An SMM Strategy for Your Business: How to Make Social Media Work


Social media marketing has long been an independent field, with designers, copywriters, storytellers, content managers and marketing strategists each having their own meaningful role. How do you make sure everyone is cast as actors in a classic play? The correct answer is an SMM strategy, which is needed to promote both the Best IOs app for betting and a new flower shop. This will help achieve measurable results.

Who is involved

Several people are involved in developing an overall strategy: an SMM manager, a targeting specialist, a copywriter, a designer and an analyst. It is difficult to prepare a strategy alone, because each block requires specialized expertise. Here are four areas of strategy we focus on: marketing, design, targeting and context. A single marketer, however talented, is unlikely to be able to fully meet all of these challenges.

Goals and objectives

The first step in creating a strategy – setting goals. Set goals using the SMART method:





Limited in time.

Here’s an example of a SMART goal: Attract 400 new customers via social media by the end of 2022, keeping the average check to at least $100.

In order not to be disconnected from the strategic objectives of the company, we set goals and objectives within the SMM strategy in three planes: SMM, brand, sales.

This allows us to see how systematic work with social networks will influence the brand and what we need to do to achieve sales objectives. When the objectives are defined, we then move on to the essential: the strategy to achieve them.

Product, market and audience analysis

The first step is to study the product in detail, its specificities. If the brand already has social networks, they must be analyzed according to these criteria:

The number and quality of subscribers.

Coverage and commitment of positions.

Top posts – based on reach and engagement data.

Themes of publications, the most effective for the promotion of the theme (based on the statistics of the best posts).

Quality of content and visual design.

Positioning of a brand on social networks.

Types of content and their ratio (sales, engagement, entertainment, helpful posts).

Promotion methods used and their effectiveness.

The same should be done with competitors: identify 5 to 10 companies represented in social networks, and analyze these profiles according to the listed criteria. It is necessary to identify the channels and tools that competitors use for promotion and to assess the effect of these methods.

Finally, you must study in detail the audience of your product. Let’s take as a base the users subscribed to the company’s or competitor’s accounts.

Work with the audience according to this algorithm:

1. Determine the basic characteristics: sex, age, geography.

2. Determine interest.

3. Segment the audience.

4. Develop target portraits of each group: we talk about the user, his objectives, his level of need, the financial mechanisms of purchase.

5. Identify barriers for each target group and suggest ways to overcome them.

6. Identify the triggers that trigger a desire to buy.

seven. Analyze the touchpoints between the audience and the brand.

Using real data about your target audience, try to imagine the potential customer in their normal life: what they do, what lifestyle they adopt, what their concerns are during their day. Be sure to identify triggers and pains – what motivates them when interested in a company product.

By the way, in this case it will be useful to study the social network subscribers of the company or competitors – usually there are real users among them, whose image can serve as the basis for the target portrait. Use such examples: study their profile, see what they write about, what photos they post.

promotional concept

When all the raw data is collected, you need to focus on the brand you want to promote, to connect creativity. At the second stage, a concept is formed – the strategic basis for promotion in social networks.

The same product can be presented in different ways. For example, an elite resort can be promoted as an ideal place for families with children. Or as a venue for loud private parties. Depending on the option chosen, there are messages and images, advantages and differences in the product, which will be broadcast in the brand account. Meanings, images and benefits are the concept of promotion.

It must be interesting for the target audience, attractive and inducing to purchase. That’s why we need to know the audience’s interests and triggers. At the same time, the concept must be unique, allowing the brand to stand out from its competitors. That’s why it’s important to understand what promotional tools and methods they use.

The concept can be formulated in a few sentences, since its more specific definition within the strategy is prescribed:

Brand positioning.

Ways to differentiate yourself from the competition.

Unique selling proposition.

The big idea is the main idea of ​​a profile, the main idea, which we will carry through all publications.

The key message motivates the purchase.

Tone of voice is the nature of communication with the audience (friendly and direct, strict and formal, “you” or “you”, etc.).

It is good if at the time of developing an SMM strategy, the brand already has a formulated positioning, mission, values ​​- this will help to steer the brand’s social networks in the same direction, so that all communication with the target audience is built in a single key.

To develop an interesting big idea and key message, you can use different creative techniques: for example, the method of brainstorming and associations. The result of development – ​​1-2 sentences, revealing the uniqueness and attractiveness of the product.

This formulation should not be used directly in subsequent communication with users: it is mainly used for internal work and for understanding the promotion strategy.

For a more complete expression of the idea, we not only formulate it verbally, but also select a visual moodboard – a set of graphics and photos that convey the atmosphere and character of the brand.

Now that the concept and direction of social media profiles are clear, we can move on to crafting a specific list of tools to help achieve the goal.

Development of the SMM strategy

All the following sections of the SMM strategy are also related to the concept of promotion, but we separate them into a separate step. In the second stage, we formulate the direction in which to move, and in the third, we consider specific techniques and ways of implementing the plan.

This part of the strategy seems the most interesting, because it serves as a kind of instruction for promoting businesses on social networks. Except that without the first two stages of research and creation, it is impossible to qualitatively describe the third.

What is worked on at this stage:


Targeted advertising strategy.

Profile design.

A content matrix is ​​developed, including: topics for future publications, titles, publication formats, photo and video material requirements. Tags are chosen that allow additional promotion of posts, a unique account navigation system for the convenience of users is developed.

Thinking about promotional tools, we develop engagement mechanisms: games, drawings, contests and other ways to attract subscribers. Rules for working with bloggers are formed: desired blogger portraits are described; a selection of promising profiles for cooperation can be made; the interaction formats that will bring the best results are described.

The targeting strategy includes selecting potential audience groups that should be targeted with ad creatives.

One way to find an audience is to develop a mind map. In the future, targeting effectiveness for each of the groups will be verified by testing

In addition, the budget for campaigns is calculated to achieve maximum efficiency, KPIs are defined, by which the work of the executors should be monitored. Indicators can be:

Monthly increase in subscribers.

The level of commitment.


Number of messages from potential buyers.

Number of clicks to site landing pages.

Number of applications submitted via social networks, etc.

KPIs are chosen individually for each project based on the set objectives, specific activity and other parameters.

The final part of the SMM strategy is the development of design recommendations. Prescribed wishes for the design of the profile as a whole, individual posts, photo and video materials and graphics. Going forward, based on these recommendations, and following selected sage advice, the design will be developed for the communities.


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