Planning your Social Media Content & Advertising

Planning your Social Media Content & Advertising

Planning Social Media & Advertising

Social Media Content Planning

Social media planning is crucial to developing a well-thought-out strategy for your content. By creating a plan, you can maximize the effectiveness of your digital marketing efforts. 

To plan effectively, here are some of our top tips: 

Goals– Setting goals is crucial when it comes to planning your social media. Not only do goals give you something to aim towards, but they are also linked with self-confidence and motivation. In fact, a 2015 study found that by writing down your goals, you increase your chances of achieving them by 33%. 

It’s important to set goals when creating your content strategy. Your goals can help you determine the type of content you should create. For example, if your goal is to boost traffic to your website, you may want to increase the number of posts that include a call to action, such as a link to your website or tagged images of your products.

When setting goals for social media, there are a few potential objectives to consider. For example, you might aim to gain more followers, get more likes, or increase visitors to your website. While these are all valid goals, it’s important to remember that engagement is just as important. Engaging with your audience through comments and shares can help increase engagement levels and build brand awareness.

Content Pillars– Defining content pillars is an effective way to determine the type of content your brand should be sharing. Choose 4-5 pillars that represent the main themes of your posts, such as;

  • Education
  • Community
  • Fundraising
  • History
  • Inspiration
  • Values

As mentioned earlier, use your goals to derive your content pillars. This will help you keep your goals in mind while creating your posts. When creating content, focus on different pillars to ensure a good mix of post content themes.

Knowing your audience is also vital; by understanding who your target audience is, you can gain a better understanding of what types of content they will interact most with; for example, those aged between 18-34 use Instagram the most and, therefore, are most likely to engage with features such as polls, which you can create based around one of your pillars. 

Channels – Once you have determined your goals, content pillars and target audience, you can start thinking about which platforms will reach your target audience. It is often believed that sharing your posts on multiple social media platforms is the best way to promote your business. However, this is not always the case. It is crucial to know your target audience, as they may be more inclined to use certain platforms. Conducting research to determine which platforms your audience primarily uses will help you save time and achieve your goals more efficiently. For example, if your customers are mostly B2B, you might consider Linkedin over Facebook and Instagram. If you are a retail company selling jewellery or cosmetics, then the platforms you choose might be very different, and you might consider Instagram or TikTok. 

Schedule – To effectively deliver your social media marketing strategy, it’s essential to start ahead of time, particularly if you do not have a lot of spare time to dedicate to social media. Several social media platforms offer the feature of scheduling your content. This can be a great way to stay on top of your game. Once you have your plans, images, and captions ready, you can make use of tools such as Meta Business Suite to schedule your content for posting at a later time. Knowing the best day and time to post your content is essential to increase its success. You can easily access this information by checking your page analytics. 

Engagement –  As discussed earlier, one of the goals of your social media journey may be to increase engagement on your social media posts. 

The algorithms of many social media platforms prefer to show content from users who have a high engagement level and have also engaged with other accounts. Therefore, it is crucial to plan and spend some time each day to engage with other accounts to achieve great success with your marketing efforts.

Social Media Advertising 

Planning your advertising ahead will help you to ensure your spending is aligned with your overall goals and not just as and when you remember to ‘boost a post’ or run a random ad. 

Here are some top tips for social media advertising in 2024:

Campaign Goals: When you create a social media campaign, you need to choose the goal. It is important to choose the correct goal that links back to your overall marketing strategy. This could be to drive traffic to your website, generate sales, or increase brand awareness. Whichever you decide, it’s important to keep this goal at the forefront of your mind as you create your ad and segment your target audience. 

Segmenting: The next thing you need to do is decide who you will target. You can segment your target audience based on age, location, job titles, industry, and so on, but it is also important to think about your audience’s interests, likes, and dislikes. Try to get into the mindset of your target audience. This will help when it comes to creating the content for your ad.

Planning Social Media & Advertising

Ad Creative: Planning your content in advance is vital. What photos and videos showcase your product or service the best? What will your target audience be most interested to learn more about? Thinking about the content in advance allows you to plan better. Perhaps you realise the need for a photo shoot to capture photos of a new product. It is also really important to have a clear call to action in your advert. What do you want your audience to do – Book Now, Download, Read Now, or Contact Us. This can be text in the caption as well as a button on the advert. 

Reporting: Once you have created your ad, chosen your budget and set your advert to go live, the next step is to analyse the results. One of the greatest things about social media advertising is that you can edit or pause your ad anytime. So, monitoring your ad regularly and optimising it depending on its performance is important. Once your ad has ended, it’s important to reflect. Did you achieve what you set out to do? If so, note what worked well so you can enhance that for your next campaign. If you did not achieve your goals, think about why and go back to your target audience and content to see if there was something you could have done differently. 

Conclusion: 

Planning social media content and advertising is the key to marketing success in 2024. Social media is a fantastic marketing tool when it is used in the right way. If you are not planning ahead, you may waste a lot of time and resources on social media and not achieve the desired results. 

Are you ready to start planning your social media marketing in 2024?

Let’s meet and discuss your marketing goals and how we can help you.

Planning Social Media & Advertising

Written by Lydia Mckeown

Marketing Director

Lydia founded I Do Marketing in 2016 and has chartered marketer status. Lydia acts as a Marketing Director for a select few of our clients and works with the team on the client’s strategies. She does lots of consultations with new clients and runs our discovery sessions. She also writes client marketing plans and strategy which feeds into all of the marketing we produce or plan for our clients.

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