The Art of Social Media Strategy: Why Planning is Your Best Friend

The Art of Social Media Strategy: Why Planning is Your Best Friend Are you on social media, posting aesthetically pleasing images that seem to have no real connection to your business goals? If so, you’re not alone. Many businesses treat social media like a distant relative—nice to have around but not essential. But in today’s digital age, social media is a critical part of your overall marketing strategy. Here’s why you should plan your social media activities as meticulously as you plan the rest of your business.

The Convergence of Sales and Marketing

In today’s fast-paced business environment, sales and marketing are no longer separate entities but two sides of the same coin. Your social media strategy should align with your business goals, not exist in a vacuum.

Case Study: The Local Hairdresser

Imagine you’re a high-end salon aiming to earn an extra $2,000 a month. Your target customers are fashion-conscious, professional women over 40 who live within a 5km radius. By tailoring your social media content to address their specific needs and interests, you can effectively engage them and drive business.

 Content That Resonates

It’s not just about what you offer; it’s about what your audience cares about. If you can solve a problem for them—like how to maintain their hairstyle between salon visits—you’ll capture their attention.

Collaboration Over Competition

Don’t limit your content to what your business offers. Collaborate with non-competitive businesses that share your target audience. For example, a skincare expert could provide valuable content for your followers, and in return, you get exposure to their audience.

Setting Goals and Measuring Success

Your social media strategy should have both short-term and long-term goals that align with your overall business objectives. Without a coherent strategy, you’re essentially shooting in the dark.

The Importance of Seasons and Cycles

Planning shouldn’t be a one-off activity. Adopt a 12-week content cycle and evaluate its effectiveness. This allows you to adjust your strategy and make data-driven decisions.

Engagement: The Key to Social Success

Set aside time each day to engage with your audience. Whether it’s congratulating someone on a new job on LinkedIn or responding to comments on Instagram, these small interactions can lead to meaningful relationships.

Platform-Specific Strategies

Different platforms serve different purposes. LinkedIn is for professional networking, Facebook is for customer engagement, and Instagram is for brand building. Tailor your content and approach for each platform to maximize impact.

The Power of Storytelling

Your brand story will differ from platform to platform. On LinkedIn, you might focus on your business acumen, while on Instagram, you might showcase your company culture. The key is to be authentic and relevant to the platform you are using.

Avoiding Common Pitfalls

Don’t make the mistake of posting the same content across all platforms. This not only annoys your followers but also undermines your strategy. Each platform has its unique language and etiquette; respect that.

The Thumb-Stopping Factor

Your content should be compelling enough to make someone stop scrolling and pay attention. Whether it’s a thought-provoking article on LinkedIn or a stunning image on Instagram, the quality of your content is what will set you apart.

Planning: The First Step to Success

Feeling overwhelmed? Take it one step at a time. Use a wall calendar or digital planning tools to map out your strategy. Once the planning is done, execution becomes a lot easier.

Exercise: Your Action Plan

Start by identifying potential collaboration partners or key events that align with your business. Use these as anchors for your content strategy. The more detailed your plan, the easier it will be to implement.

Key Takeaways

– A well-planned social media strategy aligns with your overall business goals. – Tailor your content to your audience’s needs and interests. – Different platforms require different approaches. – Planning alleviates the stress of execution and sets you up for success. So, are you planning to plan, or are you planning to fail? The choice is yours.

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Simone Douglas

Simone is co-founder and Senior Principal Solutions Architect of Digital Marketing AOK. Simone offers over 17 years in corporate management roles encompassing generalist HR recruitment and development of small to large teams across multiple sites, industry sectors and states. Experienced in a variety of social media platforms and their complimentary applications, social media strategy, risk management, disaster recovery and associated HR policies and processes.