You already know that marketing on social media is an essential part of growing any business.  If your business doesn’t have a website or a social media account, it doesn’t exist for consumers.  Your customers are online, potentially interacting with your competitors.  If you do get their interest and keep it, a strong social media presence is required.  
But where do you start? You start with a social media marketing strategy.
Here are a few steps to developing your own social media marketing strategy:

1 Make A Plan

Before you begin, evaluate what your business goals are.  Did you start your business without a plan?  Probably not!  Are you looking to increase customer engagement? Collect email addresses for email marketing?  Sell more products? Drive more people to your website?  It is important to determine what your ultimate goals are, but, keep them SMART.

S – Specific

M – Measurable

A – Achievable

R – Relevant

T – Time-Bound


2 Find and Study Your Target Market

Your target market is everything! Who did you create your product and service for? What traits make up the person that is looking for what you provide? A buyer persona is a detailed description of your target audience.  When you develop your buyer personas, include gender, marital status, interests, income, age, and pain points they have that your product or service can help.  This is an invaluable (and unskippable)  step in developing a successful marketing strategy.  To create effective messages in your marketing, you have to know who you are marketing to!  

Click here for your free buyer persona worksheet.

3 Use Your Brand Image Consistently

It may be easy to have your brand identity lost with all the different social media platforms available.  While strategies may vary between platforms (for example, Pinterest relies on great visuals, Facebook requires more content), it is important to ensure that the “voice” of your business stays the same. Use your brand colors on every social media platform, utilize the same tone in your writing and further, apply the same filters on your visual posts.  You get the idea.

4 Create Valuable Content

I’m sorry, I know. Who has time? But this is an essential tool to keep your business relevant and also to build trust from consumers.  You want them to know you are on top of emerging trends in your industry.  Always offer valuable and interesting information to your followers.

5 Measure Your Results With Analytics

Review the long-term and short-term SMART goals that set when you started your strategy to determine what key metrics to include when tracking its progress. Most social media platforms have built-in analytics that you can use to keep track of your progress for free. However, for more detailed and consolidated analytical data for all the platforms you use, there are a variety of social media analytics software programs available online. At KJS-Digital Marketing, we use Agorapulse to compile our clients’ analytical data.

6 Check On Your Competitors

If you find your competitors are running a successful campaign, there’s no shame in using this as a foundation for you to build a better campaign for your business. You’ll get a good sense of what’s expected in your industry, which will help you set social media targets of your own.

It will also help you spot gaps in your market.

Marketing using social media is an inexpensive alternative to traditional marketing and in addition, gives you a direct connection with your customers and prospective clients.  I hope this quick guide gives you a better understanding of creating an effective plan to market your business on social media.
Click here to get help with your social media marketing needs!


  1. Jen caudle January 28, 2017 at 7:04 pm - Reply

    Love this, Karen! Way to go!

    • Karen Seymour January 29, 2017 at 6:12 pm - Reply

      Thank you!

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