A social media strategy is important in order to have a clear idea what your goals are and who your target audience is.

It will keep you on track when coming up with topics to post about and you’ll know immediately what to steer away from and what doesn’t align with your goals.

The 5 W’s come in handy here:

  1. Why do you want your company to be on social media?
  2. Who is your target audience?
  3. What will you share?
  4. Where are you going to share?
  5. When are you going to share?

Why do you want your company to be on social media?

Is it to create new leads? Drive traffic to your website? Build a community? Revenue growth?

Find out exactly what it is that you are expecting to gain out of being on social media and allow these goals to be your main focus moving forward.

Who is your target audience?

Knowing who your target audience is will make the path a lot smoother for you. You will know exactly which type of content to post (you’ll notice what gets more engagement), when to post it and exactly who will end up receiving it at the end of the share.

Ask yourself:

What kind of job do they have? A particular salary?
What are their interests? Entertainment? Educational content?
Are they more on Instagram or Facebook? Maybe even Twitter rather?
Are they more engaging during their work lunch break? In the mornings? On weekends?
What is their reason for following you? To learn new things? To improve their health? For laughter and fun?

What will you share?

Decipher what kind of theme your page will have. What kind of content are you going to share?

Will you share simply just products you sell, or a mixture of that and user generated content as well?

Will you share meme after meme after meme?

Knowing your target audience and the content they mostly engage in will give you a better understanding of the type of content to share.

For example, ASOS (shown above) posts their own products, as well as fun and interactive posts, and inspirational images and video content too. They are extremely engaging, fun and relatable.

Above, it can be seen that d.signers simply post inspirational images of different architectural and interior design spaces that are very luxurious and expensive looking.

Where are you going to share?

Something to keep in mind when thinking about this step is that it’s better to focus on two or three social profiles rather than too many. This allows you to put more focus in making your content stand out and be interesting, rather than rushed and all over the place.

A young audience who are interested in great imagery and short videos will most likely be more on Instagram.

Longer videos are more suited to youTube.

Makes sense right? Find out what type of content your audience enjoys and what you can provide for them, and choose the best platform suited to that.

When are you going to share?

Again, this depends on your target audience.

If they are moms, it’ll probably be best to post in the evenings.

If your target audience are students, perhaps the mornings before class or late afternoon after class are the best times.

It’s all about the behaviour of your audience.

Now that you have a better understanding of your strategy, next up is figuring out your plan.

Your marketing plan will include things like: your tone of voice, if you’ll be posting videos, or videos and imagery etc. It is way more in depth.

Begin with the strategy and having a good understanding of it will ease the process into the plan.

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