Workplay Digital

5 Easy Steps to Building a Social Media Strategy in 2020

Social Media Startegy

From TikTok to Twitter stories, it’s all happening on social media in 2020. Before you start building your online community, set a clear direction for where you want social media to take you. Here are five simple steps to get started:

  1. Set clear objectives that align with your business goals
  2. Decide which platforms are right for your audience
  3. Develop a robust content calendar
  4. Build your social media tech stack
  5. Keep track of metrics, every step of the way
  6. Set clear objectives that align with your business goals

Set clear objectives that align with your business goals

Start with your company goals for the year. Whether it’s to grow online sales by 20% or generate 70 leads per week, your social media objectives should be in lockstep with your company’s vision – using social media to get you where you need to be.

Here are a few objectives we included for a client in the B2B software space:

  • Increase the number of MQLs by x% in 20xx
  • Keep existing customers informed of company news and announcements
  • Increase brand awareness in x industry

As you can see, we’ve used a combination of qualitative and quantitative objectives. While keeping your customers abreast of upcoming news and announcements is more qualitative and may be harder to track, it is equally as important as bringing in new marketing qualified leads. 

Set clear objectives that guide your marketing efforts and act as your benchmarks. 

Decide which platforms are right for your audience

But! Before you decide social media platforms you’re going to engage with, ensure you have a clearly defined target audience. 

A buyer persona can also help you decide which platforms will appeal to your demographic. As a guideline, you should look to include age, gender, location, online + shopping behaviours, income, and job title. Is your target audience within the ages of 12 and 16? Do they primarily live in suburban areas? 

From here, take stock of all the social media platforms and which ones will resonate with your audiences most. For the same B2B software company mentioned earlier, we landed on the following platforms:

LinkedIn: As a professionally targeted platform, LinkedIn is a great avenue to position the client as industry leaders. This platform is great for engaging in discussions with building a loyal, professional following.

Facebook: Our target audience, made up primarily of women in the U.S., are heavy Facebook users. Facebook posts with images and videos have almost 300% more engagement, making it the perfect platform to share multimedia content as well as live-streaming events and webinars. 

Twitter: Since Twitter is designed to deliver quick updates, we’ll use this platform to share company news and announcements. Twitter also provides the opportunity to develop a community by engaging with our follower base through retweeting, responding to tweets, polls, and more.

Develop a robust content calendar

In order to stay organized, create a content calendar based on common themes. Here are the three themes in which we will create content for our example client:

Content Calendar

There will be three different content streams for Twitter, Facebook and LinkedIn. These topics are directly tied to our key social media objectives.

  1. Content Marketing: Sharing blogs, articles, and videos that will position the client as leaders in the industry by sharing subject matter expertise. 
  2. Promotional Content: Promoting and/or selling the client’s product. For example, sharing a link to a landing page for a free 30-day trial.
  3. Industry / Partner Content: This covers industry trends, relevant articles as well as partner content. 

In this section, we also recommend outlining the frequency at which you will be posting on each social media platform. Consistency and timeliness are key to building a loyal social media following. Set your frequency based on what your audience will appreciate without getting overwhelmed or fatigued. whelmed or fatigued. As a general guideline, we typically recommend the following to our clients:

Twitter: 1-3 tweets/day

Facebook: 3-7 posts/week

LinkedIn: 3-7 posts/week

Instagram Feed: 3 posts/week

Instagram Stories: 1-3 stories/week

Decide on your social media KPIs

If you can’t measure it, you can’t improve it. There’s a reason why this quote is so popular! If you aren’t defining or tracking success, you can’t optimize for it. Decide which metrics are most important for your business and then develop your social media KPIs.

In our example, the B2B software company is tracking metrics like website traffic that came from Twitter or marketing qualified leads that came from LinkedIn.

Keep a close eye on how your social channels are performing against your goals and update your social media KPIs on a weekly or monthly basis (depending on how often you’re able to analyze your data!).

Tip: Stay away from vanity metrics! Vanity metrics are things like followers and subscribers, usually metrics that don’t actually impact your business goals. 

Build your social media tech stack

Once you’ve created a comprehensive content calendar, use a scheduling tool that works with your budget so you can focus solely on engagement and community building. Building a social media tech stack will reduce the time it takes to post on each platform and often will help pull analytics, leaving you with more time to focus on strategy rather than execution.

Here’s a great comparison list of the best social media posting and scheduling tools for you to consider.

Now, the only thing left to do is get social!


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