Social media isn't straightforward, from creating the right content to understanding the right publishing times for your platform and then engaging and optimising results - it can be overwhelming.

Set social media goals for your business

Look at your overall business objectives and define these before going on to consider any social media goals. Goals you put in place need to be right for your business. 

Keep your business objectives in mind when creating a Social Media Strategy. We advise setting SMART goals which are; Specific, Measurable, Attainable, Relevant and Time-based. In doing so, you can become consistent with your social media marketing, understand the impact and return on investment and identify what does and doesn't work for your business. 

Find your target audience

Thanks to several social media marketing tools, researching and understanding your audience is now even easier.

Rather than taking a "one-size-fits-all" approach with your social media marketing, consider identifying personas of your target audience. Look at where they are most active, when and what content your audience prefers. 

Read more about Finding Your Target Audience On Social Media

Research competitors

Look to competitors, not to copy, but to learn. Take some time to find out what content other businesses and brands in your market are sharing, how they interact with their audience and what might be working well. 

Remember, don't copy your competitors! The idea is to learn what is working well so you can determine your social media marketing strategy.

Identify the important KPIs

KPIs or Key Performance Indicators are the metrics you will choose to measure the success of your Social Media Marketing Strategy. 

Work out which metrics are most important to you and identify how these align with your Social Media goals. Are you looking to gain more clicks? Improved reach? More social engagement? 


Be clear on what is important so you can track the success of your Social Media Marketing Campaigns. 

Develop a theme

Pick a theme that's right for your business or brand before you start creating content. 

Depending on your social platform of choice, you may encounter various content themes. Consistency is key with social media marketing so take some time to research and develop your theme.

For example, will you rotate colour schemes to promote your content? Secrid, award-winning slim wallet brand chose to rotate colours on their social media feed.

Whereas, Monica Vinader, jewellery brand transition content through a theme of colour and their jewellery collections.

Post at the right time

There's a lot to be said about posting at the right time. 

You can find the recommended times to post on your chosen social media platform but, social media is about engagement too. Check the times your posting also suit your business and working hours. 


To engage your audience, you should also interact. If customers are asking questions, commenting and communicating with your brand, then you'll want to be there to message and communicate back. 

Learn, repeat and grow

Once you've got into the flow of posting, engaging and monitoring your social media marketing, start to analyse the results. 

Analytics will help you improve and develop your strategy further. Refer back to your Social Media goals and identify what worked and what did not. Use Social Media Management tools to look at analytics and further develop your content. 

Have you already got a great Social Media Marketing Strategy? 

We hope you are well on your way to building a highly engaged audience on your social media platforms. For more resources, check out our blog or Q&A. 

If you're looking for some help to get your plans moving, get in touch.