Crafting a Strategy That Connects
From defining goals to choosing the right platforms and building content that resonates, we'll guide you through the key steps to create a strategy that is clear and cohesive.
- Setting Goals & Objectives
- Understanding Audience - Social Media Personas
- Content Planning & Calendar
Setting clear goals and objectives for your marketing strategy is essential to ensure alignment, focus, and measurable success.
- Define Purpose-Driven KPIs: Start by identifying metrics that directly support business outcomes—whether it's brand awareness, lead generation, or customer retention.
- Prioritize What Matters: Not every goal carries equal weight. Rank objectives based on impact, urgency, and team capacity to stay laser-focused.
- Make Goals Time-Bound: Add deadlines and milestones to your objectives to maintain momentum and make progress trackable.
- Align With Audience Needs: Every goal should consider who you’re reaching and why. Understanding your audience’s behavior ensures goals aren’t just internal aspirations but customer-focused intentions.
- Build in Flexibility: The best goals evolve. Encourage your team to review and refine them quarterly to stay relevant and agile.
Use the information we provide on personas to tailor your content – whether it’s educational, entertaining, or inspiring – to align with what your audience wants to see.
- Map Content to Motivations: Whether your persona seeks education, entertainment, or inspiration, content should reflect their interests and intentions across the funnel.
- Channel-Specific Behaviors: Recognize how different personas engage on platforms like LinkedIn vs. Instagram, and adapt tone, format, and frequency accordingly.
- Language That Lands: Tailor voice, visuals, and messaging to fit each persona’s expectations, values, and style.
- Persona Evolution: Regularly revisit personas to reflect shifting trends, new data, and emerging customer needs.
Content planning is the backbone of a successful social media strategy.
- Build Around Campaign Objectives: Every piece of content should serve a broader goal—whether it’s supporting a facility opening, driving engagement, or boosting brand positioning.
- Establish Themes and Cadence: Identify recurring content pillars (e.g., whole person care, clinical excellence & excellence, patient experience) and set a regular rhythm for posting.
- Balance Evergreen and Timely Content: Blend long-lasting resources with time-sensitive trends, updates, or seasonal activations to keep audiences engaged.
- Collaborate Across Teams: Bring in product, design, and sales to ensure content reflects business priorities and supports cross-functional efforts.
- Use a Visual Calendar: Map out posts by channel and date to spot gaps, overlaps, and opportunities for synergy.