Strategy 101: How to Create A Social Media Strategy

As a social media manager and strategist, one of my favourite parts of my job is crafting social media strategies tailored to fit the unique needs of my clients. When we kick off with a new social media management client, the first order of business is to develop a rock-solid strategy. But what if you’re not ready for full social media management or prefer to handle your own socials? No worries—I’ve got you covered. I also offer custom social media strategy development as a standalone service, designed to set you up for success right from the get-go.

☁️ Looking for more insight? Here’s How I Create Social Media Strategies That Work:

Audit: First off, I take a close look at your current social presence. I audit what’s working, what’s not, and provide a clear plan for optimization so you can start seeing results. Knowing where you've been helps inform what comes next.

Goals & KPIs: It all starts with setting SMART goals, objectives, and KPIs. These are your roadmap to success, guiding every action and measuring progress along the way. Every single piece of content we produce should be aligned with your goal.

Target Audience Analysis: Understanding your audience is key. I dive deep into who they are, their pain points, external and internal challenges, desires, and needs. From this, I create a detailed customer avatar that serves as the foundation of your strategy. When it comes to understanding your target audience, it’s sometimes easier to picture them as a person rather than a vague demographic. That's where your customer avatar comes in. Imagine this: the person you want to reach could be Serena Van Der Woodsen from Gossip Girl. Yes, that Serena—glamorous, sophisticated, and always in the know. Now, every marketing decision you make should be designed to catch her eye. What does she find irresistible? What makes her laugh? The more you get to know your “Serena,” the better you can create content that speaks directly to her.

If the term “target demographic” feels too impersonal, ditch it. Instead, think of yourself as creating content for Serena—or whoever your ideal customer might be. The point is, when you personalize your approach, your marketing becomes a whole lot more effective.

Learn more about defining your target audience here.

Competitor Analysis: To stay ahead of the game, I analyze your main competitors. What are they doing right? Where can you do better? What’s their strategy? This insight helps us carve out a space where you can truly shine. The point isn't to copy, but to differentiate.

SWOT Analysis: Next up is a SWOT analysis, which helps us identify your strengths, weaknesses, opportunities, and threats. With this in hand, we can build a strategy that plays to your strengths and mitigates potential risks.

Buyer’s Journey: I map out the buyer’s journey and create a detailed content plan for each stage. This ensures that no matter where your audience is in their journey, you’ve got content that speaks directly to them.

Your business goal will inform the balance of content - that's how much content is allocated to each stage of the buyer's journey. If your goal is brand awareness, then most of your content will be aimed at the top of the funnel while the rest of your content supports it.

Learn more about creating a social media sales funnel here.

Buyer Types: There are four main buyer types, and understanding how each relates to your business is crucial. I break down what content works best for each type, ensuring your strategy is comprehensive and targeted.

Learn more about marketing to different buyer types here.

Content Strategy: With your goals and buyer insights in hand, I develop content pillars that align with your offer and what your target audience wants to see. Then, I take your yearly Promotional Calendar and align it with an Editorial Calendar that gives a broad overview of your content pillars and monthly themes. After that, it's time to brainstorm a TON of content ideas—from reels to static posts and stories - all designed to engage your audience at every stage of their journey. Finally, I turn all of those content ideas into a Content Calendar, which acts as a posting schedule that maximizes your reach and engagement.

Learn more about aligning your content with your business goals here.

Hashtag Research: Hashtags are still one of the best ways to increase your content’s visibility. I conduct thorough hashtag research and create a hashtag bank that’s tailored to your niche and goals.

Engagement Strategy: A great strategy doesn’t stop at posting content. I develop a robust engagement strategy that includes both outbound and inbound engagement, ensuring your brand is not just visible, but also actively participating in online spaces.

After that, it's all about keeping one eye on the horizon to look out for opportunities to grow.

Ready to take your social media game to the next level? Whether you’re looking for full social media management, a custom strategy tailored to your needs, an Instagram Audit, or a Power Hour, I’m here to help. Fill out a client application to get started!