Beginner’s Guide: How to Create an Effective Social Media Plan for your Business


Social Media is arguably the best marketing tool businesses can use today.  I mean, the reach potential is just too far off compared to traditional billboard or newspaper advertising. Not to mention, way cheaper!  

Just look at how digital marketing trumps over traditional marketing in this video:


But with all the information out there, the question is, where do you even start? How do you create your own social media plan that's effective for your brand?

Worry not. We got you! Here is a beginner's guide to creating an effective social media plan for your business.



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What is Your Goal?

First of all, it is not enough to just blindly post just for things to hopefully pan out in the future. You should have a proper goal for every post and focus on that for a specific campaign period.

Here are might be the types of goals you might have for your social media needs:

  • Brand Awareness

  • Generate Leads

  • Build a Community

  • Engage With Your Prospective Audience

  • Increase in Sales

Yes, you can do everything. But please make sure you know what you are posting for.


Audit Your Current Social Media Presence

The next step is to know where you currently stand. What social media platforms do you use? What are your current social media postings? Do you even use social media in the first place?

Do an audit of what you are doing now. Check your profile photo, your cover page, bio, and etc. Are they conveying the message you want to present?

Keep the practices that are working for your goals and improve on those that are not.


Know Your Audience

When you post in social media, you need to know who you are talking too. And cater content that is both relevant and relatable to them. This needs trial and error, but at the very least, you must know who your audience is.

The problem with a lot of business starting, they don't know exactly their buyer's persona. Check their demographics. Some can be:

  • Age

  • Job

  • Location

  • Problems that You Aim to Solve

Spend some time and find out who exactly your client is for more effective content.



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Know Your Social Media Platform

After knowing your buyer's persona, it's time to choose which social media platform to target. There is a common notion that you need to be everywhere. I tell you. You don't.

You just need to focus on the social media platforms that your prospective customers can be reached out the most. For example, if you are targeting Millennials, Instagram and Facebook might be the route for you.

But if you're businesses is targeting other business owners, you might be better off with LinkedIn. Again, it all starts with knowing who your audience is.



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Social Media Mission Statement: What Makes You Different?

Now is the time to make your social media mission statement. A mission statement is like a general guide for your business when you publish posts. For example, if you are a payment solutions company catering to Australian businesses with Filipino freelancers *wink* *wink*, you can make a social media mission statement in your blog that goes like this:

"Paystaff aims to provide relevant content for Freelancers and Australian business to upgrade their personal and business skills for their future success."

Having this one-liner that encapsulates your goal will be a useful tool when planning your content moving forward.


Create Engaging Content

After all the preparations, it's time to produce content. Effective content differs from one customer persona to another. But the good thing is, you know who your customers are and you have a mission statement to guide you in every step of the way.

You can now properly make content targeting your audience. These are some content you can use:

  • Images

  • Videos

  • Blogs

  • Infographics

As of the moment, video is the highest form of content that produces results. But it would really depend on your audience. You might need to do trial and error at first and make sure that the content is of the highest quality you can give.



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Check Your Social Media Metrics

And speaking of trial and error, how would you know that your content is effective? 

It's by checking your metrics. It's not solely based on followers. You must check if you are converting to your goal. Almost all social media platforms have them. For example, Youtube has Analytics. Facebook has Page Insights. Instagram has Instagram Insights.

Depending on your goal. Check the:

  • Conversion rate

  • Reach and Impressions

  • Bounce Rate

You can even do split-testing for certain posts so that you will know which one is working better.

The point is, what you don't measure, you don't improve. So find a way to track your performance to execute more what is effective and to adjust what can be improved.



Take your social media to the next level. Follow these tips and reach the audience you want for your business. Good luck!


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