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We don’t have to tell you that the world went through major changes in 2020. We also don’t have to tell you how it affected your business. BUT as you plan for 2021, you have to reconsider your marketing strategy. In a world negatively affected by COVID-19, social media usage was impacted positively with companies and individuals lifting each other up with a similar message, “We will get through this together.”

As we continue to navigate and adapt to a world where we connect online, it’s important to make space for your business. Social is now on par with TV for brand exposure, and social media budgets across all industries are up nearly 14 percent. Social media isn’t some fad that will come and go. It’s here to stay, and it needs to be in your 2021 marketing budget. Here are four reasons why:

One-to-one Connection

“Dark social” is the practice of taking conversations from a public space to a private space. Prospects crave this kind of interaction with brands because not only does it take the pressure off the consumer, it provides a tailored experience to every prospect. In addition, roughly 84 percent of shares on social media happen in a private space (via messenger, text, email, or other private communication channel). Research, decisions, and even purchases are not happening out in the open. Businesses must adapt by making themselves available in these private channels. Dedicating time and resources to providing a tailored, one-to-one experience with a prospect will not only build trust, it will quickly turn them from a first-time customer into a brand ambassador. 


When people stopped going into stores, many businesses had to scramble to find an online solution to offset the lack of foot traffic. Whether it was online ordering, curbside pick-up, or delivery, businesses were forced to adapt to a world without a storefront. Social media platforms like Facebook and Instagram became center stage for e-commerce solutions. From the ‘Shop Now’ button to Facebook Shops to Instagram’s e-commerce feature, brick-and-mortar stores were able to adapt and continue to sell despite their physical doors being closed. This will continue to be a necessity as more and more purchases happen online.


In addition to purchases, more of the research stage is now performed in the online space. Over ⅓ of people use social for brand research, so showcasing your products and services, as well as your purpose, will help capture prospects and guide them into the funnel much more quickly and efficiently. Consistently posting content, as well as capturing leads using Facebook ads and Facebook retargeting, will allow you to track who is showing interest in your business and serve them content that will entice them to purchase from you.

Full Funnel Marketing

If you haven’t experimented with social media ads, 2021 is the time. Facebook ads have a huge amount of available inventory, and costs that are nearly a dollar less per click than other digital ad formats, so 2021 is the perfect time to experiment with them. Facebook also has ads for every step of the buying funnel. From brand awareness via organic content to building website traffic via retargeting to providing special offers for those at the bottom of the funnel, you can pull together a strategy that spans your entire buying funnel.

Final Thoughts 

Brands were put to the test in 2020, but those who adapted and added new outlets were able to survive and thrive. Keep that momentum going by boosting your social media budget in 2021 and incorporating new tactics. And no, you don’t have to start lip-syncing on Tik Tok, BUT experimenting with purpose-driven content, online storefronts, and Facebook ads will help you create a sustainable model for a digital-first world.

Need help creating and growing an effective social media strategy but don’t know where to start? Let us help! Our social media management offers customizability, creativity, a multi-faceted approach, measurable results, and more. When you’re ready, we’re here to talk all things social! 

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