Social Media Strategy and Tactics: Learn the Best Social Media Tactics for your Marketing Strategy. Use this social media marketing tactics in your business.

Social media is an essential tool for small businesses looking to expand their reach. But what should you be doing on each platform? Read my tips to help you succeed.

The world has changed since social media was first introduced in the early 2000s. Today, people use Facebook, Twitter, Instagram, YouTube, LinkedIn, Pinterest, Snapchat, and other platforms to connect with friends, family, and colleagues.

Social media has become an integral part of our lives. It’s how we communicate, share information, and stay connected with friends and family. But it’s also a great way for businesses to reach potential clients and customers. In this article, you will learn how to use social media effectively to promote your business.

Before you start creating a social media plan or a social media campaign for your business, you need to understand these concepts:

  • Objectives/Goals
  • Strategy
  • Tactics

Without these concepts it will be very difficult to have a successful social media strategy and it coul be a good idea to do a social media audit.

Define the Goals of your Social Media Strategy or your Social Media Campaign (Social Media Goals)

The Social Media Goals have to be S.M.A.R.T. for your social media marketing strategies:

Specific: The greatest possible specificity must be sought. Is the goal detailed enough so that someone else knows what you will do and how?

Measurable: What cannot be measured simply does not exist. You always have to set quantitative targets.

Achievable: Goals have to bring out the best in you. They have to be an ambitious and possible challenge.

Relevant: Each of your goals should align with your values and larger, long-term goals.

Timely: You must be clear with the times assigned to each goal, as well as develop a timeline where the different sub-goals or stages are marked to reach the goal.

An objective is to set a goal that we want to achieve. To achieve that goal, first we must put it on paper, and secondly, we must define how we will do it.

It’s important to differentiate between a desire and a goal.

A desire is: I want to open a women’s clothing store.

A goal is: I will open a clothing store in block three of Wall Street in the first quarter of 2025

The goals must be measurable and concrete so you can follow up. Where possible, link them to a business objective.

Once you have your goals, then you can think about your strategy.

Another great example of a goal woul be: We will use smart bots to respond to our Facebook inbox to lower our response rate by ten minutes by the end of the month.

It is also important to set goals because without them, you have no way of measuring success and your return on investment (ROI).


Strategy is the creation of a unique and valuable position that involves a set of different activities.

Strategic positioning can be based on:

  • A variety of products
  • Customer needs
  • Accessibility

The strategy consists of making trade-offs (losing a certain quality in exchange for gaining another quality) when competing. The essence is choosing what will not be done.

You must understand, in this post about how to be a social media manager for a small business, that strategy is the creation of a unique and valuable position that involves a set of different activities.

Developing a strategy involves understanding the industry you are in, the macro factors, the competition, and above all, the place you want to reach.

Defining a strategy is both a science and an art.


Tactics are the concrete actions that you must carry out to achieve your goals.

For example:

  • Participate in a fair to publicize the brand or products.
  • Advertise on Facebook and Google.
  • Develop a web page.

As you can see, when starting a strategy you must first transform your wishes into concrete and measurable goals, and then think of a strategy and the tactical actions that will lead you to achieving those goals.

Remember to have in mind your consumer when you create your strategy.

raul the technology savvy goals, strategy, tactics (1)

Now why is this important?

It’s because you need to have all your priorities on paper so you can measure your progress.

Researching your Target Audience is Important for your Marketing Strategy

Making assumptions is bad news for marketers.

Only 55% of marketers use social data to better understand their target audience, making it a huge opportunity for both leaders and practitioners. Much of what you need to know about your audience to influence your social media marketing strategy is already available. You just have to know where to look.

With the right tool, marketers can quickly research their audience. No formal market research or data science chops is necessary.

As a marketer, understanding your target audience is vital. This information will define every marketing plan and strategy you execute. Airing an ad during the Super Bowl might seem like a great way to be seen by as many people as possible, but it is also expensive. Furthermore, only a quarter of the viewers would actually be interested in your product. Knowing that your target audience reads a certain publication or watches a certain show means that your ad will be seen by fewer people, but the right people. For example, if you sell running shoes, ads in running magazines may be a better fit for your target audience. Selecting the right media is essential for achieving marketing ROI on your efforts.

In addition to increasing ROI, understanding your target market allows you to build relationships and better communicate with consumers. You can develop creativity that speaks to specific personas, and develop brands that coincide with the interests and values of those most likely to purchase the product. This is especially important at a time where consumers expect every ad to be personalized and highly targeted. In fact, 80% of consumers say they are more likely to do business with a brand that offers personalized interactions.

The Difference Between Target Audience and Target Market

A target market is the set of consumers that a company plans to sell to or reach with marketing activities. A target audience is the group or segment within that target market that is being served advertisements. This makes the target audience a more specific subset of a target market.

To go back to the running shoe example, your target market is marathon runners, but let’s say you are having a deal at your Boston location. The target audience for an ad promoting the sale would be prospective runners in the Boston Marathon, not all marathon runners.

Target audience can often be used interchangeably with target market, as it is a specific subset of the largest market group. However, target market does not always mean target audience.

The Social Media Tactics of your Social Media Plan

Now it’s time to learn the right social media marketing tactics you can use on your social media platforms.

You can use these social media tactics to improve your engagement with your audience.

Track Social Media Analytics

You should always check your analytics to know if you are hitting the right numbers or if your strategy is doing the right things.

You can extract a lot of action from platform analytics, including the top-performing content types. With this information, you have a clear idea of what content to create to attract new users to your brand profiles and pages.

Maintain a Social Media Marketing Calendar for your Social Media Content

You need a social media calendar because:

It keeps your campaign on track: Whether you plan to post daily, weekly, or in a different timescale scheduling your posts ahead of time will ensure you stay consistent.

It limits the chances of repeat posts or typos: It’s easy to make errors when you’re typing on the fly or to accidentally repeat the exact same phrase three times in as many days. Seeing all your posts laid out in front of you will give you a better opportunity to proofread.

It gives you time to create compelling content and try new angles: When you have a week or longer to think about what you want to say, you’ll have a better chance of saying something worthwhile, and when you do not have to churn out a new post every day, you’ll have more bandwidth to create off-the-cuff posts to align with current events and trending topics.

Identify the Best Time to Post

You will see a lot of content talking about the best time to post. From experience, I can say that you have to identify the best time to post your content according to the social media platforms you are using, and according to your customers.

Like I said before, you need to track your analytics to get this information or post at different times during the day to see which time gives you the most social media engagement.

Increase Video Content

There are several different reasons why a business can benefit greatly by riding the wave of high video content consumption to promote their brand and product directly to consumers. But the fact that video content is more effective at promoting your products without making your viewers crave entertainment is a long-standing one. Before the rise of the internet, many people were buying products through telesales and physical stores because they had seen those products on their television in a great ad, and it made them remember the product once they were in a supermarket.

Point being that the use of visual aids and cues is a stronger promotion method than simply telling someone about a product verbally or through print ads. While reading a text can help retain information longer for some, video content is much more memorable because it becomes a memory that the brain can access with ease.

Include Shareable Infographics

It’s one thing to create infographics. It’s another to design infographics that get attention, that people spread, and that get your message out. Instead of making more infographics, the goal should be to create popular infographics. That can be more challenging than it sounds. Just like it’s not so easy to gain a huge list of social media followers or to create that magical video that goes viral, knowing how to develop an infographic that’s actually popular may be a bit elusive.

Yet it is not impossible to design popular infographics that truly contribute to your company’s goals rather than drifting into the expanse of the internet, never to be heard from again. You don’t have complete control over what content people will connect with, yet certain strategies could help you design infographics that are more likely to be noticed and shared.

Make Use of Polls

A poll refers to the questioning or canvassing of a pool of individuals selected at random to obtain information or opinions to be analyzed. Polls are an effective way of gathering a general consensus of people’s opinions on a certain topic. For example, polls can help you measure the success of an event among attendees. The interval at which polls are conducted depends on what kind of data needs to be extracted from the respondents.

In the past, polls were mostly carried out in person. A question used to be given to a group of people who were asked to raise a hand to express their opinion. Later came the telephone polls wherein a respondent would be asked to dial a number as an answer. Today in the digital world, polls are conducted online and all a user has to do to answer is click.

Online polls help in market research by providing data on customers’ preferences, and thereby they can help create a strategy. If an organization knows better what a customer wants, then their chances of success increase. Polls can also help predict demand and help businesses better prepare themselves for the future.

Post Regularly

Post regularly on Facebook, Twitter, LinkedIn, Instagram, Pinterest, Google+, and other platforms. You should post at least once per day, preferably more often.

Engage Customers

One of the biggest mistakes small businesses make when using social media is not being human. People love interacting with people. They also love seeing brands that are real and relatable. If you aren’t posting frequently enough, you won’t see any engagement.

Respond to Comments

It’s easy to ignore comments on your posts. However, responding to them will help you build trust with your followers. This is especially true if you respond quickly. You should reply within 24 hours of receiving a comment.

Social Media Platforms you can use for Social Media Marketing Strategy

Instagram Marketing

If you’re running a business, chances are you’ve heard of Facebook ads. They’re one of the most effective ways to advertise online. However, there are other social platforms where you can promote your products and services. Here are some tips for using Instagram as part of your social media strategy.

If you’re just starting out using social media as part of your business strategy, there are some things you need to keep in mind. First, make sure you’re following the rules. You must follow the same guidelines as any other user when posting pictures and comments on these sites. Second, you need to understand how to use hashtags effectively. Hashtags allow users to search for posts based on topics. They also let brands find new followers who might not otherwise see their posts. Finally, you need to learn how to engage with others online. This means responding to comments and questions, liking photos, and sharing content.

Facebook Ads: The Basics

Facebook ads are one of the most effective ways to promote your business online. They allow you to target customers based on demographics (age, gender, location), interests, behaviors, and more. You can also set up campaigns to run automatically at certain times of day or week.

Twitter Advertising

Twitter advertising is a great way to connect with potential customers. It allows you to build relationships with people who might not otherwise find out about your brand.

LinkedIn Advertising

LinkedIn advertising is a powerful way to connect with potential customers. It’s also a great place to find new leads. You can use LinkedIn ads to promote your company’s products and services, build brand awareness, and generate sales leads.

YouTube Advertising

If you’re interested in learning more about how to advertise on YouTube, read my first installment of “YouTube Advertising Tips for Small Business.” I’ll cover everything from creating a successful ad campaign to understanding the different types of ads available.

Social Media Marketing Tactics

The secret is not to use all of them at once. According to your strategy, use the best possible tactics to engage with your audience.


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