How to Create an Effective Social Media Marketing Strategy



No matter what the size of your business is, social media is a vital marketing channel. It is a powerful way for businesses to reach their prospects, increase sales, or drive more traffic to the website. 

According to 2019 statistics, there are 3.2 billion social media users worldwide; and this number is going to increase exponentially! It makes social media marketing one of the most effective ways to advertise your brand.  

However, the key ingredient for growing your brand’s image through social media is to have a smart strategy. If you don’t know what your marketing goals are and who your target audience is, it’ll be tough to achieve the results. 

Here, we’ll discuss how to create a winning social media marketing strategy-

Steps To Create Social Media Marketing Strategy That Work!

Set Marketing Goals That Address Your Business Challenges

The first essential step to creating a social media strategy is to clarify your goals and objectives. Keep your goals relevant, specific, and attainable. By tackling small, measurable objectives, you can scale your social media efforts. 

Now that you have set your goals, the next step is to keep track of the meaningful metrics. For example, if the business’s objective is to drive more leads and sales, your social media goal is to increase the ‘conversion’ rates. For this, you need to keep a close eye on the metrics such as email signups, click rates, etc.

Know Your Target Audience

Even the best of your social media marketing efforts won’t work if you target the wrong audience. Knowing who your audience is and what they expect to see helps you to create content they’ll like, comment, and share. This step is also helpful if you want to turn your real followers into customers.

Create a buyer persona to reach the right audience based on your research. Here are some of the steps to do so-

  • Do thorough research about your existing customers. Gather information about their age, location, interests, activities, and buying behavior.
  • Dig into social media analytics to know those who are interacting with your brand.
  • Identify your customers’ pain points.
  • Let the audience know how your products and services can help them.

Research about Your Competition

A competitive analysis allows you to know who your competitors are and what they are doing better than you. You’ll get to know what the audience expects in your industry. This way, you can create your own social media targets.



Another thing you can do to keep an eye on the competition is to engage in social listening. By keeping track of your competitor’s accounts and knowing the relevant keywords, you’ll notice how the different social media platforms are used. It gives you an idea of where and how you can improve your efforts and plans.

Audit Your Social Media Presence

Take a look at what you have accomplished. While auditing your business’s social media profile, ask yourself a few questions-

  • Which social media networks are you actively using? Is your target audience using these platforms?
  • Are your social media profiles optimized?
  • Which networks are bringing the best value?
  • How does your social media profile compare to your competitors’ profiles? 

Once you gather this information, you can plan how to improve your results. 

While auditing, you might come across the fraudulent accounts running on your business’s name. Get your Facebook or Twitter accounts verified to ensure that your fans are interacting with the real brand.

Decide Which Social Media Platform Will Work the Best for You

The next step is to choose a social media platform to advertise your products and services. Snapchat and Instagram are the two most commonly used platforms for uploading video tutorials. On the other hand, Twitter is designated for customer service. 



Once you decide which channel to use, you’ll also need to set a specific marketing strategy for each channel. For example, if you want to use Instagram to grow your business, you need to know the best brand-building tips.  

Optimize Your Existing Accounts

Now that you know which social media channel to use, it’s time to set up a new profile or update the existing one. Fill all the profile fields and use accurate keywords the audience will use to search for your business.

Create a winning social media mission statement that expresses what you plan to use the platform for. It should reflect your brand’s identity. 

Create Engaging Content 

After knowing who your target audience is and what your mission statement is, it becomes easy to create the content. You can post images, videos, eBooks, infographics, company news, etc. 

Remember that content is what fuels your marketing efforts. It should be unique and engaging. Moreover, make sure that it aligns with your business goals or mission statement. 

If you are using Instagram as the marketing platform, use the right hashtags, as well as captivating captions. It will help you to increase Instagram views and increase your brand’s visibility.  

Set Up A Posting Schedule

Sharing quality content is essential; however, it’s equally crucial to plan the time when you’ll upload it to get the maximum views. If you are using multiple channels, it would be best to schedule the posting.

You can create a social media content calendar. It shows the date and time at which you’ll publish the content on different channels. Everything you post should support your business objectives. 

If you are new to social media marketing and don’t know what type of content to post, you can upload a mixed content. You can start with posting entertaining, educational, or informative videos along with a description. 

As you start implementing your marketing efforts, you need to test, evaluate, and adjust the strategy accordingly. Know what’s working and what’s not. 


Social media is, indeed an amazing way to promote your brand and boost your business. However, metrics keep changing! So, it is something you need to track regularly and adjust as required. Once you know which strategy is working the best for you, your business will start growing in no time!