How to Develop a Social Media Strategy

Nearly 70% of American adults (Pew Research Center) utilize social media to share information, interact with one another, and entertain themselves, making it one of the best ways to promote your business. With new platforms, algorithms, and tools coming out on a frequent basis, establishing a solid social media presence can sound daunting. By putting a social media strategy in place, you’ll be able to stay focused which ensures you give your social media platforms the attention they need and deserve.

Identify Target Market

When creating a social media strategy, you first need to know who you are speaking to. Who are they? What are their issues? How can you solve the problems they are facing?

Figuring out the who is crucial in any marketing strategy you put together but it’s also important to keep in mind the platforms they are on. If they’re relying heavily on Facebook, you won’t want to spend a majority of your time and money on Twitter, you’ll want to focus on your Facebook strategy. When you first start utilizing social media for your business, you most likely won’t have the time or resources to focus on all of them, so pick two to three to focus on based off of where your target market is.

Determine Your Goals

Whatever strategy you put in place should have your end goals in mind. Try to think broader than “gain followers” or “increase likes.” Do you want your social media platform to push the user to purchase a product? If you don’t offer a product or service, do you want to be a thought leader in the industry you are part of? Pick one objective with multiple goals to keep your strategy in line with what you want to achieve.

Pick Platforms

Now that you’ve identified your target market and determined your goals, it’s time to pick which platforms you are going to be active on. As mentioned above, select two to three platforms that will allow you to meet your target audience and drive your business to meet it’s goals. Once you’ve chosen your platforms, you’ll want to set up your accounts and optimize your profiles to showcase who you are, what you do, and where else the user can find you.

Tips for Optimizing Your Social Media:

  • Have a clear, crisp photo whether it’s a head shot or company logo
  • Craft a quick sentence or two that explains what you/your business does
  • Include your location and a link to your website

Gather Inspiration

Figuring out what to post to your social media platforms can sometimes be the most difficult part of your social media strategy. If you’re stumped, check out what your competitors and other people in your industry are doing – What’s working for them? What types of content are they sharing? Pay attention to the types of content that users are engaging with and what types of posts are getting the most engagement. From this information, you’ll have a better idea of what types of media to share, hashtags to use, and optimal posting times.
Don’t forget to share your own content, calls-to-action, and services as well!

Create a Social Media Calendar

Sticking to a consistent social media posting schedule can be hard, making a social media content calendar extremely important! Figure out how frequently you want to be posting and use a simple spreadsheet to draft up the posts you are interested in sharing.

Don’t know what to include in your social media calendar?

If you’re feeling more adventurous, add in the type of content you are sharing. For example, if you are in the HVAC industry, mark the type as heating, cooling, seasonal, or quick tips.

Automate Scheduling

As a business owner, you’re constantly being pulled in every direction and finding the time to actually post to your platforms can be difficult. Thankfully, there are several platforms available (both paid and free) that will automatically post to social media for you. By spending a few hours getting together your social media calendar and scheduling out each post, you won’t have to worry about when the last time you posted was.

Some of Our Favorite Social Media Scheduling Tools:

  • Hootsuite
  • Boardbooster
  • Mention
  • Buffer
  • Planoly
  • IFTT
  • Tailwind

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