Marketing plan for social media

Now that you have decided to use Social Networks to promote your brand, it is time to start the strategy.

But, where do you start? The answer is: creating your own Marketing Plan for Social Networks. This will help you guide your steps in Social Media and be able to specify your goals. Now, you are likely to ask yourself: how is it done? Keep reading and get all the details!


Why create a Marketing Plan for Social Networks?

Before entering fully into the explanation of the procedure, I would like to tell you what a Marketing Plan in Social Media is for. Its main function is to order all the actions that you will develop in the Social Networks, in order to meet the objectives that make up your Marketing Strategy in Social Media. Organizing your activities in this way will allow you to achieve your goals with greater efficiency and measure your achievements in Social Networks.

Your Marketing Plan for Social Networks must meet all the goals you want to achieve and the actions you will take to achieve it. Thus, some of the aspects that will include the definition of objectives in Social Media, an analysis of the media situation in which you are and what tools you will use to achieve your purposes.

Now that you know what a Marketing Plan in Social Networks is for, I will explain how to create it step by step. As a general advice, I recommend that you establish clear and specific goals. This will help you measure your progress more easily and not “get tangled up” with complex and unattainable goals.


1. Set goals for your Social Networks

Setting your goals in Social Media is the best way to channel your investment of time and work in Social Networks.

In this stage, your mission is to define objectives for your Social Networks that respond to the marketing strategy of your business. As you can see, here is the purpose of using Social Media: favor the growth of your brand. And this is the instance in which you are going to determine how you will achieve it.

With respect to the objectives themselves, I advise you to go beyond setting superficial goals such as reaching a certain number. It is much more profitable to establish as a goal to achieve a certain average volume of visits to your site, for example.

In this way, I recommend you raise at least 3 objectives for each of your Social Networks. In order to achieve the highest possible efficiency, make sure that each of them meets the requirements you will see below.

Your goals for Social Networks should be:

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Temporarily limited

Thus, an objective could be: “On Facebook we will publish a state per day dedicated to transmitting the spirit of our brand. Each of those posts must reach at least 50 likes and be shared at least 10 times. ”


2. Analyzing the situation in Social Media and create necessary accounts

In this stage the idea is to review what is your current situation in the field of Social Networks, so you can know where you are standing. After knowing your circumstance, you can determine if you must create new accounts to carry out your Marketing Plan in Social Media, and at the same time, you can adjust your Plan according to the state of things you find in each account.

So, in this instance you will have to determine:

  • How is your presence in Social Networks in relation to your competitors
  • Who connects with your brand through Social Media
  • What are the Social Networks used by your audience


Carrying out this analysis of your Social Networks will allow you to know which Social Media accounts represent you, who administers them and what is the purpose of each one of them. It will also help you determine which of them are not useful (maybe you should delete some) and which ones need to be updated.

After determining your situation in the Social Networks, you will be ready to create or improve the accounts that are necessary. At this point it is about evaluating if the accounts you have been linked to your stated objectives. For example, if you have a clothing business, using an Instagram account to display your models could be very convenient. On the contrary, if you are in the financial or life insurance business, an Instagram account would probably be a waste of time.

Finally, keep in mind that all your profiles on Social Networks should be attractive and professional. For this you have to make sure you respect the suggested image sizes for each site and fill in the spaces dedicated to your profile information with the data and identity of your brand.


3. Monitoring clients and competitors activity in social media.

The next step is to take a look at what your competitors, customers and the most important representatives of your sector are doing.

In this instance, it is advisable to browse the social networks of your competitors, with the aim of inspiring you in terms of content and to get an idea of the reaction of audience to different types of publications.

At the same time, you can study the profile of the competition to establish what your distinctive elements in Social Media will be.

Analyzing the accounts of your competitors will also help you to take note of the most successful publications, as well as the most popular content.

Finally, you can obtain information about which are the most influential users in your sector, in order to interact with them through mentions, retweets, etc.

To give you an idea of what types of content for social networks you can share from your site or virtual store, I recommend using Buzzsumo, an online tool that will help you to know which are the most shared topics in the different Social Networks. In this tools, you only have to do enter your domain or keyword in the box for searching top sharing article or topic on different social networks.

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4. Create a Content Calendar for Social Media

Now that you have a Marketing Plan for Social Networks, that you have already reviewed your accounts and that you know the situation of your Social Media competence, it is time to organize your editorial strategy.

For this, the idea is to create a Content Calendar for Social Media, in order to organize your publications and easily manage each of your channels.

In this way, in your Content Calendar for Social Media, you will indicate the days and times in which you will post your content on your blog and also on Facebook, Twitter, Goolge + and other Social Networks. This will help you keep track of the progress made in each channel, according to the objectives set for each of them.

5. Adjust and evaluate the Plan for your Social Network Marketing

Once you have done the organization and registered your actions in Social Media, you can evaluate the effectiveness of your social media network marketing. For this, you can use the different analytical tools that each site offers, such as Twitter Analytics or Facebook Insights on your Fan Page.

You can also use when generating your links, in order to know how many clicks they have received and collected other data.

Another way to get information about performance in your different accounts is to consult users directly. For example, you can conduct Surveys with Draws, which in order to encourage your audience to answer your questionnaire by promising an attractive prize.

Based on the data you obtain in relation to the growth of your accounts and the fulfillment of your objectives, you can modify your Marketing Plan to accompany the results in the most convenient way.

In this sense, you should not forget that in all cases it is about Dynamic Marketing Strategies, which you will have to adjust based on the periodic evaluations that you carry out.

I hope this guide to Create a Marketing Plan for Social Networks in 5 Steps has been useful. If you carry out all the stages that I have developed in this post, you will be able to systematize your actions in Social Media and in that way you will maximize the efficiency of your investment.

Did you like this blog post? Did you already have a Marketing Plan for Social Networks? 😉



Steps to your Marketing Strategy in Social Networks

Many ask me if in our Community Management Courses, we see how to make a good marketing strategy in Social Networks and the answer is always Yes, of course! Having a strategy when managing social networks for your brand is essential because otherwise we would not be talking about Marketing but a simple hobby.

In this article I want to list the components that are especially necessary when carrying out this strategy and that will make this very successful from day one!


Identify your Objectives

Every Social Networks Strategy needs to have clear objectives. Without that you can not move further.

You have to look carefully at the needs of your brand or business and decide how social networks will help meet those needs in order to work around that.

There are different types of objectives you can have for example: Make the brand known, retain customers, act as a customer service channel, get visits to your website or get new customers.

Our recommendation would be that you start with one or two primary objectives and list the secondary ones. Once we know how to get the first ones we will advance in the others.


Identify your potential customers

For example, sure you have seen accounts that have followers but do not get good interaction with them. Good this usually happens because these are not connected with the content of the brand or business.

We must try to get potential customers and make the effort to connect with an audience that is interested in our market. This would be that we must first identify our target market.

Who are the people who can reach that goal of ours? They are men? Women? Young, Not so young? Married? Singles? In what country or region are they located? What do you like? What habits do they have? What kind of income do they have? They work? Do you have problems? Once we have all of our identified public potential, we will try to create a specific strategy for this audience that will follow us and accompany us in the networks.


This is a very important point that no one can imagine how many people fail in their Marketing Strategy in Social Networks because they already start defining their target audience incorrectly.

Now that we have this determined, we must know that if we do not give them what they are expecting from us we will have that problem of lack of interaction. Satisfying this audience and achieving our goals here is easier than we think.

This is like love if I go looking for anyone to marry I probably never get it and I’m single you can not force someone to endure all kinds of things that do not interest you and likes to irritate you, you have to look for the better half they can make rare mixtures.

Keeping track of your competition not only keeps you up to date with what they are doing, it also gives you an idea of what works for them and can help you apply it to your own strategy.

Make a small list of who is your competition, do not want to study at all, start little by little and go incorporating things little by little.

See what social networks are using and study their content strategy. Look at the number of fans and followers they have and their ways of making publications. See what kind of publications they have also and how their fans interact.


Our Recommendation: Pay close attention to the interaction your competition has, since here you will see what works for them and they will also detect those that do not work for them.

Discovering the mistakes you can avoid them from the beginning.


Study what Social Networks are for You

Many companies or brands simply create and use all social networks without making a prior study of which would be the best and most appropriate for your business.

This is a big waste of time because, unless you have a large budget to hire different community managers regardless of the losses, you would be wasting time in the wrong places.

Not all social networks are the same and your target market does not act or is in all equally. You must determine which is the best social network for your business and for your objectives.


For example, if you already know that your customers spend most of their time on Facebook and much less on twitter, you should consider Facebook as the primary network for your strategies.

It will depend on that target market to know where you will move and to study where they are so it is necessary not to skip the steps of the strategy.


Create a Content Strategy within your Marketing Strategy in Social Networks

Content and social networks have a close relationship. From our social network accounts we must share interesting content for our target audience.

We can not share anything as we discussed before. We should not sin of the inexperienced and simply tune up our social media channels and start publishing right and left. Not all content is valid, not every form of publishing works and publishing at any time will not work either.

Within a marketing strategy in Social Networks should be a specific content strategy, choose which is the best content for the target audience, see what they would like to see more to them? Make a weekly calendar and plan what will be shared if articles, our own blog, images, videos, how many publications will be destined for advertising, we will endless possibilities.

All this must be well organized and planned. We must also think about what time it suits us to publish, at all times? in the morning? Afternoon? during working hours? early in the morning?….

Our Recommendation is Obvious Do not start publishing until you know what they are going to share and at what time this is basic in a social media marketing strategy.

Do not lose this valuable opportunity so they will get better interaction, they will get them to share their content and get new followers.

None of us liked when we were kids dancing with the ugliest. Well, we do not like social profiles that have no interaction, we do not see them as successful and ignore them.

If users get used to little interaction it will be difficult to overcome this situation and it will be very difficult for us to reverse this.


Assign a Budget

Social Networks does not mean Free! A networking strategy does not mean that it must be free, everything has its cost and its budget.

Having a Community Manager will take your budget, what does your worker do already? It is also a true budget? Or your time is free for you? What are you going to do? And your time is worth nothing? Well, this is the first expense you will have so you should start by knowing that this is already an expense.


Many people do not want to use them. According to them if facebook and twitter are free as they are going to pay for software. The software will streamline the work and help you measure better.

There are tools that allow you to manage networks in half the time or less then for example pay 20 dollars a month for a management tool and you will reduce your work from 2 hours a day to 1 at the end of the month.

at least 20 hours of work that saves you surely that your work of 20 hours is worth more than 20 dollars or I’m wrong.

On the other hand the measurement tools will save you time when measuring and you will see clearly what works and not when you can post clicks, how many people see the posts, schedules and so on, here you will also save money.

Anyway, Assign budget to your media strategy so you can also see if how many of these goals that have been met have been profitable compared to the budget assigned.


Measure and Modify

Now that you have launched your social media strategy, the measurement will be important to determine the success of it.

As we mentioned before, use measurement tools to be able to ensure a better overview of what has happened. Identify your values to follow and make reports on the performance of each publication, the interaction, which are the best publication schedules, which you have liked, which has gone unnoticed.


Once you are clear about all this, start looking for the errors and modify them. Compare them with your moments of success and try that the next time they are more triumphs than defeats.

This is the moment in which you will be able to fulfill even more objectives and here you will see the importance of all the previous points.

If you do not have the other 6 clear points you can not understand what you do right or wrong and you will not be able to improve your campaigns and you will probably never realize the importance of social networks.


Now is your turn!


I hope that these 7 points have made it clear to you the importance of a marketing strategy in Social Networks. I insist a lot on this since without this base we would not be talking about marketing plan in social networks