Create a Social Media Marketing Strategy 2023

social media marketing strategy

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Social media has become an important asset for many businesses. Having a strong social media marketing strategy is essential to success.

To create an effective social media marketing strategy, businesses should follow a few key steps.

  • First, it is important to determine which social channels are right for their business.
  • Then, develop a plan for creating and publishing social content. This should include the type of content, frequency of posting, and social platform to use.
  • Next, businesses should track their social media analytics to evaluate the success of their efforts. Finding the best social media management tool can help streamline the process.
  • Establishing a consistent brand on social media can make it easier to connect with followers and increase engagement.
  • Finally, businesses should stay up-to-date on the latest social media trends and adjust their strategy as needed to maximize their success.

So, let’s get started!

What Is a Social Marketing Strategy?

Having a social media marketing strategy can help you make sure your goals are met and you get the results you want.

Many marketers have seen success with their social media campaigns, with the majority feeling their efforts have been effective for their businesses. It’s important to create a plan before getting started on any online effort.

Social media has become an essential tool for brands to market their products and services. It provides cost-effective access to a wide range of marketing functions.

Such functions include:

  • Driving traffic
  • Tapping into influencer networks
  • Building brand awareness
  • Gathering an engaged audience
  • Connecting with customers
  • Providing customer support

Advertising on social media platforms such as TikTok, Instagram, Facebook, and YouTube lets you reach a larger audience than traditional advertising methods.

By leveraging influencers and creating content that resonates with your target customers, you can create an effective social media marketing plan.

You should also explore other marketing tactics such as search engine optimization, email campaigns, and content marketing for a comprehensive approach to digital marketing.

social media strategy

How to Create a Social Media Marketing Strategy?

Creating a social media marketing plan is not only a vital step towards enhancing your online presence but also helps achieve broader marketing goals.

Building your social media strategy template should include defining your target audience and selecting marketing channels that work for you.

Each platform has its own unique offering, so consider how you can tailor your content for social media to ensure you provide value to your customers.

Additionally, leverage both paid and organic social media to ensure the widest reach possible. The social feed is an opportunity to showcase your brand story and provide your audience with exciting content that encourages engagement.

Many social media marketers are embracing video content to drive higher engagement and increase click-through rates. 

1. Select the Best and Right Social Media Goals

If you’re using social media for your business, it’s important to have goals in mind. These goals should fit into your overall plan for the business and align with the overall objectives.

i) Set SMART Goals 

When setting goals for your business, make sure to use SMART criteria. That means they should be specific, measurable, achievable, relevant, and time-bound.

This will ensure that your goals are clear and achievable, making it easier to develop an effective social media strategy.

Setting goals is a great way to reach your targets, but it’s important to not set the bar too high. If a goal isn’t achievable within a year, then try to make it more achievable by creating smaller goals.

It’s also important to focus on only one or two social networks at a time instead of trying to be present on several different ones. That way, you can devote more attention to the channels that are popular with your target audience.

ii) Successful Social Media Marketing Goals

You can set goals for your business on social media that are specific to your company’s needs and that make sense in the context of what your company is trying to achieve. These goals might include:

  • Set short and long-term goals to ensure the success of your business.
  • Identify specific customer segments to target in order to reach the most potential customers.
  • Create a well-thought-out marketing plan to increase brand awareness and drive more sales.
  • Develop strategies to improve ROI and cut costs so that you can maximize profits.
  • Cultivate customer loyalty by engaging with your fan base through social media and other mediums.
  • Track key performance indicators (KPIs) such as sales, customer feedback, website analytics and others to determine if your campaigns are effective.
  • Focus on achieving measurable outcome goals rather than just focusing on activities.

2. Identifying Your Target Audiences on Different Social Media Platforms

Knowing who you are trying to reach is an important part of having a successful social media plan. It’s important to take your time to really understand who your ideal customer is and what they care about.

To understand who is likely to buy from you, take some time to research your target audience. Look at demographic and psychographic data or patterns that help form a mental picture of potential customers.

This will provide insight to build a strategy and create a voice and tone for your brand that speak to them.

If your business specializes in a particular niche market, like cat owners, it will be easier than if the audience is broader, such as telecom and airline brands.

Look at forums and blogs frequented by your target audience to get an idea of their interests.

target audience

3. Social Media Marketing Platform for Your Target Audience

Facebook is the perfect place to learn more about your potential customers. Take a look at your competitors’ pages and see who their followers are; this could be an ideal buyer persona for your products.

Create a profile with as much detail as possible, including age, gender, interests, behavior, lifestyle and other relevant characteristics that you think will help your social media marketing strategy.

Remember, the more effort you put into creating this buyer persona, the more effective it will be for your business.

Let’s understand this with an example where I own an apparel store. My apparel brand focuses on customers between the ages of 22 and 34 in Toronto, Canada.

They could be male or female, interested in food, hip-hop, bars, or basketball, and have a career related to business or tech. Their annual income is anywhere from $30,000 to $70,000.

They’re mostly single and enjoy visiting websites like BlogTO, Toronto Life, Instagram and Facebook.

My target customers are motivated to buy in order to show their pride as Torontonians. Although they prefer buying from established competitors and may avoid brands that don’t appear genuine or local.

To appeal to them, I can use targeted social media ads and share content that’s relevant to their interests. So, when it comes to understanding your customers, having detailed buyer personas is key.

As you put your marketing plan into motion and gather feedback from consumers, you may find that your assumptions were off or discover traits you didn’t know about.

4. Get to Know Your Competition to Improve Your Social Media Content

Knowing what your competition is up to can be really helpful. Most of them are likely using social media, so you should take a look and see what strategies they’re using.

This can give you some great ideas for how to use social media in your own business.

i) Conduct a Competitive Analysis

A competitive analysis can help you understand what other businesses in your industry are doing and how successful they are on different social media platforms.

This can show you where to set goals for yourself as well as opportunities for expanding your reach.

For example, if one of your competitors is very popular on Facebook but not paying much attention to Twitter or Instagram, this might be a great chance for you to focus on those platforms.

ii) Use Social Media Listening

Social media listening is an effective way to monitor what your competitors are up to. Perform searches using the competition’s name, handles, and keywords in order to find out what people are saying about them.

Additionally, take note of their engagement with influencers and assess the success of their campaigns.

5. Audit Your Social Media Channels

It’s important to take the time to review your social media accounts. This will help you understand how effective your accounts are and what areas need improvement.

Taking this step can help you get the most out of your social media presence.

Auditing your social media channels involves:

  • Verifying what kind of content and engagement strategies were used in the past.
  • Evaluating the success of those strategies and checking which channels worked best for outreach.
  • Identifying patterns to populate your social media feeds with is important for better engagement with your target audience.
  • Analyzing which content types and topics had the most success helps you find a balance between popular themes and your own messages.
  • By carefully auditing your social media channels, you can make sure that your posts abide by the rules set by the different platforms while also being effective at stimulating interest in your brand.

Thus, a social media audit is a review to help you understand how well your channels are doing and what needs improvement.

It’s important to be honest when you do one, so make sure to point out weak areas and don’t assume things about your social media strategy.

Here are certain tips to remember while conducting a social media audit:

  • Leaving channels that aren’t helping you reach your goals can help you hone in on the ones that do.
  • Keeping graphics and other informational elements up-to-date will ensure accuracy and user engagement.
  • Focusing efforts on platforms that are yielding the most success will maximize results.
  • Combining any overlapping elements of your social media marketing plan can save time, money, and resources.
  • Removing outdated or irrelevant content and assumptions will present a clearer, more consistent message.
  • Revising ideal customer profiles and any other assets can ensure accuracy and accurately represent your target audience.
  • Writing content in an informative tone and style will capture readers’ attention, provide valuable information, and boost engagement.

Other than this you can even perform a SWOT analysis. This analysis can help you identify possible issues with your social media strategy. It involves examining your strengths, weaknesses, opportunities, and threats.

This process will quickly provide you with valuable insights into potential risks and issues, which is important when developing a successful strategy.

6. Establish Your Most Important Metrics and KPIs

When it comes to your social media strategy, it’s important to focus on the data that matters. This means looking at metrics and KPIs that relate directly to your goals, rather than ones that don’t provide any real information.

Look closely at the data so you can make informed decisions about your strategy.

Each business is different, so you have to figure out which metrics are most important for your goals. Don’t just focus on the number of followers you have because many of those followers could be fake.

Pay attention to other metrics that will give you a better understanding of how successful you are on social media.

For example, if you want to increase brand awareness, pay attention to post reach which is the measure of how far your content travels on social media.

If your goal is achieving sales targets or driving people to take a certain action, track the number of clicks to see what leads them to buy or do something.

Engagements give an indication of how people interact with your content and whether it resonates with them.

The metrics you should assess are:

  • Understand the different metrics and KPIs associated with a successful social media campaign, including post reach, clicks, engagement, hashtag performance, organic and paid likes, sentiment, and views.
  • Analyze how users interact with your content to get an insight into the effectiveness of your campaigns.
  • Track the number of unique people who view your posts to understand which strategies are driving engagement.
  • Measure the total number of social interactions divided by impressions for an indication of user receptivity.
  • Monitor your most-used hashtags to shape future content development.
  • Identify differences between organic and paid likes, as this data can influence marketing budgets.
  • Assess user sentiment to ensure your campaigns are well received.
  • Consider video views and understand the requirements on different platforms in order to maximize engagement.

If you want your social media marketing to work well, you need to track its progress. Keep an eye on the numbers and make sure they match up with what you were trying to do in the first place.

Make sure to look at reports often to understand how those numbers tell a story and make sure your efforts are still on the right track.

7. Select the Right Social Media Networks for Your Audience

When you’re starting to use social media for your business, it’s important to choose the right networks where your customers hang out. There’s no need to worry about being on every single network.

Just focus on the ones where your audience is already active. That way, you can gain more customers and reach your goals faster.

If you want to reach your audience, it can help to do some research and find out where they hang out online. You can ask them which social media accounts they use and then narrow it down to the three or five that have the most active users.

Below is a breakdown of each of the major social networks, so you can decide which ones to focus on:



Twitter is an excellent choice for businesses looking to start building their online presence. It’s easy to set up, and it provides a platform to communicate directly with your followers.

You can also learn the basics of social media marketing here, such as how to use hashtags, tags, and brand voice effectively.



Facebook is a great tool for businesses to reach local customers and grow their presence. Features such as check-in, review, and chatbots help companies increase customer service and create successful marketing campaigns.

Although, due to the recent algorithm changes, it can be challenging for some businesses to stay active on their pages.

However, the advantages of using Facebook ads are worthwhile because they allow businesses to reach their target audience more effectively despite any algorithmic changes.



Instagram is an online platform where people share pictures and videos. Businesses, online retailers, and people with a lot of influence over others use it especially.

People use the platform to show what they’re selling in creative and interesting ways using photos, captions, and more.



LinkedIn is a professional networking site that is focused on helping people make business connections. It’s an excellent resource for those looking to build relationships in the business-to-business industry.

With LinkedIn, you can easily find and connect with influencers, marketing professionals, and CEOs. So if you’re looking to make valuable business contacts, LinkedIn is the place for you.



Pinterest is an incredibly popular social media platform, especially with Millennials. It’s great for selling products because it uses inspiring visuals as the focus of posts.



YouTube is a powerful social network that helps users connect through video content. It’s one of the top platforms for sharing and viewing videos and it’s quickly becoming one of the most popular places to find engaging content.

If you’re producing videos, YouTube is the perfect place to store them so they can reach a wide audience.



TikTok is a popular social media application that has recently gained over one billion users worldwide.

Its user-friendly algorithms and short-form videos have enabled individuals and businesses to engage with their customers in new and exciting ways.

With viral trends and specialized communities, TikTok provides a unique platform for brand building and advertising.

8. Create a Social Media Content Calendar 

A content calendar is an important tool for managing the timing and format of your social media posts. This calendar should include the times you want to post, along with the type of content you’d like to share.

Don’t forget to also make time for spontaneous interaction with followers.

i) Set Your Posting Schedule

Planning when and what to post on social media can help you create an effective presence and reach your audience. A content calendar outlines the dates and times you will share different types of content on each platform.

This includes everything from photos, links, blog posts, and videos, as well as user-generated content and campaigns.

By mapping out the best times to post, you can make sure your content is optimally spaced and posted at times when your followers are active.

ii) Set the Right Content Mix

When creating content for your social profiles, it’s important to have a plan in order to support your business goals. This means finding the right mix of content that reflects your mission statement.

Try to be strategic when selecting what you post and avoid jumping on memes without thinking them through!

You might decide that:

  • Maintaining 50% of the content generated back to your website will help maintain traffic and leads.
  • Curating 25% of the content from other sources encourages diversity, fresh perspectives, and a wider reach.
  • Using 20% of content to support lead generation goals helps build an authentic relationship with the audience and grow business.
  • Creating 5% of content surrounding your company culture allows customers to better connect with and understand your brand.

When creating content, you can even try using the 80-20 rule, 80% of your posts should be interesting and helpful to your followers, while 20% can be about your brand. This will help you keep your audience engaged and informed.

Other than this, making use of the social media content marketing rule of thirds can even be a great way to engage with an audience. Here it is:

  • Aim to provide one-third of your content as promotional material that works to convert readers and generate profit.
  • Another third should focus on stories, tips and suggestions from thought leaders in your industry or like-minded businesses.
  • Finally, the last third should be dedicated to open and personal interactions with your audience.

iii) Set the Right Frequency to Post

Creating a successful social media marketing strategy means finding the right balance between posting too much and not enough. Posting too often can upset your followers.

On the other hand, posting too little might make them think you’re not worth following. Find the frequency that works best for your audience.

  • Optimal posting frequency on Instagram (feed) is 3–7 times per week.
  • Facebook users should aim for 1-2 posts per day to maximize reach.
  • On Twitter, 1–5 posts per day are recommended for best results.
  • LinkedIn’s algorithm works best with frequent yet relevant content; 1–5 posts per day are suggested.
  • The optimal frequency for each platform may vary depending on your target demographics.

Pro tip: If you have a plan for posting content on social media, it can be helpful to use a tool that allows you to schedule messages ahead of time. That way, you don’t have to worry about posting all day.

9. Create Engaging Content to Share with Your Followers on Social Network

If you’re looking to engage with your followers, images and videos are a great way to go. Visual content, like that on Instagram, is shared more than 40 times more often than other types of content.

It’s also 58 times more likely to create engagement than Facebook and 120 times more popular than Twitter. So don’t forget to include eye-catching visuals in your posts!

Year after year, more and more people are watching videos online. YouTube reports that the number of mobile video views increases by 100% every year.

In addition, 64% of customers state they are more likely to make a purchase after viewing an explainer video about the product.

i) Create Diverse Content

It’s important to post a variety of content on social media. Different types of posts, like pictures, videos, and texts, can make your posts more interesting.

Depending on the platform, you might be able to use all or some of these. Make sure you mix up the content so that your followers stay engaged.

For example, if you’re a cooking company, Instagram is a great way to share pictures of your food that look so delicious they make people’s mouths water.

You should also post different kinds of pictures, and maybe even the occasional video, so that when someone visits your profile, they don’t get bored by seeing the same thing over and over again.

Having a mix of content will make your profile more interesting and dynamic.

ii) Customize Your Content for Each Social Network

When creating content for different social networks, it’s important to remember that each channel has its own unique style and approach. Make sure you tailor your content to the platform you’re using so it will be the most effective.

iii) Type of Content to Post on Each Media


Twitter is a social media platform where your messages must be brief, with a maximum limit of 280 characters. You can include links and a few relevant hashtags in each tweet to help reach more people.

Adding images to a tweet will help get better results.


Facebook is a great place to share ideas and content. Keep posts short and include some personal comments to make them more engaging. Videos and images work well, as do link posts.


Instagram is a social media platform that lets people share pictures and videos. You can post one picture or video at a time, or you can make your own story by combining multiple photos and videos into a single post.


Pinterest is an online platform where people can create and share collections of images related to a theme or topic. Each board is designed to inspire creativity and help promote products.


LinkedIn is an important platform for professionals, so it’s important to post content that is appropriate and relevant. Content shared on LinkedIn should be educational and beneficial, helping people reach their career goals.


YouTube is a great place to share videos. To stand out from the crowd, create a channel with an appealing theme and upload one new video every week.

Make sure your videos are high-quality and interesting. Instead of just posting ads, find creative ways to feature your products in the video.

10. Consider Working with Influencers to Widen Your Social Media Success

Working with influencers can help you reach a wider audience of potential customers. They are experienced in creating a strong online brand presence and have already established themselves as trustworthy sources among their followers.

By working with influencers, you can tap into their network and gain access to new people who might be interested in your business.

When selecting an influencer, make sure that their followers are interested in the same things as you. This will help ensure that the people they send to your page stay for longer and may even become followers themselves.

Creating quality content is essential when it comes to keeping your new visitors engaged. 

11. Consider Working with Brand Advocates While Creating a Social Media Plan

Working with brand advocates is a great way to get your product out there on social media. They may not be as popular as influencers, but they have their own audiences and a positive view of your brand.

This could be an advantage for you compared to working with influencers who don’t know your product yet.

Brand advocacy is when people who enjoy your product or service share it with others. These brand advocates are important for spreading the word about your business and can be anyone, from executives to customers.

By showing their enthusiasm for you, they can help boost your reputation and bring in new customers.

12. Set up Automations as Part of Your Social Media Content Strategy

To save time and be efficient in developing a successful strategy, it is important to automate certain tasks. This includes tasks such as content curation and creation, connecting with influencers and followers, linking, and branding.

Automation will help you execute your strategy more quickly. Social media automation tools make it easier to manage your social media marketing efforts.

These tools can help you automate the more tedious tasks, such as responding to questions from your followers, automatically creating content from blog RSS feeds and more.

To get the most out of automation, it’s best to set up these tools when you’re developing your annual marketing plan. This way, you can fine-tune your automation as your strategy and results evolve over time.

Get started

To make the most of your social media strategy this year, consider which types of automation will be most beneficial for your business. Once you’ve decided, research the best tools for the job.

There are a variety of tools and services that can automate different parts of the social media process. Let’s have a look at them!

i) Missinglettr

Missinglettr is a great tool for businesses who want to boost their social media presence but don’t have a lot of time to dedicate to creating content.

It’s an automated system that pulls content from your blog and makes it easy to create posts quickly. They offer both a free plan and a paid add-on, called ‘Curate’, which can help you get more shares on your content.

ii) Audiense

Audiense is a powerful tool that can make managing your Twitter campaigns easier and more efficient. With it, you can deploy chatbots to handle queries and subscriptions from your followers.

You can also filter your followers, create strategic lists, analyze reports in detail, and have better control over who you follow.

iii) IFTTT

IFTTT is a useful tool for connecting different social media platforms. It helps you save time by allowing you to quickly distribute content across your various accounts.

For example, if you post a photo on Instagram, IFTTT can be used to automatically post that same image on Twitter, Tumblr, and more.

iv) Quuu Promote 

Quuu Promote is a useful tool that can help save you time and energy when promoting content. It simplifies the process of sharing posts from your RSS feed to social media platforms, so you don’t have to manually post them yourself.

Automating social media campaigns is not necessary for success, but it can be beneficial in helping you reach your goals. Automation can save time and make your social media efforts consistent, which will improve results.

This lets your team members focus on other important tasks that contribute to success.

social media

13. Assess Results and Optimize Accordingly 

It’s important to keep track of how well your social media content is performing. Checking your analytics regularly can help you understand what is working and what isn’t, so you can adjust your strategy accordingly.

This way, you’ll be able to tweak your plans and create better content that will have a greater impact on reaching your goals.

To get the most out of your campaigns, you should select a tool that helps you track the progress of those campaigns. Depending on your goals, the type of tool you need may vary.

If your goal is to increase engagement, look for a tool that can give you detailed engagement information. On the other hand, if you want to boost your brand’s image, using a brand monitoring tool could help you do exactly that.

Get Started

If you want to track your social media campaigns, the first step is to choose a tool with analytics features. Setting a schedule for when you’ll check your analytics is better than just randomly checking them.

You can review them every few days or a few times during your campaign. To make it easier, use a tool that has an automated report feature that you can set up to be sent to important team members at regular intervals.

When looking at your data and social media insights, always make sure to think about how they fit with your goals and key performance indicators. If your campaigns are not meeting expectations, work with your team to tweak them.

Additionally, don’t be afraid to explore new strategies and test out different ideas. Social media marketing is a process of trial and error, so it’s important to remain flexible, patient, and open to new ways of doing things.


Thus, creating a social media strategy is crucial for any business or organization. It involves building a social presence by using social accounts and engaging with social media followers through social posts.

A well-planned strategy requires a social media manager or team to work closely with the marketing team to ensure consistency with brand messaging and overall marketing objectives.

Every social media team should regularly analyze their social media strategy and make necessary adjustments to improve performance.

With the ever-growing importance of social media, it’s essential to have a solid strategy in place that can help your business achieve its goals and connect with your target audience.

By using a social media strategy, you are giving yourself the best chance to succeed in this digital era. 

Good Luck!

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