Being without social media goals is like setting sail but having no idea of where you’re going. In today’s online business world, social media can offer us plenty but can take more than you bargained with in return.
Research has shown that having social media goals is crucial, but many business owners are unclear about what goals and targets they should set, and the social media strategy they should follow through with.
That’s where we can help. In this article, we’re going to explain the importance of starting your social media goal focus with a health check, followed by demonstrating how you can translate your business goals into ones which are specific to social media, and tips on how you can achieve them.
Translating Your Business Goals into Social Media Goals
In today’s online business world, a key part of social media success is knowing which goals and targets to set for your business. Without these goals and without a strategy, it’s hard to know whether your social media efforts are getting you results or whether you are just wasting your time.
To get things off on the right foot, it’s important to look at where you are and where you want to be. A great way to do this is with a social media health check. This will give you the information about the needs of your followers, their online habits and the types of content they would prefer to see. In turn, you will be able to craft content they’ll engage with and post it at times which suit them.
Once you have this information, you’ll be better positioned to translate your business goals into social media ones. There are four common areas in which many businesses set goals, most probably including yours too. We’ll demonstrate how you can turn them into goals for your social media efforts. The five common business goals include building:
- Brand awareness
- Online Sales
- Brand Loyalty
- Market Insights
Let’s take a look at each one individually.
Increasing Brand Awareness Via Social Media
Brand awareness is the top reason small businesses use social media. A user spends an average of 35 minutes on Facebook every day, making Facebook one of the best places to grab the attention of your target customer.
The brand awareness goal you set will need to think about the following metrics and decide which one to track:
- Number of followers – how many people can you potentially reach? Or, how many likes does your page have?
- Organic reach – how many people are seeing your posts organically (without any paid advertising) each day, week or month?
- Engagement – how many people are liking, sharing or commenting on your posts each day, week or month?
From here, you will be able to create a SMART goal (Specific, Measurable, Attainable, Relevant and Time based). Such an example would be I will increase my organic reach by 5% by 8th August 2020.
Increasing your brand awareness can be done on social media through using strategies which increase your organic reach. This includes interacting with your audience and posting content they will comment upon and share. When engagement is high, your organic reach increases and that is a great social media goal to aim for.
Increasing Online Sales Via Social Media
Like any form of advertising, social media can send traffic to your website. The difference is, you could do this for free, or pay for ads. One study has shown that the average return on investment for social media is 95%, which is well worth taking advantage of. In fact, an ROI up to 1000% is not unheard of either.
The purpose behind building an engaged community is to turn those followers and likers into sales. The more eyes on your brand, the more sales you are likely to get.
In terms of translating your business goal of increasing sales online to a SMART social media goal, could be I will get back $2 for every $1 I put into Facebook advertising by 8 November 2020. This goal can be measured by tracking the conversions on your website from your social referrers. Google Analytics and Facebook offer tracking codes you can insert to make this effortless at your end.
Increasing Brand Loyalty Using Social Media Goals
A loyal follower of your brand can demonstrate their loyalty in a couple of ways:
- Following and engaging with you on social media
- Subscribing to your newsletters
- Purchasing from your business
- Sharing your business with others
- Providing reviews or testimonials
These metrics are easy to measure when for social media using Google Analytics or another tracking tool. For instance, a SMART goal could be, I will get 50 new subscribers from Facebook visitors for my newsletter by December 2021. Tracking the number of new subscribers from social media is a good goal to work with.
Increasing Revenue from New Product Launches Via Social Media
You’ve got a new product to launch, and a great way to do so is on social media. Transform your business goal of increasing the amount of revenue achieved from your new product launch to tracking the conversions from social media campaigns (which ultimately increase your revenue).
Once again, tracking codes such as Google Analytics can help you do this with accuracy and ease. If you need assistance in setting up an account or adding the code to your WordPress website, we can help too.
Gaining Insights on Your Target Market with Social Media
As a powerful research tool, you can do no better than to utilise the data social media platforms collect. From age, gender, location, education, topic preferences and spending habits, there are many insights recorded which you can take note of and benefit from.
Collecting data from these insights helps you refine your buyer persona/target market and clearly set any paid advertising metrics. A SMART goal to focus on could be, I will collect the data from my social media insights to review and update my target market buyer personas, by 14 April 2021.
Tips to Help You Achieve Your Social Media Goals
Once you’ve nailed down your social media goals, it’s time to create a strategy to help you achieve them. One of the easiest ways is to outsource your social media management to us. We can create and post content, engage with your audience, and collect data to monitor the success of your social media goals too.
For the DIY route, here are some tips to help you meet your social media goals:
- Identify the best times to post – check your insights within your chosen social media platforms to learn when the majority of your followers are online. Experiment with posting during these times to see when organic reach and engagement increases.
- Create a posting schedule for each of your platforms – detail what each post format will be, the content it will contain and the reason for each post.
- Use SMART goals – these are easy to assess and adapt when required.
- Identify and nurture leads from your social media platforms – this relationship will be vital moving forward to when the customer visits your site, contacts your business and purchases your products or service. It’s all about reaping the many benefits of customer loyalty!
As social media can take up huge chunks of time, it’s best to outsource what you can. We’re here to help: get in touch to discuss how we can help you set and achieve your business’ social media goals.