A question we’re often asked is, “Why is social media strategy important?” Posting from your personal social media profiles can be ad hoc. In fact, it’s supposed to be. Social media, on a personal level, is somewhat reactive. Inasmuch as you’re reacting to what other people are sharing or posting a reaction to your experiences of the day (like a public diary). In contrast, social media marketing for business requires an altogether different approach. Ad hoc, reactive posting on company social profiles won’t cut it. But that’s not the only reason why a social media strategy is important.

The Importance of a Strategy

Now that we’ve established that ad hoc, reactive posts on your company’s social profiles is a bad idea, perhaps we should explain why, exactly.

First of all, a bad plan is better than no plan. To be truly effective in any aspect of marketing you need some sort of plan. 

To begin with, you’ll need to have some idea of what you’re trying to achieve (gain new leads, increase sales, drive engagement, improve brand recognition, etc.) and how you’re going to achieve it, in this case, using social media marketing. You’ll also need to set some goals, KPIs, or metrics against which you’ll measure how successfully you’ve executed your plan. 

Is social media strategy important for this? 

Well, how else are you going to know what works?

Whatever you’re trying to achieve on social media, having a strategy to guide your efforts will mean you know:

  • What to post
  • Where to post
  • When to post
  • Why you’re posting

Essentially, a social media strategy gives you a purpose, a reason to post. Additionally, it allows you to plan, prepare, and schedule your social media posts in advance. As a result, you can avoid ‘winging it’ and flying by the seat of your pants, posting whenever you have a moment, and hoping (praying) for the best.

More importantly, your social media strategy can (and should) tie in with the rest of your omnichannel marketing.

How Is Social Media Strategy Important to Omnichannel Marketing?

Firstly, omnichannel marketing is an approach that takes all of your channels (online and offline) into account. Ultimately, this means that all your marketing efforts are working in sync. 

If you’re running an omnichannel campaign, having an overall strategy is important. It’s how you track your activities across multiple channels. By the same token, it allows you to repurpose content effectively from one channel to another. 

Is social media strategy important to this process? 

Very much so.

For example, let’s say you’re running a print ad campaign. Where else can you share those assets?

You got it. Social media.

In fact, you can (and should) create an entire social media campaign to run side-by-side with your print campaign. Repurpose those assets and create posts that increase awareness and generate engagement. It’s all in the social media strategy.

Now, let’s take another example.

You own an e-commerce site and regularly send out newsletters with product updates and offers as part of your email marketing strategy. 

You may be interested in reading, Why Email Marketing Matters: Statistics Every Small Business Should Know.

Can this tie in with your social media strategy?

Of course. For one thing, you could (and should) share a selection key offers and updates across social media with links that drive people to sign up for your email newsletter, promising more exclusive offers and content. 

Social Shouldn’t Be an Afterthought

As shown above, social media for business shouldn’t be reactive. It needs to be proactive. And a strategy is an important part of this process.

Given these points, it’s amazing to think that 40% of small businesses still aren’t using social media. And even if they are, are they using it effectively?

Are you using social media effectively for your business?

You may have set up some company profiles knowing the benefits of social media for businesses, but posting is not really a priority. It’s just something that needs to ‘get done’, at some point.

If you find yourself creating spur-of-the-moment posts. Or if you have ideas for campaigns, but just can’t find time to see them through or manage the process, you may have even considered outsourcing your social media.

There are many reasons why you should outsource social media marketing. But if you’re not ready for that yet, having a social media strategy in place is, at the very least, essential.

Is Social Media Strategy Important to Your Business? 

By now, the answer to this question should be, yes. 

In fact, a social media strategy is not only important to your business, it’s important for every business.

But, not every business has a social media strategy.

Now, yours could

With your own strategy, you could gain an advantage over everyone else. 

You can:

  • Expand your network
  • Generate new business
  • Build relationships with potential clients/customers
  • Increase your online visibility
  • Market your products/services

Book your personal consultation, today. (Subject to availability.) 

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Gareth Alvarez
Gareth Alvarez

Gareth, Social INK’s Head of Content (sometimes playfully referred to as ‘spellcheck’), just adores words. He’s written copy for ads, websites, and blogged extensively. Content marketing is his bag. He loves getting creative with his writing.