How to Build a Social Media Marketing Strategy in 2024

In today’s digital era, where we get access to our clientele on the tip of our hands, it becomes a little overwhelming to decide on the best-suited social media strategy for your domain. With progressive AI tools, different channels, features, products and other digital assets, it becomes even more tedious and difficult to understand which strategy would work best.

The challenge for marketers is not whether they should invest in social network marketing, but rather how to develop a successful social media marketing plan that is aligned with business and marketing goals. A well-planned, easy-to-track, and adaptable strategy is essential in a dynamic environment with fierce competition and customer attention that may alter fast or even vanish in a fraction of a second.

Here’s a quick guide on how you can leverage the emerging platforms and maximize your brand’s online presence.

What is a Social Media Strategy?

A social media strategy is an outline of the social media content that a company will publish, along with the timeline to post it, the roles of the social networking staff and the different platforms you will utilise to market your brand. It also summarises the objectives of the different campaigns in the strategy, which match the company's entire digital marketing strategy and how it is going to reach its potential target market.

Why do you Need a Social Media Marketing Strategy?

According to research done by Two Minutes Reports, it was found that the top complications that managers face are creating a social media strategy , engaging consumers on social network platforms and generating quality leads for the business.

A social media plan is important for several reasons:

• It helps to define what you exactly want to achieve via social platforms
• It helps in positioning your brand to the right set of target audience
• It ensures that you maintain consistency and contribute to the process of value addition
• It encourages brand-building
• It keeps you a little ahead of your competitors

Let’s dive into the core agenda of how to create a social media marketing strategy in 2024

1. Segment, target and position

The foundation of any marketing strategy, be it digital or traditional, is doing the segmentation, targeting and positioning of the market, popularly known as the STP analysis of the whole market.

In this process, you must first understand the correct segment that is dividing the market into homogenous groups or segments. The basis of segmentation can be geographical, i.e., based on region, or other criteria like diversity, age, browsing history, etc.

After you have found out the different segments, you need to target that is you need to choose a particular segment that you will consider as your target audience. To understand better about your target audience, you have to understand what they want.

Consider the obstacles and problems your ideal consumer has on a daily basis. Concentrate on no more than four sorts of people who constitute the majority of your buyers. Don't get caught up on the exceptions or outliers, or you'll never start.

When you begin developing content for your audience, focus on engaging them at all levels.

Pay special attention to any queries or comments posted by your audience, and respond quickly, since interaction may make or break a conversion or purchase.

With this, you will be able to position that is communicate your story to your consumers better!

Hola! You have cracked the foundation code.

2. Aligning social media goals with your company’s goals

After analysing what content you want to deliver to your audience, you can now begin to formulate your social media promotion strategy . Start by creating achievable objectives using the SMART framework – specific, Measurable, Attainable, Reasonable, and Timely – and generate the key performing indicators to monitor progress in attaining those goals.

This allows you to establish expectations, evaluate and, if needed, change ongoing initiatives, calculate return on investment (ROI), and demonstrate to your firm that social media marketing is having a beneficial impact on the business.

3. Optimising social media channels for easy search

Ever since its established culture, social media search has taken an upmark. Research says that nearly 24% of the audience aged 18-54 search social channels to gain information.

This research suggests that marketers must optimize their social platforms for search. You must prioritise social search engine optimisation, if you want your social network channels to appear in search results and social media advertisement strategy works best when your target audience looks for your business.

There are a few strategies to improve your social presence, just like you would for search engines like Google. Here’s the checklist:

• Use relevant keywords in your captions hashtags and bio.
• Use alt text in images to optimise images.
• Ensure that your username is easy to search.

4. Find which social network channel works best for you

Different social communication platforms cater to diverse demographics and consumers. To create a good social media content strategy you must analyze each platform to establish its target audience demographics and which platforms are most appropriate for your content strategy.

Here is a list of a few recommendations that you can take into consideration while you are selecting the best social network platform for your business.

• If you are a direct-to-consumer brand, i.e., you are dealing in a D2C structure, you must be actively creating content on Instagram and Facebook as most consumers in today’s time are super active on these two platforms.
• In case you are a business-to-business company, i.e., your end consumer is a business, you must be active on LinkedIn. You’ll also need a ‘Google My Business’ listing for your company.
• If you are a personal guide, consultant or in personal branding, you must leverage platforms like LinkedIn and Twitter to gain consumer engagement.

A tip from our end: Look out for how your competitors are staying active and the kind of content they are posting. You will be able to understand what works and what doesn't. Additionally, you will understand how engaged the audience is. Don't duplicate them instead, use the information to make informed judgments about your plan.

5. Create a social media content calendar

Create a monthly social media calendar with a publishing schedule for each content category, covering all the different channels. The idea is to stay top of mind for clients without bombarding them with messages that they disregard.

Best practices include developing your overall voice and tone, and swiftly replying to all communication - comments, direct messages and mentions.

Remember to tailor your content for each platform. Avoid reposting the same message on several channels.

For example, let’s assume you have three accounts on three social web platforms - one account on each - and want to market a product update. Create audience-targeted promotion content for each social channel and schedule it to be posted on three separate days.

6. Create appropriate and attractive content

Social media marketing is worthless if you are unable to create the right content for the right audience. It also does not work if you do not resonate with your brand’s identity. The content relevant for boomers or the elderly will differ from content for Millennials or Generation Z.

For example, Gen-Z will not see a 30 minute long video, but will prefer seeing a 30 second short. Create your brand's content and marketing plan by carefully selecting the right graphics, copy, messages, voice, and tone for your target audience.

Coming to the content. Content requirements change among platforms. For example, a lively, engaging photo suitable for Instagram is unlikely to appeal to LinkedIn business users.

There is also a key to the time that you are posting the content. Analyze data to determine the optimal time to release your content by hour, day, and even month. If you know your target audience and their locations, you may utilize that knowledge to decide the best times to publish.

7. Use of influencer marketing to the rescue

Influencer marketing is the new resident in the digital marketing town. This is another crucial approach for growing your audience. In this social media strategy , you form a cooperation with relevant content creators or influencers to capitalise on their existing following.

When your primary goal is to develop your social web presence, you must carefully select your creative collaborators.

Their audience must be a suitable fit for the audience you are attempting to cultivate. After all, a fresh surge of followers will only benefit your overall social media growth strategy if they are willing to remain around. Otherwise, they won’t be much help to you.

8. Change is the only constant!

Social web marketing is not an overnight stuff! It takes time to build a following, stabilize your brand, and see benefits from your efforts.

Being a social networking manager, you have to experiment with different channels, content, and messages to see what works best for your audience.

Not just this, you need to amplify your social media advertising strategy by checking out what’s trending, and then incorporating it into your strategy. This is the only way you can grab a 3 second attention span!

9. Analyse your social media marketing strategy results

There are several metrics to keep track of your social network profiles. Begin by analyzing how much traffic your accounts send to your website or blog. Social network analytics provide solutions to assist organizations track analytics.

For example, you may utilize Facebook's Page Insights, Instagram's Account Insights, and LinkedIn's Visitor Analytics to observe what people are responding to and identify patterns relating to the most popular subjects or keywords.

As a social media manager, don't focus just on platform stats. Monitor the societal sentiment as well. Determine whether individuals have good or negative sentiments about you in online chats. It requires some manual labour, but it's worthwhile.

Conclusion

Consumers these days value developing relationships with businesses they like. Because of this, a good social media strategy becomes a crucial component of your marketing efforts. You should incorporate best practices and the use of marketing automation tools to assist you in planning, executing, and monitoring your social network marketing activities, allowing you to make data-driven choices that contribute to the overall ROI.

These were the top quick tips, which you can follow to create the best social media marketing plan in 2024. While these ideas will assist you in optimizing your ROI approach in the present, it is critical to establish your footing and stay up with the expected major adjustments that will occur as new technologies, channels, and trends emerge.