How to Create a Social Media Strategy That Converts
Having thousands of followers on social media is great—but if they're not turning into customers, then your content isn't doing the heavy lifting. In 2025, it's all about strategy. In this guide, we'll break down how to create a social media plan that not only grabs attention but also converts.
Understand the 2025 Social Media Conversion Funnel
Before we dive into tactics, let's get clear on how social media fits into your overall marketing funnel:
- Awareness – Getting your brand in front of the right eyes
- Interest – Building engagement and curiosity around your product or service
- Consideration – Helping people evaluate whether you're the right fit
- Conversion – Turning followers into paying customers
- Retention – Keeping them loyal and coming back for more
Each stage requires a different approach. Here's how to cover all the bases.
1. Set Clear, Measurable Conversion Goals
What does "conversion" look like for your business in 2025?
- A purchase from your website
- A sign-up for your email list
- A downloaded resource
- A booked call or consultation
- A request for a quote
Having these goals locked in helps you reverse-engineer content that's purposeful and measurable.
2. Know Your Audience Inside Out
The more you know about your audience, the easier it is to create content that moves them to action. Make sure you:
- Build out detailed buyer personas
- Pinpoint their pain points, motivations, and desires
- Know which platforms they prefer
- Track when and how they engage online
- Understand what builds trust in their buying journey
Deep audience understanding is the foundation of a high-converting strategy.
3. Tailor Strategies by Platform
Each platform has evolved—and your strategy should too.
Instagram (and Threads)
- Prioritise Reels and Stories for visibility
- Use shoppable tags and creator collabs
- Tap into carousel content for deeper engagement
- Leverage Meta Ads Manager's powerful targeting
- Run lead ads for low-barrier conversions
- Build active communities via Facebook Groups
- Share industry insights and founder perspectives
- Use lead-gen forms in sponsored posts
- Tap into niche professional groups
X (formerly Twitter)
- Jump into trending convos and Twitter Spaces
- Provide fast, human-centred customer support
- Repurpose blog content into threads
TikTok
- Create educational or relatable content with a storytelling edge
- Partner with micro-influencers
- Drive traffic with strong CTAs in captions and bio links
4. Use Compelling Calls to Action
Make sure every post answers this: "What do I want the viewer to do next?"
- Keep CTAs clear and direct
- Use urgency sparingly, but strategically
- Test button vs. text CTAs
- Make the next step frictionless
5. Use Social Proof to Build Trust
People trust people. In 2025, credibility is currency.
- Share client testimonials and results
- Use user-generated content (UGC) to highlight happy customers
- Feature before-and-after snapshots or short case studies
- Show engagement metrics (shares, saves, etc.)
6. Balance Your Content Mix
A balanced content calendar builds trust and moves people toward action.
Try this 30-30-30-10 rule:
- 30% educational
- 30% entertaining or inspirational
- 30% promotional
- 10% conversion-focused (with direct CTAs)
This mix keeps your feed valuable while nudging people toward deeper action.
7. Implement Retargeting Ads
Not everyone buys on the first touchpoint—and that's okay.
- Use pixel tracking to re-engage visitors
- Create ad sequences to warm up leads
- Offer a low-commitment next step (like a free guide or consult)
- Remind them why they were interested in the first place
8. Optimise Landing Pages for Social Traffic
Your landing page is where curiosity turns into conversion.
- Create social-specific landing pages
- Make sure they're mobile-first
- Match your ad/post message with the page headline
- Remove distractions—keep it clean, fast, and focused
9. Test, Track & Optimise Constantly
In 2025, the brands winning on social are those that test everything:
- A/B test visuals, captions, and headlines
- Try different offers or lead magnets
- Play with posting times and formats
- Review analytics weekly and iterate
Don't guess—measure and adjust.
10. Track Metrics That Actually Matter
Vanity metrics (likes, views) are nice, but the real magic lies in:
- Conversion rate by platform
- Cost per conversion
- Customer lifetime value from social
- Return on ad spend (ROAS)
- Click-through rate on CTAs
Let the data guide your growth.
Final Thoughts
A social media strategy that converts in 2025 is equal parts strategy, storytelling, and science. Know your audience. Set clear goals. Post with purpose. And always, always optimise.
Need a tailored strategy that drives real business results? Get in touch with Storyboard Digital—let's turn your followers into paying clients.