In 7 steps to a successful social media strategy

We don’t need to tell you that social media is playing an increasingly important role for companies. That’s why it’s all the more important to set up a sensible social media strategy so that you can address your company’s target group, inform the users and readers of your pages perfectly, and use the appropriate content to ensure that it doesn’t get boring.

Your target group is not only informed via social media, you also share your content and expertise there and keep in touch with your followers. Apart from that, nowhere else does content spread faster than on the Internet and nowhere else do you reach more users at once. The Internet is now much more than just an information platform and through influencer marketing & Co. the reach that you can use for your content is almost unlimited. So why wait?

Table of contents

  1. Why is a social media strategy so important?
  2. In 7 steps to a successful social media strategy
    1. Step 1: Define your goals
    2. Step 2: Define your target group
    3. Step 3: Define your social media channels
    4. Step 4: Plan your content – regularity is king
    5. Step 5: Keep an eye on your numbers!
    6. Step 6: Always pay attention to the competition and the market
    7. Step 7: Adjust your strategy

Why is a social media strategy so important?

As mentioned at the beginning, you not only reach your target group on social media, but millions of users who might be interested in your content. You know it yourself, you search the Internet for a specific topic or a specific contact person to solve your problem, and you end up with countless hits. It is completely logical that you first consume the content that seems most interesting to you.

A sophisticated social media strategy is now used to position yourself clearly with your customers and your target group. It summarizes your goals, measures the success of your interactions and defines your target group. You also keep track of your channels and your content and have the opportunity to measure successes and failures and thus constantly optimize your campaigns.

According to Statista, social media became increasingly relevant for companies in 2015 and 2016. Around 130 companies were surveyed (source: Statista).

Benefits of a social media strategy:

  • Professional appearance towards your target group
  • Clear communication & interaction with those interested in your content
  • Defined goals for your business
  • A content plan to keep track of content
  • Accessibility also to “foreign interested parties”.
  • Measurable numbers to optimize your channels at any time

Extra bonuses if your strategy is successful:

  • Increased new customer acquisition
  • Free, automatic marketing through high reach
  • Automatic increase in organic reach through increased sharing of content by users

In 7 steps to a successful social media strategy

Now that we have discussed why you should definitely take care of a good strategy and what the advantages of a successful strategy are, we will now get right into the topic with the 7 steps for your successful social media strategy  .

Step 1 of a social media strategy: Define your goals

Before you devote yourself to the people and channels, you should first clarify your goals. It is important that these are clearly defined and remain within a realistic framework. Set yourself several smaller goals instead of one big one – by achieving the individual sub-goals you stay motivated and don’t lose sight of your path and your resources. The SMART process is helpful when setting goals, this ensures that your goals are specific, measurable, achievable, relevant and timely:

So first ask yourself the following questions:

  • Where  do you want to go with your company? These can be goals such as brand awareness or reach, but also building your image or acquiring more new customers.
  • What  do you want to offer? Do you want to expand your service? Do you want to be better available for your customers? Should the range of products/services be expanded
  • How  can these (partial) goals be achieved and in what period of time Which key figures  do you want to use for orientation and measurement?

Step 2 of a social media strategy: Define your target group

So that you reach exactly the people you want to reach with your channels and content, you should now think about your target group in the second step. If you offer products or services, it is also helpful to be clear about the buyer persona. What is that? The buyer persona describes your ideal customer. Where he lives? What does he do and what needs/problems does he have to deal with? The gender and age average of your target group can also be researched and better defined in this way.

The definition of the buyer persona and target group enables you to publish content that is ideally tailored to these people and to offer services/products that really help to solve the problems of these people. You are also one step ahead and can already develop solutions for future problems in order to be equipped when your target group starts looking for these problem solutions.

Step 3 of a social media strategy: Define your social media channels

If you now know where you want to take your business and who you want to address, you can now take care of the how  : Which social media channels are suitable for your content? How do you want to present yourself on these channels and how do you want to address your target group? Basically, the use of all channels is based on 3 simple basic rules:

  • Likeability: Nobody consumes a channel if the person seems unsympathetic to him or her. Cheeky comments, unprofessional replies, somber profile pictures – there are many pitfalls lurking in the world of social media.
  • Info in snack format: Humans are lazy. If he or she is not keenly interested in a topic, this user will never read lengthy texts or laboriously familiarize themselves with material. In order to address many people, part of the content should therefore consist of so-called “snackable content” – for example in the form of Instagram stories , summaries, teasers.
  • Visually appealing: Meaningless graphics, expressionless images or no image material at all – you should definitely make sure to present your content in social media in a visually appealing way.

“Real” numbers are also suitable for defining the appropriate social media channels: the Internet is full of statistics and surveys about which age and interest groups prefer to be on which platform.

Bamboo Consulting has provided a list on its homepage which social media channels offer a good first overview and which age and interest groups can be found where (source: Bamboo Consulting).

Step 4 of a social media strategy: plan your content – ​​regularity is king

In the world of social media, hardly anything is more important than continuity: Users are easily attracted to information and content, but it is just as easy to lose them again if the desire for regularity is not met. Often enough unforeseeable things happen in life, even if it’s just a postponement – bang, you haven’t posted anything for two days and you’re forgotten by your followers. This is now exaggerated, but you should always make sure not to neglect the regularity of content delivery.

To ensure regular postings and content, you can now get dozens of programs and apps to help. Ultimately, you should simply test which of these work best and most reliably for you. After the 7 steps for your social media strategy, you will also find a list of tools that we at OMR Reviews can recommend for your social media management. Among other things, there are also tools for planning your postings and content.

Step 5 of a social media strategy: Keep an eye on your numbers!

This step practically goes hand in hand with step 4: regularity is also particularly important here. Your numbers show you which content works in general, which postings are reacted to and which content causes the greatest interaction. Regularly checking these numbers (this is usually possible with any platform or with the help of a corresponding tool) ensures that you are constantly optimizing your pages – which in turn keeps the users of your content “happy”. If you belong to your target group, you expect content that is tailored to you. If content doesn’t fit your own problem/interests one hundred percent, that’s no big deal.

But if you regularly post past your users, it will be difficult if not impossible to keep your target group in the long run. Then you should either go back to “Step 2: Define your target group” and see why that doesn’t fit and what you have overlooked when defining your target group, or react to your numbers by adapting individual pieces of content. In this way you ensure that the content you offer represents optimal added value for the consumers of your pages and that you really have solutions to the problems of your target group. If the target group and content fit together, it also makes your entire online presence more professional, since you can position yourself as an expert for the needs of your target group. In the best case, you will subsequently receive from a satisfied customer:

Step 6 of a social media strategy: Always consider the competition and the market

As with anything you do, you should always keep an eye on the competition. Of course, this also applies to social media! So once you’ve got your channels up and running, your profiles are up and a certain continuity has set in, you can use the meantime to spy on the competition: Are the other competitors on the same level of knowledge as you? Do they offer their followers similar topics and content as you do, or do they approach the whole thing differently? What are you doing better? What could you possibly adjust?

Checking out “competitor channels” can also serve to find inspiration. What do particularly successful profiles do differently than you? Are there niches that particularly suit you and would help you to position your expertise even more precisely? On the other hand, you can uncover fraudsters – unfortunately, this also happens often enough. Finally, a matter of course: Don’t steal any ideas! Adorning yourself with someone else’s feathers may simplify your own process, but 1. it may be prohibited and 2. it doesn’t reflect well on your business at all. Accordingly, it is also absolutely necessary that you react if your content has been stolen/copied.

What should also be avoided if possible is making the competitors look bad. Privately, you can of course get upset about other channels or bad service at any time, but communicating this in a cheeky tone will damage your reputation more than it will help. Aside from being rude, it makes it seem like you have nothing better to do. It is better to take the mistakes of others with you as learnings for your business and do it better.

Step 7 of a social media strategy: Adjust your strategy

No matter how much you post, no matter which target groups you address, it can always happen that interests change. It is therefore all the more important that you always keep an eye on your numbers and content and are able to adapt your strategy at any time. For a better overview of what your target group is really interested in, you can also involve them in the process at any time. For example, simple surveys on desired topics or existing content, as well as regular interaction with the followers, are suitable for this. Q & A formats are also a good way to filter the interests of your community. You give your followers the ball to say what would really interest them.

So you see, developing your own successful social media strategy is not rocket science. A final tip: Respond to your users’ feedback! There is nothing worse than when a user:in sacrifices their own time to provide feedback to a company and then is completely ignored. Of course, you shouldn’t respond to every insult personally, but constructive criticism and friendly feedback should always find an open ear. Customers really appreciate it when companies work with them and take care of people’s real needs. Often enough one has the feeling that something is being decided unrealistic “from the office chair” without the company ever having spoken to real people about it or reacting to feedback.

Of course, you can’t respond to every single request, but you’ll gradually find out which problems your community cares about. This is your moment, then, to show that you value outside opinion – and free help.