How to create winning strategies for social media

Love it or hate it, social media is unavoidable. It’s increasingly people’s main source of information and entertainment, whether it’s for their personal or working life. If you’re a marketer or business leader, chances are that you already use social media to promote your business. But every social media post, reel, short, selfie or video is not created equal. To get the best out of your efforts, you need winning strategies for social media, including goals, feasible tactics and a way of measuring results.

What is social media marketing?

Social media marketing involves using social media platforms to promote products, services, or brands. This process includes developing relevant and engaging content such as posts, images, videos, and blogs. It also involves interacting with followers by responding to comments, messages and mentions to build relationships and foster loyalty. It can allow you to grow organically, which means gaining followers and generating engagement without the need to pay to appear in users’ feeds. You can only achieve this if you’re creating compelling content that is aligned with your overall content strategy (include link here to content marketing strategy blog).

Another way to gain traction is by using paid advertising options on social media platforms to reach a broader audience and achieve specific goals, such as increased website traffic or sales. 

Why do you need social media?

Having a social media strategy is essential for your business to effectively manage its presence online. Social media platforms provide you with unmatched access to a vast audience, allowing you to reach potential customers who may not be accessible through traditional channels. This widespread reach is essential for increasing brand visibility and awareness, which are critical components of any successful marketing strategy.

Moreover, social media offers a cost-effective way for you to engage with your customers directly. Through platforms like TikTok, Facebook, X (Twitter), YouTube and Instagram, you can interact with your audience, respond to inquiries, and address concerns in real time. This level of engagement helps build stronger customer relationships and fosters loyalty.  

Businesses without a presence on social media face several significant impacts that can hinder their success and growth. Firstly, they miss out on the opportunity to reach a broader audience. Social media platforms have billions of active users, and not being present on these platforms means losing access to potential customers who might otherwise engage with the business.

Another set back is that businesses without social media presence lack the valuable insights that these platforms provide. Social media analytics offer data on customer behaviour, preferences, and trends, which are crucial for making informed marketing decisions. Without this information, businesses may find it challenging to tailor their strategies effectively, leading to less impactful marketing efforts.

Lastly, not being on social media could put your business at a competitive disadvantage. Competitors who actively engage on social media can capture a larger market share, increase their brand visibility, and attract customers who might otherwise have chosen a different provider. This competitive edge can significantly affect your market position and revenue potential.

Need help with your social media? We are experts.

What is a Social Media Marketing Strategy?

The purpose of a social strategy is to define how a brand intends to use social media to achieve its objectives. All social media activities should be guided by it to ensure they are aligned with business goals and deliver the desired results. 

How to Create a Successful Social Media Strategy

A good social media strategy includes several key components, each playing a role in ensuring the effectiveness and cohesiveness of your efforts. These components include:

1. Clear Objectives

Setting clear objectives is the cornerstone of an effective social media strategy. Without precise goals, it’s impossible to measure success or return on investment. Common social media goals include:

• Brand Awareness: Aim to increase your brand’s visibility and recognition within your target market. You can measure this by tracking your brand mentions and sentiment online. To do that, you can use tools such as Brandwatch or conduct formal research. In the form of surveys and interviews. If you do not have the resources for that, look at metrics such as online searches using your brand name. 
• Website Traffic: Your objectives should include driving more visitors to your website, which will in turn help with SEO and overall business growth. Look at your overall traffic figures, but also at new and returning visitors. You can see that through your website data. Most people use Google Analytics for that. Other tools such as SEMRush are also useful. 
• Lead Generation: Collect potential customer information to nurture them into paying customers. It’s essential here to define what a lead is for you. It could be the number of people submitting enquiry forms, interacting with your content, downloading your app, using your chatbot or calling your business.  
• Customer Engagement: Foster a stronger relationship with your audience through meaningful interactions and content that resonates. You can measure this through likes, comments, messages, reposts or other social media interactions. 

2. Target Audience Analysis

Understanding who you are speaking to is fundamental. Dive deep into:

• Demographics: Age, gender, location, income, education level.
• Psychographics: Interests, values, lifestyles, personality traits.
• Behavioural Data: Online actions, purchase behaviours, brand loyalty.
• Needs and Pain Points: What problems does your audience face that your brand can solve?

This type of work is often referred to as creating marketing personas.

3. Content Strategy

Craft a diverse and robust social media content strategy:

• Content Types: Utilise a mix of text, images, videos, infographics, and articles.
• Themes and Topics: Ensure your content aligns with your brand values and audience interests.
• Content Pillars: Develop key themes that consistently appear in your content, such as educational, inspirational, promotional, and user-generated content.
• Alignment with Other Channels: Ensure consistency with other elements of your digital marketing channels such as your website and email campaigns. If you also run offline activities like PR and events, make sure you’re consistent with those as well. The best campaigns are those that use more than 1 social channel to amplify their impact.
• Recycling content: Recycling content is a strategic way to maximise the reach and impact of your high-performing posts. For example, a successful Instagram story that captivated your audience can be repurposed into engaging content for other platforms like TikTok or YouTube. You could also extract information from it and use it as an infographic on your website.

4. Platform Selection

Choose platforms strategically. You may not need to be present on every social media channel out there. Actually, some businesses choose to focus on just one to make sure they put their resources behind the platform that’s most likely able to help them achieve their goals. 

• TikTok: Fantastic for engaging younger audiences with short-form video content. But do not underestimate the power it has with older audiences. 
• Instagram: Ideal for social commerce. It relies on visual and video content and is an effective platform with younger demographics.
• Facebook: Great for a broad audience and community building.
• X (Twitter): Excellent for real-time updates and customer service.
• LinkedIn: Perfect for B2B marketing and professional content. It’s also used to build employer brands and attract talent to your business or to promote employee advocacy.
• YouTube: Essential for long-form video content and educational material, reaching a wide audience with in-depth tutorials, product reviews, and vlogs.

5. Content Calendar

A well-planned social media marketing plan relies on a good content calendar to ensure consistency and foresight:

• Scheduling: Plan posts for optimal times based on audience activity.
• Coordination: Sync with marketing campaigns, product launches, and holidays.
• Flexibility: Allow room for spontaneous, real-time content and adjustments.

You’d be surprised at how many businesses use Microsoft Excel to build such a calendar, but you can use specialist tools such as Sprout Social.

6. Engagement and Community Management

Fostering a loyal community involves:

• Timely Responses: Quickly reply to comments, messages, and mentions.
• Active Engagement: Initiate conversations, ask questions, and encourage user-generated content.
• Customer Support: Use social media as a customer service channel to address concerns and issues promptly.
• User generated content: Great social media marketing goals often include prompts to your followers and audience to generate their own content, adding authenticity to your brand. 

7. Analytics and Monitoring

Regular analysis helps refine your strategy. Use social media analytics tools to measure the following:

• Engagement Metrics: Likes, comments, shares, and mentions.
• Reach and Impressions: How many people see your content.
• Conversion Metrics: Click-through rates, lead conversions, and sales.
• Audience Growth: Track follower increases and demographic changes.

8. Advertising Strategy

Amplify your reach with paid advertising:

• Targeted Ads: Use demographic and behavioural targeting to reach the right social media users.
• Ad Formats: Experiment with different formats, such as carousel ads, video ads, and sponsored posts.
• Budget Allocation: Strategically allocate budget based on campaign goals and performance.

9. Influencer Marketing 

Expand the reach of your social strategy through influencer partnerships:

• Relevance: Choose influencers whose audience aligns with your target market.
• Credibility: Ensure influencers have genuine engagement and credibility.
• Collaboration Types: From product reviews to sponsored posts, choose the right type of collaboration.

10. Crisis Management Plan

Prepare for potential social media crises:

• Monitoring: Keep an eye on social media mentions and trends.
• Response Plan: Have a clear protocol for addressing negative feedback or crises.
• Transparency: Communicate openly and honestly with your audience during crises.

11. Regular Review and Adaptation

Stay adaptable and proactive:

• Performance Reviews: Regularly assess the performance of your social media efforts. Don’t forget to include social listening as part of this. 
• Trend Analysis: Keep up with social media trends and social platform updates. Things as simple as choosing trending audio for your reels can make a big difference. 
• Strategy Adjustments: Be ready to pivot your strategy based on performance data and market changes.
• Marketing Automation: Be ready to build on the success of your social strategy, make sure you include marketing automation tactics to help you stay in touch with your audience and engage with them across channels without overwhelming your resources.  

Need extra resources to build a successful social media strategy? We can be your extra pair(s) of hand.

What tools are available to you in each social media platform?

Social media platforms offer their own social media management tool, helping you make the best of your content, and ensuring your audience gets what they need. Here’s a look (although not extensive) at the different tools on offer. 

TikTok

·      Content Creator Tools:

• Creator Fund: Enables creators to earn money based on video views and engagement.
  • Creator Marketplace: Facilitates collaboration between creators and brands for sponsored content.
  • Video Editing Tools: Includes features like filters, effects, music, and transitions to enhance video creativity.
  • Analytics for Creators: Offers insights into video performance, follower growth, and audience demographics.

·      Business Tools:

• Ads Manager: Allows businesses to create, manage, and optimise ad campaigns targeting specific audiences.
  • Business Analytics: Provides detailed metrics on ad performance, customer behaviour, and engagement.
  • TikTok for Business: A platform offering tools for brand growth, including branded effects and hashtag challenges.

Instagram

·      Content Creator Tools:

• Insights for Creators: Tracks performance of posts, stories, and IGTV videos, providing data on reach, impressions, and engagement.
  • Reels: Short video format to enhance visibility and engagement with creative tools and music.
  • IGTV: Long-form video platform for sharing in-depth content.
  • Collaborations and Partnerships: Tools to facilitate brand partnerships and sponsored posts.

·      Business Tools:

• Shopping Features: Enables businesses to tag products in posts and stories, turning profiles into storefronts.
  • Business Insights: Provides detailed analytics on post performance, audience demographics, and behaviour.
  • Ads Manager: Comprehensive tool for creating targeted ad campaigns across Instagram.
  • Instagram Business Profile: Access to features like contact buttons, call-to-action buttons, and detailed analytics.

Facebook

·      Content Creator Tools:

• Creator Studio: Manages and monetises content across Facebook and Instagram, including scheduling posts and accessing performance insights.
  • Facebook Live: Real-time broadcasting to engage with followers.
  • Fan Subscriptions: Allows creators to earn revenue through subscriptions from their fans.
  • Stars: A feature that lets fans support creators by purchasing and sending virtual goods during live streams.

·      Business Tools:

• Facebook Ads: Robust platform for creating targeted ad campaigns to reach specific demographics and objectives.
  • Page Insights: Provides comprehensive data on page performance, audience behaviour, and post reach.
  • Facebook Shops: Enables businesses to set up online stores directly on Facebook.
  • Groups and Communities: Tools for businesses to build and manage a Facebook group or communities, fostering deeper engagement and brand loyalty.

X (Twitter)

·      Content Creator Tools:

• Media Studio: Upload, schedule, and manage media content, including videos and GIFs.
• Fleets: Temporary content similar to Instagram Stories for sharing momentary updates.
• Spaces: Live audio conversations to engage with followers in real-time.
• Twitter Analytics for Creators: Insights into tweet performance, follower growth, and engagement rates.

·      Business Tools:

• Promoted Tweets: Increase visibility and reach with paid promotions targeting specific audiences.
• Twitter Ads: Platform for creating and managing ad campaigns with various objectives like website clicks, app installs, and video views.
• Twitter Analytics for Businesses: Detailed metrics on ad performance, audience insights, and campaign effectiveness.
• Twitter for Business: Tools and resources for brand growth, including advertising options and best practices. 

LinkedIn

·      Content Creator Tools:

• Creator Mode: Enhances profiles with tools to grow followers and showcase content. It includes features like LinkedIn Live and LinkedIn Newsletter.
• LinkedIn Live: Allows creators to broadcast live videos to their social network, boosting engagement and interaction.
• Articles and Posts: Long-form content and regular posts to share expertise and insights with a professional audience.
• LinkedIn Stories: Temporary content that lets creators share behind-the-scenes updates and quick tips.
• Analytics for Creators: Provides insights into post performance, follower demographics, and engagement levels.

·      Business Tools:

• LinkedIn Pages: Provides businesses with a platform to connect with their audience, share updates, and build brand presence.
• LinkedIn Ads: Robust advertising platform for creating targeted ad campaigns, including Sponsored Content, Sponsored InMail, and Text Ads.
• LinkedIn Sales Navigator: Advanced tool for sales professionals to find and engage with potential leads and customers.
• LinkedIn Recruiter: Tool for hiring managers and recruiters to find, connect with, and hire talent.
• LinkedIn Learning: Platform offering a vast library of courses to upskill employees and professionals.
• Page Analytics: Detailed metrics on page performance, follower demographics, and content engagement.
• Showcase Pages: Sub-pages dedicated to highlighting specific products, services, or initiatives of a business.

YouTube

·      Content Creator Tools:

• YouTube Studio: Central hub for managing channels, analyzing performance, and interacting with the audience.
• Monetisation Options: Includes ads, channel memberships, Super Chat, and YouTube Partner Programme for revenue generation.
• YouTube Shorts: Short-form video tool to create engaging, quick content.
• YouTube Analytics for Creators: Detailed insights into video performance, viewer demographics, and engagement metrics.

·      Business Tools:

• YouTube Ads: Platform for creating targeted ad campaigns to reach a wide audience.
• YouTube Analytics for Businesses: In-depth data on ad performance, viewer behaviour, and campaign success.
• YouTube for Business: Tools and resources for optimising video content for business growth, including branded content and influencer partnerships.
• Live Streaming: Engage with customers in real-time through live broadcasts, Q&A sessions, and product launches.

What resources do you need to create a social media strategy?

Creating a good social media strategy requires resources. Even in this age of AI, human resources are essential. A dedicated team or individual with skills in social media management, content creation, and data analysis is crucial for executing the strategy effectively. A team of social media marketers should have a good understanding of the brand’s voice and the target audience.

Technology and tools also play a significant role. Social media management tools, such as scheduling software, analytics platforms, and content creation tools, help streamline processes and provide insights into performance. These tools enable efficient scheduling, monitoring, and analysis of social media activities.

Budget allocation is another important resource. Adequate funding is necessary for content creation, paid advertising, and any third-party services required. This ensures that the strategy can be executed without financial constraints and can compete effectively in the market.

Additionally, content resources such as high-quality images, videos, and copywriting are vital. Engaging and relevant content is the backbone of a successful social media strategy. Access to design software or professional designers can significantly enhance the visual appeal of posts.

Lastly, training and development are important for keeping the team updated with the latest trends and best practices in social media marketing. Regular training sessions and industry conferences can provide valuable knowledge and skills, ensuring that the strategy remains effective and current.

What if you do not have an internal social media team?

If you cannot have an internal social media team, there are several external resources you should consider. Firstly, hiring a social media agency can be a comprehensive solution. These agencies offer a range of services, including strategy development, content creation, and analytics. They have expertise in managing multiple clients and can provide tailored solutions based on your specific needs.

Another valuable resource is freelance social media managers. Freelancers can offer flexible and specialised support, managing your social media accounts, creating content, and engaging with your audience on a part-time or project basis. They bring a personalised touch and can adapt quickly to your brand’s requirements.

Content creation services are also essential. Professional photographers, videographers, and graphic designers can provide high-quality visuals that enhance your social media presence. Engaging content is critical to capturing and retaining audience interest, and these professionals ensure your posts are visually appealing and aligned with your brand.

Additionally, subscribing to social media management tools can streamline your efforts. Tools like Hootsuite, Buffer, or Sprout Social offer scheduling, a social media analytics tool, and monitoring features that help you manage your social media activities efficiently, even without an in-house team.

Don’t have enough resources? Hire us now.

How to structure your social media content

As we’ve mentioned above, any content posted on your social media should be consistent with what you post across your other channels such as your website, PR communications, advertising etc. Whereas your message should overall be the same, it’s important to keep your social media diversified. 

Here at Albatrosa, we like to use two models. We sometimes look at both and in others just at one.

The content marketing quadrant:

The Content Marketing Quadrant is a powerful tool that helps you strategically align your content with your target audience’s needs and your business objectives. By categorising content into four distinct areas—Educate, Inspire, Entertain, and Convert—you ensure that every piece serves a purpose and maximises engagement.

How do different types of social content work across different stages of the customer funnel? 

Different types of social media content can be highly effective when strategically aligned with the various stages of the customer funnel. The list below is a suggestion of how to use different types of content to align with the classic definition of the customer funnel: Awareness, Consideration, Conversion, and Loyalty.  

 1. Awareness Stage

At this stage, potential customers are just becoming aware of your brand. The goal is to capture their attention and introduce them to what you offer.

• Blog Posts and Articles: Share informative and educational content that addresses the pain points of your audience.
• Infographics: Create visually appealing infographics that present valuable data and insights in an easily digestible format.
• Social Media Ads: Utilise paid ads on platforms like Facebook, Instagram, and YouTube to reach a broader audience.
• Videos: Produce engaging and shareable videos that tell your brand’s story or provide useful information.

 2. Consideration Stage

Here, potential customers are evaluating their options. The goal is to provide them with content that helps them consider your product or service as a viable solution.

• Case Studies and Testimonials: Share success stories and customer testimonials to build credibility.
• How-To Guides and Tutorials: Provide detailed guides and tutorials that demonstrate how your product or service can solve their problems.
• Webinars and Live Q&A Sessions: Host informative webinars and live sessions to engage directly with your audience and answer their questions.
• Comparison Posts: Create content that compares your offerings with competitors, highlighting your unique selling points.

 3. Conversion Stage

At this stage, the goal is to convert potential customers into paying customers.

• Promotional Offers and Discounts: Share exclusive deals, discounts, and limited-time offers to encourage immediate action.
• Product Demonstrations and Reviews: Post detailed product demos and reviews to show the benefits and value of your products.
• Customer Success Stories: Highlight in-depth stories of how customers have successfully used your product or service.
• Retargeting Ads: Use retargeting ads to remind potential customers of the products they’ve viewed and encourage them to complete their purchase.

 4. Loyalty Stage

After a purchase, the focus shifts to retaining customers and building long-term loyalty.

• Follow-Up Emails: Send thank-you emails and follow-ups to ensure customer satisfaction.
• Exclusive Content: Offer exclusive content such as early access to new products, insider tips, and special offers for loyal customers.
• Customer Engagement: Encourage user-generated content by asking customers to share their experiences and tag your brand.
• Loyalty offers: Promote loyalty programmes and reward schemes to incentivise repeat purchases.

Effective Ways of Planning Social Media Content in Advance

• Content Calendar: Create a content calendar to plan and schedule posts in advance, ensuring consistency.
• Batch Content Creation: Produce multiple pieces of content at once to stay ahead of your posting schedule.
• Automation Tools: Use tools like Hootsuite or Buffer to schedule posts and manage multiple accounts.
• Seasonal Themes: Align your content with seasonal events and holidays for timely and relevant posts.
• Repurpose Content: Adapt existing content for different formats and platforms to save time and maintain consistency.

Common Mistakes to Avoid when creating a winning Social Media Strategy

• Inconsistent Posting: Irregular posting can cause your audience to lose interest.
• Ignoring Analytics: Failing to track performance metrics can prevent you from understanding what works and what doesn’t.
• Over-Promotion: Constantly promoting your products can turn off followers. Balance promotional content with valuable, informative posts.
• Lack of Engagement: Not responding to comments and messages can make your brand seem unapproachable.
• Ignoring Negative Feedback: Avoiding negative comments can harm your brand’s reputation. Address issues promptly and professionally.

How Can You Ensure That Your Social Media Marketing Strategy is Effective and Engaging?

To ensure your strategy is effective and engaging, focus on creating high-quality, relevant content that resonates with your audience. Use visuals, storytelling, and interactive elements to capture attention. Regularly interact with your followers to build relationships and foster a sense of community.

Track key performance indicators (KPIs). Set social media metrics to measure your performance. Examples of these would be follower numbers, social media engagement rates (comments, likes, shares, reactions), reach, and conversion rates to assess the effectiveness of your strategy. Use these insights to refine your approach and keep your content fresh and relevant.

Review every social media account of Businesses Like Yours: What Do They Tell You About the Company?

Reviewing every key social media account of similar businesses can provide valuable insights into industry trends, audience preferences, and effective strategies. Pay attention to which social media platforms they are present on, the type of content they share, their posting frequency, engagement levels, and the tone of their communication. This analysis can help you identify successful tactics to incorporate into your strategy and avoid common pitfalls.

 Want to discuss your social media strategy or just need help to deliver your plan?

Want more inspiration? We recommend this piece by Hootsuite.