One of the hottest sales techniques that many small businesses use nowadays is social media. With the influence that social media platforms have on people and companies, it’s no wonder companies big and small maximize the marketing potential of social media and use it to their advantage.
However, it is easier said than done. Especially if you’re managing all the different facets of your business, social media can be easily pushed aside, with all the deliverables needed to run your small business.
As hard as it may seem, you have to use the power of social media if you wish to catapult your small business to the next level. We know how much time people spend on their phones and the internet, and most of it is spent on social media platforms. Prospective customers are on social media, and they’re waiting for you to interact with them.
And you know what’s better? Social media is easy, it’s “almost” free (unless you decide to run ads), and most importantly, it’s fun.
Why Are Social Media Goals Important for Your Small Business?
But before we get too excited and dive into social media without any preparations, we need to set social media marketing goals. We need to identify the objectives you want to get out of with your social media marketing campaigns. Is it to create brand awareness? Sales advertising? Or lead generation, maybe?
Whatever objective you have in using social media marketing, it’s essential to set goals for the following reasons:
- Goals determine the budget needed for your social media campaign.
- They hold you accountable for actions done.
- Goals motivate you to pay attention to data.
Setting S.M.A.R.T. Goals
The SMART goal-setting framework is quite popular in the business industry and is highly applicable to your social media objectives. Following the SMART goals make the process achievable and more realistic.
- Specific – Goals should be clearly defined. If you have well-defined goals, you’ll have better chances of actually achieving them.
- Measurable – You should analyze metrics and KPIs to ensure that the social media campaign is working and effective.
- Achievable – Is the goal attainable with the resources you have? If not, you have to make sure that the resources you have match your goals.
- Relevant – Is the goal realistic, or is it just a waste of time and resources?
- Timely – People say that “a goal without a timeline is just a dream,” which is true. Your goals should be time-sensitive. Set a timeframe, whether it’s a year or a few months. Your timeline will help you become laser-focused but also helps you prioritize things that will allow you to achieve your goals.
Having a clear understanding of your resources and knowing whether they are enough to help achieve your goals within a set timeframe is as vital as measuring the success of your social media campaigns.
Here are the top social media marketing goals you should set and track effectively:
1. Brand Awareness
Brand awareness is one of the top reasons why businesses big and small use social media. On average, an individual spends two hours every day on social media, so it’s an ideal medium to grab the potential customer’s attention. It’s best if you strive to make a lasting impression on your target audience.
Are you being talked about compared to your competitors? Are your followers actively engaging with your social media content on Instagram, Facebook, or TikTok? These questions can be answered by metrics that measure brand awareness like the number of followers you have, the reach of your social media posts, and engagement (likes, retweets, shares).
2. Grow Revenue and Sales
It simply means generating and converting your social media presence into dollars. One of the most popular sales techniques to boost revenue is the use of social media ads. If your small business doesn’t have a long sales process, you can directly use social media to convert the audience into paying customers.
Most social media platforms offer an opportunity to interact with potential clients directly, whether on an enterprise or personal level. The way you funnel your traffic to relevant landing pages is essential in identifying your target audience with your ads and sales messages.
3. Boosting Engagement
Research suggests that building meaningful connections through social media interactions results in loyalty, better brand perception, and increased word-of-mouth recommendation. Additionally, engaging your target audience will establish your brand voice.
Social media platforms’ algorithms usually prioritize posts with higher engagement on their feeds because the audience is more interested in meaningful and highly engaging content. When more people engage with your posts, it gives you a greater chance to build a relationship with them and improve their experience with your brand.
Even if you plan to reach more people and boost engagement using ads, it is still essential that you have a good organic reach because it is the foundation that your ad strategy rests on. The best way to improve organic reach is to focus on giving valuable content.
4. Growing Your Audience
Whether in Facebook, Twitter, Instagram, or any other media platform, growing your audience is a non-negotiable goal. Identifying your high-yielding content, the ideal number of posts needed, and the optimal time to post the content are a few of the things you need to figure out. It’s also important to plan your brand’s voice because it will enable you to speak to the right audience.
Running marketing campaigns like contests and influencer campaigns are essential to attract new followers. Aesthetically pleasing images also help establish a memorable first impression and generate more followers.
You can also use video content to capture your viewer’s interest; remember, you must captivate your audience’s attention in the first few seconds. High-quality and engaging videos often get shared by your audience – making your brand more visible.
5. Lead Generation
Lead means that a person or user has decided to give his vital information such as their name and email address, and more. It means that the said person showed interest in your business and is a potential customer. With the reach that social media has, it is the perfect tool for the sales funnel technique.
For small businesses with long sales processes, lead generation would be an ideal goal to pursue. It can be seen as a way for your target audience to be aware and warm up to your business and eventually lead them up to buying. Also, you can launch retargeting campaigns in social media to finally push your leads to complete their purchase.
6. Drive Traffic To Website
A significant number of businesses use social media to post meaningful content to drive traffic to their websites. Your online media presence is ties directly to the number of visitors to your site. It is imperative to know the behaviour of your social media followers when they become on-site visitors.
Google Analytics can help you determine the amount of web traffic in your website from various sources, including social media. Apart from that, you can break down the data to show which social media platform drives the most traffic to your website.
Social media marketing is an effective tool that, when used wisely, can help elevate your small business to the next level. Keep in mind that goals and priorities vary from platform to platform. It is ideal for identifying which social media platform works best for you and your small business. Having solid social media marketing goals is an integral part of your business’s long-term success.
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