How to build your social media marketing strategy in 7 steps

Updated: Aug 7, 2019

Building a marketing strategy is the first step into campaign creationđź’ˇ

How to get started and fit your campaigns into the big picture?

You need a strategy! Here’s how to get started, and always remember social media marketing is a marathon, not a sprint!

1. Set goals that address your biggest challenges

What do you want out of your social media strategy?

What do you want to achieve through “x” campaign?

Some realistic goals could be:

  • Increase brand awareness to Drive traffic to your website

  • Generate new leads

  • Grow revenue (by increasing sign ups or sales)

  • Boost brand engagement

  • Build a community around your business

  • Provide social customer service

  • Increase mentions in the press

2. Research your audience

The saying above is really wise, but the good news is that thanks to the huge amount of demographic data and social media analytics tools out there, you really don’t have to anymore!


  • Who your ideal clients are?

  • Where they spend time online?

  • What is their purchasing behaviour?

  • At what time they are connected on social media?


  • Interview current and potential customers.

  • Use surveys.

  • Interview your co-workers. (especially your Sales & Marketing team)

  • Read job descriptions to help you understand their profiles.

  • Search market research reports online.

  • Utilise form submissions. (with moderation, eg: HubSpot, Clearbit,...)

.⇒ Understand how you can make their lives better.

After this preliminary research it is time to build your buyer personas!

Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different types of buyers.

Create unique buyer persona stories for each segment, and target those personas in your digital marketing.

One easy tool to get you started in designing your persona is We recommend it for anyone new to the Buyer persona concept in order to easily get them done via a step by step process.

3. Establish Social Media Metrics

Yes, big numbers are always impressive. Don’t always rely on those. Big follower count does not always equal more revenue, or brand loyalty if your engagement numbers are bad.

Comparing your numbers with the average is a good idea.

What is easy to track and does not cost you a dime = What the social medias are already offering you.

Typical social media metrics that matter are: (there are tons out there - what you always need to know is are you growing steadily and are your customers converting) :

  • Reach

  • Audience Growth Rate

  • Post Reach

  • Mentions

  • Engagement rate

  • Conversion rate

Just Relax! At the beginning there is no need to know it all but just the basics. As you grow your customer base, you will start to notice that things begin to chance and that you need to start to understand your customers behavior much more. That’s when you get super pro and start having bigger marketing & advertising budgets.

4. Dig into what your competitors are doing

Before you start creating content, you should have a good idea of what your competitors are up to.

Looking at your competition’s presence will directly inform your own social media marketing strategy.

The goal here isn’t to copycat or steal your competitors’ ideas. Instead, it’s to determine what’s working for them and how you can adapt your own campaigns accordingly.

Some Competitor Analysis Tools:

  • Sprout Social

  • Phlanx

  • Social Blade

  • SEMRush

  • Ahrefs

  • MozBar

  • Buzzsumo

  • Similarweb

  • ...

Choose your top 3 direct competitors, Identify the key differences between them, Mark down which ideas you want to apply for your project.

5. Create and curate engaging social content

The difference between creating and curating:

  • Creating is about designing, experimenting, brainstorming, being original when building something from scratch.

  • Curating is about choosing what is relevant to our audience and business that other people have made...of course while giving them credit for it.

Depending on your resources, think of a split between creation & curation. And when it comes to creating content, always keep in mind the added value for your potential customers!

Be consistent! Take a look around at well performing brands on Social Media, even though they might be really different from one to another, they are each consistent in their own way.

Coca-cola Instagram feed

Go Pro Instagram feed

Adobe Instagram feed

6. Speed up your response time

Not only do customers expect speedier responses from brands in 2019, but also meaningful conversations on a regular basis.

Through social media, you can gain respect as a brand by just being present and talking to your audience.

That’s why social customer care is so important to brands wanting to increase audience awareness

.⇒ It’s all about engagement.

TIP: Video posts receive 38% more engagement than image posts.

Post at the Best Times to Engage.

You might see some recommending times to post late in the evening, for example. But if your brand isn’t there to communicate, what’s the point of posting at the “preferred” time?

Instead, try to ensure your social media or community managers are available and ready to answer any product questions or concerns when you tweet or post.

It’s smart to learn the best times to post on social media, but it’s just as critical to engage after posting!

7. Test, Analyse, Repeat

By now you should have a big picture understanding of your social marketing strategy for 2019.

However, it’s important that you’re able to adapt your strategy as you progress through the year.

Without continuously analysing your efforts, you’ll never know how one campaign did over another. Having a bird’s eye view of your social media activity helps put things into perspective. This means looking at your top-performing content and fine-tuning your campaigns accordingly.


  • what’s working,

  • what isn’t

  • how you can improve ⇒ Adapt your Strategy as you progress. ⇒ Adopt a Growth Mindset

There’s no denying that a lot of social media is a matter of trial-and-error. Monitoring the metrics behind your campaigns in real-time allows you to make small tweaks to your social media marketing strategy rather than sweeping, time-consuming changes.

This iterative and dynamic approach to marketing, also known as Growth Marketing, makes perfect sense in a today's World where social media is constantly evolving.

Key takeaways

  • Set your goal(s)

  • Research your target audience and base your decisions on DATA

  • Define your KPIs and stick to 1-3 MAX!

  • Don’t be afraid to look at what’s your competitors doing

  • Content is King & Data is Queen!

  • Post at the best time to engage, and ENGAGE!

  • Keep experimenting, try, fail and repeat until you succeed!