How to choreograph your social strategy for success (and stop standing on the sidelines)
July 6, 2023
What is a social media strategy?A social media strategy is a plan for how a brand will use social media to achieve specific marketing goals. It defines the types of content you’ll share, the channels you’ll use for distribution, and the target audience your content is intended to reach. Every piece of your social media strategy should support your goals as a brand. It might seem obvious, but for some numbers to back it up, this study found that 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
Do you really need a social media strategy?
To get in front of the people you want to impress (your future customers), you need a plan of attack. Yes, almost everyone’s on social media in 2023, and it does have the potential to unlock a landslide of leads…but your competitors are hanging out there too, so you need to do it right.
How to create an effective social media strategy
To avoid metaphorically dancing like a complete and utter Dad (or like that bloke calling himself Disco Dave at the afterparty you went to in 2013), you’ve got to learn the steps before you turn up to the party. The good news? We’ve got the moves:
Define your goals
Before you start developing your social strategy, it’s important to define your goals. What do you want to achieve? Do you want to increase brand awareness? Drive traffic to your website? Promote a lead magnet? Convey a meaningful message to your customers? Ideally, your goals should be measurable and have realistic timings attached to them so you can analyse how you’re doing along the way.
Identify your audience
We could go on about the importance of creating buyer personas forever. When you really know your customers and put them at the heart of your social strategy, it’ll shine through. You can address their pain points. Your content will resonate. You’ll win their hearts.
Determine your content and platform
Are you going to use mostly videos, reels and live streams? Or will static images, text-heavy posts and infographics resonate more with your audience? Do you know what platform your audience prefers?
Develop a calendar
A social media calendar is a schedule of when and what you will post on social media. It helps ensure you consistently publish content across multiple channels, without accidentally ghosting your potential customers.
Monitor, measure and improve
If you don’t evaluate the success of your new-found strategy, it’s harder to keep improving. There are a few metrics that you can use to measure the success of your social media strategy, including engagement rate, reach, and conversion rate.
Dance like everyone’s watching (because they are)
Creating a social media strategy that enhances your brand reputation and growth requires research, a strong understanding of your audience, and the ability to continuously refine and perfect your content and approach.