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How to Build Your 2022 Social Media Marketing Strategy

This can be such a daunting task. 


Social media? What a mouthful. Seriously, we can’t live with it and can’t live without it. After all, it’s the fastest way most of us can grow and get in front of our ideal audience. Naturally we all want to master it but how do you not fall into the pitfalls of inconsistency? How do you know which platforms to go for? How do you know when what you’re doing is actually working?


1.Set goals that make sense for your business


In 2021, Sprout Social did a study that identified the two most common goals of social media: increasing brand awareness (58%) and increasing community engagement (41%). I think it’s only fair that you kickoff this guide by asking yourself the maybe not-so obvious: 


“What do you want from social media?”


This is the first step in defining a clear goal. A few goals you could be aiming for are:

  • Increasing brand awareness
  • Generating leads and sales
  • Grow your brand’s audience
  • Boost community engagement
  • Drive traffic to your site


Any combination of these goals will help you better understand which platforms to aim for but the key is tacking smaller objectives so that you can scale in a reasonable and affordable way. 


2. Take time to research your target audience


Never assume, it’s bad for business. Contrary to popular belief, you don’t have to do much legwork in creating all new datasets because most of the statistics that you need to know about your audience to influence your social media marketing strategy are already available. 


Choosing a social media platform

Once you know the who, you’ve got to refine the what. Really, we’d all love to be on every platform but the reality is that unless you have unlimited time and or money, you’ll need to get strategic. 


  • Facebook and Youtube are huge for ads 
  • Instagram and Youtube are the most popular platforms for millennials and gen z. 
  • Pinterest is where the ladies reside 
  • LinkedIn tends to attract the well-educated user which leaves room for more niche-specific content 


How do you choose? Focus on where your audience already is. 


Do your homework on your existing social media audience


Researching each channel and what they’re used for is a big deal but what’s more important are your clients/customers. 


Each platform has an insights section that will allow you to get down to the demographic details of your audience.


3. Establish your most important metrics and KPIs


Followers, likes, and fans are cute but who’s paying you? Right. The answer to that question is exactly what you need to track. Things like:

  • Reach: How many unique users saw your post
  • Clicks: Number of clicks on your content and/or account
  • Engagement: Number of social interactions divided by the number of impressions
  • Hashtag performance: Refine your content after asking which are the most used hashtags and most associated with your brand?
  • Organic and paid likes: Comparing the two can help you budget how much you plan to spend on ads and the time you invest in content curation.  
  • Sentiment: How users react to your content


4. Curate engaging social content


Now that you know what to publish based on your goals, audience, which networks to cover, and brand identity, it’s time to focus on your content strategy. 


Choose a content theme


Ever come across a piece of content that just felt authentic to the brand that published it? Well if you do this thing right, that’ll be you too and the hacks to this brand consistency are content themes. 


A content theme is just a format/creative touch that will help give your brand a signature touch. Cycling between memes, product photos, and user-generated content while sticking to your brand colors are a great example of implementing a content them. 


Something repetitive enough to be recognizable while presenting new information.


Content ideas for social media marketing in 2022


Here are a few samples of things you can include in your developing content theme: 

  • Stories
  • Short-form video
  • Posts that show off your human side

  • Time your social media presence wisely


This is an important skillset that requires a delicate balance between fresh content and always being “on” for your followers.


To maximize your resources and time, try: 

  • Posting at the best times to engage – great for small teams who don’t have separate people for engagement and content curation/posting
  • Responding to customer questions and shout-outs ASAP


The name of the game is responsiveness. After all, no one wants to feel like they’re talking to themselves; especially not in the comments section.


5. Assess what’s working, what isn’t and how to keep improving


Social media is and will always be trial and error but that doesn’t mean give up on all testing. It means quite the contrary. 


It’s great to start off a content plan strong but even more important to constantly analyze your efforts. If you don’t reflect, how will you know what’s working? Without definitively knowing what’s working, you could very well be wasting valuable resources on creating content that is not increasing your bottom line.  


Feeling confident in your 2022 social media marketing strategy?


I get it. I threw a lot at you in a short period of time but really, it doesn’t have to be daunting. 


Just set a handful of actionable, measurable goals, and implement them. 


Simple right? 


If you’re still feeling a little overwhelmed with tackling your social media content on your own, reach out to Smart-Lazy Studio for more information on our social media management services.


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