Build a Better Marketing Plan with a Strong Social Media Strategy

Most businesses, big and small, recognize that some kind of social media presence is important. Unfortunately, far too many of these businesses don’t realize how important that presence is. As a result, everything from small businesses to large corporations aren’t reaching their full audience.

What’s worse? These businesses aren’t able to interact with their customers or people interested in their product or service.
Social media is just that - a way to connect with potential customers, clients, etc. It gives your business or organization a personality. People tend to respond to that far more than any billboard ad or 30-second television commercial.
But, it’s not enough to build a Facebook page or throw a few pictures on Instagram. Setting up your social media marketing plan takes time, and needs to proper implementation for success. So, what can you do to foster positive social relationships between your business and your buyers?

Developing Your Social Media Strategy

You can’t throw your entire social media strategy at one person who works for your company. You also can’t hire a marketing company to do all the work.

After all, social media is about sharing your voice and your personality.
Finding that balance between what to do in-house and what services you can hire out is a huge key in developing a social media plan.

Your in-house work should take care of the “daily” tasks, including:


  • Daily posts on all platforms
  • Answering customer questions
  • Interacting with customers and potential customers

Hiring a marketing agency to take care of the heavy lifting is a great idea that can ensure your social media strategy is up to speed. A qualified marketing agency can help you determine which channels best fit your business, how often you should post, and the type of content you should be sharing.

You need to have the right strategies in place to execute them on a daily basis. Finding that “perfect balance” is a great place to start when you’re developing your strategy.

Planning What You Publish

Between all the different social media platforms, trying to keep up with regular posts and interaction can feel overwhelming. That’s why planning ahead can make a big difference in how you manage your accounts.

So, how can you get started when it comes to planning ahead? This is another area where it can be useful to work with an experienced agency. They can help you hone in on different tactics that will work best for your business. Some of these strategies include things like:


  • Understanding when your target audience spends time online
  • Which social media platforms your target audience uses
  • What types of content attract the most attention
  • What types of content gets the most engagement
  • Which types of media work best (images, video, etc.)
  • What piques the interest of your audience

As you can see, there are many different things to consider when it comes to planning what you publish. Getting a fresh perspective from a professional source can help you to create an efficient strategy that’s easier to manage. Once you have these facts and figures in place, you can create your content ahead of time and prepare it for publishing.

A Social Media Calendar

Not sure where to get started as you’re planning ahead? Create your own “social media calendar” in a spreadsheet. There are also plenty of free online resources and templates that make it easy to create a calendar to fit your needs.
Your calendar should include the days and times you want to post, as well as the types of updates you want to share. Creating a calendar helps to keep you organized and gives you time to create any accompanying visual content you want to use. It also allows you to stay ahead of things like holidays, important events, etc.

Don’t get frustrated when you’re working on your social media calendar. It will likely take a few hours to put together. But, it’ll save you a ton of time in the long run! Plus, you’re less likely to make mistakes or forget about an important post.

Use Your Resources

There are plenty of tools and resources available to help make managing your social media presence easier than ever before. Tools like HubSpot, HootSuite, or Agorapulse are be used to manage everything in one place and schedule posts ahead of time.
When you use one of these tools (or one of their competitors), you lose a lot of the confusion that can often go along with social media management.

All of your account information is right in front of you. You can manage Facebook, Twitter, Instagram, YouTube, etc., all from one easy-to-use dashboard.

You can also combine your social media calendar with one of these central tools. As a result, you’ll be able to stay more organized and keep things on schedule with less confusion. So, just what can you do in these publishing tools? The uploading options are virtually endless:


  • Upload posts in bulk
  • Schedule or queue different pieces of content for later publishing
  • Create specific queues with time slots that publish different types of content
  • Quick content curation

One of the best things about many of these managing platforms is that they are easy to use on the go. Because so many of them have apps, you can manage your social media from your phone, no matter where you are!

Create Visually-Appealing Content

Nowadays, it’s not enough to create a simple text post every day and expect to get a lot of feedback or interaction. People on social media respond to vibrant content like pictures and videos.
You don’t need to hire a videographer or graphic designer to create eye-catching content for potential customers. Use the tools offered to you! One of the best available is Canva.
Canva allows you to create practical and interesting visual content that can be adapted to any social media platform.


The best part? You don’t need an artistic background to make it work for you. On Canva, you can create anything from infographics to cover photos. They’ll give your social media presence a clean and professional look that will capture anyone’s attention.
Tools like Canva give you free and paid templates to work with, so you don’t have to create something from scratch. If you’re not especially artistic but you still want your content to look great, these types of resources are great to use!

Build the Best Team

We’ve already covered the idea that it’s best not to pour all your social media tasks onto one person. Creating an organized team will ensure that everything stays on schedule, and each person has specific jobs that fit their individual talents.
One of the best things you can do when developing a social media team is to make sure there is a clear workflow that everyone responds to. Some of the content platforms we discussed earlier in this article are great for making sure everyone is on the same page and can see scheduled posts, the type of content being created, etc.
When you’re creating a team, roles are important. If you don’t establish them, it’s easy for lines to get crossed. As a result, someone is either doing too much or too little! To keep things efficient, establish the following:


  • Who will create the content
  • Where it should be posted
  • When it should be posted
  • Who will approve the content before it goes live

It’s also important to establish deadlines, so everyone is aware of when things need to be approved and published. Again, don’t be afraid to use different resources available to you. One of the best tools is ContentCal. It allows you to build your social media presence by working as a team. On the platform, you can create your team and give everyone a specific role. From there, you can create a workflow that fits your business’ needs.

Setting Up a Successful Social Media Plan

Don’t get overwhelmed by the idea of setting up a solid social media plan. By putting together the right team, getting help with the initial set-up, and utilizing some practical resources, you can create an efficient and practical social media strategy that takes your business’ marketing plan to the next level.