You can't do it without a social media marketing strategy. Companies that want to position themselves with customers and target groups on social media should know where their social media journey is going.

A social media marketing strategy is the summary of all your plans and objectives for and in social media. It directs your activities and informs about successes and failures. Every post, like and comment should serve a purpose.

The more specific the strategy, the more effective its implementation. Therefore, keep your strategy short and compact. Highly ambitious and wide-ranging plans are difficult to implement and difficult to measure.

In this post, you will learn in eight steps how to create your own successful social media marketing plan.

Bonus : Download thisfree guide Discover how you can increase social media interaction through improved audience analysis, more accurate customer engagement and Instamer's easy-to-use social media software.

How to develop a social media strategy

Step 1. Determine social media goals that are oriented towards business goals

Set S.M.A.R.T Goals

Developing a convincing strategy starts with setting goals and targets. Without goals, you can improve your success or the does not really measure.

Each of your goals should be aligned with the S.M.A.R.T. framework:

  • Specific (specific)
  • Measurable (measurable)
  • Attainable (feasible)
  • Relevant
  • Time based (terminated)

These include: determine your activities and ensure that real business goals are achieved.

Track meaningful metrics

Although it is not clear how many people have been killed in the attacks, it is clear that the number of people killed in the attacks is growing. as retweets and likes can be easily tracked, their exact value to the company is not easy to prove. Instead, focus on metrics such as generated leads, web referrals, and conversion rates.

Let yourself be influenced by these Inspire.

You may want to pursue different goals for different channels, or even use individual channels in more than one way. For example: Benefit Cosmetics creates brand awareness with paid social media campaigns , but measures purchases and engagement in organic social media posts.

Make sure your social media goals align with the goals of your overall marketing strategy. This will make it easier for you to prove the value of your work and convince bosses to invest in social media.

8 Easy Steps to Social Media Marketing Strategy. Instamer

Start your social media marketing plan by noting down at least three social media goals.

Step 2. Research target groups thoroughly

Develop Target Group Personas

To create compelling content, you need to know who 's target audience and ideal customer is and what they like, comment on and share on social media. This knowledge is also essential if you want to transform followers into customers of your company.

Test it . This allows you to rethink potential fans, followers and customers as real people with real desires and needs. And you are able to work out more clearly what you want to offer them.

Collect real data

Don't make assumptions. You think Facebook is better suited to reach baby boomers than millennials, but the figures show that millennials are still more represented on this platform than baby boomers.

8 Easy Steps to Social Media Marketing Strategy. Instamer

Social media analytics can provide you with a wealth of valuable information about your followers: where they live, what languages they speak, and how they interact with your brand on social media. With these insights you can refine your strategy and use your social media ads in a more targeted way.

Jugnoo, an Indian auto rickshaw service that works similar to Uber, learned through Facebook Analytics that 90 percent of customers recommended by other customers between the ages of 18 and 34 and 60 percent of this group used Android. They used this information for more targeted ads. The result: 40 percent lower costs per recommendation.

Check out our .

Step 3. Competition research

It's quite possible that your competitors are already active on social media, which means you can learn from their activities.

Perform a competitive analysis

Based on a Determine who your competitors are and what they do well (and not so well). You will thus develop a good feeling for the expectations in your industry. And that helps you set your own social media goals.

This analysis also helps you to discover opportunities. Perhaps a competitor has a strong Facebook presence, but puts little effort into Twitter or Instagram. You could focus on networks where your audience is barely served, rather than seeking fans from a dominant player.


offers another possibility to observe the competition. In this video you will learn how to use streams in Instamer for social listening and to watch the competition.

If you follow the accounts of your competitors and relevant industry buzzwords, you may notice strategic changes in how they use their social media channels. Or you discover a post or a particular campaign that hits the nail on the head, or one that really rocks. Keep an eye on this information and use it to evaluate your own goals and plans.

Step 4. Perform a social media audit

Evaluate your current work

If you're already using social media tools, take a step back and look at what you've achieved. Ask yourself the following:

  • What works? What doesn't work?
  • Who connects with you on social media?
  • Which social media sites are used by your target group?
  • How does your social media presence compare to the competition?

Once you have identified all this information, you will be able to address the improvement of your results.

We have a that takes you step by step through the process.

8 Easy Steps to Social Media Marketing Strategy. Instamer

Your audit should show you the value of each of your social media accounts. If the benefits of a profile are not clear, consider whether it is worth keeping it.

To make a decision, answer the following questions:

  1. Is my target audience there?
  2. If so, how does it use this platform?
  3. Can I use the account to contribute to critical business goals?

With these clear questions you keep your social media strategy focused and on track.

Look out for fraudulent profiles

When checking, you may come across fraudulent accounts that use your company name or product name.

These scammers can damage your brand (not to mention deducting followers who should be your own). Report them to social networks. It also lends itself to your and to give fans and followers the assurance that they are actually dealing with you.

Step 5. Setting up accounts and optimizing existing profiles

Determine which networks you want to use (and how)

By choosing certain social media channels, you also need a strategy for each network.

Angela Purcaro, social media manager at Benefit Cosmetics, explained in the eMarketer relies entirely on Snapchat and Instagram Stories for our make-up tutorials. Twitter, on the other hand, serves customer service.

Here as a reference, how other small and medium enterprises use social media tools to Communication with your customers option. Note: Facebook and Instagram even outnumber emails in this area.

8 Easy Steps to Social Media Marketing Strategy. Instamer

A good exercise: develop a mission statement for each network. These explanations in one sentence will help you focus on a very specific goal for each account on each social media network.

For example: We use Facebook to target a specific target group with paid advertising and to increase sales. Here's another: We use Instagram to promote and communicate our corporate culture to support the recruitment and promotion of employees as corporate ambassadors. "I think it's going to be a tough game," he said.

If you cannot formulate a solid mission statement for a particular social network, you should consider whether it is worth being active here.

Bonus : Download thisfree guide Discover how you can increase social media interaction through improved audience analysis, more accurate customer engagement and Instamer's easy-to-use social media software.

Set up (and optimize) your accounts

Once you've chosen your networks, it's about setting up your profiles or tweaking existing profiles to align with your strategic plan.

  • Fill in all fields in a profile.
  • Use keywords to search for your company.
  • .

In this video you will learn quickly and compactly how to get your social media profiles in top shape:

Our step-by-step guides will also guide you through the process:

Don't be fooled by all the possibilities. Always remember: it is better to make good use of a few channels than to strain your capacities, because you are trying to be everywhere.

Step 6. Finding inspiration

Even if your brand should be distinctive and unique, you can be inspired by other companies with a convincing social media presence.

Success stories from the social networks

You can usually find them in the corporate section of the network's website. (Look, for example, at the Facebook success stories .)

These case studies provide valuable insights that can be used for your own goals in any social network.

Award-winning accounts and campaigns

Examples of brands that have mastered the social media game perfectly can be found at the winners of the Facebook Awards or the Shorty Awards .

Your favourite brands on social media

Who do you follow enthusiastically on social media? How do these brands act to get people to engage and share their content?

National Geographic, for example, excels on Instagram by combining strong images with meaningful captions.

The e-commerce brand Shopify uses Facebook to put itself in the right light through customer stories and case studies.

And IKEA exemplifies what superior customer service looks like on Twitter. The company uses its 280 characters to solve problems and answer customer queries, often with a dash of humor.

That's not the right type of smashing delivery service that we like to see Please DM us your order number, full name, address and contact info so we can assist you. The CB That's not the right type of smashing delivery service that we like to see… Please DM us your order number, full name, address and contact info so we can assist you. – CB https: / / / XBb8cj5asL

's IKEAIESupport (@ IKEAIESupport) — IKEAIESupport (@IKEAIESupport) March 12, 2019

All these profiles communicate consistently in voice, tone and style. Consistency is key to your target audience: it gives your followers an understanding of what they can expect from your brand. You will learn why they should continue to follow you and how they benefit from it. It also ensures consistent branding across larger social media teams.

Learn more about this topic in our guide .

Ask your followers

Consumers are also a source of social media inspiration. What are your target customers talking about online? What can you learn from their desires and needs? If you already have a social media presence, you could ask your existing followers what they expect from you. But make sure you deliver.

Step 7. Developing a social media content calendar

Sharing great content is essential. But if you want to get everything out of one content, you also need a plan. You know what? should also include the time required to interact with your target group (and leave some room for spontaneous engagement).

Develop a schedule for your posts

Your social media content calendar lists all the dates and times you publish content types on each of your channels. In this document, you can plan all your social media activities perfectly, from sharing pictures and links to blog posts and videos. Your calendar ensures that your posts are evenly distributed and will be published. It should include both your daily posts and your content for social media campaigns.

Plan your content mix

Make sure your calendar reflects the mission statement assigned to each channel, so that each of your posts contributes to your business goals. For example, you could specify that:

  • 50 percent of your content directs traffic back to your blog
  • 25 percent of the content from "
  • 20 percent of content supports business goals (sales, generate leads, and so on)
  • 5 percent of the content revolves around HR and your corporate culture

By including these different types of content in your content calendar, you can make sure that you keep to the planned mix. If you start from scratch and are not quite sure what kind of content to post, try the 80-20 rule:

  • 80 percent of your posts should be informative, educational or entertaining your audience
  • 20 percent can promote your brand directly

You can also try the social media rule of third:

  • A third of your social media content promotes your business, converts readers and generates revenue.
  • A third of your social media content shares ideas and stories from thought leaders in their industry or from like-minded companies.
  • A third of your social media content revolves around personal interaction with your target audience.

When your content calendar is up, use tools such as to plan your posts in advance instead of updating them throughout the day. This allows you to concentrate on the wording and format of your posts, and you don't have to text under pressure when you just have time.

Step 8. Testing, evaluating and adapting the strategy

Your social media strategy is an immensely important document for your company. However, you cannot assume that this is already sitting on the first roll. It is quite possible that during the implementation of your plan, based on the initial results, you will find that some strategies do not work as expected, while others work better than expected.

Track your data

Benefit as a supplement to the analytics (see step 2) of the respective social networks. This allows you to track visitor movements on your website and determine exactly which social media posts generate the highest traffic on your website.

Rethink, test and start again

Use generated data to regularly review your strategy. You may also use this information to: . Continuous testing clarifies what works and what doesn't. This allows you to refine your strategy in real time.

Surveys are also useful for reviewing your strategy. Ask your social media followers, the subscribers on your email lists and website visitors if you meet their expectations on social media. You could also ask them what they would like to see more often. In this case, however, you should ensure that you deliver what you want.

Social media is moving fast. New networks are emerging. Others are experiencing strong demographic shifts. Your company also goes through phases of change. Think of your social media strategy as a living document that you regularly check for necessary adjustments. Refer to it frequently. But don't be afraid to make changes that reflect new goals, tools or plans if necessary.

Communicate updates of your social media strategy to your entire social media team so that your employees can pull together to get the most out of your social media accounts for your business.

Social Media Strategy Template

Bonus : Download thisfree guide Discover how you can increase social media interaction through improved audience analysis, more accurate customer engagement and Instamer's easy-to-use social media software.

Once your social media marketing plan is in place, Instamer will help you: schedule your social media posts, interact with your followers, and measure performance all through a single dashboard. Test now for free.