Last week we discussed three must-have elements for your business homepage during the Covid-19 crisis, as promised this week we are going to write about social media and three steps to build your business social media strategy.

The three steps will be goals and diagnosis, execution, and controls.

Goals and diagnosis

The first step to start any project is to set up goals, make sure that the goals align with your business needs. Be careful do not be confused with vanity metrics.

Vanity metrics are things like Likes, views, or followers. They can be important but are not necessarily a sure success. You want to generate leads, orders, subscriptions, among others. So always set goals that directly lead to success in your business.

Another important part of goal setting is to involve all the stakeholders. If you are the digital manager for a small business, it’s important that you regularly inform owners and other important coworkers about your efforts. This should improve your chances of success highly.

Also, you should have a clear diagnosis of what you and your competition is doing. A great way to do this is by conducting a social media audit. Define with what content customers are engaging both on your social media and in your competitions. Evaluate your audience and do a lot of research!

Finally, build a customer journey of how a customer would engage with your content and what steps would lead to a conversion. As for example see a post, click on the bio, give email for 25% discount, and buy.

Execution of social media strategy

After you plan out your strategy and have clear goals, make sure you develop good quality content with photography and video. You will want to create awareness on your business, talk about what makes you different to build consideration, and finally create an easy road to conversion as ideally thought out in the planning process.

For your execution, you will also need to be clear on who is your ideal customer and target it efficiently. You could use social media ads or hire influencers to promote your digital accounts depending on your content.

The last recommendation is to execute your campaign based on a calendar where you can plan what type of content and what social media channel to use each day.


Finally, it’s important to measure continuously your results. Compare them to your goals and evaluate if you are getting closer to them or if you need to adjust. To get to success you will have to test trial a lot of things. So have an open mind.

Always benchmark your results with your competition and try to learn and improve always. Also, evaluate the return of investment on all your paid digital actions like influencer and ads.

Next week in the blog

I hope you enjoyed this week’s article and that your social media helps you achieve your business goals. Next week we will be discussing the use of influencers as part of your social media strategy. If you have any questions, please leave a comment below!

Photo by Georgia de Lotz on Unsplash