How to Develop a Social Media Strategy Which Drives Brand Awareness and ROI

Social media marketing is a necessity, and there are many active social media networks on a global scale. This is where you should engage, convert and influence. 

What is a Social Media Strategy?

A perfect social media strategy is a plan that outlines the social media goals that you have created for yourself. It is also a plan that outlines the tactics used for achieving them and metrics tracked for measuring the performance. Your social media strategy does not need to be complicated. All you want is a simple and specific plan. It will help you identify all the channels and the successful tactics. The social media strategy should drive brand awareness across all the social media channels for the target audience.

What are the Major Benefits of Having a Social Media Strategy?

The following are some benefits of having a social media strategy-

  • It improves your brand awareness.
  • It enhances targeting across audiences.
  • It increases website traffic.
  • It helps you in generating quality leads.

How can you develop social media strategy which drives brand awareness and ROI?

1. Set goals for your business

You should spend time understanding and defining your social media goals, as they will determine your social media strategy. You should think about what the business wants to achieve from social media. It is crucial to differentiate between marketing and business goals. You should learn more about the audience, expand your business, and generate more leads. After setting your goals, you should define the key performance indicators to understand which social media metrics are essential. To become successful on social media, you should set the metrics for each channel you use. You can also dig deeper and track the audience growth rate, amplification rate etc. There are many metrics you can make use of to track success. Hence, you should narrow them down to what matters the most to your business.

2. Research your audience

To create personalized messaging and content, you should understand your audience and what all they want from you. Market research is the best way to achieve this; you can do this through online surveys and interviews with your customers. Social listening is another way of discovering more about your customers; many tools can help you do this. Some tools will also help you inform your buyer personas. These personas will combine your buyer profile and insights to create a picture of your ideal customer. You can have more than one persona for capturing the different insights, pain points and demographics.

3. Research your competitors

The most crucial part of your social marketing strategy is competitor research. Competitor research helps you understand what your competitors are up to and what they are doing. You should also know what platforms they use and what campaigns they run.

It is also essential to keep an eye out for what content they produce and the frequency of their goals. By understanding how they engage with customers and the success of that engagement, you will be able to capture the customers’ attention.

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4. Choose your social media platforms

How you choose the best channel for your business is very important. It could be intimidating initially, as there is much to choose from. You should pinpoint your focus on a single social media platform and not make the mistake of simultaneously being present on all of them. 


Facebook is one of the biggest platforms and offers a targeted way to engage with customers. It allows you to connect with your target audience through video.


This is a great platform to showcase your products to the audience and connect with influencers with a substantial fan following and a social media presence. 


It is a place for B2B businesses and provides an opportunity for many businesses to connect in the B2B space through paid advertising and organically. The content that works well on this platform is Ebooks, industry-related content and blogs.


It is a real-time platform, meaning your content should be relevant and timely. This platform allows hashtags and quick replies. 


This platform provides a way to connect with customers in a way that can offer entertainment and information.

5. Plan your content

After you have done your research and narrowed down the right social media platform, you should think about your approach and content. Following are some of the ways to do that-

Create a tone for your pages

The tone is how you want the world to see and speak for your brand. 

Create content themes and content buckets

You should check what content themes and content buckets you will be able to create. If you are into the hospitality business, you should create content about healthy recipes and spa services. Another content bucket can be about your location and what makes it different from other hotels.

Create a content calendar

A content calendar is a key to posting regularly on social media networks. If you are posting on multiple channels, you can also add some orders. 

Schedule your content

Sometimes, it can be challenging to keep up with the fast pace of social media and you should try to post regularly as consistency is important.

What Accounts for a Good Social Media Post?

The time to create good content should be worth the effort and engagement you are putting in. Following are the ways to ensure that you create good posts –

Monitor content performance

Monitoring the content performance is important to analyze your content. Thus, you will have an idea of what works and doesn’t work.

Optimize your content

You should try to optimize your content as much as possible.

Think about new angles for your content

You should try to make radical changes and avoid sticking to the same format while writing a new blog or creating new content.

Track your KPIs

You should track your KPIs as it is important to make sure that you are on the right track with your content.