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Social Media Strategy: How-To

Are you wanting to create a robust social media marketing strategy but not sure where to start? Here's an outline to help you develop an effective social media strategy for your business:

  • Lay out your objectives: Start by defining your social media goals. What do you want to achieve? Examples could include increasing brand awareness, driving website traffic, generating leads for a particular service or product, or increasing customer engagement. Use SMART goals to outline your objectives. SMART = specific, measurable, attainable, relevant, and time-bound.

  • Identify Your Target Audience: Get to know the demographics, interests, and behaviours of your target audience. Having this information will allow you to customise your content and select the suitable social media platform/s to reach and engage your target audience.

  • Choose the Right Social Media Platforms: Select social media platforms that are aligned with your target audience and business goals.There are distinct demographics and content formats associated with each platform. Once you identify where your target audience's are, it'll be clear which platform(s) you should utilise. Depending on your time and budget, you might consider mastering and leveraging one social media platform instead of managing all at once.

  • Conduct Competitor Research: Analyse your competitors' social media presence. Observe their content strategy, engagement tactics, and follower growth. Identify gaps and opportunities that you can leverage for your own strategy.

  • Develop Your Content Strategy: Define the type of content you will create and share on social media. This may include images, curated videos for reels, repurposing blog posts, infographics, or user-generated content. Determine the frequency of posting and establish a content calendar to ensure consistency.

  • Create Engaging and Valuable Content: This is KEY. Craft content that resonates with your target audience. Provide value through educational, entertaining, or inspiring content instead of hard-selling. Incorporate visuals, storytelling, user interaction and respond to comments or messages promptly.

  • Leverage Social Media Advertising: If you have a substantial digital marketing budget, consider incorporating paid social media advertising into your strategy. Platforms like Facebook Ads, Instagram Ads, or LinkedIn Ads offer powerful targeting options to reach specific audiences and achieve your goals more effectively.

  • Engage and Build Relationships: Actively engage with your audience by responding to comments, messages, and mentions. Foster two-way communication, encourage user-generated content, and collaborate with influencers or industry partners to expand your reach.

  • Monitor and Analyse Performance: Use social media analytics tools to track the performance of your content and campaigns. Evaluate KPIs such as reach, engagement, click-through rates, conversions, and follower growth. Analyse the data to identify what works and what doesn't.

  • Optimisations: Based on your analysis, make data-driven adjustments to your strategy. Experiment with different content formats, posting times, or ad campaigns. Continuously learn from your audience's preferences and adapt your strategy accordingly.

Social media strategies should be agile and adaptable as platforms, trends, and audience behaviours evolve regularly. Review and refine your strategy consistently to stay relevant and achieve your social media goals.


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