SOCIAL MEDIA MARKETING STRATEGY 2022: A detailed guide(+free template)

Social media marketing strategy

Nowadays, more brands and businesses are leveraging on social networks. Having a social media marketing strategy is a requisite for any brand that wishes to get more out of social media.

At the end of this post, you would be able to craft your own social media strategy, with the well laid out guidelines listed and free social media strategy template.

More than 1 billion people are active on Facebook, more than 100 million people are using Instagram every month. Most young people and prospective customers spend a large chunk of their time online.

However, it’s not enough to build a presence on social media platforms, the key ingredient necessary for doing social marketing properly is a strategy.

So, a well laid out strategy helps you upscale and take your brand to the next level.

In this post, we’ll be taking a deeper look into what a social media marketing strategy is. Also, how to develop a social media marketing strategy and why it is important you set social media goals.

But, first, we will have to take a quick look at its definition

Social media marketing strategy definition

A social media marketing strategy is usually referred to as a written document that maps out how your brand or company plans to use different social networks.

Developing a social media strategy is very important because the digital world is evolving every day and you need to plan, review the plans from time to time to keep up with trends.

Developing a social media strategy helps a personal or corporate brand in gaining clarity on priorities.

Following and drafting a social media strategy is the big difference between brands that drive results from social media and those that don’t.

How to set social media marketing strategy goals?

Think about what you really want to achieve from social media.

The most common social media goals include: gaining more followers, generating more leads, increasing revenue, enhancing brand perception, and gaining awareness

Setting goals helps in developing a clear and concise strategy, it acts as a roadmap for all activities.

To set social media goals, ensure your goals are:

1. Strategic

2. Measurable.

3. Attainable

4. Relevant

5. Timely

The above-listed points will help you in setting clear goals.

Always ensure to make the goals actionable and result-driven e.g: Gain 500 more followers in a month, by consistently creating content 5x a day.

Why you need to know your audience for an effective social media marketing strategy

Identifying your audience is a key ingredient in crafting a social media strategy.

You need to know the people you’re trying to reach with your content. Understanding their challenges, pain points, strengths will help in creating personalized messages.

Another key thing to note is that you have to speak your audience language.
e.g: It is advisable to use simple words for a demographic of a younger age.

How to craft a buyer persona?

Previously, we talked about knowing your audience, the only way to know your audience, is to craft a BUYER PERSONA.

A buyer persona is a semi-fictitious profile that represents your ideal customers based on what you must have researched or observed.

This research could come from observation, social media, and some other factors.

Your buyer persona should highlight these key things: Age range, profession, educational level, preferences, personal goals, etc

Read Also: SOCIAL MARKETING: The Basic Guide With Practical Examples

What kind of content should you put out on social media?

Now that you have successfully identified your buyer personas, from your findings you will be able to tell what they love, and what they need answers too.

You can now use this observation to create content they will love to see and share.

However, people love learning, so it is imperative to note that your content must provide value, answer their questions, and spur their interest.

Understanding your audience helps you know the best type of content to put out – audios, videos, or carousels.

Audios are best for a busy audience, videos are best used if you want to sell an emotion or tell a story.
After deciding the type of content, it is time to determine the right channels to put to use.

Choosing the right channels for your target audience.

Do an audit for your demographic. Find out where they spend time most online, what time of the day they’re onlin. Then, use this information to choose a social media platform to leverage on.

A good way to start though is to ask yourself these questions:

1. Is my audience using this platform?
2. How much time do they spend here?
3. What kind of content do they engage with most?

Next, let’s take a look at key important things to note as regards the top social networks


Facebook is the 2nd largest social network. It consists of 68% of adults, while the remaining percentage consists of the younger demographic

Read more: Best Facebook Marketing Guide to Scale any Business (+ Free Tips)


For twitter, less is more. It consists of 24% of adults, where women are the dominating gender. It requires more time investment.


Linkedin is a platform for professionals. It consists more of the older demographic, and mostly recruiters. It is ultimately business-focused.


This is a visual social media network, so content needs to appeal to the eyes more. It consists more of the younger generation.

All platforms have the best strategies that work for them, target the right people, and make it work for you.

Create a social media calendar

Sharing great content is important, but it is also important to plan out when you’ll share the content to get the maximum impact.

Your calendar needs to account for the time you spend interacting with the audience.

1. The time of the day to post
2. Number of times to post

Lastly, evaluate and adjust your strategy.

As you start to implement your plans and track your results, you will need to evaluate what works and what doesn’t from time to time.

Social media strategy free template

Now that you know what to include in your social media strategy, its time to put it down into writing. Download this free strategy template to quickly help and easily plan your own strategy.

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