The digital sphere has entirely changed the way of business, and now more than ever, consumers have access to endless amounts of products and services – in other words, they are utterly spoiled for choice. With so many companies online trying to get the word out, how do you make your products or services stand out from the rest? Social media’s effectiveness has been proven time and again, and no marketing plan is complete without thinking about your social media goals – this includes choosing the right platform for your business. Quality social media content is a terrific way to create brand awareness and engage with your target audience, but it all starts with having an achievable social media strategy.

What do you want to achieve?

The first step is to establish what you want to achieve through social media. Do you want to create brand awareness? Build brand loyalty? Or maybe you need an effective platform to update and inform your customers? Knowing what your social media goals are is a crucial first step. Having clear objectives will set the tone for the rest of your social media strategy. Keep the SMART goal framework in mind:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound

For example, if you’re a new business and would like to build brand awareness through Facebook, your goal might be to have a specific number of followers within a certain timeframe. However, if your target is one million followers in one month, that might be a little too…ambitious. Remember, your goals need to be attainable.

Where are you now?

It’s important to gauge where you currently stand. Do you have profiles set up on social media platforms? Are these platforms relevant to your goals? Projecting on all social media networks will take a lot of time and resources and might not be as effective as starting out with one or two platforms. For example: if you don’t have the time to create great video content, having a YouTube channel doesn’t make any sense. But taking pictures and short videos is easily done with your smartphone, and Instagram and Facebook accounts would be an excellent starting point.

Target Audience

Take a closer look at your target audience and let them be your guide: what social networks do they use? Where are they based? How old are they? If most of your target audience are using Instagram or Facebook, start with those platforms. Knowing who your audience is will offer valuable insights into which platform to use and the type of content you should produce.

How will you do it?

Content Calendar

Now that you’ve established your social media goals and what platforms to use, it’s time to start planning your content. A social media calendar is effective during the planning phase and can help you to define possible themes, manage campaigns, and track deadlines. There are many templates available online to use as a guide.

Engaging Content

Producing high-quality content on a regular basis is key. Are your posts visual and easy to read? Do they engage with your audience? Do you talk about topics that matter or are currently trending? Producing informative content is valuable, but you also want to be approachable and add value as a service provider or brand. Using humour and nostalgia is also a fantastic way to connect with your followers… but not if you’re a funeral service! Remember, your post should be relevant!

Brand consistency 

Make sure your followers can recognise your brand – either through your branding identity, such as colours, logo, or font types. Think Coca-Cola!


Social media is about connecting with people: did someone tag or mention you in their video? Share it! Not only are you connecting with a follower, but you’re also producing content for others to see. Social media is about communicating with people: when you answer messages on time or allow reviews on your platform, you are telling customers that you care and that their feedback is valuable.


Video content is a must for any brand, especially in 2021. You don’t need expensive equipment or a massive number of skills to create excellent videos. Take a behind-the-scenes video of your employees or showcase a few of your new products. A short, informal video can allow for a great engagement. Read our blog post: Why Video Content is King in 2021?

The Competition

What are your competitors doing? What can you do better? If they don’t post that often, make sure you post consistently. Or if they offer little engagement with their followers, be helpful and kind when people ask YOU for information. Always be on the lookout for opportunities to do better within your industry.

Measure, measure, measure!

One of the perks of social media is that it allows you to measure your marketing efforts. It offers informative insights on your followers – who they are and where they’re from, or which type of content they enjoy most. It’s also a great way to see what kind of content you should produce. If you’re getting excellent traction on those behind-the-scenes videos, try adding more video content. All social media networks offer useful metrics that will guide you and help you streamline your social media strategy.

Social media has changed the way we look at the world. It has changed the way we do business. By knowing the basics, you can use social media to communicate and connect with your target audience, showcase your brand values, and ultimately create customer loyalty. Get creative, and don’t be scared to experiment!

12 Tips for Creating Shareable Social Media Content


How to Create a Social Media Marketing Strategy in 9 Easy Steps (Free Template)

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