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Creating an Effective Social Media Strategy: Your Step-by-Step Guide

Developing a social media strategy may seem like a daunting task, but with the right approach, it becomes a manageable and rewarding process. By following a few key steps, you can create a robust marketing strategy that delivers results while saving you time and effort.

Our last blog discussed WHY you need a social media strategy, now let's dive into HOW to create one.

Step 1: Set SMART Goals

Have a think about your high-level business goals, then think about how you can make them social media specific.

For example, if your business goal is to get more sales, your social media goal might be to drive traffic to your website.

Your business goals will also dictate which of the metrics are most important to you. If you want more leads, there’s no point in buying followers or focusing on vanity metrics, when there’s no chance of these people becoming paying customers.

Your goals will shape your tactics and guide your actions on social media. Make sure your goals are Specific, Measurable, Attainable, Relevant, and Time-bound (SMART) to ensure you can track your progress effectively.

Step 2: Define Your Target Audience

Who are you trying to reach? Who are you talking to? What language do you need to use? Where and on what platform do they hang out? What are their pain points?

Understanding your target audience is crucial for effective communication on social media. Develop customer profiles or personas to get really clear your ideal customers. Consider factors such as age, income level, geographic location, interests and more to segment your audience and tailor your messaging accordingly.

Step 3: Conduct a Social Media Audit and Choose Your Focus Platforms

If you already have social media accounts, take the time to conduct a thorough audit. Assess what's working and what's not on your existing platforms. Identify successful tactics and strategies to leverage in the future. Analyze your competitors' social media presence to gain insights and compare your performance.

Have a look at the platforms that have been performing best and have the most engaged audience. Do they align with where your ideal customer spends their time, or do you need to change?

Choose the platform/s that you are going to focus on. There’s no point trying to show up on all of the social media platforms. You’ll burn out, spread yourself too thin and not serve anyone well.

Step 4: Optimize Your Accounts

Optimizing your social media accounts ensures they accurately represent your brand and are easy to find for people searching for your offering.

More and more people are using social media as their preferred search engine so you need to make sure your bio succinctly and accurately describes what your do or sell, and includes a couple of key words in your industry.

Step 5: Develop a Posting Strategy

Crafting a posting strategy is vital for consistent and effective content distribution. Determine the types of content suitable for each social media platform you use. Consider whether videos, text, or images are most appropriate for your target audience. Set a posting frequency that maintains an active presence and provides opportunities for engagement.

This is where content calendars are essential. To be able to plan and schedule content in advance and visually see it all out in front of you makes it so much less overwhelming. You can plan posts that tie in with public holidays or big events in your industry. There are a number of tools on the market that make this super easy. I use Metricool which I love for it’s simplicity and ability to schedule directly through the platform but there area number of other planners and schedulers on the market.

Step 6: Create Engaging Content

Engaging content is the heart of any successful social media marketing strategy. Tailor your content to match the characteristics and needs of each social media platform. Whether it's product demonstration videos or expert interviews, focus on creating content that resonates with your target audience and encourages interaction.

Step 7: Utilise Social Media Management Tools

Make use of social media management tools to streamline your efforts. So much time can be wasted jumping between the platforms to look at analytics, push a post live, or engaging with your community. There are so tools on the market to help save you time.

Again, i use Metricool to view analytics, plan and schedule content and view and respond to messages from all platforms in one place. I find it the easiest way to ensure nothing is missed and it makes reporting for my clients so much quicker and easier.

Step 8: Analyze Performance and Optimize

Regularly analyze your social media marketing performance to identify what's working and what needs improvement. Review performance data and reports to gain valuable insights. By optimising your strategy based on these insights, you can refine your approach and achieve even better results.


By following these step-by-step guidelines, you can create a powerful social media marketing plan that drives success for your business.

If you feel like you need a hand to create your social media strategy or are not sure where to start, get in touch and I can help you out.

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