on social sites is tricky because there
is not an “opt-in,” per se. Stay away from
• Speak to your audience with call-to- including too many promotional posts in
action messages in your posts your strategy, posting the same updates
• Set the tone for your brand and always over and over, and sending private
speak in the same tone when posting messages after being asked to stop.
• Create brand uniformity across all
platforms
• Stay relevant and keep up-to-date
with the latest features
• Create unique and quality content
• Be consistent
Conclusion
Now you have a good idea of what content
is hot at the moment and the new predicted
trends to keep an eye on in 2020. Use this
information to leverage these trends to
DID YOU KNOW?
your advantage and stay ahead of your
competition. Social media marketing
Approximately 25% of all social
is a hugely competitive space and this
media marketing activities are
information will hopefully help you smash
performed by social media
your social media game. Remember to use
agencies? If you need help with
each individual platform to the best of its
your social media marketing and
abilities and use always use high quality,
creating your strategy for
relatable content that will get an emotional
2020 get in touch with the
reaction from your followers.
Grassroots team today!
48 49Thanks
for
reading!
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