How to create a social media marketing strategy in 2021

What is social media marketing?

Social media marketing is the practice of using social media to sell or promote a product, product, or service.

The telecommunications market helps businesses:

  • Increase product awareness
  • Build participatory communities
  • Sell ​​products and services using traditional social trading solutions
  • Evaluate product feelings through public listening
  • Provide customers on social media
  • Advertise their products and services to target audiences

What is the social media strategy?

A social media strategy is a document that sets out your social media goals, strategies to implement, and the metrics you follow to measure your progress.

Your social media marketing strategy should also list all of your existing and scheduled social media accounts and specific goals for each platform you work with.

Finally, a good social media marketing plan should define roles and responsibilities within your team and reflect your reporting time.

How to create a social media marketing strategy

Step 1. Select marketing objectives in social media that are relevant to your business objectives

Set up S.M.A.R.T. goals


The first step in developing a winning strategy is to establish your goals and objectives. Without goals, you have no way of measuring success and returning to investment (ROI).

Each of your goals should be:

  • Specific
  • Measurable
  • Available
  • Attainable
  • Relevant

This is the S.M.A.R.T. objective framework. It will guide your actions and ensure that it leads to real business results.

Here is an example of S.M.A.R.T. goal:

“We will use Twitter for customer support and reduce our response rate to less than 2 hours by the end of the quarter.”

Track sensible metrics

Vanity metrics like the number of fans and likes are easy to follow, but hard to prove their true value. Instead, focus on things like clicks engagement, and conversion rates.

You may want to track different purposes for different networks, or different uses for each network.

For example, if you use LinkedIn to drive traffic to your website, you will rate clicks. If Instagram is a product brand, you might want to follow the Instagram Story view number. And when you advertise on Facebook, the cost per click (CPC) is a typical success metric.

Communication goals should be consistent with your marketing goals. This makes it easier to show value for your work and prevent intrusion into your manager.

Source : hootsuit

Start making your social media marketing plan by writing at least three social media goals.

Step 2. Learn all you can about your audience

Create audias personas

Knowing who your audience is and what they want to see on social media is important. That way you can create content that they will like, share and comment on, It is also important if you want to convert social media followers into customers for your business.

When it comes to your target customers, you should know things like:

  • Age
  • Location
  • median income
  • General job title or industry
  • Interests
  • etc.

Here is a simple guide and template for building audience/customer personas.

Know your fans, followers, and customers as real people with real needs and needs, and you will know how to identify and engage them on social media.

Combine data

Don’t make assumptions. Think Facebook is a better social network to reach Baby Boomers than Millennials? Yes, the numbers show that Millennials still outnumber Boomers on the platform.

Source: PEW Research Center

Social media analytics can also provide a ton of important information about who your followers are, where they live, and how they interact with your product on social media. This information allows you to improve your strategy and better target your audience.

Jugnoo, an Uber-like app for auto-rickshaws in India, used Facebook Analytics to find that 90% of their referral users were between 18 and 34 years old, and 65% of that group used Android. They used that information to target their advertisements, which resulted in a 40% lower cost per advertisement.

Check out our guide to using social media analytics and the tools you need to follow.

Step 3. Know your competition

Problems with your competitors are already using social media, and that means you can learn from what they do.

Perform a competitive analysis

A competitive analysis allows you to understand who the competition is and what they do well (and not so well). You will get a good sense of what is expected of your industry, which will help you to set your own forums.

It can also help you to identify opportunities.

Maybe one of your competitors is very important to Instagram, for example, but you put a little effort on Twitter or Facebook. You may prefer to focus on networks where your audience is not saved, rather than trying to win over your followers away from a prominent player.

Use social media listening

Social listening is another way to look at your competitors.

Do search company name search, account handles, and other relevant keywords on social media. Find out what they are sharing and what other people are saying about them.

Pro Tip: Use a social media management tool like Hootsuite to set up audio streaming to monitor relevant keywords and accounts in real-time.

As you track, you can notice shifts in how channels are used. Or, you may see a post that is more aggressive – or bombs altogether.

Use this type of Intel to inform your social media marketing strategy.

Step 4. Perform a social media test

If you already use social media, take a closer look at your efforts so far. Ask yourself the following questions:

  • What works, and what doesn’t?
  • Who joins yours?
  • What networks does your target audience use?
  • How your social media presence compare to the competition?

Once you have gathered that information, you will be ready to start thinking about ways to improve.

Your audit should give you a clear picture of what your social media account is all about. If the purpose of the account is not clear, consider whether it should be maintained.

To help you to decide, ask yourself the following questions:

  1. Is my audience here?
  2. If so, how do they use the stadium?
  3. Can I use this social media account to help achieve my goals?


Asking these difficult questions are will keep your strategy focused.

Look for fraudulent accounts

During the audit, you may discover fake accounts using your business name or brand names.

These scammers can be dangerous to your product – never mind capturing fans who should be yours.

Report Them

You may want to verify your Facebook, Twitter, and Instagram accounts to make sure your followers know they are working with you personally.

Step 5. Set up accounts and upgrade profiles

Decide which networks you will use

As you decide which social networks you will use, you will also need to define your strategy individually.

Benefit Cosmetics Social Media Manager Angela Purcaro told Marketer: “Our tutorials… we all talk about Snapchat and Instagram Stories. Twitter, on the other hand, is dedicated to customer service. ”

Looking back, here is how some small and medium enterprises use social media to communicate with customers. Note that Facebook and Instagram even pass email for this purpose.

Source: Marketer


Pro tip: Write a statement for each network equipment. A one-sentence proclamation to keep you focused on a specific purpose.

Example: “We will use Twitter for customer support to keep email and call volumes down.”

Also: “We will use LinkedIn to promote and share our company’s policies to help recruit and motivate employees.”

If you can’t create a solid machine statement for a particular social media channel, you may want to ask yourself if it’s worth it.

Set up your profiles

Once you’ve decided which networks to focus on, it’s time to build your profiles. Or upgrade your existing ones to fit your plan.

  • Make it sure you fill in all the profile fields
  • Enter keywords people can use to search your business
  • Use consistent branding (logos, images, etc.) across all networks to make your profiles easily visible

Pro tip: Use high-quality images that follow the recommended size for each network. Check out our up-to-date digital media image copying sheet for quick reference.

We also have step-by-step guidelines for each network to take you through the process:

  • Create a Facebook business page
  • Create an Instagram business account
  • Create a Twitter business account
  • Create a Snapchat account
  • Create a company LinkedIn page
  • Create a Pinterest business account
  • Create a YouTube channel

Don’t let this list overwhelm you. Remember, it’s better to use a few channels well than to stretch and try to maintain a presence across the network.

Step 6. Get inspired

While it is important that your product is unique, you can still find inspiration in some good communications businesses.

Social media success stories

You can usually find this in the business section of a social media website. (Here is Facebook, for example.)

Case studies can provide important information that you can use in your communication system.

Award-winning accounts and campaigns

You can check out the winners of The Facebook Awards or The Shorty Awards to find examples of top products in their social media game.

Reading and laughing, check out the Fridge-Worthy, Hootsuite’s bi-weekly awards showcasing the brilliance of products that make smart and smart things on social media.

Your favorite products on social media

Who do you enjoy following on social media? What do they do that forces people to share and share their content?

National Geographic, for example, is one of the best on Instagram, combining amazing views and compelling captions.

Then there is Shopify. The eCommerce brand uses Facebook to market itself by displaying customer news and case studies.

And Glossier is a great example of top customer service on Twitter. They use their two hundred eighty characters to answer questions and solve problems – quickly.

Note that each of these accounts has the same voice, tone, and style. That is the key to letting people know what to expect from your feed. That is, why should they follow you? What is there for them?

Consistency also helps maintain your content in the brand even if you have a lot of people in your social media team.

To find out more about this, read our guide on creating a compelling brand on social media.

Ask your fans

Consumers can also provide inspiration for social media.

What are your target customers talking about online? What can you learn about their needs and wants?

If you have public channels available, you can also ask your fans what they want from you. Just make sure you follow through and submit what they request.

Step 7. Create a social media content calendar

Sharing good content is important, of course, but it’s equally important to have a plan instead of when you’re going to share content to get the biggest impact.

Your social media content calendar also needs to be accountable for the time you spend interacting with the audience (although you need to allow automatic engagement like us.

Set your posting schedule

Your social media calendar lists the dates and times when you will publish content types for each channel. It’s a great place to organize all your social media activities – from photos and link sharing to posts and videos on the blog. Includes your daily posting and content for social media campaigns.

Your calendar also ensures that your posts are well-organized and published at the best times of posting.

Find the right combination of content

Make sure your content and calendar plan reflects the mission statement you provide for each social profile so that everything you submit will work to support your business objectives.

You can decide:

  • 50% of the content will return traffic to your website
  • 25% of the content will be selected from other sources
  • 20% content will support production objectives (news signing, ebook download, etc.)
  • 5% content will be about your company’s policy

Adding these different post types to your content calendar will ensure you keep the right mix.

If you start at the beginning and are not sure what content to post, try Rule 80-20:

  • 80% of your posts should inform, educate, or entertain your audience
  • 20% can directly market your product.

You can also try out three of the social media marketing rules:

  • One-third of your content promotes your business, converts readers, and generates profits.
  • One-third of your content shares ideas and stories from thoughtful leaders in your industry or like-minded businesses.
  • One third of your content is to communicate with people and your audience

Pro Tip: Once you have set your calendar, use the editing tool to prepare messages before updating every day.

We may discriminate, but we think Hootsuite is the best communication schedule. You can edit posts across the network and an accurate calendar view gives you a complete picture of all your hobbies each week.

Here’s a quick overview of how editing works in Hootsuite’s post-design tool.

Source : Hootsuite

Step 8. Evaluate and adjust your strategy

Your Social Media Strategy is the most important document in your business, and you would not expect to be successful in the first place. As you begin to use your system and track your results, you may find that some strategies do not work as well as you expected, while others work much better than expected.

See performance metrics

In addition to analytics within each social network (see Step 2), you can use UTM restrictions to track social visitors as they navigate your website, so you can better see which social media posts drive the most traffic to your website.

Check, test, and do it again

Once this data has been entered, use it to review your strategy regularly. You can also use this information to test different posts, campaigns, and strategies to fight each other. Regular testing allows you to understand what works and what doesn’t, so you can improve your strategy in real-time.

Research can also be a great way to find out how well your strategy works. Ask your fans, email lists, and website visitors if you meet their needs and expectations, and what they would like to see more. Then be sure to bring in what they tell you.

Social media is moving fast. New networks are emerging, some of which are about to change people.

Your business will also go through periods of change.

All of this means that your social media marketing strategy should be a live document that you review and revise where necessary. Refer to it often to stay on track, but don’t be afraid to make changes to better reflect new goals, tools, or plans.

When updating your Social Media Strategy, be sure to inform everyone in your team. That way everyone can work together to help your business take advantage of your accounts.

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