Social media marketing: What it is and how to build your strategy





Looking to fine-tune your social media marketing strategy? Good! Now’s the perfect time to make it happen. In a landscape with more competition, content and networks than ever, a succinct strategy gives you the focus needed to say “no” to efforts that don’t serve your goals.

That’s why we put together a comprehensive guide to creating a social media marketing plan from scratch. Whether you’re totally new to social or want to double-check your priorities in 2024, this guide has you covered.

What is social media marketing?


Social media marketing means using social media platforms like Instagram, X (formerly known as Twitter) and Facebook to promote your brand and sell your product or service.

If your business comes out with a new item and you plan to promote the launch on social media, that’s social media marketing. If you interact with your customers via comments, that’s social media marketing. And if you create engaging content that showcases your brand’s values and story, that’s social media marketing too.

This form of marketing requires you to use social media management skills and tools. Just as you prepare other aspects of your marketing strategy, you need to have a plan for your social media marketing.

Now that we’ve defined social media marketing, let’s walk through how to create a plan. Check out our video below to watch how you can use the tips in this article to build a strategy in seven steps.
Set goals that make sense for your business

Social media strategy planning starts with your goals. Whether you want to expand your team, build a larger following or a more active community, taking the time to define your social goals is the first step to reaching them.

Either way, your goals will define your social media marketing strategy and how much time and energy you’ll need to dedicate to your campaigns.
Example social media goals for 2024 and beyond

What really matters is that you set realistic social media goals. We recommend tackling smaller objectives that allow you to scale your social efforts in a way that’s both reasonable and affordable.

Below are some example social media marketing goals that businesses of all shapes and sizes can pursue.

Goal example 1: Increase brand awareness


Brand awareness means getting your name out there. Some 68% of consumers say the primary reason they follow a brand on social media is to stay informed about new products or services, according to The Sprout Social Index™.

Try to avoid solely publishing promotional messages and strike a good balance with authentic content that emphasizes your brand’s voice and story. The Sprout Social Index™ found that consumers don’t see enough authentic, non-promotional content from brands on social.

Goal example 2: Generate leads and sales


Whether online, in-store or directly through your social profiles, followers don’t make purchases by accident. For example, are you alerting customers about new products and promos? Are you integrating your product catalog into your social profiles? Are you running exclusive deals for followers? Social media gives you an avenue to generate revenue.

Goal example 3: Grow your brand’s audience


Bringing new followers into the fold means finding ways to introduce your brand to folks who haven’t heard of you before. Growing your audience also means discovering conversations around your business and industry that matter the most. Digging through your social channels is nearly impossible without monitoring or listening for specific keywords, phrases or hashtags. Having a pulse on these conversations helps you expand your core audience (and reach adjacent audiences) much faster.

Goal example 4: Provide holistic customer care


The Index shows over half of consumers believe the most memorable thing a brand can do on social media is respond to customers.

Although 76% of consumers value quick responses, providing quality customer care isn’t just responding rapidly. Consumer expectations have evolved. Some 70% of consumers expect brands to provide a holistic experience with personalized responses that fit their unique customer service needs.

This means companies need to experiment with messaging and content when approaching customer care. For example, does your team have a protocol for handling @-mentions and comments? Do you have templated responses to FAQs? Does your brand promote user-generated content and hashtags? Your customers can be your best cheerleaders, but only if you give them a reason to grab the megaphone.

Goal example 5: Drive traffic to your site to illustrate ROI of social efforts


The Sprout Social Index™ shows 46% of marketers plan to calculate the return on investment (ROI) of advertising spend to connect the value of social to business goals in 2024.

Simple enough. If you’re laser-focused on generating leads or traffic to your website, social media can make it happen. Whether through organic promotional posts or social ads, keeping an eye on conversions and URL clicks can help you better determine your ROI from social media.

Any combination of these goals is fair game and can help you better understand which networks to tackle, too. When in doubt, keep your social media marketing strategy simple rather than complicating it with too many objectives that might distract you. Pick one or two and rally your team around them.

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