Why goals are important
Setting clear goals/objectives is one of the most important activities when approaching any form of marketing for social media success. Otherwise you have no way of measuring the success of your campaign. Imagine running a race without knowing if there is a finish line, you are not going to know how far away it is or if you have crossed it yet! The same applies with your marketing, if you do not set out with a goal or finish line in place, then you will have no idea when you hit it.
Goals need to be simple, over complicating things will inevitably lead to confusion and reduced effectiveness of your efforts, usually 1 or 2 are enough to begin with.
- I want to increase my traffic 20% in the first 3 months – measurable via Google Analytics
- I want to boost sales from social media sources – Track users who buy from social media/offer coupon that can be tracked
- I want to increase awareness – Survey audience at regular interval – look for increase in reach and conversation
All about measurement
Measurement is essential; you need to define what key metrics will contribute to achieving your campaign goal, these can be either quantitative or qualitative and include number of likes, visitors and comments or sentiment, level of engagement and loyalty respectively.
For example if your goal is to drive more traffic to your website from social media sources, you would need to monitor the referral traffic from social media both before and after the campaign and compare the difference. You should expect to see an increase in traffic that will lead to sales.
Where my ROI?
But let’s not just stop at traffic, after all what’s traffic without conversions! To really generate a return on your investment (ROI) you need to track the visitors from social media sources right up until they generate a lead or sale. This can be done via Google Analytics, click here for a quick guide. Here’s a link to one of my previous articles on Social Media ROI.
Please let me know of the goals you have set for your social media campaign and what sort of measurements are you taking, in the comments below!