Power Up Your Business with this Social Media Guide.
Social media has evolved into a cornerstone of modern marketing, enabling businesses to connect with audiences and drive results. Whether you’re reaching out to local customers or scaling nationally, an effective social media strategy can deliver measurable benefits and boost your bottom line. This guide walks you through creating a strategy tailored to your business goals.
Start at the Beginning-Where Are You Right Now?
Assessing Your Current Social Media Presence
To build a robust social media strategy, start by evaluating your current efforts and understanding what works. Ask yourself:
Which Social Media platforms are you active on and why?
How many followers do you have on each platform?
What’s your engagement rate (likes, comments, shares)?
How often do you post?
Which types of content attracts most liked, shares, comments and DM’s.
How many leads, sales or enquires come from your social media? Split this by platform if you use several.
Competitive Analysis
Analyze your top seven competitors:
Which platforms are they using? (Do you know why?)
What’s the size of their audience? (Place this all in a spreadsheet or google spreadsheet!)
How engaged are their followers?
What type of content resonates with their audience? (Reels, Posts, Carousels , educational, inspirational, niche specific…other?)
Know Your Audience
Define your ideal customers by detailing their:
Demographics (age, gender, income, location, consumer behavior)
Interests, hobbies and values
Social media behavior (preferred platforms, engagement habits, do they scatter read or are they fact focused?)
Needs and motivations, (What do they care about most, what gets them up in the morning)
Set the Right Tone
Decide whether your brand voice should be professional, friendly, or playful. Keep it consistent across posts to build trust and authenticity.
"It all starts with being curious and humble; putting yourself in the shoes of your audience and going on the journey with them." – Samara Johansson, founder of Samara Global and marketing manager for EMEA and ANZ at Calabrio, Inc
Setting Your Objectives
Establish clear goals for your social media efforts. Examples include:
Drive Traffic: Increase clicks to your website.
Raise Brand Awareness: Grow followers and engagement.
Boost Sales: Drive traffic to your eCommerce platform and convert leads.
Build Brand Loyalty: Foster meaningful interactions and repeat engagement.
Tailor your tactics to align with these objectives. For example, if raising awareness, focus on visually engaging posts and strategic ad placement. For sales, make your website easy to access and use targeted ads.
Platform Selection
Choose platforms based on your audience and objectives:
LinkedIn: Perfect for professional networking and thought leadership.
Instagram: Ideal for high-quality visuals and aspirational content.
Facebook: Best for broad reach, brand awareness, and engagement.
X: Great for real-time updates and engaging with influencers.
Tik Tok: Amazing for E-commerce using visuals and engagement
Pinterest: Effective for inspiring and shopping-focused audiences.
Content Types by Platform
Professional articles, industry insights, and updates
High-quality photos and videos
UGC and relevant hashtags
Exclusive offer codes
Competitions
Brand news and user-generated content (UGC)
Visuals: photos, videos, and infographics
Tik Tok
Exclusive offer codes
High-quality photos and videos
UGC and relevant hashtags
X
Blog links, promotions, and trending topics
Short, engaging posts with visuals
DIY infographics, product pins, and themed boards
Content Planning
Create a Content Calendar & Schedule
Plan proactive content around key events and allow flexibility for timely trends. Aim for an 80/20 split between planned and reactive posts. Maintain consistency in tone and posting frequency.
We have discovered that the 80/20 split is optimal for all impact based KPI’s.
Original vs. Reposted Content
Balance original content (brand updates, unique visuals) with curated content that aligns with your brand positioning.
Make Data-Driven Decisions ,Measurement and KPIs
Track key metrics to evaluate success:
Engagement: Likes, shares, comments
Reach: How many people saw your content
Website Traffic: Click-throughs from social posts
Conversions: Leads or sales generated
Each platform provides analytics tools (e.g., Facebook Insights, Twitter Analytics, LinkedIn Analytics). Use these to refine your strategy and adapt to what works best.
Final Thoughts
A well-crafted social media strategy is dynamic, evolving with your business goals and audience behaviors. Regularly review and refine your approach to stay ahead. By following the steps in this guide, you’ll be equipped to harness the power of social media for lasting growth and engagement.
For more personalized advice, connect with us at Midas Media UK today.
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