How to Create a Social Media Strategy That Drives Engagement & Leads

Are you churning out a load of content across all platforms, but not seeing any real results? Quantity over quality will fail you ever time.

Take a step back, refocus and strategise.

Creating a social media strategy surrounding your brand message and target audience means driving engagement and securing leads, instead of wasting time and irrelevant social activity.

One Small Step for Man

An effective social media strategy: the brains behind the brawn.

The first step is knowing what your brand wants to say, and to whom. From here, you can identify the platforms, type of content, touchpoints and metrics you should focus on.

To solidify your brand message and target audience, deep dive with these questions:

• Why do you do what you do? What are you trying to say to the world?

• Who is interested in the product or service you are offering? Consumer profiles, user journeys, buyer behaviours?

• Look at industry competitors, what does their social audit look like?

The Right Platform

You may think that all social media platforms are the same. A couple ‘likes’ here, a few ‘comments’ there. However, a successful social media strategy differentiates which platforms will boost your brand, and which are unproductive to your end goal.

Each platform has a tone of voice and audience personality. For instance, TikTok is a fast-paced, short-form video platform that inhabits a younger generation of trend-hungry digital natives; X is a rapid conversation platform for commentary, culture, and public discourse, often attracting a highly plugged-in mix of generations; LinkedIn is a professionally driven networking platform hosting B2B, B2C and personal brand profiles.

For an effective social media strategy, you must meet your audience where they are; otherwise, you’re selling ice to an Eskimo.

Content: Curated > Careless

Similar to platforms, the type of content you produce needs to be strategically positioned towards your target audience and brand message, as well as the platform and user journey.

This means altering the tone of voice for each platform, adjusting the CTA depending on the user touchpoint, and understanding what your audience wants to see.

Namely, as we move down generations, attention spans are getting shorter, so a 10-minute video explaining your product to Gen Z is destined for failure, whereas 3 or 4 snappy reels would more likely catch their attention.

A viral video that attracts engagement and leads conversation, or an upload lost to the void of social media.

Is It Worth Measuring?

Objectives and metrics decipher if your strategy is working, and what needs to be altered. But what exactly needs to be measured?

Reading the right metrics and setting relevant objectives is the final step in a strong social media strategy, allowing your hard work to constantly improve rather than fall stagnant.

Analyse how your target audience behaves, and what their social love language is. Do they like and comment, repost and converse, or is it dwell time? Allow the correct metrics to manipulate your strategy.

Our social media specialists will work with you to create and deliver a social media strategy, relevant to your brand message and target audience. Get in touch to discover your strategy.