No matter what you’re going to do in business, having a strategy is important. Social media marketing is no different. While you can definitely get started with it without a plan, doing it in a professional manner requires a serious strategy. In the absence of strategy, no business objectives can be achieved and no analysis can be done on what is being achieved and what is not.
However, that leaves us with the question of how to create a social media strategy! And the good news is, you don’t need to worry about that anymore. We’ve prepared a social media strategy template for you that you can follow to create the perfect social media strategy for your brand. Excited to take a look at it? Let’s go!
A social media strategy template is crucial to create a complete social media marketing strategy that takes everything into account. Here’s a brief overview of the template that we’re going to share:
|Pointers To Include||Action Steps|
|Objectives||Note down the objectives you want to achieve|
|Audience persona||Make an audience persona|
|Competitor Analysis||Analyze your competition and their social media presence|
|Brand voice||Define a brand voice that’s unique and connects with audience|
|Marketing channels||Select the marketing channels based on your audience persona and competitor analysis|
|Content types||Define the content types you’ll use|
|Social Media Calendar||Make a social media calendar to track your posts|
|Tools, team, resources and responsibilities||Define your tools, resources, team roles and their responsibilities|
|Metrics and KPIs to track||Define the metrics and KPIs to track the performance of your strategy|
Now let’s take a detailed look at this template so you can understand everything better.
Why Do You Need A Social Media Strategy Template?
A social media strategy template helps you formulate your social strategy without missing out on any of the crucial elements. It acts as a resource that can be opened every time when you sit down either to chalk out a fresh strategy or to review an existing strategy for your social media marketing. It also keeps
The Ultimate 9-Point Social Media Strategy Template
Our social media strategy template is a 9-point resource that you can bookmark to refer to it later whenever you need it. Over the years it can help you formulate the social strategy for many of your businesses. Let’s see what it looks like!
#1. Start With Objectives
Unless you know what you are trying to achieve, you won’t achieve it. So when you are making a strategy for your social media marketing, you must define what objectives and results you want to achieve by building your social media presence. Some objectives include:
- Building brand awareness
- Acquiring leads and customers
- Drive website traffic
- Build a community
- Providing customer support
- Managing brand sentiment, etc.
Most importantly, the goals and objectives should be concrete and specific, with set deadlines (i.e. drive 100,000 new website visitors in six months). The deadlines also have to be realistic and in line with your resources.
Break Down Objectives Into Manageable Goals
Once you have defined your objectives, you should break them down into smaller, manageable goals that have their own deadlines (i.e. 10,000 new website visitors in the first month, 20,000 new visitors in the second month, etc). This makes the whole journey look more realistic and achievable, thus making it more likely to be implemented and realized.
Tip: You can follow the S.M.A.R.T framework to set your goals.
#2. Know Your Audience
If you’ve done solid market research and you already know who your customers are, bravo! You’re already off to a good start. However, if you’ve not done that then now is the time to do it. Get to know your customers as deeply as possible because that will ultimately help you know your market and your social media audience as well.
Create A Persona
You have to know your social media audience so well that you can personify them — that will help you target them much better and determine many other parts of your social media strategy, as you’ll see below.
Here are some elements you need to capture as part of your social media audience persona:
- Purchase behavior
- Job roles
- Financial situation
- The problem they face and the pain points.
Remember, this is the bare minimum a brand should know about its customers. The more you know, the better it will be for your growth.
#3. Research Your Competitors
If you are not trying to establish a new category and already have some well-established competitors, maybe you can learn a thing or two from them. Since you are targeting the same customer base as them, and they are in the market for quite some time, stealing a few of their tricks can help you gain the initial traction that you need to kickstart your business.
Here are a few things you should pay attention to:
- Which social media platforms they are using?
- Who are they targeting?
- What content types are they using?
- Which social media platforms they’re not using? And why are they not using them?
- The frequency of their posts
- Engagement on their posts
- Ratio of promotional posts (i.e. posts trying to sell their products) vs. educational posts
- Is their strategy working? Why and why not?
Try to find out gaps and opportunities in their social media strategy while replicating what’s working for them. Sometimes you can hit a jackpot by identifying an opportunity that they have missed. So, perform a complete competitor analysis by answering the questions mentioned above in your social media strategy template.
#4. Define Your Brand Voice
Once you have your audience persona and competition analysis in place, you can define a brand voice that would be used to connect with the audience. The brand voice adds personality to your brand making it connect more naturally to the audience. Defining it should not be too difficult if you follow the steps given below:
- Core values and mission of your company.
- Personality traits based on the mission and core values. For example, f your mission is to make people feel happy with your products/services, your brand voice should reflect that with a pinch of fun in it.
- How your customers communicate. Gen Z and millennials use a different kind of language than people in their sixties or seventies. Language and terminology can vary depending on geography too.
- Phrases and vocabulary that are in line with personality traits and how your customers communicate.
- The tone that’s adopted by your brand. Sometimes you may use a friendly tone, sometimes a warning tone, etc. You should document what tone is going to be used for which kind of posts.
Also keep in mind that your brand needs to have a voice that’s different from the competition, and defining the brand voice is not a one-time effort. You’ll have to experiment for a while until you’ve identified what works best for your posts.
#5. Choose Your Marketing Channels
Competitor analysis and audience persona formulation should also have given you an idea of which marketing channels will suit the most to achieve your brand’s objectives. Not all channels are meant for marketing all types of businesses, so the channel you choose should be in line with your business needs and objectives. For instance:
- Instagram is the best channel for anyone in the fashion business
- Twitter is best suited for brand building
- And Facebook is best for… well, everything.
When choosing the right social media platforms for your social media marketing strategy, take the following things into consideration:
- Is the platform used by your target audience?
- Are your competitors using it? If not, then why? Is it because the target audience doesn’t exist there or is it because they’re missing something?
- What type of content is used to build a brand on the platform(s)?
- Do you have the time and resources available to create content for all your selected platforms?
- Most importantly, will the effort be worth it for all the platforms you’ve chosen? Or will it be wiser to choose one-two platform and channel all your resources into them to generate maximum ROI?
Once you’ve answered these questions, you’ll have a clear idea of which social media channels you should use for your strategy. Set up your profiles on them and optimize the profiles by adding your brand’s logo, bio, and other details. Also, get your profiles verified if possible.
#6. Define Your Content Type
After clearly defining your buyer persona, brand voice, and marketing channels now, you’re in a good situation to take a call on your content type as well.
Remember, not all content types are meant for all social media platforms. Also, among the content types you choose the brand voice and audience persona matter a lot if it has to generate the best ROI. Take the following things into consideration to zero in on the right content type for your marketing strategy and channels:
- Content Types Supported By The Channel
The content type supported on a marketing channel will also determine what type of content you can create for your brand. For instance, if you plan to use YouTube, then you can create only video content for the platform, while for Instagram you can create both images and videos.
Even for platforms supporting a particular content type the features of content that you need to create may vary (YouTube and TikTok both support video, but the duration and nature of videos that work on them differ significantly).
- What Has Worked Already
Search through your and your competitor’s most popular posts to figure out which type of content is working and which is not. There are many tools available in the market nowadays to quickly find out the most popular posts on any profile, which can make your job easier. You can also analyze industry trends and buzzing topics to determine what’s working already.
- Marketing Methods You Want To Apply
There are certain content types that depend on the promotional methods you want to utilize. For instance, if you want to leverage user-generated content then you’ll have to think of certain content types that can be created easily by your audience to share on your page. Levi’s does this with its #LiveInLevis campaign where customers post content in Levi’s garments. Another example is Calvin Klein’s #MyCalvins campaign.
Same goes for partnerships with content creators, where well-known influencers and celebrities can try your products or make content about them in some other way.
#7. Create A Social Media Calendar
Calendars keep us organized. Similarly, a social media calendar clearly outlines the schedule of your posts so you can see a bird’s eye view of all the posts in the pipeline. It also allows you to see whether or not the posts have been approved, and take a bird’s eye view of your content strategy as well.
You and your team members can also use it to see when you’re running out of content to post, so the content can be prepared in time.
Do you see that? A simple calendar like this can eliminate disorganization and make your social media strategy organized from start to end.
#8. Tools, Team, Resources, And Responsibilities (TTRR)
By now you’ve pretty much sorted out every element of your social media growth strategy, but one part is still remaining — the tools, roles, resources, and responsibilities (we call them TTRR in short) that will help you implement your strategy. Here’s a brief overview of each of them:
- Tools: The tools you’ll use to manage your social media campaigns and their implementation. There are hundreds of tools available in the market to help you with that (i.e. Hootsuite, Sprout Social, Buffer, etc.), and you should select the ones that come within your budget but still allow you to implement your social media strategy more efficiently and effectively.
- Team: If you’re having a team for managing your social media accounts and strategy, you should also decide what roles are different team members going to play to implement your social media strategy.
- Resources: Besides tools and team there are other elements too that go into making a successful social media strategy. They can be broadly organized under the umbrella of resources, and they include things like your ad budget, partnerships and collaborations, your offline presence, product packaging, etc. If you leverage all these resources and make them a part of your social media strategy you can extract some really amazing results out of it.
- Responsibilities: Finally, you have to distribute the responsibilities of your social media strategy between your team members and tools. This should also be documented with full clarity in your strategy itself to avoid confusion and keep everyone on the same page.
#9. Determine Your Metrics And KPIs
Tracking is also an important part of marketing, so which metrics and Key Performance Indicators (KPIs) you have to track should also be determined in your social media marketing strategy.
Some KPIs you may want to track include:
- Click-Through-Rate (CTR)
- Time spent on posts/pages.
These KPIs (and whatever other ones you decide to track) will help you review the performance of your posts and determine whether your campaigns are yielding the desired results or not.
Bonus Step: Keep Tracking And Tweaking
Finally, as you implement your strategy, keep tracking the results it delivers on a periodic basis. Based on how your strategy has been performing, you should also tweak it if needed because no strategy has to be set in stone. Remember, the ultimate goal of a strategy is to deliver results. If you’re getting the results by tweaking your strategy, do that!
- Social Media Trends
- How To Manage Multiple Social Media
- Social Media Scheduling Tools
- Social Media Management Tools
Conclusion: Social Media Strategy Template
So that was our social media strategy template that can be used by you and your social media team to devise a social media strategy that works. If you still have any doubts or questions regarding the same, feel free to drop them in the comments. We’d love to hear them and answer them for you. Also, if you learned something useful from here then don’t forget to bookmark and share this page on your social media.