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Jack Pickering

Helping Small and Medium Businesses Achieve Their Full Marketing Potential | Digital Marketing Expert

5 Steps to the Perfect Social Media Strategy

Social media is an ever-changing world that continues to evolve as technology evolves. When it comes to developing a social media marketing strategy, it’s important to have a clear strategy to guide the way and help you navigate such an evolving landscape.

So, how can you create a social media strategy that will help you keep up with not just today’s landscape but also tomorrow’s? 

A solid social media strategy has 5 core steps: defining your goals, choosing platforms (e.g. Instagram, TikTok, Facebook), identifying your audience, connecting with them through engaging content, and always looking for opportunities to optimize and improve. 

Let’s take a deep dive into each step:

Step 1: Define Your Goals


Before anything else, it’s important to define your goals and objectives. What are you trying to accomplish? What do you hope to achieve through social media? This step is especially crucial if your company is new or if it has been active on social media for less than a year; in these cases, the best way to get started is by defining what makes sense at this point in time. 

For instance, if your goal is simply increasing engagement within your existing audience, then it may make more sense to not only focus on building an engaged community but also focus on building an engaged community where you already have one: Facebook or Twitter instead of Instagram or Snapchat. A goal like this might require focusing more heavily on content creation – posting pictures every day – and less heavily on launching new platforms until you’ve built up your existing platforms.

The type of content you publish should reflect your brand identity and audience—but don’t overthink what kinds of posts are necessary for every platform. You might want to include a mix of images or videos with text-only posts, or maybe just an image post every once in a while is all that’s needed!

Lastly, be sure to have both long-term and short-term goals in mind as well as personal brand growth versus business growth goals so that you can create an appropriate plan for each part of your online presence.

Step 2: Choose Your Platforms


Once you’ve found the right platform(s), it’s time to get started.

Before diving in, though, there are a few things worth noting. First of all: if you’re going to use multiple platforms, do it right! Choosing one or two platforms that are relevant to your business and industry is a great place to start—but don’t stop there. 

A large part of the success of these social media strategies will depend on how frequently you post on each platform. If you choose too many platforms at once (or if they’re all used for different purposes), it could be difficult for customers who follow your account(s) across multiple networks to keep up with everything happening in your world.

Having a cohesive social media strategy means choosing accounts that create a cohesive representation of your business — and often this means starting small with just one platform at a time.

Step 3: Identify Your Audience


This is an important step because it helps you to define the purpose of your social media presence. Your audience will dictate how you post, what content you share, and how you interact with them.

  • Know who they are: This can be tricky – your audience is made up of people from all over the world with different backgrounds and interests! However, most businesses have some kind of general idea as to who their target market is and where they live (and if a business doesn’t know this information, then it’s time to do some research!).
  • Know why they are there: The more specific your target market is, the easier it will be for them to find your brand online. For example: if I am looking for a new pair of shoes online and I type in “women’s sneakers” into the Google search bar, I will get many results back – but if I add “black high tops” into my search query, now only one website comes up as a result—that website being Nike’s women’s sneaker section!

Step 4: Connect With Your Audience


The fourth step is to connect with your audience. Social media should be used to build relationships and grow your brand, not just for quick sales or downloads. It’s about engagement, not spamming people with content that they don’t care about or want to see.

In order to do this successfully, you need to make sure that you are responding to comments made on posts, engaging with users who engage with you, building trust and credibility by being authentic and consistent in your messaging, and making sure that any campaigns have clear goals so the work you do can be measured against those goals.

Step 5: Optimise and Adjust, then Repeat


In the end, your strategy will be the product of the input from this process. It’s not enough to just have a social media strategy in place; it must be tweaked and adjusted as needed. You need to continue using this method on an ongoing basis so that you can see how your efforts are paying off and make adjustments as necessary.

  • Make sure that you are using the right platforms for your goals
  • Make sure that you are using the right content for your goals
  • Make sure that you are using the right language for your goals
  • Make sure that you are using the right hashtags for your goals

By following these 5 steps, you can create a social media strategy that will help you connect with your audience and grow your online presence. But remember: it will take time and persistence to see results. The more that you optimise and adjust your plan based on what’s working for you, the better results you’ll see from this process.