With more than half the global population using social media worldwide, it’s time to take advantage of this free resource.

Social media has become an integral part of our daily lives and a powerful tool for businesses to connect with customers, increase brand awareness, and drive sales. With more than half the global population using social media worldwide, the potential reach of a social media marketing strategy is huge.

However, creating a successful social media marketing strategy is not as simple as creating a few accounts and posting randomly. It requires careful planning, execution, and ongoing analysis to be effective.

Who am I Posting To?

The first step in creating a successful social media marketing strategy is identifying your target audience. It’s important to understand who your customers are, where they spend their time online, and what they are interested in. By conducting market research and analyzing customer data, you can develop a buyer persona that will help you create content and campaigns that will resonate with your target audience.

This research can also assist in identifying which platforms your target audience is most active on so that you can allocate your efforts and resources accordingly.

Why am I Posting?

The second step is to determine your social media goals. It goes without saying that your social media marketing strategy should align with your overall business goals, but “getting more sales” isn’t enough — how are you planning on getting more sales?

For example, if your goal is to increase brand awareness, you may want to focus on building a large following on social media. If your goal is to drive sales, you may want to focus on using social media to drive traffic to your website or increase conversions. Having specific SMART goals for your social media marketing campaigns with clearly-defined KPIs will help you measure the success of your efforts and make data-driven decisions for future campaigns.

How am I Posting?

The easiest way to manage your social media across several accounts, and even several clients if you’re a social media manager, is using a scheduling platform.

Tools such as Hootsuite, Radaar, SocialPilot, and SproutSocial, are widely used by industry professionals and include a range of other features, such as the ability to reply in-platform, conduct competitor research, and plan your content calendar.

When am I Posting?

Speaking of… the third step is to create a content calendar. A content calendar is a schedule of the content that you plan to post on social media. It can help you to plan and organize your content in advance, and make sure that you are posting consistently. A well-thought-out content calendar can also help you to create themes and campaigns that align with your business goals and will help you to stay on track with your social media strategy.

It’s a good idea to include a mix of content types, such as videos, images, infographics, and blog posts, to keep your audience engaged and your content visually appealing. Visual posts typically perform best on all platforms, and several platforms, such as Facebook and Instagram, prioritize video content.

Consider planning ahead for certain posts, eg. for busy periods such as Christmas, or if there are special holidays that are relevant to your industry, get your posts scheduled in advance to make sure you don’t miss them.

What Am I Posting?

The fourth step is to create engaging content that aligns with your business goals and resonates with your target audience.

The type of content you create will depend on your goals, target audience, and the platform you are posting on. For example, if your goal is to increase brand awareness, you may want to focus on creating visually appealing, shareable content that showcases your brand and values. If your goal is to drive sales, you may want to focus on creating promotional content that highlights your products or services and includes calls to action.

You can check for national holidays to post about on National Today — very useful when you’re low on inspiration!

The content should be relevant, interesting, and informative for the target audience — and it is also a good practice to include a touch of humor to make it relatable and increase engagement.

Do I Need Advertising?

Social media advertising allows you to reach a larger audience, beyond your current followers, and target specific demographics, locations, and interests. It also allows you to track and measure the effectiveness of your ad campaigns. It can be useful when your goal is to reach new customers, however, it’s always important to plan and budget appropriately.

Platforms such as Facebook and Instagram offer a variety of advertising options, such as image and video ads, carousel ads, and sponsored posts. Some platforms offer very detailed targeting — the Meta platforms (Facebook and Instagram) have some of the most specific targeting out there. You can even choose “lookalike audiences” — audiences with similar demographics to your existing followers or a competitor’s followers.

Additionally, platforms such as Instagram and TikTok offer features such as shoppable posts, story highlights and IGTV that allow you to drive more conversions and sales. These are especially useful for small-ticket items like homewares, makeup, etc.

How Did It Go?

The sixth step is to analyze and measure the success of your social media marketing strategy. This includes tracking key metrics such as followers, engagement, website traffic, and conversions. Analyzing these metrics will allow you to identify what is working and what is not, and make adjustments to your strategy accordingly.

It’s important to establish a system to track the metrics and evaluate the results regularly, so you can optimize your strategy and make data-driven decisions. Tools such as Google Analytics, Hootsuite, and Buffer, can help you track metrics and evaluate the success of your social media campaigns.

Compare your results to the SMART goals you made before your campaign periodically throughout your campaign and adjust accordingly. Notice the content that gets the best response; notice the time of day and the day of the week when your audience is most reachable — this can all be used to optimize your campaign and get even better results going forward.

What Else is Going On?

Finally, it’s crucial to always stay updated and adapt to the ever-changing social media landscape. Platforms and features are constantly evolving, and new trends and best practices are emerging all the time. Keep an eye on what your competitors are doing and how audiences are reacting to it.

To stay ahead of the competition and maintain a successful social media strategy, it’s important to keep an eye on industry developments and make adjustments to your strategy as necessary — just be careful not to copy your competitors. It’s important to make sure your company stands out, rather than following trends.


Creating a successful social media marketing strategy is a complex process that requires a combination of planning, execution, and ongoing analysis.

By identifying your target audience, determining your goals, choosing the right platforms, creating a content calendar, producing engaging content, using social media advertising, staying informed, and measuring the success of your strategy, your business can increase its online visibility, reach a wider audience and achieve their business objectives.

A strong social media marketing strategy can be a powerful tool for driving sales, increasing brand awareness, and building relationships with customers. By keeping an ongoing focus on the ever-changing social media landscape, businesses can stay updated and adapt to the best practices, to continue to see success in their social media campaigns.

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