Key Steps in Developing a Social Media Strategy

For many companies, social networking has become an indispensable tool. But are these companies making the most of social media?

Creating a profile and publishing random material and content every now and then is no longer enough. It never actually was. Despite this, many companies don’t seem to have a well-defined social media marketing plan that will help them succeed.

It may not seem like a big deal at first, but if you don’t have a clear social media plan and a well-defined process in place, your social media marketing efforts may not produce the desired results.

However, if you spend enough time doing things correctly, you can quickly set and achieve your goals. Or better yet, you can do what most companies do and invest in a London social media agency to help run and manage your platforms.

5 key steps in developing a social media strategy

1. Set goals

The first thing to do when creating a social media strategy is to set some clearly defined SMART goals.

  • Specifically
  • Measurable
  • achievable
  • Relevant
  • Time-bound

Your objectives are unique to your business and complement your overall objectives. Some standard categories of social media goals to consider are:

Raise awareness of your brand: Social media is an excellent tool for building a brand voice, raising awareness about the issues you support, and promoting your brand’s morals and values.

To increase the size of your audience: The size of your audience and the rate at which it grows are typically determinants of social media success. The larger your audience, the greater your chances of generating leads, sales, and a loyal customer base.

Encouraging community involvement: While the amount of your audience is crucial for influencers, the proportion of people who visit and like, comment or share your social media page is far more important. Especially with the social media algorithms.

To generate traffic to your website: While it’s great to have a lot of engaged followers, ultimately social media channels should be used to drive visitors to your website in order to increase sales.

Increase leads and sales: If you want your social media strategy to be successful, you need to see an immediate increase in leads and sales.

2. Define your audience

One of the most common social media business blunders is assuming that all their followers are beneficial to them. There’s no point in having a huge following if they don’t lead to conversions.

First, analyze who your content resonates with most and determine if this group fits your company’s target demographic – qualified leads will quickly convert your audience into consumers.

Familiarize yourself with up-to-date surveys and data to better understand your audience. Create a few personalities that reflect your ideal customer. Knowing your typical follower’s profile can help you tailor your social media campaigns to their needs.

3. Create engaging, high-quality content

When it comes to creating content, the goal is everything. There’s no room for random posts here and there, especially if they don’t resonate with your audience.

Your content should fall into one of these four categories:

Inspirational: the content should touch your heart or intrigue your audience to learn more about your brand. Emphasize your brand’s morals, values, and charitable achievements.

Educational: Show your audience the ‘why’ behind your brand and product. Why are you better than the competition? Why is your product something they need?

Promotion: Highlight your company’s offers and discounts with direct content and clear CTAs.

entertainment: Post content that is fun and recognizable to your target audience. From trending memes and quotes to fascinating polls about the latest social debates.

4. Placement Strategy

While you can manually post all your social media content, doing so can be time consuming and may not produce the best results. Most social media platforms now use some sort of algorithm to filter the information they provide to users.

This means that if you post at a time when your target audience is not online, your material may go undetected.

You’ll want to use one of the world’s many social scheduling tools to help you plan and pre-schedule your posts. The tools often show you the optimal time to post based on when your audience is most engaged on each platform.

5. Use video content

Right now, videos are proving to be the top performing content on the social media. People want to be visually and audibly engaged as they scroll through their feeds.

The success of TikTok has forced other platforms like Instagram and YouTube to create their own version of condensed video content. Instagram has reels and YouTube has shorts.

That said, right now video content is king. The social media algorithms are now pushing video content to the top of everyone’s feeds through separate images and carousels.

So, a successful social media strategy in this day and age should definitely be video-heavy.


Social media is a fast-paced environment. New platforms are constantly appearing, while others are regularly shifted and new features appear weekly.

As a result, your social media marketing strategy should be a living document that you revisit and adjust as and when.

Consult it regularly to stay on track, but don’t hesitate to make adjustments to better reflect new objectives, tools, plans or trends.