How to Build a Social Media Strategy That Actually Works
- Devin Paxton
- May 19
- 3 min read
Having a strong social media strategy isn’t optional anymore. Whether you’re a content creator, small business owner, or personal brand, showing up online with intention is the key to visibility, growth, and connection.
But building a strategy that feels authentic that actually works and doesn’t have to be overwhelming.
Here’s your beginner-friendly guide to creating a social media plan that’s built around you and your goals.
1. Understand What Social Media Marketing Really Is
Social media marketing isn’t just about posting pretty content. It’s about building real connections and showing up consistently to tell your brand’s story.
When done well, it helps you reach new audiences, build trust, and drive business results. Every post should reinforce who you are, what you stand for, and how you add value.
2. Set Goals That Make Sense
Before you decide what to post, get clear on why you’re posting in the first place.
Do you want to:
Increase brand awareness?
Drive website traffic?
Build community?
Boost sales?
Start with SMART goals (Specific, Measurable, Achievable, Relevant, Time-bound) so your strategy has direction.
Examples:
Grow followers by 15% in three months
Increase link clicks by 20% per post
Generate 50 qualified leads from social each quarter
3. Know Your Audience
If you’re not speaking to the right people, your content will miss the mark.
Get to know your audience’s demographics, interests, and habits. Use built-in analytics tools, run polls, read comments, and research what works for brands similar to yours.
Quick Tip: Tools like ChatGPT can help you research audience insights, create personas, or explore what competitors are doing well.
4. Choose the Right Platforms
You don’t need to be everywhere. You just need to be where your audience is and show up in a way that makes sense for the platform.
Instagram: Visual storytelling
TikTok: Short-form video and trends
Pinterest and YouTube: Long-term, searchable content
LinkedIn: Thought leadership and networking
Threads or X: Real-time engagement and conversation
Pick two or three to focus on and do them well.
5. Create Content That Connects
Good content doesn’t just look nice — it performs.
Focus on creating posts that:
Solve a problem
Answer a question
Reflect your audience’s mindset
Inspire action or spark conversation
Track your engagement rate to understand what content lands best, then do more of what works.
6. Plan It All with a Content Calendar
A content calendar helps you stay organized and consistent. It makes room for planning ahead and ensures your content isn’t random or reactive.
Use tools like Notion, Google Sheets, or ClickUp to schedule posts, track themes, and keep your strategy balanced.
Remember, consistency beats perfection.
7. Actually Talk to Your Audience
Posting and ghosting doesn’t build community.
Engage by replying to comments and DMs, asking questions, reposting user content, and showing appreciation for your followers. Real engagement leads to real relationships.
8. Track, Learn, and Adapt
Social media isn’t set-it-and-forget-it. Use analytics to track what’s performing and adjust your strategy based on what the data tells you.
Watch metrics like:
Engagement rate
Click-through rate
Follower growth
Website traffic from social
When something works, do it again. When it doesn’t, try a new approach.
Final Thoughts
Building a winning social media strategy doesn’t have to be complicated. Start with the basics, stay aligned with your brand, and keep showing up with intention. Over time, your consistency and clarity will pay off.
Ready to launch a social campaign that actually moves the needle?
Let's Build Your Strategy Together
I’m Devin Paxton, a marketing strategist with more than 10 years of experience helping creators and business owners grow online. If you're ready to build a social media strategy that’s built around your goals and gets real results, I’d love to help.
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