How to Build Your Social Media Strategy
Alright, let's dive into building a social media strategy that actually works. It's not just about posting pretty pictures; it's about connecting with your audience and achieving your business goals. Before we even think about content calendars or hashtags, we need to understand the lay of the land.
Step 1: The Data Deep Dive - Know Your Foundation
Think of this as your pre-flight checklist. You wouldn't take off without knowing the weather, right? Similarly, you shouldn't launch a strategy without understanding your data.
Audience Analysis, Who are you already talking to?
Let's start with your current audience. Who are they? Where do they live? What are their interests? What platforms are they already using?
Data points:
Demographics (age, gender, location):
Age ranges (e.g., 18-24, 25-34, 35-44).
Gender distribution (percentages of male, female, non-binary).
Geographic location (city, state, country).
Language spoken.
Interests and behaviors (what do they like, what do they follow):
Interests (e.g., hobbies, passions, professional fields).
Pages and accounts they follow (competitors, influencers, related brands).
Online communities and groups they participate in.
Purchase behaviors (what products or services they buy).
What type of content they interact with most. (Videos, images, text)
Current social media engagement (what posts are performing well, what platforms are they most active on):
Engagement rates (likes, comments, shares, saves, clicks).
Reach and impressions (how many people see your content).
Top-performing posts (content type, topic, format).
Platform usage (which platforms they use most frequently).
Times of day they are most active.
Competitive Analysis, What are your competitors doing?
Don't reinvent the wheel. See what's working for your competitors. What platforms are they using? What kind of content are they posting? What's their engagement like?
Data points:
What are your competitors doing? (Competitive Analysis)
Competitor platform presence:
Platforms used (e.g., Instagram, Facebook, Twitter, LinkedIn, TikTok).
Frequency of posting on each platform.
Profile optimization (bio, profile picture, website link).
Content types and frequency:
Types of content (e.g., images, videos, stories, live streams, blog posts).
Content themes and topics.
Hashtag usage.
Content scheduling.
Engagement rates (likes, comments, shares):
Average engagement per post.
Comment sentiment (positive, negative, neutral).
Share frequency.
Follower growth rate.
Strengths and weaknesses:
Identify what competitors are doing well.
Identify areas where competitors are lacking.
Customer service response times.
Goal Setting, What are your business goals?
What do you want to achieve with social media? Increase brand awareness? Drive sales? Generate leads? Providing customer service? These goals will shape your strategy.
Data points:
Specific, measurable, achievable, relevant, and time-bound (SMART) goals:
Increase website traffic by X% in Y months.
Generate Z leads per month through social media.
Increase brand mentions by W% in Q1/2/3/4.
Increase online sales by a specific percentage.
Key performance indicators (KPIs) to track progress:
Website traffic from social media.
Lead generation through social media forms.
Conversion rates from social media campaigns.
Brand mentions and sentiment.
Customer satisfaction scores from social media feedback.
Cost per acquisition from social media ads.
What is your current social media performance? (Internal Audit)
If you already have a social media presence, let's take a good look at what's working and what's not. What content resonates with your audience? What platforms are performing best?
Data points:
Past post performance (engagement, reach, impressions):
Average engagement rates for different content types.
Reach and impression trends over time.
Click-through rates (CTR) on links.
Platform-specific analytics (follower growth, website traffic):
Follower growth rate on each platform.
Website traffic from each platform.
Demographics of followers on each platform.
Story views, and completion rates.
Content gaps and opportunities:
Identify content topics that are missing.
Identify opportunities to repurpose existing content.
Identify times of day, and days of the week that perform the best.
Trend Analysis, What are the current social media trends?
Social media is constantly evolving. Staying up-to-date on the latest trends will help you create relevant and engaging content.
Data points:
Emerging platforms and features:
New social media platforms gaining popularity.
New features on existing platforms (e.g., Reels, Stories, Spaces).
Popular content formats (e.g., short-form video, live streams):
Trends in video length and style.
Popular live stream topics and formats.
Trending topics and hashtags:
Current events and social issues.
Industry-specific trends.
Popular hashtags related to your niche.
User generated content trends.
Keep up to date with social media news, and follow social media marketing blogs (like this one 😉).
Step 2: Crafting Your Strategy - Turning Data into Action
Now that we have our data, let's build a strategy that's tailored to your audience and goals.
Define your target audience:
Based on your audience analysis, create detailed personas of your ideal customers. This will help you create content that resonates with them.
Choose your platforms:
Not every platform is right for every business. Focus on the platforms where your target audience is most active.
Develop a content strategy:
Create a content calendar that outlines the types of content you'll post, the frequency of your posts, and the platforms you'll use. Mix up your content to keep things interesting.
Establish your brand voice:
Your brand voice should be consistent across all platforms. It should reflect your brand's personality and values.
Set your KPIs and track your progress:
Regularly track your KPIs to see how your strategy is performing. Make adjustments as needed.
Engage with your audience:
Social media is a two-way street. Respond to comments and messages, and participate in relevant conversations.
Step 3: Implementation and Iteration - The Ongoing Process
Schedule your content: Use scheduling tools to automate your posting.
Monitor your performance: Keep a close eye on your analytics and make adjustments as needed.
Stay adaptable: Social media is constantly changing. Be prepared to adapt your strategy as needed.
By following these steps, you'll be well on your way to building a successful social media strategy. Remember, it's a continuous process of learning, adapting, and refining. Download and use our free planner below to start organizing your goals and creating an action plan.
Need a brainstorming partner? Schedule a consultation with me today!
Unlock Your Social Media Success with Our FREE Strategy Planner!
Stop guessing and start growing! This comprehensive, downloadable PDF social media strategy planner is designed to help businesses and entrepreneurs define clear SMART business goals and develop a winning social media strategy. Perfect for anyone looking to boost engagement, increase brand awareness, and drive sales through social media.
Inside, you'll find easy-to-use worksheets to:
Conduct a thorough competitor analysis of their social media presence.
Analyze your current social media performance and identify areas for improvement.
Understand your target audience and tailor your content accordingly.
Set measurable social media goals and track your progress.
Develop a detailed content calendar and strategy.
Download your FREE social media planner PDF today and take the first step towards achieving your business goals! This is a valuable resource for small business owners, entrepreneurs, marketing managers, and anyone looking to master social media marketing. Start planning your social media strategy today!
This PDF coincides with our Blog Post “How to Build Your Social Media Strategy”
