As a business owner, what are you social media goals? Do you want to have 10,000 followers on Twitter? 100,000 fans on Facebook? 50,000 followers on Instagram?
If these are your social media goals for your business, you’re doing it wrong.
Getting likes, followers and fans is easy to do. If you want to do things quickly, you can just buy these on Craigslist. Or you can put in all that work and gain all that following on social media but to what end?
Here are some of the questions you need to ask yourself when doing social media for business.
Are you getting more customers through social media?
Are your loyal clients buying more through social media?
Are you getting more good reviews for your products?
Are you getting more marketing done cheaper?
If you’re getting more business from your social media then you’re not using your accounts to its full potential.
So how do you translate your business goals into social media goals?
First and foremost, you have to identify which business goals can be translated into social media. And in order to do that, you have to be very specific about your goals. Let’s say for example for this month, you want to have 100 new customers for your flowershop. So how would that translate to social media?
If you want 100 new customers, it becomes clear that you have to reach at least 10 times that number in order to achieve that goal. So that means on social media you want to reach at least 1000 new people and introduce them to your business.
Why You Need a Social Media Strategy
Once you have a goal in mind, what do you need to do to achieve that goal?
This is where a social media strategy would be a helpful.
A social media strategy is basically a series of tasks that you need to do to achieve your goal within a certain timeframe. So if you want to get 100 new customers for this month, this means you find ways to increase your social media followers by at least 1000 in order to reach that.
But we all know that’s not necessarily the case. Not all of your new followers would want to but from your shop. It maybe that your content doesn’t have a strong sales message or call to action. Or your Twitter audience isn’t as receptive as your Facebook audience. Or maybe you’ll need to run a promo to jumpstart interest for your business.
This is where a social media audit is needed before you can start creating a strategy. A social media audit looks at the current state of your social media, how effective it is, and looks at what you can do to improve on the resources you already have. And if possible, social media optimization is also done to address any inadequacies to prepare these profiles for a campaign.
We won’t go into detail on how to do an audit since it’s a process that deserves to have its own post. But your social media manager would use the information obtained from the audit to design a social media marketing campaign. Having baseline data will help you and your social media manager create a strategy that feasible and brings realistic results.
Bringing In the Team
A social media marketing agency can help design a strategy that would fit your business goal. But for effective implementation and to get the ideal results, you’ll need to have the entire team together to work towards that goal.
It doesn’t mean that you have to drop everything to work on your campaign. This means that each person has a role to play in implementing the campaign and these different members should work together when the time comes. Your marketing department would have to work with social media to make sure that your message is coherent and that they support each other’s efforts. The sales department would have to help create copy specifically for social media and create a system that allows them to keep track of leads and sales coming from different profiles. And for the content, your company would have to images, videos, audio and text that are in line with your company goals.
Your social media manager will then take all of this together, build on it to implement the campaign, monitor how the campaign is going, and make changes if necessary to achieve the desired goals.
All Purpose Social Media Machine
Social media campaigns aren’t limited to marketing. You can also use social media for customer support, promotions, networking, sales, lead generation, etc. The important thing is to make sure these campaigns are feasible, measureable, time-bound and produces realistic support.
Having social media just for the sake of having it has very little benefit. It can even be a waste of time and resources if you don’t have a clear strategy that produces measurable results.
By aligning your social media goals with your business goals, creating a system that produces predictable outcomes, and allowing your social media to play multiple roles for your business, you’ll be able to maximize the use of your social media profiles. Don’t limit your goals to simply being social media famous. Make your accounts work for you and your business.