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 to 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 by 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 coupons that can be tracked
- I want to increase awareness – Survey the audience at regular intervals – look for an 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 the 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 is my ROI?
But let’s not just stop at traffic, after all that’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.