Social Media Marketing Strategies for 2024

We’ve put together a comprehensive strategy and guide for creating social media content and digital marketing campaigns that will engage with your customers, build your brand, and grow your business.

1. Create Brand Pillars

Communicate to build bonds with the brand.

Start with the brand pillars – every communication, post, image, and text should be in alignment with the brand pillars and the brand voice. If these pillars are not clearly defined, go back to management and define the brand.

2. Develop your Target Audience

  • Define the target audience (Or if a wide range, create segments).
  • Who wants the product? Who can afford the product?
  • What type of content does the audience like?
  • What channels are they on?
  • What time are they on?

3. Create Customer Focused objectives

Why do people follow our brand?

  • Customer service
  • Learn about new products
  • Understand existing products
  • Interact with a brand directly
  • Learn about the purpose and vision of a business.

4. Define the Customer Journey

Define the customer journey stages. (create communication to meet each stage in the journey).

  • Awareness,
  • Engagement,
  • Evaluation,
  • Loyalty,
  • Acquisition,
  • Advocacy.

What is the customer feeling in each stage? What questions do they have?

For Example – 

  • Digital Marketing – create a broad general message with no call to action as a Brand Awareness campaign.
  • But from that, we can develop a remarketing list from those who engaged with that first message.
  • Give away a high-value content offer (HVCO) or ‘lead magnet’ in exchange for an email address so we can continue the conversation
  • From there, we create a more targetted message to this list with a call to action, adding some value to the next stage of the journey
  • We can also build a lookalike audience and communicate with this list.
  • Take customers on the journey of building a relationship with the company to integrate with other channels (like email, or phone call, or in person)

Advocacy. Take customer feedback and reviews and turn into posts.

5. Defined Objectives for all content (paid and organic)

  • Why?
  • What outcome do we want?
  • So What. (keep asking). Is this content serving a purpose for the business?
  • Vanity Metrics vs ROI.

Create Objectives but don’t reinvent the wheel.

  • Align with existing content on other platforms.
  • Why: ensure we are not creating unfocused engagement. The engagement we create should be relevant to the business. (For example, if I am running a competition to give away something, ensure it is something that the ideal customer for the business would appreciate).
  • Translate strategic goals into social goals.
  • Create content strategy from this.
  • Don’t generate content that has no clear purpose. (Objective).

6. Keep Management involved

Create a culture of social, speaking the language that the executives in the company speak.

7. Measure

Show how social is relevant for management. (It drives revenue, decreases costs, decreases risks)

What do customers want to measure? 

  • Am I inspired by the content?
  • Help me make a purchase decision
  • Show me you care.
  • Provide value

Measure the quality of content engagement. 

  • How do customers feel? 
  • Is the experience positive or negative?

Measure customer outcomes and business outcomes together.

  • Business: Sell more products
  • Customer: Where can I find people who like the things I like?
  • Business: Customer support
  • Customer: Want immediate help

8. Shaping a community of followers

  • We can’t control everything.
  • Create guidelines, what is tolerated, and what is not.
  • Post relevant content. This will shape the community and conversations.
  • Share positive comments and posts from customers. (Reinforce positive behavior).
  • Treat others as you wish to be treated.
  • Look after the advocates – make them feel special.


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