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10 Questions to Answer Before Building Your Social Marketing Strategy

Whether you are a marketing expert or taking your first steps in your social marketing journey, you’re probably running into some hurdles.

carefully planned social media strategy will help you achieve your goals, and also learn invaluable lessons that inform future marketing efforts.

Introduction to Full-Funnel Social Analytics

If you want your next social media campaign to be successful, take a look at the ten critical questions you must answer before you begin a new social media marketing adventure.

1. What Are the Goals and Objectives of Our Social Media Marketing Campaign?

Before initiating your campaign, you need to define your goals and have a clear vision of what you are trying to achieve. The easiest way to do this is to apply the S.M.A.R.T framework and evaluate each of your objectives by using the following parameters:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-bound
SMART Goals Content Marketing

Also, while you are trying to come up with the most relevant goals, keep your audience and their attitudes, interests, and behaviors in mind. For example, think about how you can help your potential customers solve their problems. Clearly identified goals will coach you through the process, help you reach a wider audience, and create a strong customer base.

2. What Kind of Budget and Resources Can We Allocate for This Project?

In order to properly budget for your social media campaigns, you need to map out all the important steps of building your online presence. You need to consider:

  • The social channels you will be focusing on
  • The tools and software you will need to invest in
  • The resources you will need to manage your project (your social media dream team)
  • Professional content writers and editors that will work on creating your social media message
  • Experimenting with paid advertising

3. What Is the Current State of Our Social Media Presence?

If you are wondering if your social media methods are paying off, you should do a small research on the current state of your social media platforms. Conduct a social media audit by collecting and analyzing all the important data from your social media channels. These include:

  • Social media metrics (likes, clicks, shares, video views)
  • Audience demographics and interests (find out why the number of your followers differ depending on the channel)
  • The quality of your social media channels (the content you share, brand consistency, tone of voice)
  • ROI (look at the costs of your social media campaigns)


4. Who Is Our Target Audience?

No matter how hard you try to boost your brand’s awareness, your efforts will fall flat unless you are speaking to the right target audience. Instead of wasting your resources trying to reach the general public, define your ideal client, your buyer persona and find the audience that resembles it.

Also, ensure that you have clear insight into how big your audience is. This will help you identify which platforms your audience visits most frequently and allow you to target your niche communities. Finally, create a small survey and find out about your customer’s preferences and the websites they regularly use.

Target Marketing on Social Media

5. What Social Media Channels/Networks Should We Focus On?

Once you identify your target audience, the next step is to determine the social media channels which are dominant for your market. Keep in mind that quality counts. Instead of spreading across multiple social platforms, choose two or three and focus on delivering vibrant, engaging content.

Also, don’t rely on the size of the social platform. Although Facebook is by most means the biggest and the most popular social network, it may not be the right channel for your brand, or a particular campaign. You need to ask yourself the following questions:

  • Are your customers on that network?
  • Does your industry have a presence there?
  • Does the network fit your demographics?
  • Does it make sense for my content?
Social Media People

6. What Type of Content Should We Produce?

It goes without saying that the content you decide to create will heavily influence the entire campaign. When thinking about the content you aim to produce, consider these three essential elements:

  • Type of content
  • Time of posting
  • Frequency of posting

Creating a powerful and unique piece of content is not enough. You need to choose the form (video, infographic, images) that matches the context of your campaign. Also, keep in mind that all your efforts could go down the drain if you don’t know the best times throughout the day to post your content.

7. Are There Any Tools out There We Could Use to Our Advantage?

If you want to make your campaign as flexible as possible and strive towards your campaign goals at the same time, opt for tools that will help you boost engagement. For example, instead of pumping out content that has no particular value, increase your focus on creating interactive content by using tools such as Guides.Co or Brackify and make your content come to life.

When it comes to marketing automations software, some of the top picks for marketing automation tools are Hubspot and Marketo. These can help you grow your traffic and convert more visitors into customers.

Finally, since there are so many things on your plate that you need to handle when running a campaign, selecting the right social media scheduling tools will help you hit the healthy balance. For instance, tools like Buffer, Hootsuite and Social Champ will help you find the easiest way to share your posts and manage all your accounts at one place.

8. How Are We Going to Keep the Campaign on the Right Track?

Social media marketing strategy is a long-term plan that often involves a bunch of different tasks assigned to different members of your team. To ensure everything goes smoothly, each member of your team has to be on the same page. Delegate your tasks and ensure that everyone has a clear knowledge of their responsibilities and respect the deadlines. The easiest way to do that is to invest in one of the available project management tools and let your team stay organized and deliver top-notch results.

9. What Are the KPI’s We Need to Track?

The only way to ensure that your campaign is performing well is to clearly identify your KPI’s. The first area you want to examine is your social media presence. You need to measure the number of your followers and fans, the number of mentions, and track your content using content share tracking solutions. Be sure to calculate your social media reach and track blog subscribers. Numbers are essential and will help put your social media efforts into perspective, but also be sure to measure the engagement of your audience and how your content influences relevant conversations on social.

10. What Is Our Customer Journey Map?

Your entire marketing effort will fall flat unless you build a successful conversation with your customers. To be able to do so, you need to be fully aware of the journey your customer takes before they decide to convert. Here are a few fundamental steps you need to take when creating a customer journey map:

  • Identify the touch points (where your customer interacts with your organization)
  • Map multiple paths of entry to the purchase process (e.g a website or a toll-free number)
  • Identify the most significant touch points (the ones that truly impacts the customer experience)
  • Get feedback from all levels of an organization
Buying Cycle Leverage Marketing

Image Source: Leverage Marketing

There is no a set path on your road to success in creating a great social media marketing strategy, but these questions can steer you in the right direction. Nevertheless, it’s an ongoing learning process that will let your business thrive and eventually help your brand hit the top ranks.

For more information on how to build a successful social media strategy, check out our blog post Why Social Marketers Need to Understand the Sales Funnel.

Get everything you need to analyze the metrics that matter

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Maja Mrsic

Maja Mrsic is a professional content writer and editor at Active Collab. After finishing her Master’s Degree in english studies, she pursued a career in content and technical writing in digital marketing.

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