How to create a Social Media Marketing Strategy

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How to Create a Social Media Marketing Strategy

The key component for performing well in Social Media Marketing is having a strategy.

Without a strategy, you might be posting on social media for the sake of posting. Without even understanding what your goals are, who your target audience is, what they want, it’ll be very difficult to achieve results on social media.

Whether you want to build your brand or grow as a social media marketer, developing a social media strategy is very important.

Social media marketing plan and social media marketing strategy are two different styles of social media marketing. A strategy is where you’re headed whereas a plan is considered how you’ll get there.

One of the simplest ways to create your social media marketing strategy is to think about 5W’s:

  • Why do you want to be on social media?
  • Who is your target audience?
  • What are you going to share?
  • Where are you going to share?
  • When are you going to share?


Here’s one more interesting point about strategy. You can also have a strategy for each of the social media channels, which all add up to your overall social media marketing strategy.

But let’s start with your overall strategy

1. Why does your business need to be on social media?

Very first question amongst 5W’s is the WHY? 

This why relates to your social media goals. Are you on social media to promote your products? To drive traffic to your website? Or to serve your customers?

Your goals can revolve around these points:

  • Increase brand awareness
  • Drive traffic to your website
  • Generate new leads
  • Grow revenue
  • Brand engagement
  • Building community
  • Social customer service

You’re likely to have more than one social media goals, and that’s fine.

Generally, it’s great to focus on a couple of goals unless you have a team to handle different goals at one time.

2. Who is your target audience?

Once you have figured out why, the next thing to consider is your target audience.

Understanding the target audience is very important as it will help you answer about what where and when you are going to share.

For example, if a digital marketing brand knows that its audience loves to read about new trends in digital marketing, and from various digital marketers. It could share such content on social media profiles.

A great exercise about building marketing personas:

This might be helpful when you write it down and share it with the team.

3. What are you going to share?

You might be thinking about what type of content should be shared. For example, which image or video you want to share?

But hold on!

We’re talking about your social media marketing strategy, so let’s step back and think on a higher level. Instead of talking about the type of content, theme might be a better word.

Here are a few brands and their themes:

  • Happysocks, a sock brand, shares photos of their products on their Instagram profile.

  • Bombay Shaving Company, a male grooming company, share their products and tips and tricks to keep skin healthy.

  • Sneakersnstuff, sneakers’ brand mostly shares their products on their posts.

If you scroll through the social media profiles mentioned above, you might notice that the brands use one main theme for their profiles, which keeps your audience engaged.

Good understanding of your target audience will be helpful. Look at your marketing objectives and consider the following questions:

  • What goals and challenges do they have?
  • How can you solve them?

4. Where are you going to share?

In the next step, you have to choose the social media platform where you are willing to share the content.

Before you go any further, remember that your brand doesn’t have to be on every social media platform. Being on fewer platforms gives you better focus and more time to create better content.

Quick Tip

That being said, it’ll be good to at least have profiles on big four social media platforms – Facebook, Instagram, Twitter, LinkedIn, as they would help your page to display on the first page of Google search results.

5. When are you going to share?

The last part of the strategy is to figure out when you want to share your content on the social media platform.

Let’s take a step back and take a look at this from a higher perspective. Before deciding exactly which time of the day, consider the behavior of your target audience.

Here are some examples:

  • Sports fans on social media are likely to search for content right after a sports event
  • People who love to travel might be active on Instagram on weekends
  • Mothers of babies might be scrolling through social media at night after the baby has slept.

These were some of the examples which will make you understand when your audience is most active. So, for this step, focus on the general behavior patterns of your target audience.

Finally, how are you going to execute the strategy?

Your social media marketing strategy is ready!

Developing a social media marketing strategy is probably one of the hardest things to do because it requires you to step back and take a look at the big picture.

You have to shift your mindset away from your daily tasks to higher-level thinking.

It’s very important to have a social media marketing strategy so that you aren’t just posting content just for the sake of posting. It’ll help you achieve your business goals.

Let us know if you have ever tried any of these strategies?