How to build your social media marketing strategy

How to build your social media marketing strategy

According to Statista, in 2018, 4.8 billion people were active Internet users and 3.4 billion were social media users.

No matter what business you’re in, it’s pretty likely that you can reach your audience online.

You need to have a digital marketing plan. Your competitors have one.

Here’s a succinct strategy that will help your brand tackle your goals with purpose.

1. Determine your company’s business goals

What do we want the company to achieve and how do we make it happen?

We can come up with 9 social media goals for your social media strategy:

  1. Brand Awareness
  2. Web Traffic
  3. Lead generation
  4. Revenue growth
  5. Brand engagement
  6. Community building
  7. Customer service
  8. Public relations
  9. Social listening & research

2. Uncovering the customer experience

Who are our prospects and how will we serve them as customers?

You must define your audience and analyze the customer experience. You do this with the following:

1) Collect and analyze customer data.

2) Create personas.

3) Develop the buyer journey.

4) Assist with sales enablement.

3. Creating quality content

How will we create quality content, who will do it, and what will that content be?

You need to develop content types and target content for each audience.

The top 5 types of social media content to create are the following:

  1. Visual content
  2. Video Content
  3. Infographic content
  4. Educational content
  5. Entertaining content

4. Developing channels promotions

How will our prospects and customers find our content so that they can choose us?

You want to make your content easy to find and share. You need to know how to promote your content so that prospects can find it.

1) Use paid, earned, shared, and owned media for maximum reach.

2) Use search marketing.

3) Create shareable content.

4) Add an email marketing campaign.

5. Deploying check-back analysis

Have we met our goals?

The focus here is in the metrics you choose to determine successes or failure.

The metrics you can measure your social media goals go from followers count, reach of your social media posts, till conversions of leads.


Every brand and business needs a custom social media strategy based on their current social media goals and resources available to them.

The social media landscape is always changing, but sticking to the core tactics as a result of the above social media strategy steps will continue to deliver results.

Be Creative | Be Social

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