Social Media Marketing Strategy: A Modern No-Nonsense Guide

It’s your turn to use social media marketing and content marketing to reach your business goals!

Let’s start by you writing down your own core content themes and any specific content ideas you may have for each theme.

To visualize this, if you sell handmade jewelry, you might identify the following core content themes and specific ideas for each stage of the marketing funnel.

Awareness: How beautiful handmade bracelets are created, How to get the best price when buying handmade products, Where to look for the best quality handmade jewelry.

Storytelling content: How I quit my job and started my own handmade jewelry business, A day in the life of a small business owner, A behind-the-scenes look at how I buy materials for my handmade jewelry

Entertaining content: The 5 types of people who try to haggle (comedy sketch), Interview with one of the top handmade jewelry sellers on Etsy, 5 pieces of research that prove handmade jewelry makes you happier.

Consideration Customer interview: Sarah’s handmade jewelry story, How we helped James find a passion for making handmade jewelry, Sam’s story: How handmade jewelry added a unique touch to her wedding.

Potential customer FAQs answered: How much does our handmade jewelry cost and is it worth it? What happens if our handmade jewelry breaks after you buy it? Are the materials used to make our handmade jewelry eco-friendly?

Product/service demonstration: How to pair our handmade jewelry with the perfect outfit, How we ensure our handmade jewelry fits you perfectly, What does our handmade jewelry look like on? Purchase 50% off all handmade jewelry for 1 day only Buy 3 pieces of handmade jewelry and get 2 free, The biggest handmade jewelry sale we’ve ever had.

CTA (call to action) remarketing ads: It’s time to buy the handmade jewelry you’ve been looking at, We only have 2 blue bracelets left, buy now to ensure you don’t miss out, Treat yourself to the red necklace you’ve been looking at.

Behind-the-scenes content with a clear CTA offer: A behind-the-scenes look at how we make our handmade jewelry, A behind-the-scenes look at how we help customers choose the perfect handmade jewelry, A behind-the-scenes look at our best-selling jewelry and why customers love it.

Create a Content Production, Publishing, and Promotion Plan

Now that you have your core content themes, create a clear content production and publishing plan that outlines which themes you’ll be producing/publishing and when. Also, spell out how you plan to repurpose this content across your chosen social media platforms.

Remember that there’s no “one size fits all” content production and publishing plan. The key influencing factors will be: your sales targets (map your volume of activity to what you want to achieve), your capacity (how much time you have to invest), and ability to maintain quality.

The best way to craft your content production and publishing plan is to work backward from your sales targets.

You need to follow a logical process to determine the following: your average customer value, required number of sales to reach your yearly stretch target, website conversion rate, how much traffic you need to send to your website via social media to achieve your sales targets based on your conversion rates, and how much content you need to produce and publish to generate the traffic you need.

Now let’s look at an example: Yearly stretch social media sales target: $39,000 Average customer value: $50 (total revenue ÷ number of customers), Required number of sales to reach yearly stretch target: 780 ($39,000 ÷ $50 = 780), Website conversion rate: 5% ([conversions ÷ total visitors] x 100), Website traffic needed to convert $39,000 worth of yearly sales: 15,600 (780 x 20) (780 = 5% of visitors and 15,600 = 100% of visitors needed).

How much content you need to produce for 15,600 web hits: ? (see explanation below)

There is no hard-and-fast rule for determining how much content you need to produce to generate the amount of web traffic that will help you reach your social media sales targets.

However, the calculations above will help you arrive at a website traffic benchmark to hit to achieve your sales targets.
You can then start by investing as much time to create and publish content as your capacity allows, measure performance, and tweak the volume of content you produce accordingly.

Publishing Plan

Decide which core content themes and specific pieces of content you’ll publish each week and how they fit into the marketing funnel. Choose from the content ideas you identified earlier: A rough split of 60% awareness content, 30% consideration content, and 10% purchase content works well for most businesses.

Production Plan

Once you’ve outlined your publishing plan, schedule time to create the content. Every week, we schedule the whole of Thursday as our content day, it’s best to create a schedule that suits your needs

Promotion Plan

Many businesses believe the hard work is complete once you’ve produced the content, but the truth is: The real work begins with promoting the content. If not enough of the right people are consuming your content, you won’t reach your social media sales targets.

As part of your strategy development, you need to outline everything you’ll do to promote your core piece of content once you hit publish.

These actions can then be integrated into your implementation plan.

Here’s a list of tactics you can use to promote your core piece of content once it’s published: promote it via your email marketing, feature influencers and let them know they’ve been featured, repurpose your core piece of content and distribute it across chosen social platforms (eg, make it a slide deck, cut and promote short clips, make a video sharing why people should consume it, create imagery for social media, etc), add a link in your email footer, ask your internal team to like, comment on, and share it, mention it in presentations, podcasts, or webinars, and pin it to the top of your social accounts.

Do your own research and document the tactics you’ll use on an ongoing basis to promote your content and be sure to include them in your implementation plan.

Content forms the bulk of what you do on social media so having a comprehensive strategy and plan in place will help you generate the greatest return from the time and resources you invest in creating your content.

Outline How You’ll Measure Performance

Tracking performance against your social media marketing sales targets will help you stay on track and make any tweaks needed to deliver consistently. To measure performance, focus on two key areas: primary key performance indicators (KPIs) and secondary KPIs.
Primary KPIs are based on the top-level objective you want to achieve from social media, which is sales in most cases
Secondary KPIs are all of the supporting metrics you can monitor that demonstrate your social media marketing strategy is on track to deliver your primary KPIs.

These include: website traffic from social media. social media engagement, growth percentages, and social media audience growth.

Now let’s look at some useful tools and tactics for tracking both primary and secondary KPIs.

Primary KPIs

These tools and tactics will help you directly track primary KPIs such as sales from social media Conversion-Based Facebook and Instagram Ads.

One of the most effective ways to accurately track sales from social media is to create conversion-based Facebook and Instagram ads. You need to install the Facebook pixel , set up events or custom conversions, and then create a campaign with Conversions as the objective.
Once you’ve set up the ads, Ads Manager reports on lots of useful metrics, including number of conversions, link clicks, and return on ad spend.

Ask Every New Customer How They Found You

Sometimes new customers will discover you on social media, but not purchase your products or services through social media. They may walk into your store, call you up, or use a different device to directly type in your website to make a purchase. In these cases, it’s difficult to attribute the sale to social media with software, so taking an old-school approach and asking is a way to capture these sales and attribute them to social media.

Create Unique Discount Codes for Social Media

Using unique discount codes for social media is another approach to attribute sales that have originated from social media, but can’t be tracked as above. Promote your discount code only on social media, nowhere else.

You can then track who purchased your products/services with this discount code and attribute the sales to social media.


Remember there’s not a one-shoe-fits-all marketing plan, so it’s important to know where you’re going (your goals), know how to get there (your content strategy), know if you’re on the right track (KPIs), and to be able to track what’s working (Ads Manager).