How to Create a Social Media Marketing Strategy?
The key ingredient for doing social media marketing well is having a strategy.
Without a strategy, you might be posting on social media platforms for the sake of posting. Without understanding what your goals are, who your target audience is, and what they want, it’ll be hard to achieve results on social media.
Whether you want to grow your brand through social media or to level up as a social media marketer, developing a social media marketing strategy is essential.
Here’s one way to do it.
It’s interesting to note that a social media marketing strategy and a social media marketing plan have a lot of crossovers.
You can think of it this way: A strategy is where you’re headed. A plan is how you’ll get there.
One of the simplest ways to create your social media marketing strategy is to ask yourself the 5Ws:
- Why do you want to be on social media?
- Who is your target audience?
- What are you going to share?
- Where are you going share?
- When are you going share?
Here’s another interesting point about strategy (or strategies): You can also have a strategy for each of your social media channels, such as a Facebook marketing strategy, an Instagram marketing strategy, and so on, which all lead up to your overall social media marketing strategy.
But let’s start with your overall strategy.
1. Why does your business want to be on social media?
The very first question to answer is the Why.
This 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?
In general, there are the 9social media goals you can have:
- Increase brand awareness
- Drive traffic to your website
- Generate new leads
- Grow revenue (by increasing signups or sales)
- Boost brand engagement
- Build a community around your business
- Provide social customer service
- Increase mentions in the press
- Listen to conversations about your brand
You’ll likely have more than one social media goal, and that’s fine.
2. Who is your target audience?
Once you have figured out your Why, the next thing to consider is your target audience.
Understanding your target audience will help you more easily answer the following questions on what, where, and when you are going to share.
For instance, if a travel and lifestyle brand (like Away) knows that its target audience loves to read about new places and travel tips, it could share such content on its social media profiles.
A great exercise to try here is to build marketing personas.
There are many different ways of building marketing personas. The favorite approach is using the 5Ws and 1H.
- Who are they? (E.g. job title, age, gender, salary, location, etc.)
- What are they interested in that you can provide? (E.g. entertainment, educational content, case studies, information on new products, etc.)
- Where do they usually hang out online? (E.g. Facebook, Instagram, etc. or niche platforms)
- When do they look for the type of content you can provide? (E.g. weekends, during their daily commute, etc.)
- Why do they consume the content? (E.g. to get better at their job, to become healthy, to stay up to date with something, etc.)
- How do they consume the content? (E.g. read social media posts, watch videos, etc.)
3. What are you going to share?
When you see this question, you might be thinking about the types of content to share. For example, do you want to share videos or images?
But hold on for a second!
We’re talking about your social media marketing strategy here so let’s take a step back and think on a higher level. Instead of the types of content to share, “theme” might be a better word.
4. Where are you going share?
The next step is to determine where you are going to share your content. In other words, which social media platforms does your brand want to be on?
Before we go any further, remember that your brand doesn’t have to be on every social media platforms.. Being on fewer platforms gives you a better focus and more time to create better content.
5. When are you going share?
The last key part of your strategy is figuring out when you want to share your content.
Let’s take a step back and look at this from a higher level again. Before deciding exactly which time of the day and days of the week you want to post, consider the behaviors of your target audience.
Finally, how are you going to execute this strategy?
And there you have it — your social media marketing strategy!
But that’s not the end. As mentioned above, a strategy is where you’re headed; a plan is how you’ll get there. You have decided where to head to; now you need a plan.
How should you fill out your social media profiles? What should your tone and voice be like? What posts type (i.e. image, link, video, etc.) should you use?
To help you with the next step and your social media success, we have a step-by-step guide for creating a social media marketing plan.