How to Create a Social Media Marketing Strategy (2020 Guide)

The drastic changes in social media platforms have impacted the way brands are marketed. The manner in which the audience consumes content has forced brands to think of social media marketing strategies that are both informative and entertaining. 

Initially, brand managers would stress only upon choosing the right social media platforms for implementing their strategy but now they also have to figure out how they will use the platforms’ new features. 

Not to forget, the high demand for video content has further altered the way social media marketing strategies are formed. A well-executed strategy can do wonders for your brand, However, brands can no longer just put out fancy posts on social media platforms to keep the audience engaged and hence understanding social media marketing in true sense is all the more important. 

In this blog, we’ll tell you how to come up with an effective social media marketing strategy for your brand. 

Let’s take a look at the process of framing a social media marketing strategy.

1. Identify the audience for your social media marketing plan

social media target audience

The first and foremost step in mastering social media marketing is to identify your target audience. When you have a set target audience in mind, planning and strategizing becomes much easier. Without having identified your target audience, you will end up wasting your efforts and resources. Know what your audience wants and see what keeps them hooked to your niche and brand. 

Define your audience by age group, gender, location and occupation to begin with. You can segment your audience further by implementing more filters depending on your products or services.

2. Choose the social media platforms for your social media marketing plan

social media platforms

For a social media marketing strategy to succeed it has to be implemented on the right social media platform. Brands have heavily taken to Instagram but that does not mean you don’t consider other platforms. Make sure your social media strategy is not restricted to one platform because that way you may lose out other potential audience base. 

3. Know where your competitors are active

social media competitors

You will often find brands from the same niche opting for totally different platforms or content strategies. This is why it is necessary to know what your competitors are up to. Analyse their content style and see which platforms they are using to market their products and services. With these insights, you can also gauge where your brand strategy is failing. 

Brands can also rely on competition tracking tools to know where they stand in comparison to their competitors. 

4. Analyse your previous posts and decide the metrics you want to focus on

social media analysis

A social media marketing strategy needs to have a goal. When you plan your strategy there will be certain objectives you want to achieve. The objectives will also decide the metrics you want to focus on for your campaign. Analysing previous posts and campaigns will give you an idea of what you need to work on. See where your brand lacks and analyse the metrics that matter for that particular goal. 

Note that every social media platform has specific metrics and while analysing one needs to keep that in mind. 

To gain in-depth insights, it is best to opt for social media analytics tools. 

5. Focus on the content strategy for your social media marketing plan

social media video content

The one-size-fits-all approach is no longer relevant. Every brand needs a tailor-made approach because of the competition on social media. Additionally, this has also a lot to do with the change in audience behaviour. The users are highly inclined towards video content and this has impacted the frame of social media strategies.

Brands can no longer rely on their old content ideas because now the content needs to also focus on the newly launched features – Instagram Reels, Twitter Fleets, Facebook stories, and YouTube stories. 

Make sure your strategy has enough space for video content.

Add calls to action wherever possible to generate more leads and conversions. Here are a few examples to inspire your upcoming social media marketing strategy-

  • Encourage user-generated content like GoPro

gopro content feed

  • Stay loyal to your brand tone 

yoga bars content feed

  • Use the Stories feature to keep the audience engaged

mac cosmetics instagram stories

  • Be active with video content

the label life video content6. Find the right time to implement your social media marketing strategy

best time to post on social media

To get maximum reach on your content, you should know the best time to post on social media. For every social media platform, there are particular days and time periods during which your target audience is most active.

Implementing your social media strategy at the right time can get you the most out of your content. 

7. See whether influencers can be a part of your social media marketing plan

social media influencers

Influencer marketing is an essential part of social media marketing. Influencers can be found for every platform but you need to check whether your strategy needs influencers. Collaborating with influencers can increase the reach of your posts. Moreover, social media influencers help you reach your desired target audience. Additionally, roping in influencers also allows you to explore different content styles. 

Well, for this strategy to work it is essential to find the right influencers.

8. Measure the performance of your social media marketing strategy

social media analytics

To know if your social media marketing strategy is working, it is necessary to analyse and measure the same. Once you implement the strategy check the kind of response it is getting from the audience. Find out whether the strategy has impacted your follower growth rate on different platforms. Additionally, keep on monitoring the impact of these strategies on your ROI. 

Now that we have explored the steps of forming a social media marketing strategy, it is also necessary to see why it is important to have one. 

The Need For Social Media Marketing

1. Helps you connect with your audience

l'oreal social media post

The aim of social media marketing is to let your audience know what your brand is up to. With these strategies, you can build a rapport with your followers and audience in general. The regular posts and live sessions will help you understand your audience better. 

2. Social media marketing is a way to convey your brand beliefs

jbl social media feed

Not everything about social media marketing is about sales and promotions. With the help of these marketing strategies, you can clearly convey your brand story. This can have a huge impact on the way your brand is perceived. Through your content, the audience will understand your brand values and objectives. 

3. Helps you gauge audience sentiment towards your brand

starbucks social media post

Social media marketing can help you know what your audience feels about your brand. The comments on your posts, the number of shares your content receives, are all an indication of your brand presence. 

4. Social media marketing can make you a trendsetter in your niche

murad osmann social media post

With the right strategies, it is possible to set a trend on social media too. Brands that come up with effective marketing campaigns are often followed by their competitors. This can boost your brand presence on many levels. 

5. Social media marketing helps you reach a passive audience

In many cases, brand managers often find an unexplored audience base thanks to their social media marketing efforts. These marketing strategies expose your brand to a wider audience base which can help you increase your followers too. 

The benefits of social media marketing largely fall into the stated five points mentioned above. However, these strategies are not as easy as they appear. Here are a few mistakes to avoid when implementing a social media marketing strategy. 

Mistakes To Avoid When Implementing Social Media Marketing Strategy

1. Not producing enough original content

The success of social media marketing strategies depends on what content you post. It is essential to produce original content that relates to your brand and niche. See to it that you simply don’t follow others when it comes to content. Brainstorm and try to create content that has the potential to get viral. 

2. Not paying attention to the visuals

Social media is a visual channel and that means you cannot ignore the quality of your images and videos. If you are uploading videos see to it that the sound quality and clarity of the video is proper. The same goes for images too in terms of clarity! Users on social media have a habit of seeing eye-pleasing posts and you surely don’t want to lose your audience because of poor visuals! 

3. Creating posts without engaging the audience

Brand posts that are simply about products and services don’t do much these days. Audiences need some value out of each post. Make sure you are not trying to sell your products too hard through your posts. This can make the followers unfollow you. 

4. Filling up the posts with hashtags

It is surely tempting to fill up the posts with hashtags but it is not wise. The hashtags need to be relatable to your posts and must convey what the post is all about. Going overboard with the hashtags may even backfire. Using too many hashtags can also make your posts look spammy. 

5. Not responding to comments 

Not all comments need replies but some do. Make sure you reply to your users’ queries. Don’t delete negative comments, in fact, make sure to reply smartly. This also shows your brand’s credibility. 

Social media marketing heavily depends on which social media platform you choose for your marketing strategies. Social media analytics also plays a crucial role in steering your strategies in the right direction. Make sure to opt for a social media analytics tool like Unbox Social.

These tools help you analyse how your posts are performing and how the audience is reacting to the same. 

Here are a few blogs that will help you with social media marketing

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