how to create your social media strategy in 7 steps

Why is it important to take care of your social media marketing strategy?

Working on the content of the publications and the image that we project on social platforms has become a requirement to acquire brand awareness. Here are  some reasons why it is important to follow a marketing strategy in your company’s corporate profiles:

  • According to We Are Social’s Digital 2022 report , more than 40 million users use social networks daily in Spain, that is, 87% of the population. On average, users spend about two hours a day on them, and use more than 6 social platforms monthly.

Source: We Are Social 2022

  • Social networks are the second channel for online searches for brands (40%), just behind search engines, such as Google.

Source: We Are Social 2022

  • They are the perfect channel to build a quality relationship with your target audience, segment your audience and increase the visibility of your campaigns and promotions.
  • With social networks we can obtain very valuable information to understand what the current needs of users are and, thus, be able to offer them the best solution.
  • A company’s social networks, without a social media strategy , can create a negative image in its community of followers and among potential clients.

Why should you invest resources in a social media plan? Here are some of the benefits :

  • Improves the notoriety and image of the company.
  • It allows you to work on the branding of your brand, as well as engagement with your audience.
  • It allows the optimization of user acquisition through the social channel to increase web traffic, a basic requirement if you sell online.
  • Social networks can be used as a market research tool.
  • Contributes to improving customer loyalty.
  • It allows you to increase the database of potential clients by capturing leads.

Another important aspect to take into account before launching a marketing plan on social networks  is to know very well which platforms our buyer persona uses and what our objectives are . From here, we can prioritize, based on our available resources, which social networks we will work on.

For example, while Instagram is a perfect social network for developing branding and working on brand recognition, LinkedIn is for B2B companies that want to generate new business opportunities. Twitter is more appropriate for those who generate highly specialized content or for app download campaigns.

7 steps to follow to define your social media marketing strategy

Implementing a social media marketing strategy will be easier for you by following these 7 steps. Take note to learn how to do marketing on social networks!

1. Definition of objectives (SMART) and KPI

Your social media strategy must have associated objectives that, in turn, must be aligned with the business objectives. Optimize, maintain and manage are the verbs you should keep in mind.

To begin, you should ask yourself questions such as: what products or services bring me the most benefits? What strategies am I carrying out to get clients? What habits does my target have on social networks?

Some examples of possible objectives on social networks are:

  • Make your brand known in the digital world.
  • Improve digital reputation.
  • Manage fast and effective customer service.
  • Increase the database thanks to the acquisition of leads.
  • Increase interactions on social networks.

Keep in mind in your definition that you should set SMART goals . Some examples of SMART objectives set out in a social media strategy would be:

  • Increase the number of followers by 20% in two months.
  • Increase engagement by 15% in the next three months.
  • Increase the number of visits to the website through social networks by 30% in the next six months.

That said, it will also be necessary to consider what the  key performance indicators on social networks (KPI) will be  These KPIs will help you measure your objectives and be able to better control your actions.

We recommend you choose around 3 KPIs to measure a specific objective, establishing a goal over time for each of them. For example, for the objective of increasing engagement , we can take the following KPIs as a reference:

  • Growth of followers on Instagram compared to the same period of the previous year.
  • Scope of posts and stories.
  • Interaction.

This social media dashboard template will help you measure the evolution of your social media strategy. Download it and adapt it to your project to work on your objectives.

Here is an example of a dashboard:

 

2. Creation of the buyer persona

Facebook, Instagram and Twitter are social networks that also serve as tools to obtain valuable information about the people who interact with your brand.

Keep in mind that on social networks we can find all types of users. That is why it is important to segment your audience and, in this way, define how you are going to address them, what tone to use, when and at what time to publish, etc.

The objective, in addition to those we have defined in the previous step, will be to connect emotionally with that group of key people in the marketing strategy.

The creation of the buyer persona is the big step in getting to know the audience you are targeting, a semi-fictional character that represents the prototype of your ideal client. To find this profile you need to investigate and analyze a series of behavioral patterns, demographic characteristics and interests of your clients and potential clients.

It is necessary to know what your tastes are, where you like to shop, what makes you decide on one product or another, what your lifestyle habits are, etc. Likewise, you will have to know what social networks you use, what you use them for, how often you are on networks, what you use them for, what times you connect…

 

Furthermore, it is important to identify the buyer persona in each of the phases of the sales funnel . In this way, we will know what content to offer and what type of action we have to incite.

At InboundCycle we have created a template to create the profile of your ideal client that you can download for free. If you do not have enough information to fill in all this data, you will surely fill it out little by little to develop a much more effective marketing strategy.

Defining these archetypes will help you in your social media strategy when planning content, to know how we can solve their needs at all times, being able to implement our actions and focus your efforts in a much more specific way.

3. Select the right social networks

Where are you going to generate conversations with your potential clients?

Knowing which platforms your buyer persona is present on is essential so that you can invest your resources efficiently and obtain better results. It is preferable to have a few well-worked social profiles than to have them all neglected due to lack of resources or time.

Furthermore, if you are not sure how social networks work for businesses, it is advisable to first master one platform before starting on another at the same time.

The different social networks that are most used in Spain require treating content differently. Therefore, you will have to adapt your copy , creativity, and post presentation style for each platform. That is, you must define a digital strategy that takes into account the particularities of each social network and not publish the same content on all of them without adapting it.

 

Source: We Are Social 2022

This is a very brief description of the most used social networks in Spain and what they can help you with, according to studies by We Are Social , Statista and datareportal :

  • Facebook: with 2,912 million monthly users in the world and more than 20 million users in Spain. It is ideal for viralizing content, publishing news and trying to take advantage of live videos. You will be able to segment your audience, for example, by their zip code.
  • Instagram: has reached 1,130 million users worldwide and 23 million in Spain. This social network is at the forefront when it comes to developing branding and, together with Facebook, leads social commerce .
  • LinkedIn: it is the most successful professional social network and has 14 million users in Spain. Its attractive segmentation filters will allow you to search for your ideal client in B2B companies.
  • Twitter : the king of hashtags. Although it experienced a considerable decrease in 2017 with 375 million users, it still has almost 9 million users in Spain. This social platform remains in use by its users to stay informed through the media, opinion leaders, influencers, etc.
  • YouTube : the social network par excellence for videos, with practically 41 million users in Spain. It is the ideal platform to attract users and improve online positioning.
  • TikTok: this recently introduced social network has 14 million users in Spain and 800 million users worldwide. 70% of them are under 18 years old, so it can allow you to reach out to your younger audience. Virality, spontaneity and brevity are key to the content of this social network.

Don’t you know how to focus your strategy on each of them and which ones to select? Get inspired and positioned with a competitor audit.

4. Content plan and editorial calendar

Do you know what you are going to talk about on your social networks? What communication style will you use? What time will you publish your content? How often?

The next step is to develop a content plan through which you define what you will publish on the different social networks over a certain time.

When developing this content plan for social networks, you should consider issues such as:

  • The weekly frequency of publications you will make on each social network.
  • The type of content you will publish: external or internal, informative or illustrative, with your own blog or news channel, to show products and services, create interest on a topic with which the company identifies, etc.
  • The language and formats that you will use on each social network.
  • The marketing strategy that the competition is carrying out on social networks.

The content and resources to use on social networks

To do this, the first thing is to identify what content we have at our disposal to use in publications and which ones we can create. For example, if we have a website with a lot of information about our services or a wide catalog of products, we can take advantage of it for networks. However, it may also be interesting to include external content , such as media articles. With them we will work on credibility and various current issues.

How to offer interesting content on social networks?

For your content to be attractive to your users, you must be able to anticipate their own needs , resolve questions and offer valuable content, as well as generate conversations and motivate user interactions. This way they will value you and, little by little, they will have you as a reference in the sector.

The idea is that the user has a good reason to follow you on social networks. If your content talks exclusively about how beautiful your brand’s corporate identity is or how well your product works, you will not be providing real value. On the other hand, if you offer advice, homemade tricks, or that type of content that responds to real searches on the internet, you will be offering solutions that will be appreciated.

The social media style guide

Developing a style guide will help you define everything that will differentiate you as a brand on your social networks. Themes that represent the interests and concerns of the buyer persona, the tone and formats to be used, the range of colors and the graphic style (corporate image), identifying all the resources and elements to be exploited by the brand (images, videos, use of hashtags and emojis…). Be careful, the use of hashtags can be key to improving engagement on social networks and they work very well as an identifying element of your brand.

If you know perfectly the personality of, for example, your partner, that’s how you should also know your own business . Trace the essence of your business and translate it into the way you communicate on your networks, it will make you define your own voice. If that makes you stop attracting a type of audience, that’s okay, the important thing is that your potential clients like you .

Post scheduling

Next, you have to schedule the content, define the channels to work with, the frequency of publications and the schedules.

Keep in mind that if you publish your posts too frequently, you may fall into the dreaded saturation. And, furthermore, it is very possible that your followers only see the publication to which Facebook has given more relevance (because, for some reason, it has worked better and has more interactions).

Analyze what works best with your audience and on each social network. For example, if you publish twice a week on Facebook, you may be interested in opting for a higher frequency in Instagram stories.

Make an editorial calendar

Record what was defined in the previous point and put a date on your calendar so that in the next six months you are clear about what you are going to do, how and why.

To do this, ask yourself these questions:

  • What are we going to publish?
  • What objective are we going to attack?
  • Do we have copy and creative for each channel that meets our style guide?

To help you schedule your social media content, I suggest you download this template to create a publication calendar . It will help you organize yourself in a much more effective way.

In addition, here is a Hootsuite video that may also help you:

5. Budget management

It is important to define a total budget for social media marketing campaigns. It is also essential to allocate the budget to each of the campaigns, as well as distribute it appropriately between the different social platforms.

We must also define approximate costs in the campaigns, whether costs per click (CPC) or costs per thousand impressions (CPM).

The social platforms themselves optimize and distribute the budgets of each campaign among the ads we have created. Even so, it will be up to us to review the results to determine if we should adjust the budgets per campaign, the distribution between social networks, budget applications, etc.

6. Reputation crisis management plan

We know that social networks can be somewhat controversial and a field of misinterpretations. And sometimes that happens in a very short time. For this reason, you must resolve doubts in time, be very careful in some issues and prevent possible reputation crises .

It’s not about making a publication and forgetting about your readers. They may comment on you, write to you privately and ask you questions. It is very important to propose a reputation crisis management plan, good comment management and adequate customer service. Active listening to social networks is essential within your social media strategy .

It is advisable that you define some guidelines for action to follow . As a recommendation, you can create an action protocol and a document in which you answer the main questions that users may have about your content.

Here are some tips:

  • Monitor and interact with your followers on social networks.
  • Automate some responses for your social networks.
  • It shows that behind the brand there is a human team, with personality and willing to help.

 

7. Analysis of the results

Continuous improvement must be the main motivation of our marketing actions and strategies, as well as the social media strategy . Our performance and the investment of resources and time used will be of no use if we do not verify its effectiveness.

Measure the results of your actions through tracking reports. Above all, do it periodically (weekly, monthly, quarterly and/or annually) to be able to make informed comparisons and be able to follow your evolution over time.

  • Interpret the data and analyze the results. How are you doing with respect to the objectives set in point 1?
  • What type of content works best for each objective?
  • What can we do to continue improving?

The most important social networks to carry out marketing strategies

When outlining a social media marketing strategy, it is crucial to know the most relevant platforms and understand how to get the most out of them. Each network has its particularities, its audience and its tools. Below, we present a guide to the main social networks for marketing actions.

1.Facebook

Facebook continues to be an undisputed power in the world of social networks. Although it has been with us longer than many other platforms, its relevance has not diminished. Its vast global audience makes it fertile ground for paid advertising, especially thanks to its sophisticated targeting system. Beyond advertising, it is a vital platform for building communities, sharing content and establishing genuine relationships with users. On Facebook, companies can carry out the following marketing actions:

  • Publish content relevant to your audience, such as articles, videos, images or infographics.
  • Create advertising campaigns to reach a specific target audience.
  • Organize events and contests to interact with followers.
  • Offer discounts and promotions to generate sales.

2. Instagram

While Instagram has captured the hearts of the younger audience, it has also proven to be a powerful tool for brands with a visual focus. With their striking visuals, immersive stories, and the growing opportunities offered by IGTV and Reels, brands have endless ways to engage and engage their audiences. Collaborating with influencers can also boost brand reach and resonance. This platform allows:

  • Post images and videos of your products or services.
  • Organize contests and giveaways to generate engagement.
  • Collaborate with influencers to reach a broader audience.
  • Sell ​​products or services directly through the platform.

3. Twitter

On the other hand, Twitter remains an essential channel for real-time updates. Although tweets are short, they offer the ability to spark meaningful conversations, share news quickly, and connect with an audience that values ​​immediacy. It is a platform that rewards direct interaction and authenticity. Some of the strategies for twitter include:

  • Publish news and updates about the company.
  • Share content from other users, such as articles or videos.
  • Participate in conversations with other users.
  • Organize contests and giveaways to generate engagement.

4. LinkedIn

LinkedIn has emerged as the leading platform for professionals and businesses. Its focus on networking and more formal content makes it the ideal place to share achievements, industry news, and make valuable connections in the B2B world. On LinkedIn, companies can:

  • Publish content related to your sector.
  • Create attractive company profiles.
  • Participate in groups and communities.
  • Offer services or products to other professionals.

5. Pinterest

With its focus on inspiration and creativity, it is perfect for brands that align with themes of decoration, fashion, gastronomy and DIY projects. The key here is to present ideas in engaging pins that inspire and motivate your audience to take action. With Pinterest it is possible:

  • Create image and video boards relevant to your audience.
  • Publish high-quality content that inspires users.
  • Use relevant keywords in image titles and descriptions.
  • Collaborate with influencers to reach a broader audience.
  • Implement advertising campaigns to reach a specific target audience.

6. TikTok

The TikTok revolution has shown the power of short, creative content. Its rapid rise has seen brands around the world explore innovative ways to connect with Generation Z through viral challenges and collaborations with popular creators on the platform. Some of the marketing strategies on Tiktok are:

  • Publishing short videos about your products or services.
  • Creation of challenges to generate engagement.
  • Collaboration with influencers to reach a broader audience.

7. Youtube

Finally, YouTube remains the undisputed leader in video content. From tutorials to vlogs and reviews, the opportunities are endless for brands looking to connect through longer visual content. YouTube allows companies to:

  • Post videos about your products or services.
  • Organize tutorials and guides.
  • Collaborate with influencers to reach a broader audience.
  • Sell ​​products or services directly through the platform.

Tools to improve your social media marketing strategy

Below, I show you some of the best tools to implement these 7 steps in a simple way, analyze the results and manage your social media strategy.

  • Google Analytics (free): gives you information on how much traffic comes to your website from social networks, where users come from (Facebook, Instagram, Pinterest, LinkedIn…). It also provides you with demographic and behavioral information about your audience. In essence, Analytics will help you compare results between channels and make decisions about which social network brings you the most value and where we should invest more.
  • Native analytics of the social networks platforms themselves. (free): Facebook, Instagram, Twitter and LinkedIn have their own detailed statistics so you can analyze the posts that have worked best and get to know your audience better and better (age, gender, interests…). For deeper, cross-channel analysis, tools like Metricool and Hootsuite can help.
  • Canva (free) – A tool for quick creative designs. Ideal for creating eye-catching and professional content on the spot. A simple program that allows you to create and design all types of graphic content for social networks and much more, with hundreds of creative designs. It can also serve as inspiration for you.
  • Metricool (free): a tool that allows you to plan content, monitor your social networks and analyze your publications, all from the same place. It is perfect for generating reports on the evolution of your social media marketing strategy and controlling the main KPIs.
  • Hootsuite (free trial period): an ideal tool for community managers with facilities for:
    • Schedule publications in all your RR.SS.
    • Monitor interactions and provide quick responses.
    • Measure your results.
    • And make comparisons between channels.

Of all the points detailed in this article about the marketing strategy to follow on your company’s social networks, we highlight the following as a conclusion:

  1. Before starting to create content, it is worth spending some time on the strategy. It will help you be more efficient in the long term, achieve your goals and continue improving.
  2. Our social media plan can help you work on each of the points explained in this article and transfer them to paper.
  3. With so many tools to make our work easier, we have no excuse not to take good care of our social networks and truly pamper all our followers.
  4. Well-worked social networks are a great opportunity to increase business results.

Now that you have everything you need to work on your social media marketing, do you dare to start today? I would be happy to hear about your experience following these steps, share it with me in the comments section!

About Author

My self Umer. I’m an Author and Founder of starqms.com. I’m from Pune and If I talk about my Education then I’m B.com Graduate and complete my MBA (Finance & Accounts). I love to share my experience and knowledge to others, that’s why I’m here.

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