Before we get into the nitty-gritty of building a social media marketing plan for your business, it’s important that you establish goals and targets for what you want to achieve when using these marketing channels. That is why we are going to talk about Creating Social Media Marketing Goals.
Not only will these goals shape your social media marketing strategy, they’ll also help you to gauge the success of your marketing efforts. If you haven’t established these goals, you won’t be able to measure your ROI (Return on Investment) or prove that social media marketing is a worthwhile exercise for growing your business.
When you’re establishing goals for your social media marketing plan, we advise against selecting vanity metrics (likes/retweets) as your main metric for success. While these are nice to see and worthwhile to measure, they don’t directly affect your business’ growth. Instead, we recommend measuring metrics that are likely to lead to sales, like leads generated, or conversion rate.
A great tactic for setting achievable goals for your social media marketing plan is to incorporate the S.M.A.R.T framework. Here’s what the framework looks like:
“I want to use social media marketing to promote an upcoming Open House. The main channel that I’ll focus my efforts on will be Facebook, and I’ll grow my audience with a combination of compelling content. When promoting my Open House, I’ll post appealing images of the home, accompanied by a short description of the homes main features. Also, a short video tour would work great here as well. The goal is to increase foot traffic for the Open House by X-percent. You decide what percentage of increase you want, or maybe you want to be more aggressive with your goal and want to have at least one offer after the Open House.While this example is catered specifically towards a real estate entrepreneur, it gives you a good idea of how you can apply the S.M.A.R.T framework to your own social media marketing plan.Next week we’ll talk about Gaining Inspiration for Your Social Media Marketing Plan. See ya then! If you’d like to chat about Creating Social Media Marketing Goals stop by my Facebook page, that is the easiest place to find me. You can find me by clicking here: Kim’s Facebook Page.