3 Factors to Consider When Building Your Social Media Strategy

3 Factors to Consider When Building Your Social Media Strategy

By now, you already know that as a business in 2019, you ought to be marketing on social media. You probably also know the significance and benefits of social media marketing (if you don’t, check this out). What we want to discuss here is how to get the most out of your social media marketing, because (as you’ve probably guessed) it goes way beyond setting up an Instagram account and a Facebook page. So, what do you need to get the most out of your social media marketing efforts? Well, that depends on what industry you’re in, who your target audience is, and a number of other factors. That is why, to begin with, you need a good social media strategy.

We are going to discuss three key things that go into putting together your social media strategy. These things are:

  1. Your goals
  2. Your target audience
  3. The platforms your [potential] customers use

Let’s dive in…

1. Your Goals

Similar to your business objectives, it is imperative that you have goals for your social media marketing. Usually, these are linked to your company’s overall vision and mission, or goals for a period. When setting goals, your goals must be SMART, i.e.

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time-based

Using the SMART guide for setting and managing goals is an easy way to know whether you’re following your own strategy and if it is working or not.

For more about SMART goals and how to use them, check out this resource.


2. Your Target Audience 

Just as your target market is at the heart of your business’s marketing strategy, so too should your ideal customers be at the heart of your social media marketing plans. They make up your target audience, and you cannot have a successful social media marketing campaign without first knowing your target audience. The more you know about your target audience, the more likely you are to create content that they will engage with and share. 

Some of the details you should be interested in are:

  • Age
  • Gender
  • Interests
  • Preferred Social Network
  • Buying motivations/deterrents


3. Platform(s)

First of all, know that you cannot be on all the social media platforms – you will be spread too thin. Also, your customers probably only have 1 – 3 social media accounts and mostly active on only 1 of them. Thus, when you have figured out which platforms your customers favour, focus on them.

Then, you need to develop a content strategy for each platform. Why? This is because different types of posts perform better on different platforms. Some platforms don’t do so well with text, others are all about the images and on some, its video content. Thus, you need to device a strategy that caters to the different types of media for each platform.

These 3 key factors make up the foundation of your social media strategy. It is based on these that you will begin to build your content strategy and start sharing with your customers. So, go on. Start putting together your social media strategy and get set to take your social media buzz to the next level.

Have a question? Feel free to give us a buzz.


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