How to Plan Your Social Media Strategy

Whether you’re a B2B or B2C company,
a thoughtful approach to social media
can build awareness and generate leads. 

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A little more than a decade ago, spreading the word about your business involved press releases, advertisements and word-of-mouth marketing. While these channels remain important, social media has evolved into an equally critical marketing tool. Knowing how to plan your social media marketing strategy is essential to making the most of its potential. 

With a carefully considered plan, you can relate to new audiences in different and more targeted ways. Facebook users, for example, tend to be methodical shoppers who skew older, while Instagram remains a haven for aesthetically motivated consumers between the ages of 18 and 24. Determining where your audiences spend their time — and what types of content encourage them to stop scrolling — will allow you to connect with key segments, develop brand awareness and build a loyal following. 

Social media demographics and usage by platform.
To determine which platforms offer the most engagement potential for your business, start by
understanding the audience profiles of each.

In this article, we’ll help you determine which social media platforms are best for your business — and how to create content that delights and engages audiences. 

How to Choose the Right Social Media Platforms. 

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When choosing which social networks are best suited to your business, it’s important to remember that not all platforms are created equal. Different platforms appeal to different demographics, and the same message might not resonate across all social media channels. Make sure you consider the following:

Your Target Audience. 

Understand who your target audiences are and find out which platforms they use most. For instance, younger demographics gravitate towards Instagram, Snapchat and TikTok, whereas professional audiences spend their time on LinkedIn. Facebook, Instagram and X (formerly known as Twitter) have a broad user base and can cater to most demographics — but each is geared toward particular types of content. 

Your Content Mediums.

Different platforms are better suited for different types of content. For example, Instagram and Pinterest are designed to highlight photos and videos, whereas LinkedIn is a great place to share insightful, long-form content. Keep in mind that the capabilities of each network are constantly changing, so it’s important to stay up-to-date as new mediums emerge. 

Your Business Type. 

B2C companies may find more success on Instagram or Facebook, which allow for a more personal connection with customers. Conversely, B2B companies may be better served by LinkedIn or X, which are more conducive to sharing industry news and professional content. 

Your Resources. 

Whichever platforms you choose, all social channels require a significant investment of time and effort to achieve a significant ROI. Be realistic about how much time you can devote to social media. It’s better to share incredible content on one channel than mediocre posts on several. 

Crafting Your
Content Strategy.

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Once you’ve chosen the right platforms, it’s time to think about content. Your content strategy should be informed by your overall business goals. Are you looking to drive sales, increase brand awareness, engage with customers or position your brand as a thought leader? No matter your objectives, the following best practices are foundational to most successful strategies. 

Share Valuable Content. 

Share content that’s genuinely useful or interesting to your audience. This could be information or entertainment in the form of blog posts, infographics, how-to videos, industry news or thought leadership articles. Just make sure every piece of content you share aligns with your overall brand storytelling strategy.

Screenshot of blog posts shared on Design At Work’s Google Business Profile.
Your Google Business Profile is a great place to share informative content, such as recent blog posts.

Engage with Your Audience. 

Social media isn’t just about broadcasting your message; it’s about fostering a two-way conversation. Ask questions, seek feedback, respond to comments and engage with your audience in a meaningful way. 

Promote Your Products or Services
(In Moderation). 

While it’s okay to promote your products or services, make sure it’s balanced with other content. A good rule of thumb is the 80/20 rule — 80% of your content should inform, educate or entertain your audience, while only 20% should directly promote your business.

Design At Work Facebook post promoting the marketing agency’s services.
As long as you follow the 80/20 rule, promotional content like this Facebook post can generate leads
without overwhelming your audience with salesy messaging.

Leverage User-Generated Content. 

Encourage your customers to share their experiences with your brand or products. This not only allows you to aggregate free content, but also fosters a sense of community and trust around your brand.

Use Visuals. 

Humans are visual creatures, so it’s no surprise that visual content tends to outperform text-based content on social media. Try to incorporate photos, infographics, animation and videos into your content. 

Video and animated graphics like this stop viewers from scrolling past your content and encourage engagement.

Consistency is Key. 

Posting consistently not only keeps your audience engaged but also helps to improve your visibility and reach on social media. Create a content calendar to ensure regular posting and plan your content in advance. 

Social media content management platform.
Social media content management platforms such as Sendible and Sprout Social can help you keep track of when and what you post.

If you’re feeling overwhelmed by the prospect of deploying a social media game plan, let’s talk! Design At Work can help you develop an approach that will generate awareness and drive sales. 

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