3 Questions to Answer When Building a Social Media Strategy

3 Questions to Answer When Building a Social Media Strategy

 In Content Marketing, Demand Generation, Webinars

Building a social media strategy for your business can be daunting. What kind of content should you share? Which platforms should you use? How often should you post?

We addressed all of these questions (and more) in last week’s webinar, but we wanted to share some of the highlights here as well. Check them out below.

What kind of content should you share?

If you’re trying to generate leads with social media, you need to give your audience a pathway to provide their identifying information. Sharing content like gated webinars and eBooks is the most common way to do that, but not everyone wants to hand over their information right away.

Focus on creating a social nurture plan for those people, which includes sharing ungated content, like blog posts and infographics. Allow your audience to identify your brand as a provider of high-quality content, so they build trust in you and are more likely to convert later on.

But you should look beyond just promoting your own content as well. In fact, one of the great things about social media is really the social factor — meaning, you don’t have to (nor should you) exclusively share your own content. You can act as a curator, posting relevant content for your readers to enjoy.


Which platforms should you use?

With so many different social platforms out there, how do you know which ones you should be active on?

It’s easy to give in to the appeal of the hottest new social network, but without a solid strategy in place beforehand, it could turn out to be more detrimental than beneficial.

Choosing the right mix of channels is completely dependent on your audience and their preferences. Naturally, B2B and B2C audiences will have different consumption habits, so it’s important to understand when and where your target buyers are engaging.

Here’s how B2B and B2C marketers are selecting their social platforms:


After you’ve chosen your platforms, closely monitor which ones are driving the most engagement for you in the form of clicks, likes, shares, and follows. If you’re just beginning your social plan with the intention to drive leads, you’ll need to allow some time to gain an audience before expecting to drive a steady cadence of leads through those channels.

How often should you post?

Think of social platforms like people — each one has a unique personality, moves at its own pace, and attracts different personality types. This means that posting something on LinkedIn at 10am on Tuesday will probably yield different results than posting the same thing on Instagram at the same time.

All of these factors make it tricky to publish the appropriate mix of content on each platform, but it’s something that shouldn’t be overlooked.

Getting the right content in front of the right people at the right time is the entire purpose of social media for marketers, so make sure you’re following these guidelines to see the best possible results.

The chart below shows when, how often, and what you should post to each network.


Want to learn more about building a social media plan that helps you generate and convert leads? Watch the on-demand webinar now.


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