7 Steps Social Media Marketing Strategy

Social Media Marketing Strategy

Too many companies are entering social media marketing temporarily. They know what they should do with social media, but they don't really understand what should be done. Some companies just allow some lower-level employees to access the company's social accounts-just because they are still young, so they should know something about social media.

However, we have gone far beyond the social strategy of position and hope. All businesses need to develop social media marketing strategies and operate corporate social accounts in a thoughtful and measurable manner.

If you don't do this, you will risk that your competitors will be in danger, and as a result, they will gain market appeal and influence on you. However, companies cannot ignore social media. 

Even if you accept the miracle of influencer marketing, you still need to operate some social accounts yourself. The goal of influencer marketing is usually to direct visitors to your social networking site. You should consider impact promoting as an augmentation of your organization's social media marketing strategy.

This is our 7-step social media marketing strategy for companies in 2020.

Social media marketing strategy in 7 steps for companies in 2020:

1. Choose relevant and realistic social media marketing goals

One of the most important problems faced by many companies engaged in the social media business is that they never developed relevant and realistic social media marketing goals. They know they need to appear on social media, but they don’t know why they appear on social media.

Of course, your social media marketing goals need to be compatible with your entire business plan. Ideally, you will set strategic goals for the desired business development. Your overall business goals should be complemented by your social media marketing goals. Make sure your goals are wise

People often set strict business goals, which are meaningless if you examine them carefully. Remember, you are not creating goals for goals. You are building them to help you design the most appropriate social media strategy for your business. Therefore, you will want to make sure that your goals are wise:
  • specific
  • Measurable
  • achievable
  • related
  • Time limit

Achieve your goals wisely, the more likely you are to achieve them and it is also important to know that you are achieving them.

When you want to challenge yourself, you must set achievable, realistic goals. You may want to have a million Facebook fans, but for most companies, even among the top performers, this goal will not be achieved next year.

It is prudent to set some restrictions here. Don't try to be successful on every social network. Too many, too few resources you allocate. You just need to perform well on the same social network where your target market spends time.

Suitable social media goals that your business can set

Your goals will be personal to your business and complement your overall business goals. However, typical types of social media goals you can consider (in a suitable SMART style) include:

  • Enhance brand awareness
  • Achieve higher sales
  • Improve return on investment
  • Push people to increase in-store sales
  • Increase fan base

2. Identify your most relevant metrics

Too many companies have created social venues and spent time and other resources to use their social accounts, without being sure whether they saw any success.

Unfortunately, social analysis can be a gray area because every company’s social analysis is different. Likewise, your most relevant social metrics will be related to the goals you set. 

Don’t be attracted by easily measurable indicators of vanity, such as the number of followers someone has. We have written before about why buying Instagram followers is a very bad idea. There are fake followers on any social network, which means that the number of followers is of little value as a measure.

Ideally, you should review the marketing goals set above and determine which metrics will provide you with answers about whether you have reached that goal. For example, if you have a goal to increase brand awareness, then "arrival rate" is a relevant statistic. It will tell you how well your content has spread across various social channels.

If your goal is more based on sales, or you want to motivate people to take specific actions, then you should pay attention to clicks. Tracking the number of clicks in each campaign can be a good indicator of what people are driving people to buy or do.

You are usually most interested in the engagement in your posts. This shows how people interact with your content and whether it interacts with it.

3. Determine who you want as a social media audience

One of the most common mistakes companies make on social media is to think that all their followers will benefit them. Authorities do not value the indicator "number of followers" and call it a vanity indicator for good reasons. Unless someone might be interested in what you share, no one will become a follower.

Buying fake followers may be the biggest problem. Some are not real people at all, but robots. They certainly will not be future customers. These people, whether it is a real account or a fake account, will not spend any money on your product. They will not recommend others to you. They are of no incentive to you by any means.

Review the goals you set in step 1. Social media followers can’t help you achieve your goals, it’s meaningless. In most cases, you want your social media followers to be of a similar type to your target customers.

For example, if you sell a stairlift to a homeowner struggling to stay mobile, there is no point in attracting a young social media audience (whether renting a house or living with your parents). Likewise, if you sell cosmetics and other beauty treatments, goals for football players and their fans are meaningless.

This is especially important if you sell your products to geographically different markets. In this case, you don’t want people to have many followers in regions and countries where people cannot buy your products.

4. Know your social media audience

Not all social media audiences are the same. Different types of people use social media in different ways. If you want to achieve your goals, you need to use the same social media network as your target audience. Likewise, if you plan to engage in influential marketing, you need to make sure that the audience you attract matches influential people in your target market.

You may be a middle-aged executive who uses Facebook. However, if you personally do not fit the business' target market, you cannot automatically assume that your customers will also spend time on Facebook. Of course, there may be 2.27 billion active Facebook users every month in the third quarter of 2018, but if you target younger people, you are more likely to find them on Snapchat or Instagram. However, if your business targets people between 25 and 34 years old, they account for 29.7% of Facebook users and are their most common age group.

Review the social media marketing goals you previously set. Which social channels can best help you achieve these goals?

To do this successfully, you need to have a deep understanding of your customer base. If you have created a role for your ideal customer, now is the time to eliminate it. What are your customers like? How do they spend time on the Internet?

The more you understand the demographic and psychological characteristics of your target market, the more you can attract them through social channels.

5. Choose the social media network that suits your audience

Some people worry about how they will find time and energy to operate accounts on each social network. In some cases, you don't need to do this. You just need to find a social network that suits your business. You want to discover social networks where your target audience spends time.

You may have to do some research before you can discover where your target audience is. This should not be too difficult, especially if you know your customers. If you don’t know this yet, you can investigate it and ask them to provide their preferred social accounts.

You can start with your audience’s favorite network and then expand to other networks with a sufficient number of active social accounts. However, you usually don't need more than three to five social networks.

We have defined social networks quite broadly here. Obviously, you are considering well-known companies such as Facebook, Instagram, and Twitter. If your target audience uses video platforms heavily, you can also check out video platforms such as YouTube and TikTok. In some cases, live streaming apps such as Twitch or Mixer may also be suitable for your audience.

Pew Research collects valuable data on the use of different online platforms by demographic groups (for American adults), which may be important for you to determine the social media network that is best for your audience.

6. Don't waste time on social networks that the audience does not use​​​

If enough target audiences spend their time on social networks, then you want to be there too. If they are not interested in the platform, they can miss it without wasting time and resources there.

You should also consider another factor to make your life easier. Many businesses find it easier to use some form of a social media marketing platform to help them arrange posts in bulk in one place. Therefore, you may want to align the social network you use with the social network provided by your preferred social media marketing platform. This may be more relevant to video-sharing platforms (such as YouTube) that do not use content feeds and work more on content channels, and real-time streaming platforms such as Twitch (on which you can effectively operate live channels). low. 

You might also consider whether you want to use a single company-wide account on the social network, or multiple accounts (each account is for a specific audience). For example, you may have multiple Twitter accounts, each with a clear focus. If you have sufficient resources, you can also create multiple YouTube channels, each with its own niche audience.

7. Customize the content of each social network

It is important to remember that not every social channel is the same. Ideally, you should customize the content for each network.


Twitter has self-imposed restrictions-you can only write up to 280 characters in a tweet. Therefore, your information must be short and clear. You can include links and hashtags in tweets. Tweets with pictures are better than tweets without pictures.


Facebook posts can be posted longer than tweets, but don’t overstate them. People can easily close it through a wall. Even if you are only sharing curated content, it’s best to include some personal comments. Short videos performed well on Facebook. Add pictures or videos to every Facebook post, but associate them with your text. Linked posts generally perform well on Facebook.


Instagram is an image-sharing social network platform, so you have to share interesting photos and short videos. You can combine them to tell a story that has the advantage of being at the top of people’s feeds instead of getting lost in regular posts.


Pinterest is also very focused on images. Indeed, people pin the image on the theme board. Therefore, you need to focus your Pinterest content on pinnable images. Pinterest is great for creatively displaying products, especially if your target audience is women.


LinkedIn is a professional network, so you need to make sure that all posts shared there are suitable for this audience. People often read posts on LinkedIn, hoping to inspire themselves, especially those that help professional development.

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