social media marketing strategy

Build Your Social Media Marketing Strategy

Table of content

What is a social media marketing strategy?

A social media marketing strategy is a list of the platforms you’ll use to promote your brand on social media, as well as your company’s intentions for putting content there. A social media marketing strategy comprises social media goals that complement your business’s overall digital marketing strategy.

How you create, distribute, and engage with your content on social media is outlined in your social media marketing strategy. It consists of your interaction strategy, posting routine, social media marketing campaigns, and innovative methods for promoting your business and brand. Many businesses utilize social media to interact with their consumers, offer support, promote new features and goods, and announce sales.

Social media marketing strategies vary depending on the voice and positioning of the business, the demographics of the target audience, and the constraints of the social media platforms. According to Digital Ipsum Pvt Ltd. by keeping these things in mind while you create your social media marketing strategy for your company, you can ensure that the proper audiences receive your message in the appropriate way.

Why You Need a Social Media Marketing Strategy

Reaching their audience, calculating ROI, and accomplishing business objectives are the top three difficulties that social media marketers encounter.

You may overcome these difficulties and more by developing a social media marketing  strategy. Social media marketing strategies also give you the tools you need to track performance, set objectives, and gradually adjust your benchmarks. Without a starting point, it is impossible to determine what is working and how to adjust your activity to meet your objectives.

Developing a strategy:

1. Helps you set goals and guardrails

A social media plan outlines defined goals and standards for your company’s social media marketing operations. A social media plan offers a roadmap that your team can follow to keep your marketing consistent, on task, and relevant to your target audience, regardless of whether your goal is to raise brand awareness, generate buzz around a promotional event, or start a rebranding effort for your company.

2. Allows you to track goal performance

You must monitor your progress toward the objective in order to effectively use social media marketing for your company. Simply setting a goal is not enough. A social media strategy defines key performance indicators that you can examine to track how well your company is doing in relation to its social media objectives.

3. Helps you tweak your benchmarks over time

You can monitor social media analytics and compare your company’s current social media performance to industry norms, your competitors’ performance, and your previous performance by benchmarking your social media marketing approach.

You can identify social media marketing components that need to be improved in order to meet your marketing objectives by comparing your performance to benchmarks.

Setting expectations for greater team participation and getting everyone on the same page regarding what they should and shouldn’t do on your social networks are both facilitated by a social media strategy.

How to Create a Social Media Marketing Strategy

Social Media Marketing Strategy

Let’s discuss with Digital Ipsum Pvt Ltd, how to develop a social media plan from nothing.

1. Define your target audience

Start by describing the essential demographics of the audience you’re aiming to reach, such as age, gender, occupation, income, hobbies and interests, etc., if you haven’t already identified and documented your buyer personas.

For instance, the project management platform’s sponsored tweet below emphasizes the product’s adaptability and workflow modification functionality. The tweet is directed at project managers and business owners who might feel constrained by other project management tools.

Consider the challenges and problems that your target consumer encounters frequently. Focus on no more than four clearly defined demographic categories that comprise the majority of your customers. If you concentrate on the anomalies or exceptions, you’ll never begin.

2. Start blogging

Make a commitment to regularly producing new, high-quality content because it is the cornerstone of a successful social media strategy. Make a list of the questions that potential customers regularly ask, and make a vow to address each one in at least one new blog post each week.

Your material may reach a wider audience if your blogging and social media efforts are combined. You might, for instance, write a social media post with advice for your followers and a link to an updated version of the post on your site. The social media post will increase traffic to your blog, enabling visitors to easily share the post with their friends and widen the audience for the blog.

3. Create educational content

Create downloadable content that addresses the problems of your target audience, such as ebooks, checklists, movies, and infographics. If your content is helpful, people will be more likely to share it on social media and broaden your audience.

4. Focus on a few key channels

The majority of startups and small businesses lack the funding required to establish and sustain a robust social media presence across all channels. Learning the participation rules for numerous networks at once can be intimidating.

Begin modestly. By investigating significant networks, you can learn where your target audience spends their time. For instance, posting on LinkedIn rather than Instagram can be advantageous if your target audience is made up of business professionals.

Focus your efforts on building, cultivating, and maintaining a community on the social media marketing channels where your target audience spends the majority of their time before transferring to another channel.

5. Develop a recipe card to guide you

The science of social media is not precise. Every firm or industry is different in how it operates. Create a recipe card for your business to track outcomes. A recipe card is a posting and engagement strategy that helps you post content consistently while keeping your team on track. 13 social media tools and templates are listed by HubSpot so you can plan your content and make a posting schedule.

Create a practical recipe card that you can follow and convince your team to do the same. Set expectations for how frequently you will publish and engage with others, and hold yourself responsible for adhering to your plan.

6. Measure your results

Numerous various things can be tracked using your social media accounts. Analyze the number of visits your social media profiles are sending to your website or blog to start.

Utilizing the capabilities that social media networks offer, businesses can monitor statistics. You can, for instance, use LinkedIn’s Visitor Analytics, Facebook’s Page Insights, and Instagram’s Account Insights to see what people are responding to and check for trends associated with specific themes or keywords that generate more interest than others. Set objectives for important metrics and maintain a scorecard to track your progress once you have a general understanding of your average traffic and post performance.

Digital Ipsum Pvt Ltd advises you to choose metrics that are simple to collect since if it takes too much effort to track them, you’ll give up. Simple analytics include metrics like engagements, website visits, and net new friends and followers from social media.

7. Adjust your tactics

The effects of social media won’t appear overnight. It takes time to build a following, solidify your brand, and see the fruits of your labor. Therefore, try different combinations of channels, content, and messaging to see which ones best suit your audience.

Keep track of changes in the amount of views, demographics of the audience, and post interactions and make any necessary adjustments. Your ability to modify your recipe card, content, and personalities over time in light of the data you’re obtaining will enable you to fine-tune your strategy and produce more reliable outcomes.

Which measurements are we referring to? Follow the breakdown to see:


Post reach is the total number of unique users who saw your content. How much of your content is actually viewed by people and added to their feeds?


This page displays the number of clicks on your content or account. For each ad, tracking clicks is essential to discovering what attracts attention or affects purchases.


The total number of social interactions is calculated by dividing it by the total number of impressions. This gives you information on how your audience views you and their propensity for interaction.

Performative hashtag: 

Which hashtags did you use most frequently? Which hashtags related to your brand were used the most? Having these responses can help you decide how to develop your material in the future.

Organic and paid likes:

Beyond a simple Like count, these interactions are linked to either organic or paid content. Given how much harder it is to get organic contact, many firms turn to advertising. Knowing these distinctions will help you plan your budget for your advertising expenses as well as the time you devote to various formats.


This is how consumers’ responses to your content, brand, or hashtag are measured. Did your latest promotion offend any customers? What kind of emotion does your campaign hashtag evoke in people? It’s always preferable to look farther and learn what people are saying or thinking about your brand.

Sample social media goals for 2022 and beyond

Setting attainable social media goals is what counts most.

By the way, “realistic” is stressed. We advise focusing on more manageable goals that let you scale your social initiatives in a way that’s both fair and cheap.

Digital Ipsum Pvt Ltd mentioned few examples of goals that businesses of all sizes and shapes can pursue include those that are listed below:

Increase brand awareness:

This involves making noise about you. If you want to create true and lasting brand awareness, avoid publishing solely promotional messaging. Instead, pay particular attention to material that highlights your personality and ideals.

Generate leads and sales:

No matter if they do so online, offline, or through your social media marketing channels, followers don’t make purchases by accident. For instance, do you want to let customers know about new products and deals? Do you use your product catalog on your social media profiles? Do you provide special deals to followers?

Grow your brand’s audience:

The first step in obtaining new fans is to figure out how to introduce your brand to those who haven’t heard of you before.

Another component of growing your audience is identifying the discussions that are most crucial to your business and sector. Sifting through your social media networks without listening or watching for certain terms, phrases, or hashtags is practically difficult. You may immediately reach new audiences (and expand your core audience) by keeping a watch on these conversations.

Boost community engagement:

Because 46% of customers think that businesses who interact with their audience are the best in class on social media, it pays to look into new tactics to draw in the attention of your current followers. It is vital to experiment with messaging and content. For instance, does your business endorse hashtags and user-generated content?

Something as simple as posing a question can increase your engagement rate. Customers make the best supporters, but only if you give them something to do.

Drive traffic to your site:

Easy enough. Social networking can help you achieve your goal of producing leads or website traffic if you’re totally committed to doing so. By tracking conversions and URL clicks, whether from promotional posts or social ads, you may more precisely determine your return on investment from social media.

Social Media Marketing Strategy

Social media serves a variety of company needs. It facilitates communication with your audience and advertises your brand, goods, and services. Both roles are equally crucial.

Building a social media marketing strategy is a distinct approach from the above one. How so? Your KPIs and objectives, for instance, can be more detailed than the metrics you monitor for other marketing initiatives.

Make sure the experience on your social networks is positive and consistent while utilizing social media to promote your brand. Hence your social media accounts’ images and content should match everything on your website, blog, and other digital properties.

If your audience writes any queries or comments, pay close attention to them and respond right away because that engagement could create. Like if you have any query please reach out to Digital Ipsum Pvt Ltd. 

Social Media Content Strategy

The core of every social media campaign is content. You cannot interact with your audience, advertise your goods, or track performance without content.

You could think that because social media is so transitory, you don’t need to organize its content as well as you do for emails or blogs. That is untrue. Although the information on your social media platforms may not be as static as that on your blogs or landing sites, it is still crucial for interacting with your audience and promoting your business as a whole.

Because of this, you ought to have a social media content plan as well. This ought to contain:

  • Specify the requirements and specifications for each network you use (e.g., share GIFs on Twitter but avoid them on Facebook)
  • Identifying the subtleties of the target audience for each network (e.g., the younger segment of your audience is more active on Instagram than on LinkedIn)
  • Reusing your blog, podcast, e-books, and other long-form content ideas.
  • Deciding who in your team is in charge of engaging followers and who is permitted to publish
  • Naming the businesses, magazines, and people you’ll reshare (and those you won’t/can’t)


This article emphasizes that maintaining a contemporary social presence requires a lot of moving parts. However you will already be well ahead of the curve in terms of your social media marketing plan if you create achievable goals and take care of each of the aforementioned processes. Hence check out Digital Ipsum pvt Ltd.’s other blogs if you need additional ideas for practical ways to develop your tactics. Best wishes for 2022!