Developing Your Social Media Strategy: A Comprehensive Guide


Developing Your Social Media Strategy: A Comprehensive Guide

The key component to performing well on your social media marketing is having a social media strategy.

Without a social media strategy in place, in most cases, you’re just going through the motions, without a clear purpose and understanding on what you’re hoping to achieve. Without a clear understanding on what your goals are, who is your target audience and what they want, it’s extremely difficult to get the results you hope to achieve on social media.

Fortunately, we’re here to help! We compiled this helpful guide so that you can get started on getting real, measurable results with these 8 handy tips to level up your social media strategy.

Creating a social media marketing strategy

Your social media strategy intersects with your social media plan. You could say that your strategy is about deciding where you’re headed. Your plan is about how you get there.

You can easily start this process by asking yourself these 05 questions:

  1. Why do you want to be on social media?

  2. Who is your intended target audience?

  3. What are you going to share?

  4. Where are you going share?

  5. When are you going share?

This template can be used for each of the social media channels you select and then consolidated to create an overall social media strategy.

1.Why do you want to be on social media?

Our first task should be to understand the Why. This is directly connected to your social media goals and what you hope to achieve. Are you on social media to promote your product/service? To generate traffic to your website? Or is it to serve your customers?

In general, we can usually categorize your social media goals under one of the following goals:

  1. Increase brand awareness

  2. Drive traffic to your website

  3. Generate new leads

  4. Grow revenue

  5. Increase brand engagement

  6. Community growth around your business

  7. Provide customer service

  8. For PR purposes

  9. To listen to conversations for your brand.

It is of course likely you would hope to achieve more than one of these goals, which is fine, but it’s necessary to identify and prioritize your goals, especially if you’re a small business owner or have limited resources.

2. Who is your target audience?

Once you have an understanding of the Why, the next step is to identify your target audience.

Understanding your target audience will help you answer what, where and when you are going to share your content.

For example, if a fashion brand like @everlane knows its audience is conscious about ethical fashion and it’s impact, then sharing a story like the one below reinforces its core message and makes an emotional connection with its intended audience—people who are interested in ethical fashion..

Another way to identify target audiences is by building up marketing personas. Use the 5Ws and 1H to create them.

  • Who are they? (E.g. what’s their job, age, gender, salary, location, etc.)

  • What are they interested in? (E.g. entertainment, educational content, case studies, information on new products/services, etc.)

  • Where do they hang out online? (E.g. Facebook, Instagram, Snapchat, etc.)

  • When do they look content? (E.g. weekends, during their daily commute, etc.)

  • Why do they consume the content? (E.g. to get better at their job, to become healthy, to stay up to date with something, etc.)

  • How do they consume content? (E.g. read social media posts, watch videos, etc.)

If you’ve been running your business for some time, you might already have a very good idea about your target audience, but writing it down helps you to narrow your focus accordingly.

3. What are you going to share?

Although at first glance this seems as simple as deciding on the types of content to share i.e. videos or images, if we step back and think of the bigger picture, it would be more accurate to say that you should be considering the “theme” of the content you share.

Here are a few brands and their theme(s):

Teva is a brand that sells a brand of all-terrain sandals and shares photos from its customers on their profile. User-generated content (UGC), is a great way to connect with its users, and it shows off all the different places and situations people wear their shoes on their Instagram feed.

GoPro, which is known for its rugged and versatile cameras, shares high-quality photos using their cameras as well as editorial content on their Facebook and Instagram feed.

Chipotle, as they describe themselves in their bio, deliver memes and burritos. Their Instagram feed is a hilarious and eclectic collection of content, with screenshots of tweets along with their very own Chipotle memes to keep their audience engaged.

If you scroll through each of the social media profiles above, you’ll notice that these brands have more than one main theme. By having a variety of themes is great because it gives you the space to share a range of content without appearing to be unfocused.

Having a good understanding of your target audience will help decide the themes for your content. Look at your marketing personas and consider the following questions:

  • What are the goals and challenges they have?

  • How can we help solve them?

For an apparel brand like Zara, a goal of its target audience might be to stay up-to-date with the latest trends. In that case, Zara should be sharing its latest products on its social media profiles as below.

"If you’re targeting people who are serious about beer, then it makes sense to be more visible on a platform that’s centered on your product offering.</p>

"If you’re targeting people who are serious about beer, then it makes sense to be more visible on a platform that’s centered on your product offering.</p>

5. When are you going share?


The last part of your social media strategy is identifying when you should be sharing your content.

At first glance, it may appear to be simple as finding the most optimum times to post and you wouldn’t be right. Sort of.

But if you again focus on the bigger picture, it makes sense to think of the behaviors of your intended audience. Ask yourself, When do they usually use social media to look for the kind of information we want them to see?

Let’s consider the following examples:

  • Sports fans are more likely to be on social media immediately before, during, and just after sports events to find and interact with content about the event.

  • Athletes might browse on Instagram during or after their morning or evening workouts.

  • People who love to travel are more likely to be active during the weekends when they are planning their next trip, or during work breaks.

  • Mothers of babies might be using social media when their children are resting during the evenings.

As you can see, there isn’t a single, universal best time for posting content. The right time to post depends largely on your audience. So try to plan your posts on general behavior patterns to make sure you’re getting your content ahead of your target audience.

By testing our posts at different times of the day, you can find the most optimum time for your brand.

When you have created your social media marketing strategy, you can then find your brand’s best time to post through experimentation.

And there you have it — your social media marketing strategy!

Those are some of the strategies that you can use when planning your next social media strategy session.

If you have any questions, just ask us at and we’d be happy to answer them for you!

Article by – Buzzmcx

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