Why create a social media strategy?

For businesses, these media represent an opportunity to reach a broad audience. A large majority of marketing departments have understood this, and most companies already integrate social media into their marketing strategy. In this context, companies that deprive themselves of it risk losing a competitive advantage.

It’s tempting to improvise social media actions: the community manager models their actions on the brand’s accounts based on their personal accounts. Creating a social media strategy benefits the company in several ways:

Thinking about a social media strategy naturally leads the company to consider these media as a marketing tool in their own right and to become aware of the issues related to their use. The company must necessarily deepen its knowledge of the subject to make strategic decisions; this work leads it to ask the right questions and allows it to broaden its perspectives in terms of communication and sales .

Once the social media strategy is developed, the company has a plan that can be implemented quickly and easily. The person responsible for implementation knows exactly what to do and relies on a precise schedule: the risk of errors or omissions is reduced, and the marketing campaign becomes more efficient . A company that has a strategy can also use a software platform, such as the HubSpot social media management tool, to save time. All actions are programmed, the tool automates their implementation and generates statistics.

Social media strategy involves measuring the results of the marketing campaign downstream . This approach is of paramount importance, especially since the social media landscape and consumer habits are evolving rapidly. Based on the results obtained, the company can continually adapt its strategy, for an ever more beneficial impact on its brand image and sales .

Overall, establishing a social media strategy is essential for good organization and allows the company to improve its marketing and sales performance.

1 – Define the target audience

Defining your target audience helps you refine your choice of social media platforms and the type of content you want to share. For example, B2B audiences are primarily active on LinkedIn, while Generation Z is more adept at video formats on TikTok. Companies use the typical profile of their ideal customer to develop and implement their social media strategy, making this step crucial.

The company identifies and documents its buyer personas , establishing the key demographics of the audience it wants to reach: age, gender, occupation, income, hobbies, and interests. To enrich the typical profile, the company considers the challenges they face and the problems they try to solve on a daily basis.

Once the buyer personas have been identified and documented, the company focuses on the three or four profiles that represent the majority of its target customers. The company can then apply segmentation to its social media strategy: segmenting the audience avoids offering an overly generic message that would not generate engagement. Instead, the messages are personalized and thus reach the target audience more effectively.

2 – Create a blog

As part of its overall digital marketing strategy, the company uses various channels, including its social media and website. Each serves the interests of the other: the Internet user “lands” either on the brand’s website or on the brand’s social media platform. Sharing content on each platform ensures its visibility and reinforces the message’s impact.