Social Media is an important key to take your business to the next level. It is one of the essential platforms that cannot be missed. Many businesses get the most customers and lead through social media as compared to other platforms. Thus, every business must build a presence in different social media.
No doubt, social media can improve your business and skyrocket your sales; however, it is not that easy. Before you start your campaigns, you must set some goals and the path to achieve those goals. Setting a goal is important because it helps you achieve the goals through improvements and constant efforts. Let’s see how you can set your goals and achieve them.
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How to Set Social Media Goals
It is wiser to set some social media goals for your business. It gives you a track to follow so that you can achieve what you want. Setting social media goals is not very complicated, but you need to consider a few important steps and tips.
Make Your Objective Clear
First, you need to understand the objective. You need to know why you are going to put all this effort. Your objective can be website traffic, more leads/sales, or brand awareness. So, the objective can be different depending on the type of business.
You need to understand the objective of using social media accounts. Whatever you are going to do, you need to make your objective clear. This will help you in selecting the relevant tracks that can help you achieve your goals.
Evaluate Your Current Performance on Social Media
You cannot set the right social media goals unless you analyze the current performance of your social media accounts. For instance, if you get 100 leads every month, then you have to set a goal according to it. But if you don’t know you get 100 leads every month, you cannot set the right goal. So, the second step is the evaluation of the performance of different social media accounts. You need to get some metrics, such as page likes, average engagement on a post, clicks, impressions, important demographics, high-performing social media accounts, the current return on investment, etc. There are analytic tools that can help you see all those metrics.
Once you know your current performance, you can set better goals. For instance, you can set your ROI on paid ads and the number of leads twice more than the last month.
Moreover, it is better to create a document for current performance. It will help you evaluate your performance later.
Follow the SMART Framework
SMART Framework is quite helpful in selecting the right goals. Once you identify the goals related to your objective, you can use the SMART framework to pick the most relevant goals that are achievable.
SMART stands for Specific, Measurable, Attainable, Relevant, and Timely. Let’s see what all these words mean.
Specific: Specific means you need to identify the goal and quantify it clearly. For instance, your goal can be brand awareness, but it is too vague. You need to quantify it like you need to reach 100,000 people in a month, or you need to increase your following by 1000 followers. When the goals are specific, you can evaluate the performance in a better way.
Measurable: The goal should be measurable. It should be measured by numbers or percentages, such as 1000 or 200% ROI.
Attainable: The goals should be attainable. It should be backed by a proper plan that has better chances of providing the desired results. If the goal is not attainable, your efforts will go in vain.
Relevant: We have already discussed that the goal should be relevant to the objective. For instance, if your goal is brand awareness, then generating leads has nothing to do with the goal. Your relevant goals will be the number of people you want to reach or new followers.
Timely: You must set a deadline for achieving the goal. Getting 1000 followers does not make proper sense. It should be getting 1000 followers in a week or month.
How to Achieve Social Media Goals
Once you set your goals, you need to achieve them. There should be a proper plan that can lead to goals. Let’s look at some important things that you need to consider in achieving social media goals.
Identify the KPIs of Your Goals
Every business has different objectives and goals. It depends on the type of business and what you want from your social media accounts. You have already set the goals, and now, you need to pick the KPIs according to your goals. For example, if you want to create brand awareness, then your KPIs will be likes/followers, impressions, and traffic. You need to reach as much audience as you can and create an engagement through your content. For engagement, the KPIs could be post likes, comments, and shares.
In short, you need to shortlist the important KPIs according to your goals so that you can measure your performance.
Some KPIs for Different Goals
Brand Awareness: Followers, Impression, Reach, Shares
Engagement: Likes, Comments, Shares, Bounce Rate
Web Traffic: Clicks, Conversions, Sing ups, Traffic
Leads and Sales: Conversion Rate, CTR, CPC
Keep an Eye on the Metrics and Results on Social Media
After identifying the relevant KPIs, you can see the metrics. Keep an eye on all the metrics to evaluate the performance. The metrics help you measure your success or failure. You can use analytic tools to analyze the metrics. Compare your current metrics with the metrics that were at the start of the campaign.
Figure Out the Ways of Improvements
If the metrics are not up to the mark and against your goal, you need to reevaluate your plan of achieving the goals. Look for weaknesses and find ways to improve. The best way is to get a detailed insight into every step that you have taken to achieve the goal.
For example, if you are using paid advertising, then check out whether your audience is selected correctly or not. You can look for different factors that could result in failure. Once you find them, make a new plan for the goals by eliminating the previous mistakes.
Social media has gained the utmost importance. There is a huge audience using it, which is the reason it is preferred for marketing. If you want to make your business successful through social media, you need to set the goals.
We have discussed some simple steps that can help you set the relevant goals according to your objective. After setting the goals, you need to consider a few things to achieve those goals. You need to identify the KPIs and monitor the metrics. If there is something wrong, you need to make some improvements. Consistency and hard work are essential if you want to achieve the goals.
Pui Teng has extensive experience in Digital Marketing mainly focus on lead generation, social media marketing, content marketing, and e-commerce.