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How to Develop a Social Media Strategy That Drives Brand Awareness and ROI


Social media plays a significant role in boosting the growth of SMBs as well as large enterprises. It is possible to attract relevant traffic, engagement, and conversions with a strategically designed social media campaign. However, merely creating campaigns isn’t enough to ensure success. Measurement of ROI is essential to driving growth with social media.

Boosting your conversions through social media requires you to pay attention to analytics. That is a huge opportunity that cannot be missed. By getting data, you can optimize your marketing efforts and attract new prospects more quickly.

Things to Consider in Building a Successful Social Media Strategy

Following are the things to consider while developing a social media strategy that drives brand awareness and ROI.

Outcomes and goals

With social media, what is your brand trying to accomplish? It is necessary to define this to determine a sufficient budget, choose the appropriate social media platforms, and develop engaging content.

After defining your goals, it’s crucial to identify your customers’ goals so that you can see how your social media strategy relates to both. To get people’s attention, your content should focus on them rather than you. How can you help them solve their problems? To create a narrative like this, you must be clear on your goals and target audience.

  • Target audience: Does this campaign target the right audience? The majority of social media sites give you the option of filtering the audiences you want to reach. In fact, social media campaigns are not just for speaking to your current customers – they should also grow your following and attract new ones. Target your marketing efforts according to the ideal audience’s demographics and interests.
  • Message: In this campaign, what is your main message? Keep your message focused and clear. You only have a few seconds to convey your message on social media because attention spans are short. Be sure to keep up with trending topics before your presentation. Based on today’s news, a post that seemed great yesterday might seem silly now.

Social media and Social platforms

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You shouldn’t manage too many social media platforms at the same time. Small business owners with limited budgets and resources should choose one primary social platform, so they can publish tailored content and participate fully in the responses they receive.

Most brands can count on Facebook to be a safe bet, given that it is so widely used. Certain industries, such as fashion or food, may find it more beneficial to use image-sharing platforms like Instagram.

Similarly, LinkedIn is often a great tool for B2B brands because it’s geared toward professionals. Prior to starting a marketing campaign, research and select a couple of platforms you can use to promote your business.

Campaign timelines

Having a clear timeline for every social media campaign is important: the start date, the end date, and the publishing schedule. You cannot measure the results of your campaign without this. Furthermore, a timeline gives your campaign more scarcity and urgency.

Make social media timelines in stages when creating them. Depending on the stage, there may be different outcomes and content directions. Using a campaign calendar, you can document all your plans. Scheduling posts in advance will help you be more efficient, as you’ll be able to check your queued content in advance and modify it if necessary.

Automation tools for social media

Keeping a campaign consistent is not an easy task. Consider third-party tools if you need to publish within a certain timeframe.

DrumUp, for instance, is an easy-to-use tool for managing social media campaigns. The tool lets you bulk publish social media posts. Once your posts are scheduled, you can either customize them or queue them for automatic posting. A calendar format allows you to visualize upcoming posts and edit them at any time.

Graphic design

Creating the content is the next step. It’s probably a good idea to keep the big picture in mind when creating individual posts aimed at a common goal. Clarify your core message as a starting point. Then you can create a “list of ideas” for each post.

Keeping in mind your ideal customer’s journey – how they go from being aware to taking action – will help you determine what you should do. Afterward, you can decide what format to use for your posts. Especially on social media, where attention spans are short and distractions are plentiful, visuals work wonders. You can experiment with infographics, memes, and other types of visual content.

The visual appeal of posts on platforms such as Pinterest, Instagram, and Snapchat is key to attracting attention.

The headline and the copy

Your headline will determine whether people continue to read your article or not. You need a compelling headline if you want to capture readers’ attention. Ideally, it should offer entertainment, information, or value. Make sure your post stands out from hundreds of others since you will compete against various posts.

Make your headlines stand out by testing them. A/B testing will help you determine which headline performs best if you create multiple headlines.

Tracking KPIs

Your social media marketing strategy won’t be refined if you don’t monitor the interaction with your content. It is possible to extract valuable information using the engagement data people provide with your content. Data collected in this way can also benefit other marketing channels, such as product development.

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In addition, set KPIs along with your goals so that you can assess your progress. There are third-party tools that can be used to mine data from social media platforms.

Frequency and schedule of posting

Timing is very important when posting. This factor largely determines engagement potential. If you want your content to reach as many people as possible, you need to share it strategically to catch their attention at the right time.

There are different peak times on different social media platforms. Determine the best time to post by conducting research

Management of social media

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Planning tasks in advance will save you time and money no matter what size your organization is. Do you have a social media manager? Who will be responsible for creating content, tracking the response, and engaging with followers?

Management of social media can be time-consuming for some companies. However, a successful campaign requires hardworking individuals and individuals who can remain focused throughout the entire process of content creation, community management, and analytics.

Recycled content

There is a trend that popular pages share much of the same content repeatedly, resulting in continued engagement. In most cases, followers won’t even realize that the content was reposted.

There’s a good chance you won’t reach all of your followers with your post, so sharing the same content several times might not be a bad idea. However, make sure you review and adjust the image, description, and heading before sharing again.

Connecting with others is one of the great benefits of social media. As a result of these connections, communities can be formed. In addition to increasing brand awareness, communities boost engagement. A vibrant community is very important to build brand advocates and attract new customers. Nevertheless, building and nurturing this kind of community takes time and effort.

Use surveys and polls to engage your audience. This way, they will feel part of the group, and you will be able to learn more about your customers as well.

Expand your network

Having an online presence is pointless if you don’t get new users. You must employ strategies for increasing your followers on social media in order to achieve social media success.

Your following can be increased organically or through paid to advertise. By posting unique and quality content, you can engage organic reach. However, you can reach a lot of people with a little bit of advertising.

The social media networks usually offer paid ad opportunities specific to their platform, which is great for those just starting out with paid advertising. Targeting specific audiences on specific platforms is the key to a successful paid promotion initiative (and avoiding wasting your budget).

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Use LinkedIn for business ads or Instagram for ads targeting millennials. Always remember that you can make an effort to promote one platform over another. Promote a post that reaches people across different channels to observe the effects.

To advertise your products, you could also work with influencers. A micro-influencer can be extremely beneficial to an establishment or restaurant, especially locally. Publishing a news article or an announcement in a relevant publication can also be used to promote your business via PR.


It doesn’t matter if you sell a product, provide a service, or simply create content; social media can help you grow your brand awareness. And it can be an inexpensive way to promote your brand. However, it will take time for your brand awareness to grow. By using these tips, patience, and consistency, you’ll be well on your way to boosting ROI and increasing brand awareness.