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How To Write A Social Media Marketing Strategy

Writing a social media marketing strategy is something so many businesses fail to do yet it’s one of the most important things a business can do to ensure they stay ahead of the game.

Having a strategy not only helps keep you on track but it sets out clear goals that you want to achieve.

If you’re going to do social media for your business, there is no point to doing it half-heartedly. What’s that saying? ‘Fail to plan, plan to fail’, there is no difference here.

The most successful businesses have a social media marketing strategy. They know where they are going, and they have a clear plan on how to get there.

If you want to set yourselves apart from your competitors, then this is a must.

So, what should be included in a social media marketing strategy?

How you write it will depend on your business, however, there are a few things that should always be included.

Remember, this is a social media marketing strategy and shouldn’t be confused with an overall marketing strategy, this should form one part of it.

When you are putting it together, think specifically about social media, where you are now, where you want to be and how to get there.

Here’s what we think should be included;

Twelve is the magic number

 Some businesses work on a twelve-month strategy but for smaller businesses in particular, that’s far too long when it comes to social media.

A twelve-week strategy is a long enough time to gauge if something is working but short enough to change it if it’s not. Don’t go too far ahead. If the last few months have taught us anything it’s that things can change rapidly in business.

You need to be able to give yourself the opportunity to adapt to change and react quickly.  Having four strategy sessions a year will allow you to do this.

Set realistic goals

Don’t go mad with goals. Keep it to two or three simple, achievable goals and make them happen. There is nothing worse than setting yourself too many goals and failing to achieve them.

Once you have your goals in mind, create sub goals to plan how you are going to achieve them. How are you going to get there? What do you need to do to be able to achieve them?

Bullet point the key areas you want to achieve. Think about the type of posts you can create and go from there.

Commit to your social media platforms

One of the biggest mistakes that businesses make is feeling that they need to be everywhere.

Don’t feel that you have to post on every platform. You don’t have time. Focus on the platforms where you know your audience are present and start there.

Where do you get the most engagement? If that’s only two platforms, that’s fine. If it’s four then that’s fine too but once you commit, stick to it.

Write down what platforms you will post on and how many times a week.

S.W.O.T yourself

It’s an old one but it’s still effective. Complete a S.W.O.T. analysis on your social media activity and be honest. The only one you are answering to is yourself so there’s no point in trying to make it look better than it is.

S – Strengths

W – Weaknesses

O – Opportunities

T – Threats

Think about what you do well and where you can improve. You are likely to find that your threats become opportunities.

Key social media focusses

What are your key focusses over the next twelve weeks? Is there one product or service that you need to promote more than another? Do you have an event on the horizon?

Don’t feel that by focussing on one area that you will neglect the rest, that’s not the case. You are just going to put more of an emphasis in one area, but the rest will still be present.

Who’s your ICA? (Ideal client avatar?)

Your ICA is the dream client. This is someone you can visualise. It could be a celebrity who you know in an ideal world could use your help. Who are they? What are their personality traits? What do they look like? Why do they need you? How could you help them?

You can get as wild as you like with this. If you could work with anyone in the world, who would it be and why?

Your target audience

 Defining your target audience is possibly one of the most important parts of your social media marketing strategy. if you don’t know who you are targeting, how can you expect to get your message out to them?

From your ICA, you will have a pretty good idea of your target audience. You may have more than one depending on how many products or services you offer. You need to delve into as much detail as possible.

  • Age
  • Gender
  • Religion
  • Sexuality
  • Likes
  • Dislikes
  • Family
  • Marital status
  • Hobbies

The list goes on. This is an important exercise. Target everyone, target no-one. Know who you want your message to resonate with.

Social Media Content

Start to write down content ideas. What do you want to talk about? Make a list so you have it as a go-to guide. Do you have meetings coming up in the foreseeable future? Are you attending events? Do you need to ask for testimonials? If you list the type of content you want to go out, you will start to think about how to create it.


Using keywords on social media is a must. Whether it’s your LinkedIn profile or in your general content, it helps the search algorithms to find you.

Think about what someone would type into Google to find you. What keywords or phrases would they use?

Keep it simple. If you over complicate it, you will not get found.


Write your starting analytics down. Where are you now? Keep track of these on a monthly basis so you can measure how you are performing. Remember that a lot of analytics are vanity metrics. The real proof is in the enquiries, but it doesn’t hurt to know how you are performing.

Of course, all of this is wonderful if you don’t throw it in the back of a file once it’s done and forget about it.

The key to a successful social media marketing strategy is to revisit it on a regular basis to make sure you stay on track.

Happy strategising and you know where we are if you need us.

Verity Wilkie
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