8 Must-Have Strategies In Your Social Media Marketing Plan

social media marketing campaigns and website analytics

In today's digital era, social media isn't just a platform for catching up with friends—it's a powerful tool for businesses and individuals alike. Whether you're an author promoting a book, a local bakery announcing today's special, or a motivational coach offering a dose of daily inspiration, your social media posts need to resonate with your audience. So, how do you ensure they hit the mark every time? Let’s delve into the keys to successful social media posts.

#1 Deliver Value

At the heart of any great social media strategy is the principle of providing value to your audience. But what does "valuable content" mean?

Here's a breakdown of different forms of valuable content and some examples:

  • Educational content
    • Tutorials & How-tos: Detailed guides on how to achieve something, e.g., a makeup tutorial or a guide on using software.
    • Webinars: Online classes or seminars on particular topics.
    • Infographics: Visually appealing graphics that explain complex topics in simple terms.
    • FAQs: Answers to frequently asked questions about your product or industry.
    • E-books & Whitepapers: Comprehensive documents that dive deep into a topic, often offered in exchange for an email address.
  • Informative content
    • News & Updates: Any changes in your industry or company, like product launches.
    • Case Studies: Detailed accounts of how your product or service helped a client.
    • Research & Surveys: Sharing findings from studies relevant to your industry.
  • Entertaining content
    • Videos: From humorous skits to behind-the-scenes looks.
    • Memes & GIFs: Relevant and relatable funny content (use wisely, ensuring it aligns with your brand).
    • Interactive Posts: Quizzes, polls, and games.
    • Storytelling: Narrating interesting brand stories or customer journeys.
  • Inspirational content
    • Quotes: Not necessarily your own—can be from famous personalities that align with your brand message.
    • Success Stories: Sharing achievements of your team, clients, or even competitors.
    • Challenges: E.g., fitness challenges, reading challenges, etc.
  • Conversational content
    • Q&A Sessions: Directly engaging with the audience, answering their queries.
    • Polls & Surveys: Asking opinions on various topics.
    • User-generated Content: Sharing reviews, photos, or testimonials provided by your customers.
  • Promotional content
    • Product Demos: Videos or images showing how your product works.
    • Discounts & Offers: Limited time offers, sales, or coupon codes.
    • Testimonials: Highlighting positive reviews or endorsements.

"Value" in content comes in various forms. The key is to know your audience, understand what resonates with them, and deliver it consistently.

It's a good idea to constantly monitor your analytics, as this will give you a clearer picture of what your audience deems "valuable" and help you fine-tune your strategy accordingly.

#2 Post Consistently

Regular posting keeps your audience engaged and your brand top of mind. But remember, quality trumps quantity. It's better to share a few valuable posts per week than daily posts with little substance.

When it comes to posting frequency, here are some general guidelines:

1. Facebook:

  • Frequency: 3-10 times a week.
  • Content Type: A mix of images, videos, shared articles, and curated content.

2. Instagram:

  • Frequency: 1-7 times a week for feed posts. Daily stories are recommended.
  • Content Type: High-quality photos, videos, IGTV, and stories. Carousel posts can be used for tutorials or listicles.

3. Twitter:

  • Frequency: 5-30 tweets a day including retweets.
  • Content Type: News, quick updates, shares, GIFs, and polls.

4. LinkedIn:

  • Frequency: 2-5 times a week.
  • Content Type: Articles, company news, shared industry-related content, and professional insights.

5. Pinterest:

  • Frequency: 3-30 pins a day.
  • Content Type: Infographics, images, and links to blogs or products.

6. TikTok/Snapchat:

  • Frequency: 1-5 times a day.
  • Content Type: Short videos, behind-the-scenes clips, challenges, and interactive content.

Variation Across Platforms:

  • Different Content: Each platform has its unique audience and strengths. Customizing content for each platform is crucial. For instance, a detailed post on LinkedIn can be summarized and visualized for Instagram.
  • Timing: It's not always best to post simultaneously across all platforms. Research and analytics will show when your audience is most active on each platform.

Social Media Post Calendars:

A social media calendar is a way to plan, organize, and schedule your content in advance. This ensures you have a well-thought-out strategy, avoids last-minute rushes, and maintains consistency.

Creating a Calendar:

  1. Content Mix: Decide the type of content you'll post (e.g., photos, articles, videos).
  2. Content Themes: Set themes for specific days (e.g., #MotivationMonday, #ThrowbackThursday).
  3. Schedule: Decide on the time and frequency of your posts. Utilize tools like Buffer, Hootsuite, or Social Champ for scheduling.
  4. Engagement: Allocate specific times to engage with comments, replies, and direct messages.
  5. Review & Adjust: Regularly check analytics to see what's working and adjust your calendar accordingly.

Consistency, while vital, should not compromise on the quality of content. It's better to post less frequently but provide high-quality content than to post daily without value. Adjust the guidelines based on your industry, target audience, and insights from analytics. Remember, the ultimate goal is to engage and resonate with your audience effectively.

#3 Engage, Don’t Just Broadcast

Engaging with your audience creates a community around your brand. It makes followers feel valued and listened to, fostering loyalty and increasing the chances of conversions.

When people comment on or share your posts, engage with them. A quick 'thank you' or answering a query can foster a sense of community and loyalty. Moreover, platforms like Instagram and Facebook have algorithms that reward posts that have higher engagement with more visibility.

Key Strategies for Engaging an Audience:

  1. Prompt Conversations:
    • Ask Questions: Simple questions at the end of a post can initiate a dialogue. E.g., "Which one is your favorite?", "Have you experienced this?"
    • Polls & Surveys: Platforms like Instagram and Twitter offer in-built tools to create quick polls.
  2. Respond to Comments & DMs:
    • Timely Replies: Always try to respond promptly to comments and direct messages.
    • Personal Touch: Avoid generic responses. Personalized replies make users feel valued.
  3. User-Generated Content (UGC):
    • Encourage Sharing: Ask your audience to share pictures or experiences related to your product/service.
    • Feature UGC: Regularly feature user-generated content on your feed or stories, giving credit to the original poster.
  4. Host Live Sessions:
    • Q&A Sessions: Go live and answer questions in real-time.
    • Behind-the-Scenes: Offer a glimpse into a day at your company or the process behind your product.
  5. Engage with Other Accounts:
    • Comments & Likes: Engage with content from other accounts in your industry. It can help in gaining visibility and forming collaborations.
    • Share Relevant Content: Share or retweet content from other creators (giving them credit) that align with your brand or could be of interest to your audience.
  6. Create Interactive Content:
    • Quizzes & Games: Use tools or platform features to create interactive quizzes or games related to your industry.
    • Challenges: Start a challenge related to your product or industry and encourage your audience to participate.
  7. Use Stories & Highlights:
    • Engage with Features: Use stickers, polls, and questions within your stories to increase interactivity.
    • Highlight Testimonials: Use the 'Highlights' feature, especially on Instagram, to showcase user testimonials, positive reviews, and other engaging content.
  8. Host Contests & Giveaways:
    • Entry Methods: Ask participants to tag a friend, comment, or share your content to enter, thereby increasing engagement and visibility.
    • Clear Rules: Make sure to have clear guidelines and transparent methods of selecting winners.

The essence of social media is being "social." Engagement is more than just a metric; it's a sign of a thriving and interactive community around your brand. Always prioritize quality over quantity; it's better to have fewer, more meaningful interactions than many shallow ones. Above all, be authentic in your engagements; audiences can easily discern and appreciate genuine interactions over forced ones.

#4 Visuals Speak Volumes

Visuals are processed by the brain 60,000 times faster than text. In the scrolling world of social media, compelling visuals are the difference between a scroll-past and a stop-and-engage. They help in conveying emotions, complex ideas, and brand identity quickly and effectively.

Posting images and videos on your social media channels are more likely to catch the attention of your audience than posts that simply contain text.

  • Images: Great for quickly conveying a message, showcasing products, quotes, testimonials, infographics, and more.
  • Video: Highly engaging and ideal for tutorials, product demos, behind-the-scenes looks, testimonials, and storytelling. Videos generally lead to higher engagement than images, but they also require more resources and time to produce.

Should You Use Templates?

Using templates with consistent branding can:

  • Boost Brand Recognition: A consistent color scheme, logo placement, and font can make your posts instantly recognizable.
  • Save Time: Templates can expedite content creation.
  • Professional Appearance: They provide a neat and organized look to your feed.

However, overdoing it can make content seem impersonal. It's a balance. Not every post needs your logo, but essential branding elements (like color schemes and fonts) should remain consistent.

  • Brand Consistency: This is crucial. Whether it's your color scheme, tone of voice, or type of content, consistency helps in building a recognizable and trusted brand. It ensures that the brand is easily recognizable and conveys a professional image.
  • Personalization: Personalized posts—like behind-the-scenes looks, team member spotlights, and stories—can make a brand seem more human and relatable. They foster a deeper connection with the audience.

So, which is more effective? It's not an either-or situation. The key is to maintain brand consistency while weaving in personalized, informal content.

Key Advice for Most Industries:

  1. High-Quality Images: Ensure your images are clear, high resolution, and well-composed. Grainy or blurry visuals can harm your brand's image.
  2. Consistent Branding: Use a consistent color palette, font, and style that aligns with your brand.
  3. Diverse Content: Mix up your content. Use images, videos, GIFs, infographics, and other visual formats to keep your audience engaged.
  4. Humanize Your Brand: Show the people behind the brand. Candid shots, team events, and behind-the-scenes looks can create a deeper connection.
  5. Engage with Trends: Use visual trends (like popular filters or challenges) to your advantage, but ensure they align with your brand.
  6. Value Proposition: Whether an image or a video, always think about the value it offers to your audience. Is it educational, entertaining, inspiring, or informative?
  7. Avoid Over-branding: While it's good to have your logo or website on some posts, don't overdo it. Not every post needs to be an advertisement.

Visual content is a potent tool in the social media toolkit. It's an amalgamation of brand consistency and personal touches. The goal is to convey your brand message while resonating and connecting with the audience on a personal level.

#5 Know Your Platform

Every platform has its strengths. Use them to your advantage.

Let's dive into the strengths and weaknesses of each major social media platform:

1. Facebook


  • Audience Size: Largest user base, with over 2.8 billion monthly active users.
  • Versatility: Supports text, images, videos, live streaming, stories, and more.
  • Targeted Advertising: Advanced ad targeting based on interests, behaviors, and demographics.
  • Groups & Communities: Brands can create and manage their own communities or join relevant ones to engage with their audience.


  • Organic Reach: It's been declining, meaning without paid promotion, your content might not reach a large part of your audience.
  • Younger Demographic Shift: Younger users are more active on platforms like Instagram, Snapchat, and TikTok.

2. Instagram


  • Visual Appeal: Focused on images and videos, making it perfect for brands with visual content.
  • Engagement: High engagement rates compared to other platforms.
  • Stories & Reels: Features that allow for creative, time-limited content.
  • Influencer Marketing: A prominent platform for influencer collaborations.


  • Link Limitations: Can only have one clickable link in the bio, making directing traffic a bit challenging.
  • Competitiveness: Due to its popularity, it can be hard for brands to stand out.

3. Twitter


  • Real-time Engagement: Great for real-time updates, news, and customer service.
  • Brevity: Forces concise content, leading to quick and digestible messages.
  • Hashtag Use: Effective for event tracking, campaigns, and trending topics.
  • Direct Conversations: Easy to directly engage with customers and influencers.


  • Short Content Lifespan: Tweets have a short life, meaning they can easily be buried in a follower's feed.
  • Character Limit: Restricts in-depth content sharing.

4. LinkedIn


  • B2B Marketing: Best platform for B2B marketers, professionals, and job seekers.
  • Professional Environment: Content is more industry-focused and professional.
  • High-Quality Leads: Users are on LinkedIn with a professional mindset, leading to quality engagements.


  • Less Casual: Not ideal for more casual or entertainment-focused brands.
  • Slower Growth: Building an audience can be slower compared to platforms like Instagram.

5. TikTok


  • Viral Potential: Content can quickly go viral due to the platform's algorithm.
  • Young Audience: Highly popular among Gen Z and younger millennials.
  • Creativity & Trends: Encourages innovative and trending content.


  • Demographic Limitation: Predominantly younger users.
  • Content Lifespan: Trends move quickly, and content can become outdated fast.

6. Pinterest


  • Visual Discovery: Users come to discover new ideas, products, and inspirations.
  • Purchase Intent: High user intent to purchase compared to other platforms.
  • Long Content Lifespan: Pins can drive traffic for months or even years.


  • Niche Audience: More popular among females and specific industries like fashion, decor, and DIY.
  • Less Social Interaction: Less about conversations and more about content discovery.

Each platform offers unique strengths and weaknesses. It's essential to know where your target audience spends their time and tailor your content and strategy to align with the platform's strengths. Brands must understand the nuances of each platform to truly make the most of their social media marketing efforts.

#6 Tell a Story

People love stories. Storytelling is an age-old method of connecting with an audience, and its importance is even more pronounced in today's digital age. For small businesses, it's an effective way to humanize the brand, build trust, and foster customer loyalty.

Stories are relatable, engaging, and memorable. Businesses looking to use stories in their social media strategy can use client testimonials, success stories, or even challenges faced and overcome.

  1. Find Your Unique Story:
    • Origin: How did your business start? Was there a specific event or reason behind its creation?
    • Challenges: What obstacles have you faced, and how did you overcome them?
    • Values: What principles guide your business? How do you enact these values daily?
  2. Keep It Authentic:
    • Authenticity fosters trust. Always be genuine in your storytelling.
    • Avoid over-exaggeration or bending truths. It can backfire and damage your reputation.
  3. Make It Relatable:
    • Your story should resonate with your target audience. Think about their pain points, desires, and experiences.
    • Share customer testimonials or case studies that highlight real-world benefits.
  4. Introduce Characters:
    • Feature key people behind your business – founders, employees, or even loyal customers.
    • Showcasing real faces makes your brand more personable and relatable.
  5. Show, Don’t Just Tell:
    • Use visuals like photos, videos, infographics, or illustrations.
    • Visual storytelling can often convey emotions more effectively than words alone.
  6. Use Emotion:
    • Emotional stories can be more memorable. Whether it's humor, inspiration, happiness, or even sadness, emotions can create stronger bonds.
  7. Keep It Concise:
    • While there's no strict "length rule," attention spans are short, especially on social media.
    • Get to the point, but ensure the core message isn't lost.
  8. Engage & Listen:
    • Encourage feedback on your stories. Ask questions and engage with your audience.
    • Use their responses to refine your storytelling approach.
  9. Iterate & Experiment:
    • Storytelling is an art. Experiment with different formats – blogs, videos, podcasts, or social media stories.
    • Measure the impact and adapt your methods accordingly.
  10. Incorporate Storytelling in Various Channels:
    • Your website's "About Us" page, email newsletters, social media captions, and even product descriptions can benefit from storytelling.

Storytelling in business is about more than just spinning a good yarn. It's about forging a deeper connection with your customers by sharing your journey, values, and mission.

When done right, it can differentiate your brand in a crowded market, create lasting relationships, and turn customers into brand advocates. Remember, every brand has a story – it's how you tell it that makes the difference.

#7 Use Relevant Hashtags

Hashtags are a powerful tool for increasing the visibility of content, connecting with a specific audience, and participating in trending conversations. Use a mix of popular and niche-specific hashtags to reach a wider audience.

Here's a guide on using relevant hashtags effectively:

  1. Understand the Purpose of Hashtags:
    • Hashtags categorize content, making it discoverable by users who are interested in that specific theme or topic.
    • They allow businesses to engage with larger conversations or trends.
  2. Finding Relevant Hashtags:
    • Native Research: Search within the social platform to see which hashtags are commonly used within your industry or niche.
    • Hashtag Tools: Websites like Hashtagify.me, RiteTag, and Keyhole can provide insights on trending hashtags and their performance.
    • Competitor Analysis: See what hashtags competitors or industry leaders are using.
  3. Use a Mix of Broad and Niche Hashtags:
    • Broad hashtags (e.g., #marketing) might have more search volume but also more competition.
    • Niche hashtags (e.g., #ContentMarketingTips) can help you reach a more targeted and engaged audience.
  4. Avoid Overstuffing:
    • Instagram: While you can use up to 30 hashtags in a post, research suggests that 5-11 hashtags can be optimal.
    • Twitter: Due to character limits and readability, 1-2 hashtags are generally recommended.
    • LinkedIn & Facebook: 1-3 hashtags tend to work best. Overuse can make posts look spammy.
  5. Create Brand-Specific Hashtags:
    • Encourage users to use a unique hashtag related to your brand when they post about your products or services.
    • This not only boosts brand recognition but also allows you to easily find and engage with user-generated content.
  6. Stay Updated with Trending Hashtags:
    • Trending hashtags can change quickly. Regularly check what's trending in your industry and see if you can organically integrate them into your posts.
    • However, always ensure the trending hashtag is relevant to your post and business.
  7. Avoid Using the Same Hashtags Repeatedly:
    • Overusing the same set of hashtags can make your content seem repetitive and might reduce its reach, especially on platforms like Instagram.
    • Vary your hashtags to reach different segments of your audience and to keep your content fresh.
  8. Test and Analyze:
    • Just like any other marketing strategy, analyze which hashtags are driving engagement and adjust accordingly.
    • Platforms like Instagram Insights provide data on hashtag performance.

Hashtags are more than just a trendy add-on. They're a functional tool that can dramatically boost the visibility of your posts, provided they're used strategically. Regularly evaluate and adjust your hashtag strategy to align with your content and audience preferences. And always remember: relevance and quality over quantity.

#8 Monitor & Adjust

Monitoring and adjusting is a critical component of a successful marketing campaign. Keep an eye on your post analytics. What's getting likes? What's being shared or saved? Use this data to refine your content strategy.

Here are some general guidelines for how you can measure the effectiveness of your marketing efforts and how to adjust your plans:

  1. Choosing the Right Analytics Tool:
    • Website Analytics: A comprehensive tool that provides information about user behavior, demographics, acquisition channels, and more.
    • Platform-specific analytics: Platforms like Social Champ or other social media management tools offer built-in analytics that can provide insights on post engagements, reach, clicks, etc. While these are valuable, it's often beneficial to complement them with platform-native analytics (e.g., Twitter Analytics, Instagram Insights).
  2. Key Performance Indicators (KPIs):
    • Determine which KPIs are most important for your goals. This could be website clicks, engagement rate, conversion rate, reach, etc.
    • KPIs will vary depending on the campaign's objectives. For instance, if it's brand awareness, then reach and impressions might be key. If it's sales, then conversion rates would be vital.
  3. When to Adjust Your Strategies:
    • Immediate Adjustments: If something is factually incorrect, offensive, or receiving negative feedback, change it immediately.
    • Short-term Review: After a week, review engagement rates and click-through rates. Are they on par with past posts or industry benchmarks?
    • Long-term Review: After a month or a quarter, review overall campaign goals. Are you gaining more followers, seeing more website traffic, or achieving more conversions?
  4. Determining Success:
    • Successful Post: High engagement (likes, comments, shares), high click-through rate, and positive audience feedback.
    • Unsuccessful Post: Low engagement, negative feedback, or a low click-through rate. But remember, sometimes posts with lower engagement might still drive quality traffic or conversions.
    • Understand that not every post will be a 'home run'. The aim is consistent growth and learning from each post.
  5. Adjustment Strategies:
    • Content: If certain topics or content formats (video, polls, articles) perform better, consider focusing on them.
    • Posting Time: Adjust based on when your audience is most active.
    • Engagement: If posts aren't engaging, consider more compelling visuals, stronger CTAs, or more relatable content.
    • Promotion: Perhaps certain posts need paid promotion to reach a wider or more targeted audience.
  6. Regularly Consult Analytics:
    • Always keep an eye on your analytics. It informs you of what's working and what's not, allowing you to adjust your strategies effectively.

The key to a successful marketing campaign is not just in the launch but in the continuous monitoring and adjusting. Remember that no strategy is set in stone. As market dynamics, platform algorithms, and audience preferences change, so too should your approach. Embrace flexibility and always keep the end goal in sight.

Final Thoughts

Social media is a dynamic realm. While trends come and go, the core principles of providing value, maintaining consistency, and engaging with your audience remain paramount. Whether you're a budding author, a local cafe, or a multinational corporation, understanding and implementing these keys will set the foundation for your social media success.