How to create a social media marketing strategy

A social media marketing strategy is a must for organizations of all sizes, but for many businesses, it can seem overwhelming. If this resonates with you, fear not – with the right guidance, creating a social media plan is simple.

Why you need a social media marketing strategy

A social media marketing strategy is a plan that helps you:

  • Keep up to date with your social media posts (it’s easy to start strong and then stop posting as you get busy with other aspects of the business).
  • Set goals and know if you are meeting them.
  • Understand which types of posts are most effective at finding new customers or selling your product.
  • Know which platforms you should be posting on and who your target audience is.
  • Be efficient and smart with the time you spend on social media – you want to get the biggest bang for your buck.
  • Get ideas and inspiration so that your posts are exciting to your audience.

Everyone wants to manage their time effectively, so having a robust social media marketing plan that you are tracking and testing will ensure that your precious time is used only for what matters most – growing your business successfully.

The four main parts of a social media marketing plan

There are four main questions you need to answer when deciding what to publish on social media.

When should you post?
Make a monthly calendar to track your posts. Decide how many posts you want to share each month (generally 2-3 posts per week is recommended – ideally in video form to achieve better reach). Test and decide which days and hours give you the best engagement. CoSchedule looked at 23 studies that analyzed the best times to post on Facebook and came up with the following conclusions:

Once you figure out your ideal posting schedule, be consistent. Plan your content for each month in advance. Create pre-written or filmed posts for holidays or special occasions – they are great opportunities to promote a sale or engage with your customers. This allows you to have thoughtful and fun posts, and to avoid the last minute content creation scramble when it comes to holidays, for example. At the same time, remember that the plan should be flexible. Check your planned posts each week and make sure they are relevant and that there is nothing in the news or social media that could give you a more engaging post than the planned one.

Why are you creating this post?
It’s important to understand the goal of each post. If you publish a post but don’t know its goal, you won’t be able to measure its effectiveness. For example, if you decide to create a post to engage with your customers, you are more interested in your reach (impressions) than in the number of “likes” you would get. Chant’s team defined four purposes that can help classify each of your posts, and we at Chant have created video filters to match each one:

  1. Attract new customers:
    One of the main ways people use social media is to create posts that can be shared or used as ads to bring in new customers. These posts could spotlight your company or showcase a product.
  2. Build brand awareness:
    This is a major goal for businesses, as you want customers to understand who you are and what you provide. You also want them to recognize your brand and have it stick in their mind, even if you are not currently selling anything.
  3. Engage and retain your audience:
    As your business grows, create posts that will keep your customers interested in you and your products by providing them added value through your posts.
  4. Increase your sales:
    Increase your sales: Of course, the ultimate goal for any entrepreneur or small business is to sell product. You can use your posts to tell your customers about your sales and special offers.

Who are you trying to reach?
You need to define who your audience is. Once you know who you are targeting, you need to know which social media sites they use and how to talk to them.  For example, if your product or service is for teenagers, then Instagram might be more relevant for you than Facebook, and you will need to make sure your video is fun and relatable. The Pew Research Center has done extensive research about the demographics of social media users so you can target the right social media sites.

What are you trying to tell them?
Another consideration is what type of posts to make. You also need to make sure that the posts’ overall tone and style are relevant to your target audience (Chant’s style filter helps you do that) and that you have a balance between promotional posts with posts that give your customers added value. You are building a virtual relationship with them, and it needs to benefit them to keep them engaged. Creating a mix of authentic and interesting posts will help you attract new customers, retain your current ones, make them loyal, and establish you as a thought leader.

Create video content with Chant
Your social media marketing plan should include a mix of types of posts so you can engage your customers throughout the year. Chant’s team has created professional video templates that allow you to create a range of videos, from quick and easy ones that require no customization to more unique branded videos that require a bit more effort.

Ready to get started making videos? It’s easy, download our IOS app, and you could have your first video in minutes.




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