How to Create a Social Media Marketing Strategy

 

Let’s cover these steps in more detail so you can begin applying them to your business.

1. Research your buyer personas and audience.

The first step to creating a social media marketing strategy is to determine who your buyer personas and audience are so you can target their needs and interests appropriately. To do this, think about the people you’re trying to reach and why, and how you would classify them as a group. For example, if your company sells trendy leggings and joggers, you might classify your target audience as millennials who like to wear stylish athletic apparel regularly — a style known as athleisure.

By considering your buyer personas and audience, you’ll then be able to determine what content will attract the type followers and customers you hope to gain and how you can create engaging content to keep your followers interested.

Featured Resource

  • Buyer Persona Templates
  • Make My Persona Tool

2. Determine which social platforms you’ll market on.

As a social media marketer, it’s crucial you determine which platforms you’re going to share your content on. There’s not necessarily a right or wrong answer when it comes to which social channels your business should use — it’s more about the needs of your target audience and where they tend to spend their time.

“It's important to be where your audience of potential customers is today, and where they might be tomorrow. It's better to be ahead of the curve than behind.” — Andrew Delaney, Social Media Marketing Manager at HubSpot

For example, if you are going for that target audience of athleisure-loving millennials, you may want to focus the majority of your social media efforts on Instagram — this is because millennials cover the largest portion of users on the platform.

Featured Resources

  • A Marketer's Guide to Snapchat for Business
  • 50 Facebook Ad Examples We Actually Clicked
  • YouTube for Business: A 30-Day Roadmap for Growth
  • How to Use Twitter for Business (+ Follower Tracking Template)
  • 12 Pinterest Templates for Business

3. Create unique and engaging content.

With the billions of social media users around the globe, there’s no question that at least some of your followers — or the people browsing your profile — have also seen your competitor’s content or that of other businesses in your industry. That’s why you must have engaging social media content that stands out and provides viewers with a reason to click that “Follow” button and interact with your brand.

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