Steps to Creating a Social Media Strategy

Social media has become a powerful tool for businesses in reaching new audiences, and connecting on a deeper level with current ones. When done well, social media can become a driving force behind revenue and growth for any business; and it all begins with a strategy.

In this post we’ll be showing you how to create a basic social media strategy to help kick start your business’s social media presence. Before we get started though, it’s important to make sure that you have a clear vision of what your business’s brand is. If you’re unsure on whether you have done this, check out our previous article where we have created a brand checklist for you.

Choose your platforms

This is arguably one of the most important steps to your social media strategy, and will be largely determined by your target audience and branding. Knowing which platforms to be present on is just as important as knowing which platforms not to be present on. We cannot stress this enough – you don’t need to be present on every social media platform.

We recommend beginning with Instagram and Facebook and going from there. Instagram allows you to build a large audience fairly quickly, while Facebook has a goldmine of data that can be used to target your content to specific audiences. Quality content will always trump quantity on social media. So it is important that whichever platforms you choose to begin with, you do them well.

Know your audience

When referring to an audience, this not only includes demographics such as age and gender, but also things like the audiences interests, their online behaviour and purchase behaviour. Again, your branding should cover all of this information.

Having these specifics about your audience in place will help you streamline your content. It will also make it easier to target and reach the right people on Facebook.

Define your content pillars

Content pillars are essentially the different types of content you will be posting throughout social media. You can find examples of different content pillars in this post here.

We would recommend having at least 4 content pillars. This will ensure that you can create enough content on an ongoing weekly basis. Blog posts are also highly recommended as a form of content to push out (weekly if possible). As it will drive traffic back to your page; this traffic can then be re-targeted via Facebook if you have your Facebook pixel correctly installed on your website.

Create a schedule

A schedule will help you plan your content for the future, while also keeping you accountable to posting regularly. Choose a timeframe that you would like the schedule to work around. A 2-week schedule, 3-week schedule etc. We do not recommend scheduling for more than a month in advance. With constantly changing trends a calendar of more than 4 weeks begins to restrict your flexibility.

You should have a schedule for each platform. It should include the image or video you will be posting, plus your caption. On Facebook it is good to mix things up with text only posts as well.

Know your budget

This is more in relation to Facebook. Your budget should include expenses in relation to Facebook campaigns, facebook ads and boosted posts.

Set goals

This is what you will be using to measure the success of your strategy. Your goals should be SMART. They should focus on metrics including, but not limited to engagement, reach and conversion.

So there you have it. This guide will allow you to create a basic social media strategy to get you going. There many other things to consider when it comes to your strategy like optimisation and changing it to suit the changing needs of your business. We can help you create a social media strategy across any platform, so contact us now to see how we can help.


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