You probably know how to set social media marketing objectives, but do you know how to meet them? When it comes to putting your business on the path to social media marketing success, knowing where you are going is key, but knowing how you’re going to get there is even more important.
Whether you want to increase your engagement rate by 10 percent over the course of the next three months or accrue 2,000 new Instagram followers within the next year, your objectives are unlikely to have a tangible impact on your business unless you actually meet them (or, at the bare minimum, make some kind of progress toward meeting them).
So, what can you do in order to actually meet your marketing objectives once you’ve set them and achieve what you want to achieve for your business? Be sure to keep the following tips and tricks in mind.
Measure your progress.
No marketing objective can be met instantaneously. That’s why you need to be able to measure your progress. For example, if your goal is to improve your engagement rates on Instagram, you might opt to break that down into mini-goals of boosting the number of likes and comments on your Instagram posts by 5 percent every month over the course of the next three months while boosting the number of shares by 10 percent every month.
When you set this kind of numerical, quantifiable goals, it becomes easy to track your progress. You can then measure your actual percentage improvement against your target percentage improvement to see how well you are progressing.
If measurements show that you aren’t making the progress toward your goal that you should be made within the desired timeline, it may be an indication that you need to readjust your strategy.
Have an action plan.
So, you want to accrue 2,400 new followers on Facebook over the course of the next year, and you’ve broken that down into mini-goals of accruing 200 followers per month. That’s certainly a great start, but what are you going to do to get those extra 200 followers a month over the next 12 months?
Are you planning to reach out to your target audience with an email campaign to encourage them to follow you? Will you post more frequently? Will you incentivize your customers to follow you by offering some sort of raffle or prize?
The bottom line is that in order to meet your objectives, you need to have a clear and specific action plan in place. The more specific and detailed you are with this action plan, the better your shot at actually meeting your social media marketing objectives.
Make sure you understand your target audience.
When it comes to social media marketing, the better your understanding of your target audience, the more effective your campaigns will be and better your chance of meeting your objectives. If you aren’t investing is target audience research, you should start doing so.
For example, if you want to boost engagement rates on Twitter, you need to know when your followers are most likely to be online and tuned into the social media platform in order to maximize your shots at success. After all, if your followers are online and tweeting at you but you aren’t there to respond, you are probably going to struggle to increase that engagement rate.
Knowledge is power, so the more you know about your target audience, the more successful you will be in the long run.
Learn from your failures.
While failure is never ideal, it can, in fact, be valuable. If you’ve failed to meet a particular social media marketing objective, you need to figure out why. Was the goal unrealistic? Did you fail to dedicate sufficient time and resources? Did you lack an understanding of your target audience? Were you posting at the wrong times or posting too infrequently?
Ideally, you should keep a spreadsheet of all of your goals and objectives and track your progress toward them. For objectives that weren’t met, investigate why and write down the explanation. Keeping a record of your failures is just as important as keeping a record of your successes. By understanding why you failed to meet the objective, you can make tweaks accordingly in the future and improve your shot of success.
Tie your social media marketing objectives to your business marketing objectives.
Last, but not least, it is important to keep in mind that your social media objectives should always tie into your overarching business objectives. In other words, a social media strategy is a tool that should be used to boost your business overall.
For example, if you find you have good brand visibility but low conversion rates, your social media strategy should be focused on getting your most likely prospects to your website. Conversely, if you find that your brand visibility is poor, you should focus on improving your brand awareness by working to accrue more followers on social media platforms and boosting share rates so that your content is widely disseminated among your followers’ own social networks.
Ultimately, when your social media objectives are relevant to your overarching business goals, your company as a whole will be much more incentivized to meet these objectives.
In conclusion, setting objectives helps ensure the success of your social media campaigns. Objective-oriented social media strategies tend to see higher ROIs than strategies that are developed around objectives. Ultimately, they deliver better results, from higher engagement rates to improved brand visibility.
It’s vital to make sure that you know how to meet your objectives once you’ve set them and that you have a plan in place.