Social Media Strategy Roadmap social media management- DGS.pdf

Social media management

1. DIGITAL GLOW SOLUTIONS
Social Media
Strategy Roadmap
THE ONLY GUIDE YOU’LL NEED FOR ATTRACTING YOUR IDEAL AUDIENCE AND CREATING CONTENT THAT GETS RESULTS

2. I’m the owner and founder of Digital Glow
Solutions - a social media marketing agency
specializing in social media management and
strategy.
Having a solid social media strategy is the only
way to get results.
So, I created this roadmap to teach you the
blueprint for attracting, nurturing, and
converting your ideal audience with your
content.
You’ll learn the foundations of developing a social
media strategy for your business, and get my
best tips for each step.
Hi, I’m Marina
Marina
xoxo,
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

3. First things first, you need to set clear goals
for your social presence.
Knowing your end goal will determine what
content you create and how you create your
social media strategy. Why? Because your
social media strategy is there to help you
figure out the steps you need to take in
order to get to the end result you’re looking
for.
So, you need to know what your business
goals are, and what your social media
marketing goals are.
1. Setting goals & KPIs
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

4. The most common marketing goals for
social media are spreading brand awareness,
sales aka conversions, and audience
engagement.
When you set your goals, they need to be
S.M.A.R.T. - specific measurable, attainable,
relevant, and timely.
After setting the goals, you set your KPIs.
Those are key performance indicators -
indicators you set which help you measure
success. The most common KPIs are those
for reach, engagement, return on
investment, and loyalty.
1. Setting goals & KPIs
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

5. SWOT analysis is an analysis of your
strengths, weaknesses, opportunities, and
threats. For your social media strategy, you
need to look at this in terms of your social
presence.
This analysis helps you evaluate your internal
strengths and weaknesses, as well as
external opportunities and threats.
This means you’ll be able to figure out how
you can improve your content with things
that you already have, as well as where you
might be falling short, so you know which
areas you’ll need to work on.
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP
2. SWOT analysis

6. 2. SWOT analysis
What resources do
you have available?
1.
How are you better
than the
competition?
2.
What does your
audience love about
your brand?
3.
What resources are
you lacking?
1.
What criticism does
your brand get from
your audience?
2.
What growth
opportunities do
you have?
1.
How can
advantages turn
into opportunities?
2.
How can you use
your resources?
3.
What factors can
stop your growth?
1.
How does the
competition affect
your growth?
2.
S W O
SOCIAL MEDIA STRATEGY ROADMAP © DIGITAL GLOW SOLUTIONS
T

7. One of the most crucial steps in developing
your social media strategy is knowing your
ideal audience.
All of the content you create will be based on
who you’re trying to attract. Two businesses
could be in the same niche, and sell very
similar products, but have very different target
audiences - and those two businesses will
have very different social media strategies and
content in general.
When you really know your ideal audience,
you know how to grab their attention, how to
speak to them, how to make them want to
work with you, and how to truly help them.
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP
3. Target audience analysis

8. To analyze your ideal audience, you first need
to create your target audience avatar.
To develop your ideal audience avatar, and
successfully analyze your target audience, you
have to answer the following questions:
Who is your target audience - what’s their
age, gender, career, average salary, and
location?
1.
What problem do they have that you can
solve with your services or products?
2.
What are their wishes, frustrations, goals,
and interests?
3.
How do they use social media?4.
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP
3. Target audience analysis

9. The next thing you need to do is analyze your
competition. Now, let’s be clear - you are NOT
doing this so you can copy them and their content.
That’s something you should never do.
The reason you’re doing competition analysis is to
get an idea of what’s generally working in your
niche and with your target audience. You’ll see
what your competition is doing well, so you can
adapt that in your own way, and where they could
do better.
Look at the competition that shares the same
target audience as you - if you just look at
everyone within your niche, without looking
specifically at those with the same ideal audience
as you, you might end up with the wrong data.
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP
4. Competition analysis

10. How often do they post?1.
Do they post more static content or videos?2.
Which type of content do they post the most -
educational, interesting, promotional, or
emotional?
3.
Which type of content gets the best results?4.
Do they post short or long captions?5.
Which hashtags do they use and how many
hashtags do they use?
6.
Do they get better results on shorter or longer
videos?
7.
Do they get better results on engaging or
educational videos?
8.
How often do they post stories, and what type
of content do they post there?
9.
Which content types and topics get the best
results in terms of engagement?
10.
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP
4. Competition analysis

11. The formula for getting people to become your clients or to
buy from you is simple.
You have to lead people from the point where they don’t
know who you are or what you offer to the point where
they’re loyal buyers or customers.
That journey is called the buyer’s journey.
The buyer’s journey has 3 stages. The first stage is the
awareness stage, the second one is the consideration stage,
and the third one is the conversion or decision stage.
When creating social media content, you have to think
about the buyer’s journey, and plan and create content for
each stage. The content you create needs to help you lead
your ideal audience from the awareness stage to the
consideration stage and then to the conversion stage.
5. Buyer’s journey
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

12. For the awareness stage, the content needs to help the
customer figure out what problem they have, and to help
them learn about the brand. This can be content that
highlights the symptoms they’re facing, interesting content,
educational posts, etc.
In the consideration stage, your target audience should
learn more about the offers you have that can help them
solve their problems. You should also nurture them in this
stage, and set yourself up as the expert. This can be
educational and informational content, as well as authority
content.
In the conversion stage, the target audience knows about
the problem they have and knows what the solution to that
problem is. All that’s left is for them to decide whose offer
will help them solve the problem. So, for this content, you
can post testimonials, reviews, “before & after” posts, etc.
5. Buyer’s journey
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

13. The three main reasons people use social media
are to be informed, entertained, and connected.
So, the categories of content you should add to
your content strategy are: educational content,
entertaining content, content focused on
connecting with your target audience, and
promotional content. The first three are related
to the reasons people use social media, and the
fourth one is to get you conversions.
When creating categories and topics of content,
it’s important to make sure they’re relevant to
your offers, your brand, and your goals.
Category topics need to be connected to the
content categories.
6. Categories and topics
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14. Content categories are also called content
pillars, and they’re an amazing way to help
yourself and simplify your content creation.
By having clear content categories, you’ll be able
to stay consistent, your content will make sense
as a whole, you’ll be able to attract your ideal
audience, and your content won’t be all over the
place.
Try sticking to 3-5 content pillars. Then, rotate
between them in your content.
Take a piece of paper and write down content
topics and ideas for each content pillar. Then,
create posts with those ideas. Make sure to think
about what your ideal audience wants to see.
6. Categories and topics
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

15. Once you have your content pillars and content
ideas, it’s time to see how to actually format
those posts.
Certain types of content can better paint the
picture with video, and some are better
translated through images or text.
With content formats, you have:
Single images1.
Carousels2.
Reels or videos3.
Stories4.
Text posts (on Facebook, X, or Threads)5.
7. Content formats
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

16. Photos are best for product photos, “before &
after” photos of clients and customers,
educational checklists, and personal photos.
Carousels are best for educational content, client
spotlights and case studies, photo dumps,
content about your products or services, and
storytelling content.
Reels and videos are best for showing your
authority with talking reels, funny reels with
trending audio, relatable short reels, memes
using CapCut templates, lists, inspirational and
motivational quotes, and vlog-style content.
7. Content formats
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

17. You need to decide how much you’ll post.
Being consistent is crucial for getting results.
In that sense, it’s better to post 3 times a
week consistently, than to post 7 times a
week for a month, then disappear for two
months, then come back and post 2 posts
before you make a break again, etc.
But don’t sacrifice quality for quantity and
don’t post just for the sake of posting. That
won’t get you anywhere.
That’s why many people choose to outsource
their social media to a social media manager
- they know they don’t have time to be
consistent with quality content.
8. Posting frequency
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

18. With that being said, consistency isn’t
enough for growth, at least not if you’re
looking for semi-fast growth.
Posting 1-2 times per week is great for
keeping your social presence active, but you
probably won’t grow at the rate you’d like.
For moderate growth, 4 posts is the
minimum. For average growth, 5-6 posts per
week is good. For aggressive growth, 7-10
posts per week is ideal. Of course, this isn’t a
rule, but what we’ve noticed lately.
But again, don’t sacrifice quality just to post
more. Quantity doesn’t matter if quality isn’t
there.
8. Posting frequency
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

19. As you know, there are quite a few social media
channels out there - Instagram, Facebook,
TikTok, LinkedIn, X, Threads, YouTube, Snapchat,
and Pinterest.
You have to choose which platforms you’ll be
active on. If you researched your target audience
well, you should know which platforms they use
the most, so those are the ones you should
include in your social media strategy.
Once you choose a few main platforms you’ll
focus on, think about the way people use those
platforms.
9. Social media platforms
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

20. You’ll likely be able to repurpose content from
one platform to the other, but you’ll often need
to make slight changes based on the way those
platforms are used and what works well on each
platform.
On Instagram and Facebook, you can get away
with similar content - on those platforms, all
content formats and types work well.
On TikTok, you can be much more relaxed than
on Instagram - real, unfiltered content works
well there.
On LinkedIn, authoritative content is great, as
that platform is mostly used for business rather
than just for fun.
9. Social media platforms
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

21. When it comes to Instagram,
planning your feed is another thing
you have to consider.
While it won’t make or break your
results, a cohesive feed can attract
your ideal audience, grab their
attention, and make you look much
more put-together and professional.
It can also help you make your brand
memorable and consistent, as you’ll
be using your branding all
throughout your feed, so your social
presence will match your website,
your packaging, your offers, etc.
10. Feed plan
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

22. When you’re planning your feed, you
need to take into consideration your
whole branding and brand voice.
Brand colors and brand fonts need to
be present across all of your content,
to help with brand recognition. You
need to figure out your brand voice
(friendly, formal, bold, etc.), and use it
in your messaging.
To help with keeping your feed
consistent, you can design templates
for your posts, which will also make
content creation faster and easier.
For that, if you don’t know how to use
Adobe programs, I recommend
Canva Pro.
10. Feed plan
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

23. Even though content is the main
component of a successful social media
strategy, and it has the biggest impact on
the results you’re going to get,
developing a growth plan is still
important, and it should be included in
your strategy.
The most common components of a
growth plan are:
an engagement plan,
hashtags,
giveaways,
collaborations with relevant accounts,
influencer marketing,
paid ads.
11. Growth plan
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

24. When it comes to engaging, you should do
inbound and outbound engagement -
inbound engagement means interacting with
the audience you already have, and outbound
engagement means interacting with people
who aren’t your audience yet, but are your
target audience. When we say interacting,
that means liking, commenting, following, and
replying to stories.
With hashtags, use up to 30 hashtags per post.
Make sure they’re related to the topic of the
post, your ideal audience, and what you do.
Also, try aiming for hashtags that fall into
different size categories - some with less than
25k uses, 75k, 200k, 500k, and a few with more
than that.
11. Growth plan
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

25. 12. Profile
optimization
Profile optimization means choosing your
profile photo, username, name, bio, links, and
highlights.
Your profile needs to explain what your brand
is about, what you do, as well as what content
they can expect if they follow you.
Ideally, this should all be apparent to your ideal
audience within 3 seconds of looking at your
profile, so they want to follow you.
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

26. 12. Profile
optimization
With your name, you want to add keywords to
it, so your profile is more searchable. Those
keywords should relate to who you are or what
you do.
Your bio should explain what you do and who
you do it for. It should also include keywords, as
well as a CTA for the link in your bio.
Your highlights should be used like your
website menu.
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

27. There’s your roadmap for creating a social
media strategy for your business that helps
you attract your ideal audience and get results.
Now that you know what you need to do, all
that’s left is to get to work!
Feel free to take a photo of this roadmap, post
it to your Instagram stories, and tag me
(@digitalglowsolutions) - I’d love to repost you
and check in to see how your strategy is
coming along!
That’s it!
© DIGITAL GLOW SOLUTIONSSOCIAL MEDIA STRATEGY ROADMAP

28. If you’d rather have an expert develop a full social media
strategy for your business, so you can understand how to
successfully do social media marketing for your business and
get results, let us develop your strategy for you.
If you don’t have time to run your own social media
consistently, or you don’t have the skills to do it, we can manage
your entire social media presence for you - from developing the
strategy, to creating and posting content for you every month.
If you have questions about growing a business on social media,
and need clear, no-fluff answers, 1:1 coaching is for you. We can
tackle any topic related to growing a business on social media
you need guidance on in our 1-hour Zoom sessions.
[→]
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DON’T HAVE TIME FOR SOCIAL MEDIA?
NEED 1:1 HELP AND MORE GUIDANCE?
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help?
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29. SOCIAL MEDIA STRATEGY ROADMAP
“
”
Marina is incredible and has made my life so much easier. I'm a
Personal Fashion Stylist, so branding and aesthetics that align
with my premium brand and niche market are viable for my
business. Before I started working with Marina, I had a vision for
my socials to look better, but didn't want to copy other people
in my industry; I truly wanted my brand to be unique to me just
as my style is. I didn't entirely know how to communicate my
vision because I didn't see anyone else doing what I wanted to
do in my industry, but Marina got it. We work closely together
to revise my branding on socials and elevate it to attract
premium clients.
Marina listens and is intentional about everything that she does
- from her super seamless and thought-out processes, to
listening to my feedback openly as we continue to strategically
grow my socials. I've actually hired 2 other SMMs before her,
neither of which had processes that worked well for my
business. I'm so glad I found Marina and can't wait to continue
working with her to continue to drive my business! If you're
looking for a SMM who just gets it, and shows up with integrity
and care for all of her clients’ specific audiences / niche markets,
hire Marina. You won't regret it.
“
”
- RACHEL NICOLE
- MANDY HOPPER
Marina is amazing! It took me a long time to hire a SMM
(because I am a control freak) but she has made my life 100 x
easier. In only 2 months we have already seen a big increase in
engagement, we catch up monthly to discuss the strategy and
focus for the following month, and the results from the previous
month. She takes incredible care and precision in all content
she makes. Thank you so much :)
“
”
Marina is an absolute blessing and extremely talented at what
she does! Her attention to detail and strategic approach
significantly elevated our online presence. From content
creation to engagement tactics, every aspect of her work
showcases professionalism and expertise. Communication is
seamless, and her ability to adapt to our brand's unique image
is exceptional! Our social media has experienced noticeable
growth, thanks to her dedicated efforts. I highly recommend
Marina to anyone seeking a results-driven professional!
- JAMIE COOK
Client Love
© DIGITAL GLOW SOLUTIONS

30. It’s time to nail
your social media
marketing!