Social Media

Strategy Prep List

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1. SET ENERGIZING GOALS
Do we have solid social media goals for the year?

First, you need to identify...

❒❒ A primary goal: If we only hit one goal this year, we’ll be successful.
❒❒ Example: 50 MQLs from social media channels by December 1, 2019.
❒❒ Secondary goals: This is how we measure channel success.
❒❒ Example: 200 new followers or 20% growth on Instagram each quarter.

Then ask yourself and key members of your organization:

1. Are these tied to organizational impact and our most important business goals?
2. Are they SMART (specific, measurable, achievable, relevant, time-bound)?
3. Does leadership support the decision to focus on these goals?
4. Have we identified the KPIs that will help us measure our progress towards these goals?

2. IDENTIFY TARGET AUDIENCES

Do we have a clear target audience mapped to our goals?

First, you need to identify...

❒❒ Our most valuable customers – the persona who could drive the most value.
❒❒ Our aspirational audience – the persona who we want to know us better.
❒❒ Our influencer audience – the persona who can elevate our brand and reach our customers.

Then ask yourself and key members of your organization:

1. What are their goals, pain points, and motivations?
2. How would we describe them demographically and psychographically?
3. How else would they describe themselves as an audience?
4. What steps do they take on the path to purchase?

Social Media Strategy Prep List | wearesculpt.com

3. ESTABLISH A CHANNEL STRATEGY
Have we selected the right platforms to reach our audience?

First, you need to identify...

❒❒ Primary channels, both for organic content and paid campaigns.
❒❒ Secondary channels to monitor for future growth.
❒❒ Channel-specific features to enhance performance.
❒❒ A clear plan to grow our presence and audience on the channel.

Then ask yourself and key members of your organization:

1. Are our primary channels vital to hitting our primary goals?
2. How will we grow on these channels – which tactics will we try?
3. Which channels should we keep on our radar to grow into next?
4. Which features will we employ on those channels?
5. Are our growth goals reasonable for creating a relevant and engaged audience?

4. DESIGN YOUR CONTENT STRATEGY

Will our content strategy enable us to post with purpose?

First, you need to identify...

❒❒ Content that makes our audience aware.
❒❒ Content that makes our audience care.
❒❒ Content that makes our audience share.
❒❒ Content that makes our audience convert.

Then ask yourself and key members of your organization:

1. How do we keep our visual voice consistent and on-brand?
2. What does our audience find funny, useful, beautiful, inspiring, interesting?
3. How do we bring out our personality, people, and places in our content?
4. How can we reduce the friction to becoming a lead or customer?
5. Which formats and tools will we use to package our content?
6. Which content themes will we prioritize based on impact and ease of creation?

Social Media Strategy Prep List | wearesculpt.com

5. AMPLIFY YOUR CONTENT DISTRIBUTION
What will we use to expand the reach of our content?

First, you need to identify...

❒❒ A minimum monthly budget to reach our fans, customers, and new audiences.
❒❒ The most relevant paid targeting audiences in order of priority from warmest to coldest.
❒❒ Categories of amplifiers and influencers within your community for content distribution.
❒❒ The content that should be amplified in order to reach our growth and performance goals.

Then ask yourself and key members of your organization:

1. Do we have the proper tracking in place to measure success from paid advertising?
2. Do we have data from our subscribers and customers that we can use to build more
targeted ad sets?
3. Do we have our Pages, ad accounts, and Pixel setup in Facebook Business Manager?
4. Which blogs, publishers, and authors speak to our audience that could be partners?

6. PLAN YOUR EXECUTION

First, you need to identify...

❒❒ The person(s) responsible for the four main social media roles:
❒❒ Strategic Planner, Community Manager, Content Creator, Ad Buyer & Analyst
❒❒ Which social media activities will take place quarterly, monthly, weekly, and daily?
❒❒ A set time period and process for evaluating progress with your team.

Then ask yourself and key members of your organization:

1. How much time will we dedicate daily, weekly, and monthly?
2. What tools will we use to organize our calendar, community management, and reporting?
3. As we execute, what is working, what isn’t, what are we learning, and what do we test next?

Social Media Strategy Prep List | wearesculpt.com

let’s get started on your goals

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