A social media marketing strategy is a type of marketing strategy. It’s a plan to engage prospects and/or customers through content that users share. The purpose of a social media marketing strategy is to increase brand awareness and customer/prospect reach. It does not necessarily generate leads. It tends to be early in the buyer’s journey. Contrastingly, if you have a loyal brand following, it can also be used to engage customers.
Your strategy answers the question, why am I doing this marketing activity?
Just because Instagram is the right tactic for someone else’s business, doesn’t necessarily mean it’s the right choice for yours.
A third question to ask:

Do you or does someone on your team have the bandwidth and the expertise to set up and maintain a new social media channel?

If your answer is yes, keep reading. A brand does not make a good impression if it’s an abandoned ghost town of a profile page.
If you or your staff members don’t have the bandwidth or the expertise, ask yourself this fourth question:

Can you pay a marketing consultant or digital agency to post for you?

A startup cost and a monthly retainer may be a better fit for your business than trying to rely on internal resources. Furthermore, if you’re not very adept on a smart phone, but Instagram is the right choice for your business, you may want to hire a digital agency to help you.
Finally, ask yourself:

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