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Mastering the Art of Crafting an Effective Social Media Strategy

The use of digital platforms continues to increase every day as technology advances. Social media has integrated into our everyday lives and it serves as a form of communication between individual businesses and consumers.

Utilizing these digital platforms can allow for companies to have a strong presence on social media increasing the brand awareness, driving in new customers and more, all while contributing to the company’s goal. LinkedIn, Instagram, TikTok, Facebook, and Twitter are just some of the social platforms that are continuously growing.

What is a Social Media Strategy and Why Is It Important?

Social media strategies are the blueprints to formatting a plan to create digital content that will engage with an audience. The effective use of social media has many benefits to a company. By creating a social media strategy, companies are able to establish their goals and values, and communicate that with the public via social platforms. Increasing audience engagement will allow the company to promote itself and the services it offers while leveraging the power of social media usage.

Digital marketing is continuously growing and becoming very competitive. Targeted advertising makes it efficient for companies to produce content to their intended demographics. Creating a strong social media presence for your company allows you to gain competitive advantages over other companies within your market.

Here are 10 steps to reinvent your social media and increase your audience reach.

1. Set Goals

Analyze what you are trying to accomplish through social media (e.g. draw in an audience, create a stable following, etc.) Set clear measurable goals to keep you on track in your progress and have a plan set to reach those goals.

2. Identify Target Audience

Recognize who you are speaking with and relaying your information to. Understand their behavior, interests and demographics such as age, geographic location, and more to create engaging content with your audience.

3. Choose the Correct Social Media Platforms

Utilize social media platforms that align with your target audience and company goals. If you already have social media accounts for your company, look into your posts and the demographics of your following. See what posts did well and what did not and look at what on your page is or is not working. Utilize the analytical tools provided by these social platforms to monitor the audience you are reaching.

If you do not already have social accounts for your company, begin by researching other companies or clients within your market on these platforms and engage with their accounts. Create a first post for your profile highlighting who the company is and identifying the goals and values. Be sure to use hashtags that correspond to your market and company and don’t be afraid to use trending hashtags as well. The goal is to create content that will reach a large audience.

4. Create a Brand Persona

Define who you are as a company, your goals, and overall brand image. This will allow viewers to understand what the company is all about. Stay consistent across all platforms to establish brand recognition and to build trust with your audience.

5. Optimize Social Media Accounts

Ensure that all profile fields in a company's page are filled out in order to optimize your account and make it easier for followers or visitors to determine what your page is about. Make sure to create a strong profile biography, include a profile picture and ensure all fields are up-to-date with brand’s values and goals.

6. Create a Content Strategy

This will outline what types of content you should post and when they should be posted while aligning with the company goals. Analyze what types of content your target audience will engage best with such as articles, videos, infographics, etc. Create a planned content calendar and include a consistent mix of entertaining, educational, interactive, and promotional content.

7. Engage and Interact.

Social media is a communication channel between multiple accounts. Engaging with your audience by responding to comments, messages and mentions, interacting with posts such as re-posting content, leaving your own comment or like, sending messages, etc. will foster a sense of community between you and your audience. This will allow your followers to continue engaging with your content while also drawing in new customers. It is important to regularly check social accounts to stay in the loop of what is trending and managing engagement with followers.

8. Leverage Influencer and Partnership Opportunities

Identify influencers or experts within your industry who also align with your brand values and have a substantial following. Collaborate with them to expand your reach, increase your brand awareness, and gain credibility. Also consider strategic partnerships with other businesses to expand an audience.

9. Analyze Performance.

Regularly check the content and engagement of your social media accounts. It is essential to continue analyzing your performance to see what may or may not be working for a company so you are able to improve your content. Keep track of the performance of these social media accounts using analytic tools and monitor key measurements such as engagement rate, reach and clicks, and follower growth. It may be essential to make changes to your content strategy plan in order to increase engagement with the audience and increase your profile reach.

10. Adapt and Evolve

Social media content is constantly evolving. Stay up to date with your industry trends and platform updates to stay consistent with your content. Continue to analyze your performance and evaluate your strategy to ensure it remains effective and aligns with the goals you set. Be prepared to change the content you create and adapt to new followers or larger audiences. It is important to adopt a mindset that is driven to continuously work on the improvement of your digital content and seeking opportunities to enhance the quality, relevance, and effectiveness of your materials.


Creating an effective strategy plan for your social accounts is crucial in remaining consistent and competitive in today’s digital age. Cultivating relationships with followers on your platforms is a great way to create a reliable persona for your company. These social media strategies are the perfect place to start reinventing your digital platforms and will contribute to the achievement of your company’s goals.

At GenTech Marketing, we specialize in formulating digital strategies that maximize your return on ad spend and scale your revenue. Our team of experts has the experience and expertise to help you achieve your business goals. If you're ready to unlock the full potential of your business, we would love to hear from you.

Contact us today to learn more about how we can help you grow.


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