Why Have A Strategy For Social Media Marketing?

Why create a strategy for your social media marketing efforts? There has never been a time more crucial than now for implementing a Social Media Marketing Strategy. We live in an era where people of all ages use devices for hours a day. It’s easy to imagine Gen Z and Gen Y (Millennials) with a cell phone or tablet in hand. According to a recent survey from Adobe, Baby Boomers admit to spending 5-7 hours per day on Social Media. Age ranges vary, but one thing remains true: your business needs to fully tap into these hours of social media attention. Having a well thought out strategy, considering your insights, will make sure your posting when they are online.

Many businesses post new products, the occasional staff photo, or paid advertisement. Research conducted by companies like Forbes and Adobe found that well-constructed content with good images, videos, and a valid message were more appreciated by consumers. Without a strategy in place, it can be impossible to manage each post and keep content fresh or on theme.

Let’s take a look at some of the main reasons a strategy for social media marketing is important and can make a positive impact on sales growth.

Reach New Clients

What is the main reason you created social media accounts for your business in the first place? (Your answer here is a great place to start for your strategy!)

It was probably to reach more people. One thing can be certain: it is important to learn how to be found on the internet. Using search engine optimized posts (SEO) and choosing the best wording for your products or services are important. However, a small business is more likely to be remembered, “liked”, and “followed” if there is a trail of regular posts. Of course, this leads to more buyers – usually the ultimate goal. To reach more potential customers it is crucial to post and post often. The short version of this is: stay relevant.

Build Client Rapport

Another reason businesses turn to social media is to build rapport. The intentions are to not only reach out to the new, but connect with the old and faithful. Companies that have a cult following of loyal fans and return customers make a point to keep relevant content accessible and flowing. Of course, there is a healthy balance between posting regularly and creating spam. “Spammy” content will get a business unfollowed; they may still have your page “liked”, but will no longer be receiving your new posts. Consumers understand that a business might not be their best friend to go have coffee with, but content that is personable and relatable, creates a lasting and memorable bond.

One of the best ways to build rapport is to leverage the holiday season.  We give you some great ideas of this in our “12 Days of Christmas Social Media Ideas” post!

Build a Positive Brand Presence

When you first created your vision for your company, there were probably some factors beyond the products and services you had to consider. A logo, color scheme, and slogan were all set into place. For a small business, these are near and dear to the heart and soul of the company’s overall vision and purpose.

If it is important to you, then that passion and drive will be important to clients as well! A positive brand presence makes your image memorable and real in the lives of consumers. Your brand becomes more than just another post, more than just a faceless corporation. Creating a strategy for your social media is your chance to show the world how to view your company the way you see it.

Avoid a Negative Brand Presence


In Adobe’s recent survey of social media consumers, research found top reasons people left posts behind were due to being poorly written and poorly designed. It also included “personal to the point of creepy”: have you ever seen an ad for a t-shirt with your name on it, or perhaps an item you recently searched for? That’s the creepy we are talking about. It is crucial to take the time to consider what works and what doesn’t. These social media blunders can easily be avoided, but this can only be accomplished with a strategy.

Target the Right Audience

One of the most crucial steps in creating a social media marketing strategy is to create posts that appeal to the audience your business caters too. Establishing a planning meeting to research the demographics of your market can spark ideas and creativity when making new content. Using vague, bland, and generic posts do not appeal to any audience.

Give Timely Responses

At the end of the workday, it might feel like a bother to go back and check posts—and it can be too tempting and overwhelming to take work home with you by constantly responding to comments and DMs while at home. These are all things to consider writing your game plan. Do you need a service or employee to respond to messages? Is an auto-response appropriate and capable of helping potential clients? It is worthwhile to find the answers to these questions as you get to know your social media platform.

Taking it all in:

Now that you know the importance of social media marketing and how it can impact your business, it’s time to make a plan! Building a strategy for your social media posts not only helps to build a broader client base, but it also helps you realize and establish a tangible goal for your company’s place in the world of social media.

Schedule that social media marketing planning meeting and get your goals established.

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