Remember when we told you that planning is a vital part of social media marketing? Now it’s time to put that into practice with your social media strategy.

If you’ve been following our blog series then hopefully you’ve already created some S.M.A.R.T. goals for your business. As well as this, you’ll have performed a social media audit, pinpointing and assessing your core audience.

Don’t worry if you haven’t though. There’s no need to panic. You can brush up on the rest of the series first, via the links below.

Next, it’s time to whip up the perfect strategy to start building your community and increasing your social media reach.

So, let’s get to work.

Click here to register for the Social Media Strategy Masterclass replay.

Plan Your Social Media Strategy Prudently

Successful social media marketing is the perfect blend of business promotion, community engagement, and original content. So, how do you strike that balance?

In the first place, social media users are instantly turned off by accounts that exclusively rely on hard sales techniques or appear too corporate. Therefore, it’s important to focus on the quality of your posts, not the quantity.

By and large, it’s better to deliver a well planned and executed daily post than to flood your users with bursts of activity. The truth is, no-one likes their feed being clogged up by a single user. In fact, this is currently one of the most significant factors in losing followers.

If you only have a set period of time a week to create and share social media posts, consider using a scheduler like Buffer or Hootsuite to schedule and space out your posts.

At this point, you might be interested in exploring some of our previous posts on how to manage your time on social media more efficiently.

A good rule of thumb when strategising content and frequency is to remember the rule of thirds.

We suggest your content is:

  • ⅓ promoting your business — this can cover sales pitches, promotions, welcome offers, anything that you imagine will convert a follower into a customer.
  • ⅓ content sharing from thought leaders and influencers — social media is all about community. Build one by sharing and discussing ideas and posts with others in your sphere.
  • ⅓ original content — this is where it gets fun. The truth is, original content is your single most powerful tool when attracting new followers and customers. If you can create images, videos or articles that entertain and spark engagement it will do more for your business than any sales pitch or advert. After all, that’s the power of social media.

Develop Your Social Media Strategy

At Social INK, we follow our own advice. We’ve developed our own strategy using our experience and carefully-analysed data from analytics. What’s important is, we know what works for us. And we use that information to create spreadsheets that allow us to plan for the week ahead.

Granted, we know the word spreadsheet can strike fear into even the bravest of hearts. They have a bit of a reputation, don’t they?

But, if you want to create and maintain a successful marketing strategy then we recommend you start familiarising yourself with Excel or Google Sheets. They’re a great place to record the frequency, type of content, useful links, and who is responsible for creating and sharing content.

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Of course, if you want to dig deeper, you can even use a spreadsheet to record and log how your posts have performed on social media.

We strongly recommend getting to grips with an analytics tool to assess the performance and reach of your posts. It can be as simple or in-depth as you want. To just see the basics, then an inbuilt tool like Facebook or Instagram Insights, or Twitter Analytics, can show you a brief analysis of audience demographics and performance. If you want more information, Google Analytics can generate reports that analyse a number of factors.

It’s also a good idea when planning to examine your core mission, values, and brand goals.

Are your posts moving you closer to these goals? If not, it might be worth reexamining your plan to include ways that you can.

Review and Refine

The truth is a good strategy isn’t static. Because it’s always evolving. In fact, it moves with your business and its changing needs and demands.

No business ever succeeded by refusing to evolve. With this in mind, learn who your community is, and which of your posts they respond to and engage with. Ultimately, this is the key to successful social media marketing. Most importantly, though, it’s different for every business.

Taking the time to examine how your marketing strategy is performing is vitally important. You may be investing time, energy, and even money if you’re delving into post promotion or working with influencers. So don’t waste that investment. Make sure you are creating quality content that is being delivered to your core audience.

Incorporating a quarterly review as part of your social media strategy gives you time to:

  • Examine what worked well
  • Evaluate what didn’t work
  • Establish your next goals

Understanding your successes and failures can help you mature your strategy. Doing so will allow you to build and maintain the loyal community that your business deserves.

What’s Next?

Next, in this Social Media Marketing for Startups series, we’ll be delving a little bit deeper into planning. More specifically, we’ll be examining how a content plan can save you time and help you to deliver on-brand and consistent content to engage your audience.


We’re here to help. Your focus should be your business. Let us look after your social media marketing. Reach out and find out how we can help your business succeed.

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