From planning to success: creating a winning social media strategy

May 2

You’ve probably seen loads of information online about social media strategies and why they are so important. But unless you’re a social media manager or marketing professional you probably don’t understand why we’re constantly banging on about them.

I think when we hear the word ‘strategy’ we can think of a document that is so high level it won’t actually impact our day to day work.

Well, a social media strategy isn’t like that. It’s a living document that lays out things like:

Your goals for your social channels
Where you’re currently at
Who you want to target on social media
What you’ll be talking about
When and how you’ll be posting

It can be really helpful to take an afternoon to slow down and think about what you’re hoping to get out of your social media and how you can get there.

The key sections I believe you need in a social media strategy are:

Objectives
Statistics of where you’re currently at
SWOT analysis
Ideal client personas
Content pillars
Content examples
Content formats
Key industry trends
Competitor research
Engagement strategy
Brand voice chart
Moodboard
Schedule of posting

So let’s break it down.

Objectives
These are the main goals you want to achieve from your social media marketing. Keep it simple - three objectives max. It might be reaching a certain number of new customers per month or increasing the percentage of revenue that comes from social media. Remember, your social media strategy document is a living document so if you hit a target or find it’s actually not what you want to focus on, you can simply adjust your objectives.

Where you’re currently at
It’s always good to have a page in your strategy that shows your current follower count, what platforms you’re on, monthly reach and posting frequency. You can update this each quarter if you like.

SWOT analysis
It wouldn’t be a strategy without a good old SWOT analysis. Create a table with columns for strengths and weaknesses, opportunities and threats. It’s great to see at a glance where you should be putting your efforts.

Client personas
Every successful social media strategy begins with understanding who you are talking to. Identifying your ideal client persona involves pinpointing the specific demographics, interests, and behaviors of your target audience. This step ensures that your messaging and content are tailored to meet the needs and preferences of those who are most likely to purchase your products or services.

Content pillars
Content pillars are broad topics or themes that help you create content that your audience enjoys and will find useful and also sell your product or services. By categorising your content under these pillars, you ensure variety and relevance, which can really give your social media presence a consistent and professional feel.

For example, one of my monthly management clients is a meat wholesaler and their content each month revolves around product promotion, nutrition facts about the product, behind the scenes posts and recipe ideas. This helps so much when planning content as I don’t have to start from scratch when planning content each month.

Content examples
I find it helpful to create 4-5 example posts. This is particularly useful if you’re working with a team so you can all see the visual identity, content strategy and brand voice come together.

Content formats
In this section, list out the content formats you’ll be using (photos, graphics, carousels, reels) and when and why you’ll be using each format. You can also include where you will be sourcing them and how often you’ll need to create/source them.

Key industry trends
I always like to include some brief information about current marketing trends happening in your industry to make sure your content is staying relevant and up to date for your audience.

Competitor research
It wouldn’t be a strategy without a bit of competitor research. Pick 2-3 of your competitors and perform a brief SWOT analysis on their social media (and their overall business if you’re keen). This will help you to identify areas where you can stand out.

Engagement strategy
This section lays out how you will grow and engage with your target audience and key industry leaders. Write down how many times per week you will spend time engaging (commenting, liking, sharing to stories, following new people). I find it helpful to spend about five minutes each morning doing this. You want it to be achievable and something you can commit to doing consistently.

Brand voice chart
Consistency is key in social media, and establishing a clear brand tone of voice helps maintain this consistency across all posts and interactions. Whether it’s professional, friendly, quirky, or inspirational, your brand’s voice should reflect the core values of your business and appeal directly to your ideal client persona.

Schedule of posting
How often should you post? What types of content should you share? These questions are vital components of your strategy. While the optimal posting frequency can vary based on your audience and goals, maintaining a regular schedule helps keep your audience engaged. Mixing up content types—such as images, videos, infographics, and text posts—can keep your feed dynamic and interesting.

Moodboard
A moodboard can be super helpful for ensuring your team is on the same page with content creation and guide the aesthetic of your social media content. It also just looks pretty!

And that’s it!

Once you’ve laid out all of these sections, whether in a simple Word document or in a Canva template, you’ll have your social media strategy ready to go.

Social media doesn’t have to be an overwhelming task. With a thoughtful strategy in place, you can create impactful, engaging content that drives results.

If you’re ready to take your social media to the next level, don’t hesitate to reach out for personalised assistance.

PS: Watch this space for a social media strategy template coming soon!