A social media strategy is key to social success

Know your end game and play to succeed. If you’d like to help your business grow through social media, the first thing you need to do is write a strategy and plan your content.


Start by asking yourself a few questions…


Why use social media?

Set social goals that align with your business objectives. Do you want increase brand awareness, drive website traffic, create leads or build a community? It could be all or some of these. Try to hone in on a few objectives so you can create a plan that’s achievable and adapt as you go.


What type of content are you going to share?

Think about your business and your audience. If you’re a fitness brand, you’ll more than likely want to update your audience on the newest trends and collections.


Are you B2B? Are you promoting events or sharing knowledge? Try and mix up your content with informational posts and events and don’t forget to add a bit of personality. Show your event live, take testimonials. All of this should align with your end goals. You want people to attend events, buy tickets, visit your website. So think about what type of content would help you to achieve your goals. Every post should have a strategy and a reason for sharing.


Check out the images below, this would work for a fitness or health brand. Examples of exercises, what you should eat and drink to fuel your workouts and training equipment. Have variety in your posts, but always align with your beliefs and business goals.


Do you know your target audience, who are they?


Understanding your audience will really help you in knowing what, where, and when to share. For example, if a travel and lifestyle brand knows that its target audience loves to read about new places and travel tips, it would be a good idea to share this type of content across its social media channels. Put yourself in their shoes, what would you be interested in seeing and reading? What makes you stop scrolling and start reading?


Which platforms?

A lot of businesses make the mistake of thinking they should have strong presence on every platform. That’s not the case. Being on fewer platforms gives you a better focus and more time to create better content.


For instance, I have presence on Instagram, Facebook and LinkedIn, but only share my Instagram posts to Twitter. I don’t worry about sharing content directly from Twitter, but I do have a profile. Initially I trialled all four and after tracking clicks and visitors to my website, I found that Instagram and LinkedIn were my most successful platforms and Facebook generated direct messaging queries, so its well using. So it's a good idea to test the waters if you're unsure in the beginning.


That being said, it’s wise to at least have a profile set up on the most popular platforms; Instagram, Facebook, LinkedIn and Twitter. As they show up on the first page of Google. Think about which platforms your audience are using.

Also think about the type of content you plan to share; Do you have amazing photography, video, or writing skills? Certain platforms lend itself well to certain content types. For example, photos are great on Instagram, videos on work well on Facebook, instagram stories and IGTV and articles can be shared on LinkedIn (dependant on audience).


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© 2020 by Claire Sherriff.