social media how toDo you need help getting started with your social media marketing strategy?

Do you know what to include?

Goals and objectives guide your social media strategy to help you successfully connect with your customers.

In this article I’ll share what you need to include in your social media marketing strategy so it works from day one.

#1: Identify Business Goals

Every piece of your social media strategy serves the goals you set. You simply can’t move forward without knowing what you’re working toward.

Look closely at your company’s overall needs and decide how you want to use social media to contribute to reaching them.

You’ll undoubtedly come up with several personalized goals, but there are a few that all companies should include in their strategy—increasing brand awareness, retaining customers and reducing marketing costs are relevant to everyone.

shutterstock goals image 201979426

First, set your goals and objectives. Image: Shutterstock.

I suggest you choose two primary goals and two secondary goals to focus on. Having too many goals distracts you and you’ll end up achieving none.

#2: Set Marketing Objectives

Goals aren’t terribly useful if you don’t have specific parameters that define when each is achieved. For example, if one of your primary goals is generating leads and sales, how many leads and sales do you have to generate before you consider that goal a success?

Marketing objectives define how you get from Point A (an unfulfilled goal) to Point B (a successfully fulfilled goal). You can determine your objectives with the S-M-A-R-T approach: Make your objectives specific, measurable, achievable, relevant and time-bound.

shutterstock measurement graph image 201572858

Measurement is important to your strategy. Image: Shutterstock.

Using our previous example, if your goal is to generate leads and sales, a specific marketing objective may be to increase leads by 50%. In order to measure your progress, choose which analytics and tracking tools you need to have in place.

Setting yourself up for failure is never a good idea. If you set an objective of increasing sales by 1,000%, it’s doubtful you’ll meet it. Choose objectives you can achieve, given the resources you have.

You’ve taken the time to refine your goals so they’re relevant to your company, so extend that same consideration to your objectives. If you want to get support from your C-level executives, ensure your objectives are relevant to the company’s overall vision.

Attaching a timeframe to your efforts is imperative. When do you intend to achieve your goal(s)? Next month? By the end of this year?

Your objective of increasing leads by 50% may be specific, measurable, achievable and relevant, but if you don’t set a deadline for achieving the goal, your efforts, resources and attention may be pulled in other directions.

#3: Identify Ideal Customers

If a business is suffering from low engagement on their social profiles, it’s usually because they don’t have an accurate ideal customer profile.

Buyer personas help you define and target the right people, in the right places, at the right times with the right messages.

When you know your target audience’s age, occupation, income, interests, pains, problems, obstacles, habits, likes, dislikes, motivations and objections, then it’s easier and cheaper to target them on social or any other media.

buyer persona graphic

A buyer persona is a fictional character, not a real one!

The more specific you are, the more conversions you’re going to get out of every channel you use to promote your business.

#4: Research Competition

When it comes to social media marketing, researching your competition not only keeps you apprised of their activity, it gives you an idea of what’s working so you can integrate those successful tactics into your own efforts.

Start by compiling a list of at least 3-5 main competitors. Search which social networks they’re using and analyze their content strategy. Look at their number of fans or followers, posting frequency and time of day.

Also pay attention to the type of content they’re posting and its context (humorous, promotional, etc.) and how they’re responding to their fans.

The most important activity to look at is engagement. Even though page admins are the only ones who can calculate engagement rate on a particular update, you can get a good idea of what they’re seeing.

For example, let’s say you’re looking at a competitor’s last 20-30 Facebook updates. Take the total number of engagement activities for those posts and divide it by the page’s total number of fans. (Engagement activity includes likes, comments, shares, etc.)

You can use that formula on all of your competitors’ social profiles (e.g., on Twitter you can calculate retweets and favorites).

Keep in mind that the calculation is meant to give you a general picture of how the competition is doing so you can compare how you stack up against each other.

#5: Choose Channels and Tactics

Many businesses create accounts on every popular social network without researching which platform will bring the most return. You can avoid wasting your time in the wrong place by using the information from your buyer personas to determine which platform is best for you.

If your prospects or customers tell you they spend 40% of their online time on Facebook and 20% on Twitter, you know which primary and secondary social networks you should focus on.

When your customers are using a specific network, that’s where you need to be—not everywhere else.

Your tactics for each social channel rely on your goals and objectives, as well as the best practices of each platform.

hubspot webinar image

HubSpot’s effective use of Facebook for lead generation.

For example, if your goal is increasing leads and your primary social network is Facebook, some effective tactics are investing in Facebook advertising or promotion campaigns to draw more attention to your lead magnets.

#6: Create a Content Strategy

Content and social media have a symbiotic relationship: Without great content social media is meaningless and without social media nobody will know about your content. Use them together to reach and convert your prospects.

There are three main components to any successful social media content strategy: type of content, time of posting and frequency of posting.

The type of content you should post on each social network relies on form and context. Form is how you present that information—text only, images, links, video, etc.

twitter content type

Buffer understands their audience will respond to content that keep them updated on changes in social media.

Context fits with your company voice and platform trends. Should your content be funny, serious, highly detailed and educational or something else?

There are many studies that give you a specific time when you should post on social media. However, I suggest using those studies as guidelines rather than hard rules. Remember, your audience is unique, so you need to test and figure out the best time for yourself.

Posting frequency is as important as the content you share. You don’t want to annoy your fans or followers, do you?

Finding the perfect frequency is crucial because it could mean more engagement for your content or more unlikes and unfollows. Use Facebook Insights to see when your fans are online and engaging with your content.

#7: Allocate Budget and Resources

According to recent data from Google, 30% of respondents say that social media has its own new and distinct budget. Of those respondents, 8.7% say their social media budget is pulled from traditional marketing media (i.e., TV, print and radio).

I found it interesting that 2/3 of respondents say they plan to increase their social media budget during the upcoming cycle.

social media budget graph

Social media marketing is increasingly becoming a priority.

To budget for social media marketing, look at the tactics you’ve chosen to achieve your business goals and objectives.

Make a comprehensive list of the tools you need (e.g., social media monitoring, email marketing and CRM), services you’ll outsource (e.g., graphic design or video production) and any advertising you’ll purchase. Next to each, include the annual projected cost so you can have a high-level view of what you’re investing in and how it affects your marketing budget.

Many businesses establish their budget first, and then select which tactics fit that budget. I take the opposite approach. I establish a strategy first, and then determine the budget that fits that strategy.

If your strategy execution fees exceed your budget estimate, prioritize your tactics according to their ROI timeframe. The tactics with the fastest ROI (e.g., advertising and social referral) take priority because they generate instant profit you can later invest into long-term tactics (fan acquisition, quality content creation or long-term engagement).

#8: Assign Roles

Knowing who’s responsible for what increases productivity and avoids confusion and overlapping efforts. Things may be a bit messy in the beginning, but with time team members will know their roles and what daily tasks they’re responsible for.

social media roles table

An example of assigning roles.

When everyone knows his or her role, it’s time to start planning the execution process. You can either plan daily or weekly. I don’t advise putting a monthly plan together because lots of things will come up and you may end up wasting time adapting to the new changes.

You can use tools like Basecamp or ActiveCollab to manage your team and assign tasks to each member. These tools save you tons of time and help you stay organized.

Your Turn

Your social media marketing strategy isn’t written in stone. As you move forward, you may discover that some tactics are not working as well as you thought they would. Always try to adapt quickly and introduce the new changes to your overall strategy.

What do you think? Do you have a clear social media strategy? What tools do you use to keep your team moving ahead? I would love to hear your thoughts, questions or comments on this process. Please leave them in the comment section below!

Goal on Blackboard photo from Shutterstock.
Colorful Business Graph on White Background photo from Shutterstock.
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  • Jitendra Padmashali

    Nice one Houssem , SEO and Social Media has certainly grown together, in which both
    practices are able to benefit businesses worldwide to be more visible to their target audience by simply applying and merging these two marketing strategies into a single powerful approach.

  • Thanks Jitendra, I’m glad you found it helpful!

  • ChristineDMcKinnis


  • Betty

    Hi Houssem, great article! book marked this already and I have seen practices that I will adopt immediately. In my case, I am not particularly sure that social media is the right platform for delivering my goal of lead generation because I doubt that my prospects use these medium. I am speaking of CEOs of oil and gas, power, and financial services firms. I work with an investment bank. Of course, we can’t go off social media completely because of it’s usefulness in creating brand awareness but I am not too sure what level of engagement to sustain and to what purpose. I would appreciate insights on this. Thanks.

  • Thanks for your comment Betty. I have a friend who works in the oil/gas industry and they definitely use LinkedIn a lot (even C-level executives). I would advise that you create a LinkedIn page and start posting regularly. I would also consider LinkedIn ads to target those prospects (you can target by industry, company, job title…etc). They are very effective for B2B lead generation!

    Please let me know if you have any other question!

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  • yahyzat

    Thank you for useful info. I’m doing my research on Social Media as a marketing tools in the innovation of e-commerce. Do you have any journals or report which i can refers to? Thank you for your help

  • Adi Yagil

    Houssem – very important post! Two questions: In regards to #4 – do you know of any tool that provides competitors comparison?
    As for #5 – you speak about choosing the best platform for your business – which I agree is extremely important. Where would be the best place to gather updated stats & demographics for each of the networks in your opinion? Tnx

  • Tomas Pukalski

    Good article Houssem, would you agree to add one more, final step: measuring? It’s not only because I’m addicted to Analytics, though 🙂 The main concern is improvements and reporting.

  • Lorri-jaye Conner

    Great article, found it very helpful towards my current apprenticeship in social media management and marketing, thank-you!

  • Hey..!! Great article. Informative and interesting to read. Thanks.

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  • Yuval Man

    hey houssem, really grate article! what is the best way through social media, to get hes much people email addresses for sending information about pension, investments to advertising my investments management company?

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  • Lalit Singh

    Hi Housssem Daoud
    it is the best strategy for the social media marketing. Nice Article

  • Goals and objectives guide your social media strategy to help you successfully connect with your customers. Every piece of your social media strategy serves the goals you set. To budget for social media marketing, look at the tactics you’ve chosen to achieve your business goals and objectives. Your social media marketing strategy isn’t written in stone. Thanks for the awesome post.

  • Salma

    Thanks for the post Houssem! I’m prepping for an interview and this has definitely helped.

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  • Karl Tegha

    Houssem, this is an amazing article. I’m new to the world of marketing as I’m starting to put my self out there as a certified personal trainer in an effort to gain more clients. This is a great read and I’m going to bookmark for future reference.

  • Eddy Arroyo-Delgado

    thanks for this!

  • I am learning the basic strategies of social media marketing, this article really help me out.

  • Great resourceful article. It is necessary to know your goals and work accordingly.

  • Eric Whatley

    Im a student in college and we are adopting your 8 objectives for our Group. Thanx for the clarity of information.

  • Datascribe Digital Marketing

    One among the great article to know more about social media marketing strategy. Thanks for sharing the information and found it will be more useful and relevant to Facebook marketing.

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