There are almost too many ways to go about creating social media strategies. I discuss some strategies that actually work with my guest, Sophie Zollmann. Sophie is the Founder of FMD Strategic Partners. They take the guess work out of marketing to get real results for 7 and 8 figure service providers.

Sophie was a stay-at-home mom and got into online businesses instead of paying daycare all her money. Customer service, business management, clerical work, etc. Then in 2009, after a short break, she came back to the work world and launched herself as a virtual assistant. One of the first things she did to get in front of people was to get on social media. She got on Twitter and Facebook, and six months later after meeting other virtual assistants and business owners who needed social media help, she had a business model, and she formed an LLC.

She used digital marketing, especially social media, to grow her business. In the process, she fell in love with social media. It’s become the bread and butter of her business. Sophie built a team and leverages their skills to help her clients grow their businesses like she has hers.

Where People Go Wrong with Social Media Marketing

The biggest thing is that they don’t have a strategy. People are throwing spaghetti against the wall to see what sticks, they’re trying the latest trends that may or may not work for them, and they may be on platforms that they don’t need to be on because they think they have to be everywhere. They’re also doing it themselves, even though oftentimes they dislike doing it.

That dislike is reflected in what’s produced and only ends up hurting them in the long run. If you don’t love it, you really shouldn’t do it because your distaste come through in your copy. Last but not least is people don’t have a strategy and a clear plan. They aren’t creating initiatives and campaigns that have measurable components such as KPIs (Key Performance Indicators), goals and objectives.

Success comes from knowing what works. You’ve got to be able to measure what you’re doing. Once you know what works, then you can maximize that. But you can’t figure that out without strategy, hiring people to do it for you, and having measurable campaigns and initiatives that you can know if it’s working or not.

How to Get Started with Creating a Social Media Strategy

It involves a lot of research. You’ve got to know who your ideal client avatar is. In most cases there’s multiple client avatars. Even in one industry you will have different demographics, psychographics, income levels, all the things that make them human beings. We are marketing to human beings. You must speak to them in a way that they can hear you. Knowing them deeply is a key component of your strategy, that’s your first step.

That research dictates what platforms you’re on, what you offer, how you speak about it and what you do to get them in the door. Your strategy must also have your competitive analysis. You must know who your competitors are, how you stand up against them, and how you can beat them. Because if you’re just doing the same thing that they’re doing you’re going to be lost in the sea of all the other people doing those things.

And then of course once you’ve done that, there is making sure you have a very solid and unique value proposition, that’s a part of your research. You’re going to be looking at branding, do you really look good? Is it consistent and does it appeal to your ideal client? Branding is very important.

It all works together. When you have a completely defined strategy that takes in all the aspects of online marketing and what it takes to succeed then you have the monthly marketing plan. That’s where you get your measurable initiatives, you get your content strategy, you figure out where you need to be and where you don’t need to be, then you rearrange everything to make it fit together so that it all feeds each other. That makes your efforts more effective and also more measurable so you know what’s going to work and what’s not.

We also dive into topics such as:

How to pick an ideal client avatar and not try to be everything to everyone.
How to create a foundation to end up in a successful place to launch your social media marketing strategy.
How to know what content to put where and when in your monthly marketing strategy.
The components of a successful monthly marketing strategy.
How to stay consistent with your marketing efforts and not burn out.
What to get started with when you build out a team.
How to know when to change course and when to stay the course on your social media platforms.
When and why to leave a social media platform.
The one thing, above all else, to do when it comes to creating a successful marketing strategy.

…and other golden nuggets of advice!

You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea”

Click here for more outstanding interviews with entrepreneurs and thought leaders!

About My Guest

Sophie Zollmann is the founder of FMD Strategic Partners, a digital marketing expert, best-selling author, and speaker with 20 years of industry experience. She leads a fractional marketing department that delivers enterprise-level strategy and execution for 7+ figure businesses.

As a pioneer of the fractional marketing department model, Sophie specializes in helping CEOs and 7-8 figure service providers scale smarter, not harder. Her team provides comprehensive marketing solutions, from strategic planning to full implementation, that drive sustainable growth and position clients as industry leaders. Her data-driven approach combined with innovative strategies has established her as a trusted partner for businesses ready to scale.

In her spare time, Sophie loves reading Harry Potter, relaxing on beautiful beaches, and doting on her grandson.