How to Build a Winning Social Media Strategy in 5 Steps

A strong social media strategy is essential for businesses looking to connect with their audience, build brand awareness, and drive results. Whether you're starting from scratch or refining your current approach, this five-step guide will help you create a winning social media strategy that delivers value and growth. In this article, you will not only receive real-world examples, but actionable steps you can take today to improve your social media strategy.

Ready? Let’s get into it.

Step 1: Define Your Goals

Think of your social media strategy like planning a road trip—you need to know your destination before you start driving. What do you want your business to achieve with social media? Maybe you’re hoping to increase brand awareness, generate leads, or simply create a more engaged community. Perhaps it’s all of the above. This all comes down to planning actionable goals that are specific, and measurable.

Whatever your objective, ensure it’s specific and measurable. For example, instead of saying, “I want more Instagram followers,” set a goal like, “I want to gain 1,000 Instagram followers in 90 days.” Once you have your primary goal, break it into smaller, actionable steps. For instance, if your goal is to increase engagement, you could commit to posting consistently three times a week, running a targeted ad campaign, or hosting a giveaway to attract new followers. Finally, make sure you’re tracking your data using platform analytic tools, and don’t be afraid to adjust on the fly if your current strategy isn’t getting the results you desire. No matter what your objective is, make sure you aim high, and stay consistent.

Step 2: Understand Your Audience

As a business owner, you certainly already have a solid idea about your target audience. In the world of social media, your audience is everything, and your posts need to resonate with them.

To understand your target audience, start with tools like Instagram Insights, Facebook Audience Insights, or even surveys. If you have a local brick-and-mortar business, think of the similarities between your regulars and repeat customers. Hone in on metrics like demographics (age, gender, location), behaviors, and the platforms they may prefer. If you’re unsure, you can always ask them, and remind them to follow your account (wink-wink)!

Once you have a general idea of your target audience, go even deeper and create detailed audience personas to bring your ideal customers to life, as if you’re making content specifically for them. For instance, you might outline “Sarah,” a 42-year-old working mom who scrolls Instagram in the evenings and loves quick, easy tips for managing her busy day. You might think of “John”, a 22-year-old fitness junkie who is always looking for a new physical challenge. Both Sarah and John are two very different people that are going to be interested in different kinds of posts. There are endless differences between consumers, the important thing is to know who you’re speaking to and focus on them.

Once you understand who you’re talking to, use that knowledge to craft content that speaks to their interests and pain points. When your audience feels understood, they’re more likely to engage with your posts, share your content, and become loyal followers.

Step 3: Choose the Right Platforms

Now that you have your target audience in mind, it’s time to pick the right platform for them. Choosing the right social media platforms is like picking the best venue for your audience. Focus on where your target customers spend their time instead of trying to be everywhere.

For example, a fitness studio targeting Millennials might thrive on Instagram and TikTok with workout videos and client success stories. In contrast, a B2B software company would see better results on LinkedIn by sharing thought leadership articles. In general, the younger crowd will stick to Instagram and TikTok, while older folks may still be on Facebook and X, formerly Twitter.

To find your ideal platforms, research audience demographics and preferences using tools like Instagram Insights or Pew Research data. Once chosen, tailor your content—eye-catching visuals for Instagram, educational posts for LinkedIn, or creative short-form videos for TikTok. Make sure you’re also picking platforms that you’re comfortable with. You don’t need to be a professional content creator, but you do need to be consistently posting and interacting with your audience. Finally, make sure you understand concepts like hashtags and the platform’s unique algorithm, as one post may be a hit on TikTok but could struggle on Instagram. It may take some research and trial-and-error, but you’ll get there!

Pro Tip: If you’re looking to start posting short-form-video content, check out this post!

Step 4: Provide Value

Regardless of your product or business, what you post is the most important thing.

I’ll say it again: what goes on your page is going to have the biggest impact of all. It’s what captures attention, sparks conversations, and keeps your audience coming back for more. Even if your goal isn’t world domination through social media, you can highlight your products, staff, customers, and tell your story. The important thing is to ensure your audience is receiving something from your post—whether it’s educating, entertaining, or inspiring.

To create your own valuable content, think about what your audience cares about. Combine educational posts (like how-tos or tips) with entertaining pieces (like behind-the-scenes moments, staff highlights, or relatable memes) and promotional content (like product launches or special offers). Use a content calendar to stay consistent and plan a variety of formats, including images, videos, and carousel posts.

Remember, quality matters more than quantity. It’s better to post less frequently but ensure each piece of content resonates with your audience and aligns with your brand’s voice.

Step 5: Analyze and Optimize

The final step in building a winning social media strategy is to consistently analyze your performance and make improvements. Social media isn’t a “set it and forget it” game—it requires ongoing attention to see what’s working and what isn’t.

To optimize your strategy, you don’t need to be constantly tracking trends and seeing what the “cool people” are posting. Instead, you can regularly review key metrics like engagement rates, reach, website clicks, and follower growth. Check in once or twice a week to see how your recent posts are doing. Use tools like Instagram Insights, Google Analytics, or third-party platforms like Buffer or Hootsuite to track performance. Look for patterns—what types of content get the most likes and shares? Which posts drive the most website traffic? Is it better to post in the morning or afternoon? Weekdays or weekends? Memes or polls?

Once you’ve identified what’s working, double down on those efforts and adjust areas that aren’t performing as well. Remember, social media trends and algorithms change, so staying flexible and willing to experiment is crucial to long-term success.

Bonus Step: Hire a Professional

Well, you did it! I hope you were able to take something from this blog to add to your social media strategy. While these five steps can help you create a strong foundation to take your social media game to the next level, managing your social media effectively requires a lot of time. You must have consistent execution, creative content, and stay on top of ever-changing trends and algorithms, in addition to all of your other responsibilities as a business owner.

That’s where hiring a professional can make all the difference. At 9fiftyfour Social, we specialize in helping businesses like yours thrive online. Whether it’s crafting a tailored strategy, creating high-quality content, or analyzing performance to ensure you’re getting the best results, we’ve got you covered.

When you work with us, you’re not just hiring a service—you’re gaining a partner dedicated to your success. Our team combines creative expertise and strategic insight to take your social media presence to the next level. Let us handle the hard work so you can focus on what you do best: running your business.

Ready to elevate your social media? Book a free consultation today, and let’s start building a strategy that drives real results!