SMM strategy development

Many companies, striving to be present in the digital space, often start working on social media without a clear vision and understanding of the next steps in their promotion. That is why every company that decides to promote itself on social media needs an SMM strategy.

In simple terms, what is an SMM strategy and why does a business need it?

SMM strategy – is a plan for promoting a brand on social media. It defines which platforms to use (Instagram, Facebook, TikTok, LinkedIn, etc.), what messages to deliver, and how to measure effectiveness. It is a roadmap for business in the world of social communications.

Why is a social media promotion strategy needed?

A clear action plan simplifies task implementation and helps adapt to situational market changes. The company understands the goals and objectives behind maintaining activity on social media. It can also always consider the interests of the target audience, providing relevant content. Thus, the business becomes competitive in its niche.

Stages of developing an SMM strategy

1. Setting goals that will form the basis of social media work

This stage is important because it defines the key directions and benchmarks the company will pursue in its social media presence. Each goal should be specific, measurable, achievable, relevant, and time-bound (SMART).

Examples of social media goals:

• increase brand awareness
• increase trust in the brand
• increase sales of products and services
• drive traffic to the website
• generate leads
• increase audience engagement
• improve audience loyalty

2. Forming tasks that connect business goals with specific steps to achieve them. Each task serves as a guideline to precisely target efforts toward aspects that will lead to desired results
   
   
3. Market analysis

It is necessary to understand the current market situation, trends (global and local), and segments. This helps identify areas where the brand can stand out and provide unique offers. In addition, market analysis allows adopting global promotion practices, entering new markets, and gaining more competitive advantages.

4. Competitor analysis

This stage helps understand the strategies competitors use, gain insights, and improve one’s own promotion. It is necessary to compile a list of competitors and analyze their social media activities in terms of:

• positioning and USP
• target audience
• tone of communication and interaction with the audience
• brand style and its application
• prices and product/service features
• content (type, categories, posting frequency)
• advertising

5. Company analysis

This stage is equally important as it allows evaluating strengths and weaknesses in the market context and against competitors. It helps identify advantages, unique opportunities, including innovation potential, adapting them to the expectations and needs of the target audience to attract attention.

6. Developing positioning, unique selling proposition (USP), branding, and appropriate tone of communication

Positioning defines how the brand will be perceived in the market and what values it represents for the audience. USP highlights what makes the product or service unique, emphasizing advantages. Branding, including corporate style, shapes visual and emotional perception.

It is important that the chosen tone of communication matches both positioning and USP, as well as the expectations of the target audience. It defines the style and manner of communication – from formal to friendly, with humor. Choosing the right tone fosters closer interaction and builds emotional connection with followers.

Thus, having clear positioning, USP, strong branding, including corporate style and tone of communication, provides a foundation for building and increasing brand awareness, trust, and desire (e.g., to purchase a product or service).

7. Creating a content plan – an integral part of strategy development, allowing ideas to be systematized and structured, ensuring consistent and purposeful interaction with the audience

The content plan defines which topics, formats, and types of content will be used over a certain period. This helps maintain audience interest by providing diverse and relevant content. Planning content weekly, monthly, or even quarterly allows quick response to situational events and trends while preserving overall visual style consistency.

An important part of the content plan is defining categories. Categories help structure content and provide the audience with diverse information. They can be based on different aspects: from products and services to recipes, market research, and more.

8. Developing visual content: images, graphics, photos, videos

This helps convey communication messages, making them more attractive and understandable for the audience. Creating high-quality content strengthens brand recognition, emphasizes uniqueness, builds trust, and leads to desired actions. The content plan, categories, and visual content work together, creating a complete and continuous story.

9. The final stage of developing an SMM strategy is a roadmap or action plan for implementation, which becomes a bridge between strategic goals and practical execution

Developing an SMM strategy is a labor-intensive process that requires a professional approach, experience, and deep immersion.

Learn how we developed an SMM strategy for Sevenfit – a fitness studio that uses innovative technologies to improve health in just 60 minutes a week.