• Daniel Trösch

How to Create a Roadmap for Your Social Media Marketing Strategy

Updated: Jul 20, 2020

The recent COVID-19 pandemic has led to massive lockdowns around the globe. As a result, people have started using social media more regularly. In fact, according to Facebook, there’s been a sharp increase in the usage of their platforms.

In fact, the number of views of live videos has nearly doubled within a week and messaging and group calling have experienced massive jumps as well.

What’s more?

Platforms like TikTok have experienced a massive increase in searches on Google.

Hence, brands need to create a roadmap for their social media marketing strategy to shape their current marketing strategy.

roadmap for social media marketing strategy

Image via Google Trends

So, what’s in it for businesses?

Social media has over 3.8 billion users. Facebook has the largest user base of over 2.49 billion monthly active users, while YouTube is second biggest with 2 billion monthly active users. Most social platforms are experiencing increased activity due to COVID-19. As a result, you can reach even more users by promoting your brand now on social media.

However, to effectively grow your brand on social media, you need to have a social media strategy in place. But how can you create a roadmap for your social media marketing strategy?

Worry not, we’ll help you out.

Pro Tip: Figure out which platforms your target audience is active on and increase your activity on those platforms.

How Can You Create a Roadmap for Your Social Media Marketing Strategy?

Here’s how you can create a roadmap for your social media marketing strategy.

1. Define Your Target Audience

The first and most important step of creating a roadmap for your social media marketing strategy is to define your target audience.


Your social media content needs to be tailored to your audience. Hence, if the audience isn’t well-defined, there are good chances that your content may not get the response that you want.

So, what should you do?

You need to define your audience based on various demographic, psychographic, and geographic factors. This can help you identify who you need to create your content for. As a result, you’ll be able to tailor your content better for your audience.

Additionally, based on your target audience, you can decide which social platforms you need to be active on. You can find this by figuring out which platforms they’re the most active on.

What’s more?

You can take this a step further by creating buyer personas. These are essentially personas that refer to a certain segment of your target audience. You should try to create multiple personas to drill down into your audience.

When you create various buyer personas of your audience, you can tailor your content for each of those buyer personas individually. As a result, you can get more engagement from them. These steps should be included in your roadmap for your social media marketing strategy too.

2. Identify Their Issues

When you’re creating a roadmap for your social media marketing strategy, you need to know the issues that your audience is facing. This is crucial because without understanding the problems of your audience, you won’t be able to create solutions that can solve those problems.

So, what should you do?

When you’re defining your target audience, conduct a social media audit and do market research, and try to understand the problems that they’re going through. If you’ve already got some followers and customers, listen to them and try to figure out what issues they’re facing.

But, what if you’re just starting out?

In that case, you should consider looking at your competitors’ audiences. Find out the issues that they’re facing. If your audience is similar to theirs, they’ll likely encounter the same problems.

Once you’ve found the problems faced by your audience, you need to figure out how your product or service can solve them. You need to position the product or service accordingly on social media and promote it as the solution to their problems. Do ensure that whatever you claim is true. You don’t want to get on the bad side of your customers. These points must be included in your roadmap for your social media marketing strategy.

3. Set Social Media Goals and KPIs

After figuring out your target audience and their problems, you need to set your social media goals. These are the targets that you want to achieve through your social media marketing efforts.

But, why should you set goals?

When you’re building a roadmap for your social media marketing strategy, it’s essential to know your goals. It’s only based on these goals that you can determine what you need to do to achieve them. By finding out your goals, you can channelize your social media efforts to effectively reach them.

So, how can you set your goals?

The goals for your roadmap for your social media marketing strategy must be SMART (Specific, Measurable, Achievable, Realistic, and Timely). This ensures that you not only have an idea of what exactly the goal is but can also figure out how you can achieve it and measure your progress as well.

Here are some of the goals that you can set for your brand:

  • Drive traffic from social media to the website and increase it by 50% in 2 months