Social Media Brand Strategy: 7 Things You Can’t Overlook
I don’t think you can really “keep up” with social media, but I do think you can figure out what works for you and your audience.
You can take the tried and true, and adapt it to fit your needs.
Even more than consistency, I’m a huge fan of strategy.
I’m not into posting just because, or posting because I feel like I have to. I want to know that what I’m posting is serving a purpose, and driving towards a goal.
The best way I’ve found to do that is in two ways:
#1. Try, try, try, and try again. Get practice. Do it messy. Don’t be precious about it.
#2. Figure out my strategy. The one that works for me. The one that’s suited for my own business needs and goals.
That said, the strategies I’m sharing here are what’s worked, speaking from my experience managing and creating social media content for other businesses for the past 8 years.
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Social Media Brand Strategy: 7 Things You Can’t Overlook
#1: Your Sans-Algorithm Strategy
What is your tried-and-true strategy beyond posting for the algorithm?
Meaning:
- What are your content pillars?
- Why do you post what you do?
- What is the ultimate goal for social media for your business?
- Do you want to create connection?
- Do you want to sell stuff?
- Do you want to list-build?
- What is the end game or result you’re after?
These are the things that make up your strategy, which will then give you some parameters and goals surrounding your social media content.
If your goals are (or aren’t) being met or worked towards through what you’re posting, then that will tell you if your strategy and efforts are #1: working, and #2: worth it.
BTW: Your strategy can change over time as you hone in on your brand, and it should change seasonally or periodically based on your monthly or quarterly goals.
So don’t put your strategy in a box, but rather make one that works for your short- and long-term overall business and marketing goals.
TAKE ACTION:
Start with writing down a very simple strategy for your social media:
- Post consistently (1-5x/weekly, whatever works best for you as long as you’re consistent)
- E.P.G.V. Rule (every post gives value)
Some pro tips: Don’t worry about times to post, or following the trends. Post content that you love, and that you think your audience will, too.
#2: Your SEO-Driven Bio
Social media is regularly referred to as a search engine. And it’s only getting better at it, too.
Great social media bios are seo-driven.
They’re really clear, they tell who you are and what you do, and if you’re really savvy, they give a call-to-action (like to download your freebie).
Your bio should be a super-quick, skimmable one-liner about how you’re a credible source, and how you can help your ideal audience.
Whatever you do, you don’t have a whole lot of room, so it has to be snappy and tell your people something they want or need right away.
For example, here’s my current Instagram bio:
Using that, here’s a format you could follow:
Your Name • Business Name/What You Do
I’m a ____ that helps ____ do ____.
Grab my free ____:
(link in bio)
TAKE ACTION:
Take these tips and the framework above, and edit your social bios today.
PS: Don’t be afraid to use emojis to get your point across or call attention to something – just be very intentional about your use of them!
#3: Your Branded Graphics & Templates
In this world of content creation, we’re all inevitably making our own stuff. From social media posts to Pinterest Pins and even your own pdf’s, it’s just the name of the game.
This is exactly WHY you need branded graphics and branded templates.
Your branded graphics are the patterns and elements that are consistent with your brand. They look like they are a part of your brand identity: They use your fonts, your colors, and your visual style. Branded graphics, just like your logo, are unique to your brand, and can be a way you are recognized without your logo.
Your branded templates are just that: templates you use for things you create all of the time. For you, it might be video thumbnails or documents. Whatever it is, you need templates to help you save time and energy, and to help you keep a consistent brand.
I see it ALL the time: brands that have a beautiful identity, but then create things on their own that look nothing like their brand.
They don’t use their brand fonts or brand colors, and it’s confusing to their audience.
With templates, you can avoid that confusion.
To give you an example, here are a few of my branded graphics:
I can take those and use them on whatever I’m creating, to give the graphic a bit of my “brand stamp”, such as in this social media image:
I can then take that image I created, and use it as a brand template.
(You can do this in Adobe Express or Canva, too, by the way!)
Then, whenever I need to create an image for a post to share on social media, I can edit that template, like this:
TAKE ACTION:
What elements can you take from your brand suite to use the things you’re making? What kinds of templates can you create? Think of things you’re constantly making, like Pinterest Pins, and make a list. Then, carve out some time to make a handful of templates for the things you need most.
#4: Your Brandisms
Branded words or phrases are what I like to call “brandisms”.
This includes any words or phrases you have trademarked (such as your motto or tagline), as well as those that are not trademarked.
Brainstorm with me for a second: Are there any “isms” you personally use on a daily or recurring basis? Anything you’re known for saying, that’s just a “you” thing to say.
If you hang around me for any amount of time, you’ll realize I say “oh yeah!” or “oh hey!” a lot. That’s why I’ve actually added it to some places on my website and in my emails, because it’s something I actually say in real life.
What are those words or phrases for you and your business?
TAKE ACTION:
Make a running list of your brandisms, and keep it close by when you’re writing copy like social media posts or whatever else. You can also decide on some, too. If there are words you want to use that give your brand personality, make a list, and start incorporating them into the copy on your website, social media posts, and other places where you’re writing content.
#5: Your Post Framework
I don’t use a copy framework for every single post I make on social, but it is really nice to have one handy for when I feel like I do need it. (Honestly, I probably should use it every post.)
Sometimes my posts are more off the cuff, which I like, and sometimes they are more planned out, which gives me a good mix and cadence of content and posting.
This is a framework I really like to use for my post copy:
- Hook/one-liner/question/scroll-stopping statement/story
- Body/Point 1
- Body/Point 2
- Body/Point 3
- Call-To-Action (doesn’t have to be selling, could be a question or ask to comment)
For example, here’s a few posts I made using that framework:
POST 1
POST 2
TAKE ACTION:
Flesh out your next 5 social media posts. Write a rough draft for the post copy of each one, using the framework and tips above.
#6: Your Story Document
Your “story document” is a file of your own written copy. It includes your brand messaging, personal and professional stories, and other words of wisdom that are original to you.
This concept sounded so dumb to me at first, like, why would I write stories and little nuggets in hopes of using them later? Couldn’t I just think of the story I needed, on the spot, when the time came?
HAH.
That’s not how it works.
Any time I need to think of a good story while I’m writing, I can’t. They don’t come to me. It’s like my brain doesn’t work.
Thus the need for a story document.
Creating a folder and document for all of your stories, thoughts, quotes, and brandisms can give you an amazing head start when you’re trying to write content that engages and captures your audience.
Once you start it, and keep up with it, you can reference it whenever the need strikes. (And believe me, the more content you create, the more that need will strike!)
For instance, when I’m writing content like social media posts or blog posts, and I need a quick two-liner story to catch attention and draw someone in, I’ll look at my stories document to see what I could use (that I haven’t already).
Having this document has also really helped me exercise my writing and story-telling muscles.
It helps me think of words and stories more on-the-spot (which does not come naturally to me) because I’m thinking about them more often now, and I have a place to store them.
The key here is getting them out of your head and somewhere else, so you can make more room in your brain for other thoughts. It’s been a content game-changer for me!
TAKE ACTION:
Start your blank document or spreadsheet (I use both) for different types of words, phrases, and stories. For example, create one document for your brand story. Then, create another one for short stories that might be good to share on social media or anywhere else in your weekly content. Start practicing your “writing muscles”, even when you’re not trying to write content (especially when you’re not trying to write content).
#7: Your SEO-Driven Copy
As we’ve already talked about, social media is a search engine. So why not include keywords in your post copy (besides hashtags)?
Think about the ways your ideal audience might search for something you do: the terms, words and phrases they would use to find what they’re looking for.
For instance, if I’m posting about being your own creative director, I’m going to use those terms in my post copy.
I could take the social framework we’ve already talked about above, and say something like:
[HOOK]
Be your own Creative Director. Sounds simple enough, right??
[BODY]
Maybeee not…. Also, notice I didn’t say anything about a logo or brand identity?
BECAUSE… being your own Creative Director doesn’t have anything to do with DIY-ing your logo.✔️
It’s more about having a vision and learning how to communicate it.
[CTA]
Drop me a comment: Which step seems easiest🤩 to you? Hardest🤯?^^One of the emojis above, or your own, is an acceptable answer… I might even add: 🤪
PS- Link in bio to read my blog if you want to know more about how to do this💃🏼
I used the terms “creative director”, “logo”, and “brand identity” – all terms my audience might use when looking up how to be or thinking they need to hire a creative director.
TAKE ACTION:
Just like in your bio, making seo-driven copy does not mean overloading it with terms (even if they are relevant).
When thinking about your seo-driven copy, make sure to check these boxes:
- Intentionally use terms that are relevant to your topic
- Use terms your audience might search with
- Integrate those terms fluidly and creatively into your copy
I have another post all about how I create said content, How I Made A Running List Of Over 200 Content Ideas.
If there are a few things you get from this whole post, it’s these: #1, Strategy is just a fancy word if you don’t figure out what works well for you. And #2, you need stories to draw people in!
Let me know what you liked about these tips or anything else you’d like me to cover on insta, @designwithclarissa 🙂
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