How to create a social media strategy for 2022

How to Build your Social Media Marketing Strategy for 2022

You should never start a journey without knowing where you want to go! The same thing applies to social media marketing.

If your goal was generally for your site to grow, it's really hard to know what content and actions are going to be the most effective when the strategy doesn't focus on a specific action or growth area.

Take a moment to think about your social media strategy for 2022. Think about what you want to achieve. Ask yourself these questions.

  • What is your goal?
  • Is it to increase sales?
  • To Build your brand
  • To Improve customer service Or is it something else?

Whatever it is, you need to give yourself some way to measure your success against that goal. You can do this by setting KPIs to help you match your efforts with your results.

The world constantly changes, and so are the social media platforms we know and love.

Creating a Social Media Strategy

While you may have a solid social media marketing strategy in place now, this time next year, it's likely most of it will have changed.

To help you stay on top of your game, here are some steps you can take to improve your social media marketing strategy in this year and beyond.

1. Set your business goals

Before you do anything else, you need to outline what it is you want to achieve with your social media strategy. Do you want to generate more sales? Is your goal to build brand awareness? Do you want to attract more followers?

Your goals should be clear and measurable.

For example, an objective such as

“To increase brand awareness” isn’t a goal. A goal is something like: "To grow the number of our followers on Facebook from 100 to 1000 in 3 months." Or, "To increase the number of shares on our posts from 10 to 75 in one month".

2. Research your target audience

Once you've identified what it is you want to achieve and set your goals, the next step is to identify who your ideal customers are. This will help you determine which social networks are going to be most effective for your business.

It’s no secret that social media is a powerful tool when it comes to reaching your target audience. After all, there are over 4.62 billion active social media users in the world — around 58% of the global population. Plus, more than half of all internet users are active on social media.

But the key here is “active”. If you’re looking to create a successful social media marketing strategy, then you need to understand who is using which platform — and why they’re using it.

Take Facebook, for example. The platform has 2.9 billion active users each month — Facebook is the most popular social media worldwide. But when we look at who actually uses Facebook and how they use it, that paints an entirely different picture.

Understanding who your audience is and where they spend their time online is the first step in creating a new strategy. You should be able to identify what platforms your audience uses, who influences them, and what type of content resonates with them.

For example, if your ideal customers are of a younger demographic, then, Instagram and Snapchat are probably going to be more effective than LinkedIn and Twitter.

If they're B2B customers who work in a particular industry, then LinkedIn might be more effective than Instagram or Snapchat.

3. Establish your most important metrics and KPIs

The next step is to establish your most important metrics and KPIs. This will help you determine what success looks like for your business, as well as which tactics you should use to achieve your goals.

For example, if your goal is to increase brand awareness on Instagram, you might measure your reach or impressions.

If you want to drive sales through social media marketing efforts, it's best to focus on conversions or revenue generated by channels such as Facebook Ads or Google Shopping campaigns instead of vanity metrics like likes or shares.

4. Create and curate engaging social content

The key to a successful social media strategy is to know who your audience is and what they want. Once you know this, you can create and curate engaging social content that keeps them coming back for more.

Creating and curating content for your brand’s social media channels is an important part of engaging with your audience and building a strong community.

But before you dive in headfirst, you need to have a well-thought-out strategy.

That includes knowing:

  • Your business goals and how social media can help you achieve them.
  • Who your target audience is, and what platforms they use.
  • What type of content performs where?
  • Your brand’s identity, including the tone of voice you’ll use when posting.

Knowing these things will help you determine what types of content you’ll create, how to organize your content calendar, and much more.

Creating shareable social media content goes hand in hand with creating helpful social media content. When creating social media content for your business, ask yourself: "Would my followers find this interesting?"

A simple way to create helpful social media content is to answer questions from your followers.

Content Creation Tips

When creating engaging social media content for your business, keep these tips in mind:

Keep it short.

On social media platforms like Twitter and Instagram, you have only a few characters to get your message across.

Consider your audience.

What kind of content do they enjoy? Which topics would they find helpful? What kind of information would they find entertaining? Consider the demographics of your audience before deciding what type of social media content you'll post.

Make it personal.

Make sure the tone of your posts matches the overall tone and personality of your brand.

Here are some ways you can curate relevant content:

  • Look in relevant communities and groups for interesting posts to share with your own audience.
  • Follow keywords or hashtags related to your industry on social media.
  • Follow influencers and thought leaders in your field on social media and share their posts when appropriate.

5. Make your social presence as timely as possible

Many business owners think social media is a channel for broadcasting promotions and messages about your company, but that’s not the case.

You can do so much more with social media than just post updates about your business. When you know how to use it correctly, you can use it to build relationships with your customers, encourage repeat sales, improve your search engine ranking and engage with the rest of your community.

Here are some of the best practices for building and managing a successful social media marketing strategy for your store:

  • Make sure you have a presence on all of the major social channels, including Twitter, Facebook, LinkedIn, and Instagram.
  • Make sure that all of your brand's profiles are up-to-date and filled out completely.
  • Create a calendar for planning promotions, content creation, and other actions in advance.
  • Set goals to help guide your strategy. These should be specific, measurable, attainable, realistic, and timely (SMART).
  • Be consistent in posting new content and responding to comments frequently.

6. Assess what  works, what doesn't, and then, keep improving

At this point, you should have a clear view of your social media strategy. Now comes the hard part, adapting your strategy through the year.

Your efforts from now on going forward starting implementation are to monitor and analyze your social media efforts. This means looking at your content performance objectively to see which one performs and which one doesn't. 

When you have this information, you can now start adjusting your campaign parameters. The fact is in social media there is a lot of trial and error, the advantage you have is your ability to adapt quickly and readjust your strategy to suit your needs.

There are tools to help you monitor your social media activity and growth. Having all your social media activities monitored in one place can help you get results much quicker, which is where tools like Sprout Social, Social pilot and Buffer, and Hootsuite come in.

Looking at the data you collect, you can clearly assess your Key performance indicators (KPIs). If there is a need to change your goals, do so, do not hesitate because you still feel good about a content piece that performed during the campaign.

7. Don't leave out other departments from your strategy

When it comes to social media, the data you collect does not only inform your social media strategy. It can transform your entire business.

Here is why, according to sprout index data, only 39% of marketers use social media data to help other departments in their organization. This is not good for businesses. It means a lot of useful data is going unnoticed, and therefore not benefiting businesses for them to improve.

Some of the departments that can benefit from social media include

  • Human Resources: When you use social media in your hiring strategy, you can attract more qualified candidates to your business.
  • Sales: Sales reps can work with data to better help their prospects along the buyer's journey.
  • Merchandizing: Some of the inquiries from your customers can help you better package or develop your products.

Is your strategy ready for 2022?

With a plan in place like the one outlined above, you will have already addressed the way your business operates on social media.

So now all you have to do is keep pushing forward with new content and great strategies, and hopefully, you'll be able to reap the fruits of your labor for years to come as your social media marketing goals come true.

Good social media marketing always evolves, and the people who thrive in this environment are those who can recognize when a new strategy might work better than the last one.

By thinking about your strategies for the future, you'll be able to adapt more quickly to changing scenarios, stay ahead of the curve, and take your business farther than you could before.

If you feel you need help with your social media strategy, feel free to contact us, we are happy to help you grow your brand and reach your business goals.

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Nonofo Joel

Nonofo Joel is a Brand Strategist at The Brand Shop. He frequently blogs about Branding, Website Design, and Search Engine Optimization on The Brand Shop Blog and other publications.