Do you have a social media strategy that isn’t producing any positive results and ROI? Do you understand what you want to achieve with your campaign? Do you know how social media can support any other initiatives you have to get your name out there?
With any form of digital campaign, it is important that you define your objectives, goals, targets, and strategy before you start with your campaign. The reason you have to define your goals with social media is that if you don’t have any goals, you might be wasting a lot of time and effort on something that is not producing any good results.
To make sure you social media campaign is on track and focused, here are a few tips to help you define goals with your strategy.
1. What do you want to achieve?
Write down exactly what you are going to do on the social web so that other people in your business will understand. Skip the fancy business talk and write it in plain English.
The objective with this is to get your team onboard with your campaign. The goals that you specify should be defined for a specific time period. While customers expect action immediately, purchase and marketing decisions take time.
2. Management must approve your strategy
While you can run a “test” social media campaign on the side, to ensure you are able to act on your findings to achieve your goals with social media, your management support is crucial. Make sure they understand the value of social media and what you want to achieve with your campaign.
3. Measure everything
After you have defined your business goals with social media, select the appropriate metrics you are going to use to track the success of your campaign. Don’t just use followers and likes to determine the success of your initiative, rather use actionable proxies.
Use Google Analytics and the analytics provided with most of the top social media channels you will be using to measure the results of your campaign.
When sharing a new update or status message to your target audience, use tailored calls to action and unique codes that you can track such as a shortened URL. By including trackable call to actions in your social media content, you will be able to track everything through the entire purchase funnel.
4. Use social media with your other marketing initiatives
Social media should not exist in a silo. It needs to be used and integrated with your offline marketing, sales, and business processes. At a bare minimum, create optimized landing pages to conclude the sales where you can.
If you have to convert warm leads with your social media campaign, you will need to ensure that the relationship with your customers can be handed off very smoothly if you would like to expand them later on.
Author | Anton Koekemoer
I'm your friendly neighbourhood digital marketing specialist. I specialise in helping brands connect with targeted customers by enhancing their online presence through emerging web-based communication channels. I translate business objectives into comprehensive initiatives that focus on humanising brand identity while maximising measurable business results. More