Are you looking to create an effective social media marketing strategy for your business?  

If you’re a business owner or marketing coordinator, your social media marketing strategy is an opportunity to drive brand awareness, boost engagement with your brand, and convert your target audience into paying customers. 

With 4.6 billion active social media users worldwide (nearly 60 per cent of the world’s population!), it’s safe to say that an effective social media marketing strategy is a necessity for any business looking to grow.   

We understand that nailing your strategy can seem overwhelming. With platforms like Tik Tok, YouTube, Instagram, Twitter, Facebook, LinkedIn and Snapchat gaining more users every day, it’s difficult to know which platforms to invest your time, money and effort into. So, how can you get the most out of your social media strategy? 

We’re here to help! Today, our Digital Marketing & Content Coordinator, Olivia Nankivell, is sharing five practical ways you can master your social media strategy. 

1. Understand your audience 

Who are you trying to reach and why?  

Establish a target audience profile to underpin and drive your social media strategy. This fictional profile is a breakdown of your ideal customer: their demographic, personality, lifestyle, values, and pain points.  

The purpose of your social media strategy is to reach your target audience; the persona that you’ve created represents a real-life person with challenges that need to be solved (by your business!). 

Understanding your audience will also help you to determine which social media platforms to invest in for the best return.   

2. Become goal-oriented 

As a business owner or marketing specialist, it’s easy to become stuck in a routine that isn’t serving your business to its full potential. There’s no need to reinvent the wheel with every post, but there’s very little point investing time and energy into your social media strategy if it isn’t working. 

With your target audience in mind, start with a few focussed goals to get the ball rolling. What are the key results you want your social media marketing strategy to deliver? Your action plan will vary depending on your goal. Don’t focus too much on followers. Instead, start by looking at your reach and engagement. 

 These insights will underpin all of your business-related goals: to boost conversions or sales, drive website traffic, and increase brand awareness.  

3. Create content pillars  

Not sure what to post? Split your content into relevant themes (otherwise known as content pillars) to serve your business and your audience. Depending on your product or service, your pillars might involve promotional content, company updates, testimonials, advice/tips, and entertaining/shareable content. 

Your content pillars should represent an intersection between: the type of content your followers want to see, the information about your product/service that you need to share, and how your product/service can help your audience to solve their pain points. 

Your content pillars can help to build trust with your audience. Being consistent with the timing of your posts and the type of content you share will help your audience to know what to expect from you. 

4. Dig into the numbers 

Having an incredible social media marketing strategy is nothing without reporting! Tracking and analysing your performance for each social media platform will help you to see what’s working well, and what isn’t. 

The results of your reports should be analysed within the context of your goals. If your goal is to increase website traffic, you’ll want to look at what type of content and which platforms are successfully drawing in people’s clicks. If your goal is to boost brand awareness, you’ll want to analyse the reach of your posts and mentions via a social listening tool. 

It’s important not to overwhelm yourself with data; see what works for you and your team. Your social media reporting might occur once a week, once a month, or once per quarter. Whichever time interval you choose – stick with it! Otherwise, you will be unable to accurately measure your progress from the last report.  

5. Listen and seek out opportunities 

Clicking ‘post’ is just the beginning! Many social media management tools allow you to monitor the hashtags, keywords, and mentions that are relevant to your business. Monitoring what your target audience is talking about and sharing is crucial to stay ahead of your competitors.  

Look for new opportunities to keep all eyes on your business and keep things fresh. It might be a giveaway/competition, a special promotion, or a partnership with an influencer to leverage your brand. 


Your social media marketing strategy will continue to evolve with the needs of your business and the changing digital landscape. When it comes to social media, there’s never a dull moment! If you require assistance with your social media strategy, we’re here to help. We’re passionate about giving our clients the tools and knowledge to succeed.  

Take a look at our Digital and Social Media and Content Creation services for more information.