Social Media Marketing Strategy during the Covid-19 pandemic.


A brief guide to digital marketing and social media management to ensure your business continues to thrive and stay visible in this new economic environment we find ourselves in.


Step 1: Set social media marketing goals that align to business objectives


The more specific your strategy is, the more effective the execution will be. Set SMART goals and track the right metrics to set yourself up for success.


Set SMART goals


The first step to creating a social media marketing strategy is to establish your objectives and goals. Without goals, you have no way to measure your success or your social media return on investment (ROI).

Each of your goals should be:


  • Specific

  • Measurable

  • Attainable

  • Relevant

  • Time-bound


An example of a SMART goal for your business might be “Grow our Instagram audience by 50 new followers per week.”


With SMART goals, you’ll make sure your goals actually lead to real business results, rather than just lofty ideals.


Track meaningful metrics


While vanity metrics like retweets and likes can be fun to share and easy to track, it’s hard to prove their real value for your business. Instead, focus on targets such as leads generated, web referrals, and conversion rate.


You may want to track different goals for different channels, or even different uses of each channel. For example, you can use paid campaigns to increase brand awareness, but measure acquisition and engagement for organic social posts.


Make sure to align your social media goals with your overall marketing strategy. This will make it easier for you to show the value of your work and get executive buy-in and investment.


Start developing your social media marketing plan by writing down at least three social media goals.


Step 2: Learn everything you can about your audience

if you’re not engaged in social media listening, you’re creating your business strategy with blinders on—and you’re missing out on mountains of actionable insights from real people who are actively talking about you or your industry online.Here’s how to start listening and building your understanding of your audience and their needs.


Create audience personas.

Knowing who your audience is and what they want to see on social is key to creating content that they will like, comment on, and share. This knowledge also critical for planning how to develop your social media fans into customers for your business.Try creating audience personas. For example, a retail brand might create different personas based on demographics, buying motivations, common buying objections, and the emotional needs of each type of customer.Personas sharpen your marketing tactics. Luxury buyers, for example, might not respo