How to build an effective social media marketing strategy

In this day and age, social media marketing is a crucial aspect of any business. Having an effective social media strategy can not only boost brand awareness but also increase revenue.

Here is how to build an effective social media marketing strategy in 3 easy steps.

1. Define your target audience

Defining your target audience is essential to ensure you invest time, money and resources in the right social media content, formats and channels. The first step to determining the target audience is to establish:

• What problems your businesses, products or services solve

• Who will benefit most from your products or services

• Who your current customers are

• Who are your competitors and which customers they attract

Once you have defined your target audience, you need to ascertain on which social media channels they are most active, the type of online content they like to consume and the type of formats they prefer (for example, video, blog, podcast, etc) so you can determine where to focus your social media effort and spending,

2. Set specific and measurable social media marketing goals

In order to monitor and assess how each social media activity is performing you need to set specific social media marketing goals (WHAT), how you will measure progress towards those goals (HOW), and the timeframe by which you will achieve them (WHEN).

To get the most out of social media marketing, your social media marketing goals should be aligned with your business objectives. For example, if your business objective is to raise brand awareness, the social media marketing goal could be the number of potential customers reached through social media marketing activities.

Every social media platform offers in-depth analytics and insights that can be leveraged to track how social media marketing activities are performing and whether they are reaching the right target audience. However, if the goal of your social media activities is to drive traffic to a website or to generate sales, the best way to measure results is to use a web analytics tool such as Google Analytics.

Google Analytics is a free web analytics tool from Google that allows you to monitor the number of visitors to your website, the number of pages viewed, number of sales, total revenue and much more.

3. Create consistent and high-quality social media content

Posting regularly and sharing high-quality content on your social media channels is essential to the success of your social media marketing strategy. The purpose your social media content should be to:

a. create an emotional connection with the audience

b. demonstrate expertise

c. promote and sell products and services

When starting out with social media content planning, the 40-40-20 rule is a great way to ensure the right mix.

40% of the social media content should focus on building lasting connections with the audience through storytelling.

Storytelling involves using stories to tell why the business exists and what it stands for in a way that brings emotions and experiences to life. Sharing the business’s story and explaining its values help to draw in people who have the same values. It’s those common values that will keep the audience loyal to the business.

• 40% should inform and educate. The aim of educational and informative content is to answer questions, provide solutions and showcase expertise with the long-term goal of being seen as an authority in the sector. Once a business has established itself as an authority, followers are more willing to read its promotional content.

20% should promote the business’s products or services. Promotional content focuses on products and services with the intent to convert followers into customers.

Planning and scheduling social media content in advance is key to ensure that you are consistent with your posts and that you select a healthy mix of topics. Moreover, through social media scheduling and planning tools such as Tailwind, LaterSprout Social and Hootsuite you can stay organized, view all social media marketing activities in one place and access invaluable data that you can leverage to understand what’s working – and what’s not.

A great social media marketing strategy is never set in stone and it’s continuously changing. Whether creating an Instagram Story, a video on YouTube or a Facebook post, everything has to fit together to help the business grow. 

Testing, analysing, and re-evaluating your social media content on an ongoing basis is the only way to create a social media strategy that evolves with your business

Disclosure: Some of the links in this post are affiliate links and if you go through them to make a purchase I will earn a commission. Keep  in mind that I link these companies and their products because of their quality and not because of the commission I receive from your purchases. The decision is yours, and whether or not you decide to buy something is completely up to you.


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