Social Media Strategy: What It Is, Why It Matters & How To Create One That Works

April 15, 2022

The pandemic era taught us in 2022 you need to streamline your social media strategy to keep up with the influx of brands in the digital space!

Now is the time to review, modify, and replace the strategies that aren’t helping to engage your target audience. Whether you’re new to this, or a veteran, being able to adapt and keep track of trends in the digital landscape plays a massive role in expanding your business.

marketing strategies

What Is Social Marketing Strategy?

A social media strategy is a way of pitching products on a digital platform for broader reach and boosting the online presence of your business. 

News Flash: Regularly posting on Twitter, Facebook, Instagram, and Youtube—is just the tip of the iceberg!

Why Is Social Media Marketing Important?

Building a social media strategy is a continuous process in an ever-changing market. Marketing on social media requires a good grasp of defining and achieving your goals. But, it’s well worth the effort to increase brand awareness. Aside from advertising, you can also use social media platforms to sell products, lowering your operating costs. It’s also worth mentioning that social media channels make it easy to track customer engagement and your brand’s performance. 

Creating A Social Media Strategy That Works!

Although social media marketing demands a wide range of skills, your creative instincts will surely guide you to the strategy that will work best for your brand. Listed below are some tips for creating an effective social media marketing strategy.

Align Marketing Goals With Business Objectives

To create a social media strategy that works, you first need to define your goals. Remember that you can have many objectives, depending on the needs of your business, but they all should align with your business objectives. It’s a good idea to reconsider goals from time to time and make modifications as the landscape shifts. 

Let your objectives guide your strategy and employ SMART GOALS to ensure you stay on track:

S – Specific

M – Measurable

A – Attainable

R – Relevant

T – Time-bound

Say, for instance, your goal was to increase your audience’s engagement on Facebook by 30% at the end of the quarter.

Ask yourself:

Does this goal align with the overarching goals of the brand?

How will you measure the success of this initiative?

Is this a reasonable and achievable goal?

When the goal has been reached, will it have a measurable impact? 

When do I expect to complete this goal?  

Learn Everything You Can About Your Audience

Getting to know your audience’s demographics is just a portion of your research. Aside from their age, location, income, and interests, you must also know where they hang out on the internet and the formats they primarily consume. (i.e., do they prefer watching videos or reading articles?) This information will help you understand the kind of content your audience craves.

Get To Know Your Competition

The fact is, your competitors aren’t always a threat—you can learn from them! Review their performance, and from there, you can use turn their weakness into your strength. You can also observe what works for them and try the same with modifications based on their shortcomings.

Create A Social Media Content Calendar

Using a social media calendar has a massive impact on the success of your campaign. Digital calendars for scheduling help you keep track of your posts and organize your scheduled posts, ensuring you’re always up to date. Remember, the timing makes a difference, so make sure you know the best times to post and check out our social media calendars for monthly content inspo!

publer content calendar

Create Compelling Content

Are you having a hard deciding what kind of content to post? You can get ideas from other successful social media campaigns, famous brands, or your followers. Try to develop a “style” or theme for each platform, depending on the audience you’d like to keep engaged.

Your familiarity with your audience is crucial in deciding what content will be the best for your brand. Catchy content is king, so ask yourself what your audience reacts to most. Funny memes? Instructional videos? …You get the idea. 

content is king

Schedule Your Content

No matter how “fresh” your ideas might be, if your not posting at optimal times, it’s possible few people will see them.

Timing your posts around your audience’s viewing schedule may seem confusing and high maintenance. Luckily you have Publer, a social media superhero! Our calendar view makes it easy to schedule posts for later across your social media platforms, taking the guesswork out of timezone conversions and audience preferences.

Test and Track Performance

Treat your strategies as an experiment. Review each part of your strategy at the end of the day, week, or even month. Note how many impressions you had on Facebook, or address issues in your campaign on Twitter, for example.

Evaluate the results objectively, take what worked, and modify initiatives that did not. This is where your goals or business objectives come into play again, guiding you in assessing your social media performance.

Key Takeaways

Social media marketing demands a great deal of strategic planning to yield a desirable result. While it may not always be easy to stay organized, advanced tools like Publer are here to help you keep track of everything so you can focus on what really matters, like: 

  • Aligning goals with business objectives
  • Getting to know your target audience
  • Learning from your competitors
  • Creating compelling content
  • Evaluating performance

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