Key steps in developing a social media strategy

Key steps in developing a social media strategy

For many companies, social media has become a must-have tool. But do these companies use social media to its fullest potential?

Creating profiles and posting random materials and content from time to time is no longer enough. In fact, it never was. Despite this, many companies do not seem to have a defined social media marketing plan to help them succeed.

It may not seem like a big deal at first, but a lack of a clear social media plan and a well-defined process can result in your social media marketing efforts not having the results you want.

However, if you devote enough time to doing things right, you can quickly establish and fulfill your goals. Or better yet, you could do what most companies do and invest in a social networking agency in London to help guide and manage your platforms.

5 key steps in developing a social media strategy

1. Set goals

The first thing you need to do when creating a social media strategy is to set some clearly defined SMART goals.

  • Specifically
  • measurable
  • Achievable
  • Relevant
  • Time limited

Your goals will be unique to your company and will complement your overall goals. However, some standard categories of social media goals to consider are:

Raising awareness of your brand: Social media is a great tool for building a brand voice, raising awareness of the issues you support, and promoting the morale and values ​​of your brand.

Increasing the size of your audience: The size of your audience and the speed at which it grows are usually decisive factors in the success of social media. The larger your audience, the greater your chances of generating leads, sales and a loyal customer base.

Strengthening community engagement: While the amount of your audience is crucial for influencers, the proportion of people who visit your site on social media and like, comment or share it is much more significant. Especially with social networking algorithms.

Drive traffic to your website: While having a lot of engaged followers is fantastic, social networks should eventually be used to direct visitors to your website to increase sales.

Increasing Leads and Sales: If you want your social media strategy to be successful, you will need to see an increase in leads and sales as a direct result.

2. Define your audience

One of the most common mistakes companies make on social media is the assumption that all their companions are useful to them. It is pointless to have a large number of followers if they do not result in conversions.

First, analyze who your content resonates with the most and determine if this group matches your company’s target demographic – Qualified leads will quickly turn your audience into consumers.

To get a better insight into your audience, get acquainted with updated surveys and data. Create a few personalities that reflect your ideal customer. Knowing the profile of your typical companion will help you tailor your social media campaigns to their needs.

3. Create interesting, high-quality content

When it comes to creating content, purpose is everything. There’s no room here and there for random posts, especially if they don’t resonate with your audience.

Your content should fall into one of these four categories:

inspiring: the content should inspire the heart or intrigue your audience to learn more about your brand. Highlight the morale, values ​​and charitable achievements of your brand.

educational: Show your audience the ‘why’ behind your brand and product. Why are you better than the competition? Why is your product something they need?

Promotion: Highlight the offers and discounts your company has with up-to-date content and clear calls to action.

Entertainment: Publish content that is fun and relevant to your target audience. From trendy memes and quotes to interesting polls about the latest social debates.

4. Posting strategy

While you could manually post all your content on social media, it could take a long time and may not bring the best results. Most social media platforms now use some sort of algorithm to filter the information they provide to users.

Which means that if you’re posting at a time when your target audience isn’t online, your material may go unnoticed.

You’ll want to use one of the world’s many social media scheduling tools to help you plan and schedule your posts in advance. Tools often show you the optimal time to publish based on when your audience is most engaged on each platform.

5. Use video content

Currently, videos are shown as the best performing content on all social networks. People want to be visually and audibly engaged when navigating through their feeds.

The success of TikTok has forced other platforms like Instagram and YouTube to create their own version of compressed video content. Instagram has reelsand YouTube has Shorts.

With all that said, the king is currently seeing the content. Social media algorithms are now pushing video content to the top of everyone’s content through individual images and carousels.

So, a successful social media strategy nowadays should definitely be video heavy.


Social media is a rapidly evolving environment. New platforms are constantly appearing, while others are going through regular shifts with new features appearing on a weekly basis.

As a result, your social media marketing strategy should be a document that you will review and adjust when and when.

To stay on track, mention it often, but don’t hesitate to make adjustments to better reflect new goals, tools, plans, or trends.

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