Your social media strategy in 6 steps

Develop your social media strategy

Follow these 6 steps to create a strategy that will work for you

STEP 1: set up your goals & metrics

Before you start anything at all, think first of what you want to achieve. Do you want more people to know your brand, do you want to increase conversion and sales or do you want to set up an engaged community? And how will you measure whether you achieve your goals? You’ll need to identify your business objective(s), translate it into a social media goal and set up the right metrics. 

Business objectives
Social media goal
Metrics
Grow your brand
Awareness
Followers, shares
Drive leads & sales
Conversions
Website clicks, email signups
Turn customers into advocates
Engagement
Comments, likes, mentions

STEP 2: know your audience

Set up persona

Gather real-world data

When you use one or more personae, your target group becomes more ‘real’, which makes it easier for you to determine what messages they want to hear and what your tone-of-voice needs to be.

Once you know your goals and metrics, you need to measure. That’s where social media analytics come in. It will help you gather data from your accounts and campaigns, and then using it to track and improve performance.

STEP 3: research your competition

Knowing what the competition is up to, is always useful. So, make sure to perform an analysis of what they are doing on social media as well. Using this quick guide will help you determine:

  • Who are my competitors on social media?
  • Which platforms are they on?
  • What are they doing on those platforms?
  • How well is their social media strategy working for them?
  • What are the gaps in my own strategy?

STEP 4: set up or improve your profile(s)

This is where you determine which platforms you will use. If you already have a profile, you might consider improving it. If you’re new to the platform, make sure you set up your profile page to perfection. Little tip: if you’re not entirely sure how to go about it, get in touch and we’ll gladly help you along!

STEP 5: set up a posting schedule

This is a crucial step if you want to make sure you don’t post haphazardly and infrequently. This post from Hubspot tells you more about the advantages of setting up a social media calendar, gives tips on some of the tools you can use (Trello being my favourite, by the way) and offers you a free template to get started.

Also, make sure you plot your content mix well. Combine your own content with curated content to keep it manageable and use the 80/20 rule: 80% of your posts aim to inform, educate or entertain; 20% is direct promotion for your brand, products or services.

STEP 6: test, evaluate & adjust

In order to make sure your strategy is working, you will need to perform a number of actions that will tell you whether or not you need to adjust what you are doing. These actions are:

  • Track your data within each social platform
  • Use UTM parameters with Google Analytics
  • A/B test your social media
  • Ask your audience

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