Seven essential steps to creating an effective social media marketing strategy

Have you created a social media marketing plan for your business?

Are you finding it hard to formulate a social media advertising plan?

Although most businesses now understand why social media is essential, not all can develop successful social media marketing strategies for their business.

This post presents seven practical, critical steps to creating an effective social media marketing plan for your business.

1. Know your target audience

Are you sure you’ve selected the right social media channel(s) to invest your time and resources?

Selecting the correct social media platforms is a must to create a successful social media marketing process for your business.

So how do you select the best social channels for your brand?

You require to know your target market.

Figure out which social media platforms your potential clients use, how much time they spend on social media, what times they are most active, and how they interact.

The more you learn about your target audience, the better you can plan a social media marketing strategy to reach them.

Below are some critical steps to learn more about your target audience on social media

  • Develop a “marketing persona” of your ideal customer(s).
  • Start researching social media giants like Facebook, Twitter, LinkedIn, and Instagram.
  • Use the search features of each platform to get a better idea of engagement and activity.

2. Set goals

What do you want to achieve with your social media marketing efforts? Do you want to increase awareness of your business or sell your products? Or perhaps you want to improve your connection with your fans?

Setting goals is the cornerstone of any successful social media marketing strategy – if you don’t know what you want to achieve, you can’t measure your performance against it.

So how do you describe your social media marketing objectives?

Your social media advertising goals should be “SMART,” which is an acronym for:

  • Specific – Your social media objectives should be clear and defined.
  • Measurable – You require to be able to measure the progress of your goals
  • Achievable – Set goals that you can achieve
  • Realistic – You must set goals based on your time, resources, and marketing budget
  • Time-based: Set goals that you can achieve within a specific time frame to allow for reporting and tracking.

You should also ensure your goals align with your company’s overall strategic goals.

Most companies strive for a mix of the following goals in their strategies

  • Increase brand awareness
  • Create a loyal fan base and promote products or services
  • Generating enthusiasm for newly launched products
  • Increase conversion rates and improve ROI
  • Increase traffic to websites

Some businesses set different objectives for each social network, which can also be a good practice. Consider 2-3 goals per network depending on your company’s needs.

3. Identify key success metrics

Once you’ve established the goals of your social media marketing strategy, the next step is to identify critical success metrics to measure their effectiveness.

Look for simple, manageable metrics to measure the success of your social media strategies here are five measures to consider:

  • Referral traffic to your website
  • Impressions/reach
  • Community growth and engagement
  • Sentiment
  • Conversions

Not all these metrics are helpful for your social media marketing plan – you need to choose the metrics that align with your overall social marketing goals.

For example

If selling on social media is your primary motive, you should focus on driving traffic to your website and subsequent conversions. Measure sentiment if creating your brand image is your primary goal.

4. Review your current social media presence

You’ve outlined your target audience, set clear goals for your efforts, and identified your key success metrics. You must review your current social media presence to see how it fits. Without knowing where you currently stand in social media, you can’t create an effective, realistic marketing plan for your business.

So how do you tackle reviewing your current social media presence?

Below are some areas to look for when reviewing your position

  • Which social media networks are you most active on?
  • Whether your profiles on these networks are entirely optimized
  • The number of followers you have on each network?
  • Which platform gives you the highest ROI?
  • How does your social network presence compare to your competitors?

You should always review your current social media presence against the goals of your social media marketing plan. Make sure you review every element that impacts your goals.

5. Choose the best social media management tool

Tools make complex tasks more straightforward for social media marketing tools. Choosing the best social media management tools makes various tasks easier and saves you a lot of time. However, selecting the right tool can be difficult, as all social media tools claim to be particularly effective.

So, how can you select the best one?

It would be best if you asked yourself the following questions to choose the best social media tool for your business:

  • What do you desire to achieve with social media?
  • What prompted you to look for a social media tool?
  • Which social media networks do you wish to target?
  • Do you intend to run paid social media projects?
  • Do you want to do social listening?

Many social media marketing tools come with a free trial, and it’s wise to test some tools before making a final decision.

6. Develop and curate web content

The success or failure of your social media marketing technique depends on the content you create and curate.

Here are some kinds of content that your social media audience generally responds best to

  • Entertaining and valuable content that solves people’s problems.
  • Content that raises awareness (step-by-step guides)
  • Listings
  • Giveaways, freebies, and contests
  • Coupons and promotions

When you’re developing or curating content for social media, you need to make sure the content you share is audience-specific. That will help you maximize engagement and increase brand awareness.

7. Analyze and optimize

Even great social media marketers formulate their social marketing plans through a certain amount of trial and error – analyzing data to optimize social media strategies is critical to the success of your social media marketing plan. By tracking and analyzing the key elements of your social marketing plan, you can also increase the ROI of your efforts.

How can you evaluate and optimize your social media advertising plan?

You must measure your strategies’ performance against the critical success metrics you outlined initially and then optimized your plan for optimal success.

You can utilize tools like Buffer or Sprout Social to track and analyze your social media marketing efforts and then measure those metrics against your KPIs.

Remember that an excellent social media strategy is never set in stone. Like social platforms themselves, it is an ongoing work in progress.


Developing a social media plan for your business shouldn’t be a lengthy, tedious task. By following these steps, you can easily create a successful social media plan that will give you an edge over your competitors.

The best goal of Social Media Advertising is to generate new customers and increase your online sales. Discover the best platforms to invest your advertising dollars and increase your sales. Get in touch with our Social Media Video Marketing team today.

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