Creating social media strategies can be overwhelming \u2014 especially when launching a new brand or building an online presence from scratch.<\/p>\n
I remember looking at all the channels, tools, and features, thinking, \u201cHow am I supposed to fit all of this into a marketing strategy?\u201d And if you don\u2019t have a dedicated social media team, it gets even tougher.<\/p>\n
<\/a><\/strong><\/p>\n But here’s what I learned: Success online comes down to having a strategy that\u2019s simple, realistic, and works with the resources you have.<\/strong><\/p>\n I recently sat down with three top-tier social media experts and dove into HubSpot’s 2024 State of Social Media Report<\/a>. Together, we explored how to develop a strategy that drives traffic and delivers real ROI to your brand.<\/p>\n\n Think of your social media strategy as the master plan for how you create, post, and engage with your social media content.<\/p>\n It encompasses social content guidelines, posting cadence, social media marketing campaigns, target audience, and engagement strategy that promote your business and brand.<\/p>\n To track and analyze your social media marketing performance, HubSpot\u2019s Marketing Analytics and Dashboard Software<\/a> can help you get insights, including customer lifecycle.<\/p>\n Many companies use social media to connect with customers, provide support, advertise new products and features, and promote special offers.<\/p>\n <\/a> <\/p>\n According to our most recent State of Social Media Report, social media marketers’ top challenges are:<\/p>\n Creating engaging content While these are some of the trickiest challenges, they\u2018re also the items you\u2019ll want to think about most when making an effective plan.<\/p>\n Ultimately, well-thought-out social media strategies equip you to set goals and guardrails, track performance, and tweak your benchmarks over time.<\/p>\n \u201cOne of the biggest challenges, I think, social media marketers face is saturation and competition. There’s so much content on social media that sometimes it makes it challenging to stand out from the crowd.<\/p>\n Having a robust strategy that understands the target audience includes strong copy and unique content can help to cut through the noise,\u201d says Ellie Nash<\/a>, social community executive at Kurago<\/a>.<\/p>\n Without a starting point, you can\u2018t measure what\u2019s working and how to shift your activity to hit your goals.<\/p>\n A social media strategy<\/a> also helps you set expectations for broader team involvement and get everyone aligned on what they should and shouldn’t do on your social networks.<\/p>\n <\/a> <\/p>\n If you haven\u2019t already identified and documented your buyer personas, start by defining the key demographics of the audience you\u2019re trying to reach \u2014 such as age, gender, occupation, income, hobbies, and interests.<\/p>\n To reach your audience without annoying them, you must first understand what they want and why.<\/p>\n Are social media users visiting these apps to learn, explore, shop, or just have a good time?<\/p>\n In our most recent State of Consumer Trends Survey<\/a>, we asked over 500 general consumers to pick the three most common reasons they use social media.<\/p>\n While 65% actually use it socially to keep up with friends, 53% just want to be entertained while 50% want to learn new things. Unfortunately, 28% say they prefer to go on social media to learn about new products or brands.<\/p>\n The good news?<\/p>\n Later in the survey, when we asked consumers how they prefer to research and learn about brands and products, a whopping 41% said they like to do this on social media channels<\/strong> (a slight increase from a similar survey we ran six months prior).<\/p>\n While Gen X and Boomers skew lower on this average, Gen Z and Millennial generations are using social for brand research more often \u2014 which is not surprising due to their hyper-connectedness to the web.<\/p>\n As you might be able to tell from our data above, your target audience plays a role in how successful the right strategy will be. And, better catering to them helps you create focused advertising that addresses your ideal consumer\u2019s specific needs.<\/p>\n For instance, the sponsored post below by Monday.com<\/a>, a project management platform, highlights the platform\u2019s flexibility and workflow customization feature.<\/p>\n The post targets business owners and project managers who may feel limited by other project management software.<\/p>\n\n Image Source<\/a><\/em><\/p>\n What does this mean for you?<\/p>\n Consider your ideal consumer\u2019s challenges and what problems they’re solving daily. Focus on no more than four types of people representing most of your buyers. Don\u2019t get hung up on the exceptions or outliers, or you\u2019ll never get started.<\/p>\n Once you start creating content<\/a> for your audience, prioritize engaging your audience at every level.<\/p>\n Pay close attention to any questions or comments your audience posts. And be quick to address them, as that engagement could make or break a conversion or purchase.<\/p>\n Consumers like feeling like they\u2019re part of a community when they\u2019re on your social media pages. More than 1 in 5 social media users<\/a> joined or participated in an online community in the last year.<\/p>\n Speaking of communities, creating social media groups is a smart move to attract, keep, and engage the audience, with 90%<\/a> of marketers agreeing.<\/p>\n Here’s why:<\/p>\n Groups help people get involved. In 2020, HubSpot made a small Facebook Group called Marketer to Marketer<\/a> with 4.9k followers. It\u2018s not as big as our Facebook page, but conversions prove it\u2019s worth it.<\/p>\n\n Image Source<\/a><\/em><\/p>\n \ud83d\udca1 Pro tip: <\/strong>To reach the right audience, use social listening tools<\/a>. These tools check social media for keywords, assess if the talk is positive or negative, and give you reports. I often use this info to create buyer personas for better targeting.<\/p>\n Social media isn\u2019t just for discovering products anymore \u2014 it\u2019s becoming a place to buy them, too. People love the convenience of shopping directly in the app where they first see something they like.<\/p>\n In fact, a quarter of social media marketers already say social shopping tools are more effective than traditional ecommerce<\/a> sites. And looking ahead, 80% of them believe consumers will eventually shop more within apps than on brand websites or through third-party platforms.<\/p>\n By mid-2023, 25% of users<\/a> aged 18 to 44 had already bought something via social media. I\u2019m betting that number will climb in 2024.<\/p>\n And this isn\u2019t just happening in one part of the world. If we look at how this trend is fairing across the globe, several other countries have already made social media shopping a norm.<\/p>\n\n Image Source<\/a><\/em><\/p>\n For example, check out this comparison of data from the U.K., China, and the U.S.:<\/p>\n In the U.K., social shopping grew to 4.1% of the population<\/a> by 2023, and it\u2019s expected to rise another 2% by 2025. Image Source<\/a><\/em><\/p>\n So what\u2019s the takeaway?<\/p>\n If you sell products, social media should be a key part of your ecommerce strategy in 2024. It doesn’t matter where you are. Social selling is a big deal \u2014 so it\u2019s time to take it seriously.<\/p>\n Most platforms offer built-in ecommerce features like shoppable posts, and almost half (47%) of social media marketers are already selling directly within apps.<\/p>\n The most popular social selling tools for marketers are:<\/p>\n Instagram Shops and Instagram Live Shopping<\/strong> (High ROI) <\/p>\n Facebook Shops<\/strong> (Average ROI) <\/p>\n Image Source<\/a><\/em><\/p>\n (Psst: Need help building a Facebook page for your business? We have you covered.)<\/p>\n If you need inspiration for incorporating ecommerce into your social strategy, take a cue from Sephora<\/a>.<\/p>\n\n Image Source<\/a><\/em><\/p>\n Whenever the beauty brand posts a product image, it includes a product tag that links directly to its shoppable page<\/a>. It\u2019s seamless \u2014 followers can make a purchase without ever leaving the app.<\/p>\n The key to social selling success is trust. While Sephora has an established reputation, you can build trust by sharing customer reviews, user-generated content (UGC), and product info.<\/p>\n \ud83d\udca1 Pro tip: <\/strong>Go with image, video, and carousel ads for brand awareness to emphasize store visits, ad impressions, and engagement. For increased sales, select product, collection, or shopping ads to drive direct purchases and product page visits.<\/p>\n Social search is on the rise.<\/p>\n As more people turn to social with their queries instead of search engines, 89% of social media marketers<\/a> agree that social search is important to their overall social media strategies in 2023.<\/p>\n Nearly 24% of consumers aged 18-54 use social media first to search for brands.<\/p>\n\n Image Source<\/a><\/em><\/p>\n For marketers, this means your social channels must be optimized for search<\/a>. Prioritize social SEO if you want your social channels to show up in the results when your audience searches for your brand.<\/p>\n Similar to optimizing for search engines like Google, you can optimize your social presence.<\/p>\n Here’s how:<\/p>\n Include relevant keywords and hashtags in your posts and bio. When adding alt-text, avoid stuffing keywords, says Annie-Mai Hodge<\/a>, director and founder of Girl Power Marketing<\/a>.<\/p>\n \u201cThis feature describes the image on a page for the visually impaired, so it\u2019s important you describe the image accurately. In doing that, you\u2019re providing extra context for the social platform too, which can, in turn, get your content more visibility in search results,\u201d says Hodge.<\/p>\n Over 30% of U.S. desktop searches on Google feature video carousels and video results, according to Semrush Sensor<\/a>.<\/p>\n For instance, I searched for \u201cbest gaming laptops in 2024,\u201d and the second result was a YouTube video. So, being active on YouTube to promote your brand is worth considering.<\/p>\n\n Image Source<\/a><\/em><\/p>\n \ud83d\udca1 Pro tip: <\/strong>You don\u2019t need to film an hour-long video. Even short videos \u2014 think YouTube Shorts \u2014 can help you rank higher in SERP. You can use UGC videos and testimonials for that purpose.<\/p>\n Most small businesses or social teams don\u2019t have the bandwidth to establish and sustain a quality social media presence on every single channel. And learning the ins and outs of each one? Totally overwhelming.<\/p>\n That\u2019s why it makes sense to focus on the platforms that will bring the best ROI. For many brands, that\u2019s Instagram.<\/p>\n Instagram has proven to be the best source of ROI, engagement, and quality leads. Additionally, 23% of marketers<\/a> believe Instagram offers brands the most potential to grow their audiences in 2023.<\/p>\n Plus, adding an Instagram feed to your website keeps things fresh and can even nudge more people towards making a purchase \u2014 social media content has been shown to boost conversions by up to 29%.<\/p>\n If you\u2019re not tech-savvy, no worries. With tools like Flockler, you can easily embed your Instagram feed and make your website more dynamic. See their easy guide on how to embed an Instagram feed on a website<\/a>.<\/p>\n\n Image Source<\/a><\/em><\/p>\n Brands also need to be strategic about where they show up.<\/p>\n \u201cThe platform can say a lot about the brand itself. With more and more consumers being more in tune with how they spend their money and whether corporations’ ideals align with theirs, this is becoming more of a consideration for brands in the long run,\u201d says Tameka Bazile<\/a>, social media strategy manager at TIME<\/a>.<\/p>\n If you want to create a strong social media strategy from scratch, start small.<\/p>\n If you’re just starting out, don\u2019t stretch yourself thin. Research where your target audience hangs out. For example, if you\u2019re aiming for business professionals, LinkedIn might be a better fit than Instagram.<\/p>\n Bazile says brands should also consider the following when it comes to expanding across multiple platforms:<\/p>\n Means. <\/strong>\u201cDoes their social team consist of enough members and get enough budget to successfully manage multiple accounts?\u201d Bazile asks. <\/p>\n Consumer Access.<\/strong> \u201cAre their ideal consumers found on the platforms they are seeking to expand to?\u201d she says. <\/p>\n I recently read insightful expert perspectives on this LinkedIn article<\/a> about picking the right social media platform.<\/p>\n Amidst all the chatter, Roel Timmermans<\/a>‘ comment caught my attention:<\/p>\n\n Image Source<\/a><\/em><\/p>\n Or as Annie-Mai Hodge<\/a> says, \u201cYou don\u2019t need to be on every single social media platform, full stop\u2014for most businesses, it\u2019s a waste of time and resources to be on platforms where your audience isn\u2019t active.\u201d<\/p>\n When creating your strategy, Hodge says, \u201cYou would\u2019ve looked at where your audience is, what your competitors are doing, and what you\u2019re aiming to achieve with social media \u2014 all of this will help inform you as to what social media channels you should be focusing on.\u201d<\/p>\n \ud83d\udca1 Pro tip: <\/strong>Check where your competitors are most active and what kind of content they post. You\u2019ll see what works or doesn’t and how engaged their audience is. Don\u2019t copy them \u2014 just use that info to make smart decisions for your strategy.<\/p>\n As I mentioned, every social media platform has its own vibe.<\/p>\n The way people engage, the type of content they expect \u2014 it all varies. So, if you want your posts to land, you’ve got to adapt your content to fit each platform\u2019s style and tone.<\/p>\n For example:<\/p>\n LinkedIn is all about professional, insightful posts When you get it right, content tailored to the platform builds trust and boosts engagement.<\/p>\n Take Instagram, where you should focus on crisp images or short videos with punchy captions. On LinkedIn, you\u2019ll want to lean into thought leadership and industry expertise. And for TikTok, it\u2019s humor, challenges, or fun behind-the-scenes moments that humanize your brand.<\/p>\n Wendy\u2019s is a great example of this.<\/p>\n The brand’s Twitter game is sharp and sarcastic \u2014 perfect for the platform\u2019s fast-paced nature.<\/p>\n\n Image Source<\/a><\/em><\/p>\n But on Instagram, Wendy switches gears with polished posts featuring new menu items and vibrant photography.<\/p>\n\n Image Source<\/a><\/em><\/p>\n \ud83d\udca1 Pro tip: <\/strong>Instagram stories and TikTok challenges are perfect for casual, day-in-the-life content. Save the deep dives for YouTube and LinkedIn, where people are looking for more in-depth insights.<\/p>\n Why stress over creating different content for each platform?<\/p>\n Keep it simple: repurpose and use the same awesome content in different places \u2014 within reason, of course.<\/p>\n According to our research, most marketers repurpose content in some way, shape, or form, while 19% consider it one of their key strategies. Meanwhile, 40% plan to invest more in content repurposing in 2024.<\/p>\n This makes sense. By recycling content<\/a>, you can:<\/p>\n Get your message to more people on different platforms. We at HubSpot love repurposing content \u2014 from simple LinkedIn posts like this \u2026<\/p>\n\n Image Source<\/a><\/em><\/p>\n \u2026 to hilarious TikTok video:<\/p>\n However, one word to the wise: Don\u2019t lean on it for every single campaign.<\/p>\n Although most marketers do it, only 7% told us it yields them substantial ROI compared to content that’s more catered to platforms.<\/p>\n If you\u2019re short on time or trying out a new platform similar to the one you already use, go ahead and make small tweaks to optimize content across channels. I\u2019d say it\u2019s worth experimenting, as long as you\u2019re delivering what your audience wants.<\/p>\n Just be careful not to spam them with the same content over and over again \u2014 that\u2019s a quick way to lose their attention.<\/p>\n \ud83d\udca1 Pro tip:<\/strong> Looking for a creative content idea that feels more personal than repurposed? Make catchy quote pictures from customer thoughts, share email insights on X or LinkedIn, and whip up quick videos from podcasts \u2014 people love that kind of stuff.<\/p>\n When putting together your social media strategy, consider how you\u2019ll use your channels for customer service.<\/p>\n Social media is so ingrained in our day-to-day lives, so it\u2019s no surprise that people turn to these platforms for everything, from brand discovery to customer service.<\/p>\n According to our State of Social Media<\/a> and Consumer Trends<\/a> research, 1 in 5 social media users contact a brand through social DMs for customer service each quarter.<\/p>\n 43% of marketers use customer service reps, 41% rely on platform managers, and 13% employ automated tools like chatbots.<\/p>\n Whether you create a separate account dedicated to customer service or have an auto-reply set up when people DM you on Instagram, have a plan for how you\u2019ll handle customer support through social media<\/a>.<\/p>\n\n Image Source<\/a><\/em><\/p>\n You can add working hours in the Support page\u2019s bio so people know when to expect help. Consider what Twitch did in its X profile:<\/p>\n\n Image Source<\/a><\/em><\/p>\n Now, let\u2019s talk a little bit about the importance of good customer service on social media.<\/p>\n According to Khoros research<\/a>:<\/p>\n 42% felt disappointed, 43% were unhappy, and 41% reported anger with poor customer care. \ud83d\udca1 Pro tip:<\/strong> Apart from clearly stating working hours, let customers know the expected response time and inform them about quicker alternative resources if available.<\/p>\n Social media isn\u2019t an exact science, and it definitely doesn\u2019t work the same for every business or industry.<\/p>\n To make it work for you, create a clear posting schedule that helps your team stay consistent with content.<\/p>\n HubSpot offers some great social media tools and templates<\/a> that help you plan your content and build a solid posting schedule and social media calendar<\/a>.<\/p>\n One method I\u2019ve found effective is from Tameka Bazile, who shared a neat way to categorize social media content:<\/p>\n Here\u2019s how she categorizes it:<\/p>\n Evergreen engagement content. \u201cBreaking down content into these buckets allows social teams to maintain regular presences online while also separating content data into easily trackable pieces,\u201d she says.<\/p>\n Set realistic goals for how often you’ll post and engage, and stick to the posting schedule you\u2019ve created. It\u2019s all about consistency!<\/p>\n \ud83d\udca1 Pro tip: <\/strong>Choose platforms that allow easy editing and content management within your team. This ensures smooth collaboration and calendar updates.<\/p>\n In our latest Consumer Trends research<\/a>, 41% of consumers pointed to relatability as the most memorable aspect of posts from brands or companies on social or the web.<\/p>\n Friendly brands win more followers (and hearts). So, skip the self-promotion overload. Instead, get into conversations and respond to comments authentically.<\/p>\n People love it when you chat with them, not just throw information their way. It makes them feel special, creating a genuine affection for your brand.<\/p>\n And no, you don’t have to sound super professional. Casual talk works even better on social media. Just take a cue from McDonald\u2019s:<\/p>\n\n Image Source<\/a><\/em><\/p>\n I personally can\u2019t get enough of BMW and its fantastic relationship with fans and followers. They always try to respond to every comment on social media:<\/p>\n\n Image Source<\/a><\/em><\/p>\n And here\u2019s something interesting to remember \u2014 very few people, less than one percent<\/a>, interact with brands\u2019 posts.<\/p>\n Here are the platform breakdowns.<\/p>\n Facebook: 0.09%. So, once you get a comment, find the right way to interact and show that you care.<\/p>\n Don’t just ghost and ignore. These comments boost your post higher in algorithms and make it more visible.<\/p>\n \ud83d\udca1 Pro tip: <\/strong>Never delete negative comments unless they\u2019re super offensive or inappropriate. Instead, use them as an opportunity for constructive engagement and improvement.<\/p>\n It\u2019s hard to know what to focus on if you don\u2019t have goals, a roadmap, or a clear brand strategy. You\u2019ll end up lost in the noise of social media, unsure of what\u2019s working or what to prioritize.<\/p>\n As Bazile says, \u201cWithout goals, a product roadmap, or even a full brand strategy, social media managers will struggle to know what to prioritize in the social space, what metrics to measure to convey progress, and what sort of content or social presence is ideal for the brand.\u201d<\/p>\n There\u2019s a lot you can<\/em> track on social media with the right tools<\/a>, but let\u2019s not get overwhelmed.<\/p>\n Start with the basics. For example, how much traffic are your social channels driving to your website or blog?<\/p>\n Once you\u2019ve got a handle on that, use tools like Facebook\u2019s Page Insights<\/a>, Instagram\u2019s Account Insights<\/a>, and LinkedIn\u2019s Visitor Analytics<\/a> to spot trends in engagement.<\/p>\n Look for patterns around what topics or keywords get the most attention.<\/p>\n Once you know what your average traffic and post performance look like, it\u2019s time to set some goals.<\/p>\n Choose metrics that are simple and easy to track \u2014 otherwise, you\u2019ll lose motivation fast. Things like total interactions, traffic to your site, and social-driven revenue are a great place to start.<\/p>\n\n \u201cOne of the most valuable indicators, in my opinion, is impressions,\u201d Nash says, \u201cImpressions measure the number of times a piece of content is displayed on users’ screens and help to evaluate the effectiveness of your content strategy in terms of exposure and brand awareness.\u201d<\/p>\n \ud83d\udca1 Pro tip:<\/strong> Don\u2019t only focus on platform numbers. Track the social sentiment as well. See if people express positive or negative feelings about you in online conversations. It takes a bit of manual work, but it’s worth it. Check regularly for better insights.<\/p>\n Social media won’t start working overnight.<\/p>\n Establishing a following, stabilizing your brand, and seeing the results of your efforts take time. So, experiment to find the right combination of channels, content, and messaging that works for your audience.<\/p>\n We can pick up some cool tricks from Victoria’s Secret<\/a> in this regard.<\/p>\n The company has shifted from using only professional photos and videos to incorporating more casual content. Now, VS\u2019s Insta feed also includes UGC and interviews with random people on the street and in their stores.<\/p>\n\n Image Source<\/a><\/em><\/p>\n Victoria\u2018s Secret proves that even as a high-end brand, you don\u2019t lose anything by including everyday people.<\/p>\n Actually, you gain.<\/p>\n\nWhy You Need a Social Media Strategy<\/strong><\/h2>\n
\n Generating leads
\n Reaching target audiences <\/p>\n1. Define your target audience.<\/h3>\n
What is their motivation?<\/strong><\/h4>\n
\n Followers can learn from each other.
\n Your brand becomes a connector \u2014 something like a helpful friend.
\n Communities feel more friendlier to chat compared to pages. <\/p>\n2. Incorporate ecommerce.<\/h3>\n
\n In 2022, around 84% of Chinese consumers have shopped on social media platforms. Despite some COVID-19 challenges, it reached 850 million users in 2021<\/a>, making the market worth more than 2.5 trillion.
\n In the U.S., social commerce brought in $68.91 million<\/a> in 2023, accounting for 5.9% of all online sales \u2014 a big jump from $39.51 million in 2021. <\/p>\n3. Optimize your social channels for search.<\/h3>\n
\n Make sure your username is easy to search for.
\n Keep your username consistent across accounts. <\/p>\n4. Focus on a few key social channels.<\/h3>\n
5. Create engaging content tailored to each platform.<\/h3>\n
\n Instagram is made for eye-catching visuals and quick messages
\n TikTok is all about creativity and riding trends
\n Twitter loves snappy, real-time updates <\/p>\n6. Repurpose your content.<\/h3>\n
\n Save time by using what you already have instead of starting from scratch.
\n Stay visible on search engines by updating and reusing content.
\n Cater to your audience’s preferences with different formats.
\n Make your content last longer by updating timeless pieces.
\n Improve your strategy by checking how your content performs on different channels. <\/p>\n7. Make a plan for customer service.<\/h3>\n
\n 67% shared bad experiences, and 65% switched to a different brand.
\n 43% are more likely to buy from a brand after a good customer service experience.
\n 83% feel more loyal to brands that resolve their complaints.
\n 73% of brands expect more inbound channels, and 53% anticipate more outbound channels in the next one to two years. <\/p>\n8. Develop a posting schedule to guide you.<\/h3>\n
\n Evergreen promotional content.
\n Specific campaign content.
\n Recurring communications content. <\/p>\n9. Talk WITH, not AT, your followers.<\/h3>\n
\n Instagram: 1.22%.
\n X: 0.045%. <\/p>\n10. Measure your results.<\/h3>\n
11. Adjust your tactics as needed.<\/h3>\n