Creating a Social Media Marketing Strategy

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Social media and emails are crucial tools for business success. By 2019 it is expected that more than 2.9 billion people will be using email and 2.77 billion people will using social media. They clearly have great potential as the best SEO marketing in Sydney, but in order for them to be used effectively you need a good strategy. Let’s look at what a social media strategy is and how to create an effective one:


What is a social media strategy?

A social media strategy is your holistic and planned approach to using social media in the promotion and marketing of your products or services. They often consist of four components:

  • Overview: this highlights what the brands current situation on social media is and what the general plan is to move forward
  • Goals: these are the specific KPI’s and metric goals you plan on achieving at certain points throughout your campaign
  • Execution: this explains how you actually plan on achieving these goals. It should be practical and thorough.
  • Analysis: this is where you measure your results, assess whether or not you have achieved your goals and identify what needs to be improved.


Assess where your current social media strategy is at

It is important to understand what social media sites and tactics are working or not working for you at the moment.

Consider what sites are engaging customers the most, how customers are using social media, and how much is currently invested in social media advertising. By taking a step back and looking at your current social approach you can assess what needs to be worked on, what has potential and even whether it is worth keeping all channels open.


Understand your customers


It goes without saying that marketers need to understand their customer’s behaviour. This can be done by collecting data through emailing lists and surveys. Data allows you to build up a profile on the types of customers your brand has, and to then target your social media campaign accordingly.

By building up a profile of customer behaviour you should be able to understand what social media channels your target market is active on and how they use them. This means you can avoid channels that engage least with your target audience while doubling down on those that engage most.


Set goals and constantly assess progress

In order to understand whether your social media strategy is working or not, you must set quantitative goals and constantly assess whether or not it is meeting them. KPI’s or key performance indicators are an example of quantitative goals that can be used to measure success. Some KPI’s you can use for your goals include:

  • Number of followers
  • Reach
  • Shares
  • Views
  • Comments
  • Customer messages and engagement


Create content relevant to the customer

Now that you have a better understanding of your customer base and their social media habits you can begin creating content that is relevant to them. The content that you post is unique to you and your brand. However, there are some common themes and tips that should be observed:

  • Content that makes the reader feel happy or joyful will gain more traction than content that makes them feel sad
  • Infographics are becoming increasingly popular as they combine visual images and information, they are an efficient way of making a point and informing your customer base
  • Images and videos promote engagement

Observing some of these themes will aid your content creation process. It is also important to note that being overly promotional or desperate to customers will turn them away. It is thus best to create and share content that explains and demonstrates your value in a subtle more nuanced manner.