Looking to fine-tune your social media marketing strategy for 2022?
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 2022, this guide has you covered.
- Set goals that make sense for your business
- Take time to research your target audience
- Establish your most important metrics and KPIs
- Create (and curate) engaging social content
- Make your social presence as timely as possible
- Assess what’s working, what isn’t and how to keep improving
- Bring other departments into the mix
1. Set goals that make sense for your business
Let’s kick things off with a quick question:
“What do you want from social media, anyway?”
Social media strategy planning starts with your goals.
According to the 2021 Sprout Social Index™, the most common goals for social are increasing brand awareness (58%) and increasing community engagement (41%). Whether you want to 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.
Sample social media goals for 2022 and beyond
What really matters is that you set realistic social media goals.
Emphasis on “realistic,” by the way. 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 sample goals that businesses of all shapes and sizes can pursue.
Increase brand awareness. This means getting your name out there. To create authentic and lasting brand awareness, avoid solely publishing promotional messages. Instead, focus on content that emphasizes your personality and values first.
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 about alerting customers about new products and promos? Are you integrating your product catalog into your social profiles? Are you running exclusive deals for followers?
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.
Boost community engagement. Index data shows that 46% of consumers think brands that engage their audience are best in class on social, so it pays to explore new ways to grab the attention of your current followers. This means experimenting with messaging and content. For example, does your brand promote user-generated content and hashtags?
Even something as simple as asking a question can increase your engagement rate. Your customers can be your best cheerleaders, but only if you’re giving them something to do.
Drive traffic to your site. Simple enough. If you’re laser-focused on generating leads or traffic to your website, social media can make it happen. Whether through 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.