We can’t use a cookie-cutter approach to social media marketing since each organization has distinct aims to achieve. For example, suppose the goal of a business is to increase the visibility of a page on social media platforms. In that case, the aspects determining page quality and posting schedule will differ from those whose goals are lead generation and business growth. Here’s a step-by-step guide to developing a social media plan for your company:

Step 1: Determine Your Objectives

The goal of a social media plan can be either to generate leads, to increase the visibility of the business or both. For example, we have two distinct social media handles: Infino and Kinex Media. We have limited ‘Infino’ for enhancing our company’s presence and promoting our work culture. Kinex Media, on the other hand, is a professional page whose goal is to produce maximum leads and earnings in the form of sales.

This brings us back to the idea that various goals necessitate diverse social media methods.

Step 2: Research Your Audience


“Never view every audience as your target audience,” says our social media strategist. Find the best one for your company by using specially created tools such as Social Media Analytics and Social Listening, or you can even conduct surveys.

Step 3: Examine the Competition’s Strategies

Because you know your goals and target audience, use them as filters to determine which competition to explore for competitive research. Spend a day or two extensively researching them.

Step 4: Finally, Build Your Strategy

Here is a list of some metrics based on which you should build a strategy:

      a. Assign Roles To Your Team


One person is not enough to build a social media marketing strategy. It would be best if you had a team who would contribute their ideas and will be assigned the specific job roles like: 

  • Strategist (One who will frame the entire strategy and will take good care that all the things are being carried out smoothly)
  • In-charge of Visual Content Creation (Videos/ Graphics)
  • Supervisor of Textual Content Part (Content on Images, Captions, Maintaining Bios) 
  • Researcher (One who will continually study the competition & trends running in the market) 
  • Trained Executive For Posting (One who will be responsible for posting the content on different social media channels) 
  • Ad Executive (One who will generate leads through paid ads) 
  • Auditor (One who will review all the posting activities & will analyze whether our strategy is going in the right direction or not) 

      b. Plan Your Budget

Based on the budget, we can decide whether: 

  • We can make use of paid or free tools. 
  • We should run ads occasionally or frequently. 
  • We should assign one or multiple roles to one executive (Focusing on the salary part) 

      c. Choosing Posting Platforms

There are many social media channels available for publishing. However, employing them all under the assumption that ‘More Posting Channels, More Results’ is pointless. A social media strategy should carefully select platforms considering the fraction of our target audience that is there.

      d. Framing a Content Strategy 


  • By content strategy, we mean the type of content we’ll be publishing, like Short Videos, Long Videos, Graphics and Text.

Note: A good content strategy is a mixture of all. 

  • It also demands you to determine the tone of the content: Informational (What we are doing?), Promotional (Why should you choose us or hire us? Why should you work in our company?) 

What would be the length of the Captions?

      e.  Hashtags & Keywords to Target for Social Media Search Optimization

It is critical to research hashtags and keywords if you want to be found by people when they put a specific term into the search box. We must concentrate on Social Media Search Optimization in the same way we do on Search Engine Optimization.

Pro-Tip: Though one can use 15 to 20 hashtags in a particular post, it is still suggested to keep this number limited to 3 to 5.

      f. Posting Schedule


Posting a schedule never means posting every day. The main aim of framing a posting schedule is to be consistent, not regular. One can post 2 times or 3 times a week. It should not be the case, “You are doing 5 postings this week and not doing even 1 of that in the following week”.

Pro-Tip: Reposting is as essential as fresh posting. One should definitely repost the previously posted underperformed post.

Wrap Up!

Creating a high-performing social media plan is not easy. Everything takes a lot of work to make it go well. The strategy cannot be developed in a single day. It may take about a week to get everything set up and started.

A solid social media plan is developed by a team after thorough research of the competition, careful consideration of the budget, and appropriate examination of platforms. Aside from that, a content, hashtag, and keyword targeting plan should be established ahead of time.

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