Establishing social media goals
🎙Check out this weeks podcast here: https://soundcloud.com/alexmediauk/byb-011-establishing-sm-goals
Read on for the full show notes 😊
A lot of beginners to social media believe that increasing follower numbers is the key to online success.
When I tell startups and brands to forget about followers when they first start on social media, this is always meet with reservation
This is a lot to do with the way we have been conditioned to believe that our business is only as good as the number of followers we have.
Instead of focusing on these numbers, I encourage startups to focus on developing a social media strategy that they will be able to implement CONSISTENTLY over and over again.
Consistency really is the key. Many new businesses reactively create content for their social media platforms rather than planning for the long term. What is reactive posting — explain
Although reactive posting might drive results at first, keeping this up will be both challenging and time consuming — ESPECIALLY if social media is not your thing. And by the way It doesn’t matter if organic or paid campaigns are being used. It’s easy to put money behind something without planning ahead.
Something I often see from startup owners is they are heavily involved in their social media delivery. This is not a problem at first as it’s good for them to monitor what their followers are saying. BUT if their personal social media content only delivers a few likes or comments, they often get excited when their business pages start to deliver 50+ likes. The issue is many believe that their page is now performing well, but in fact it could be performing a lot better if they had clearly set out their social media goals and implemented a social media strategy to help them achieve it.
Ok, So let’s take a look at an example goal. A typical startup goal might be:
I want to increase my followers.
Ok, that’s great but there isn’t any guidance on how, what or why this needs to be achieved.
If you are looking to add a bit of clarity to your goals, try using S.M.A.R.T goals. S.M.A.R.T stands for:
If we start to implement S.M.A.R.T into our previous example, the goal becomes:
‘I want to increase LinkedIn followers by 50% in one month’.
Ok so now we have the what and a timeframe, now it’s all about the why and how. Developing this goal further, we get:
‘I want to increase LinkedIn followers by 50% in one month by delivering weekly blog posts that inform followers about our upcoming service’.
You will notice that this goal now has a method to drive engagement — the blog content, a timeframe — one month and a measurable element that we can track progress by — new followers. By establishing what, how and why you want to achieve something using social media, it becomes a lot easier to come up with content ideas to reach your new or existing audiences.
Not only are you able to start understanding what good social media is, you can start to increase brand awareness and start getting the exposure your brand deserves.
The problems with reactive content
Reactively posting content doesn’t always achieve this — I say that because you might get lucky and create something that goes viral. Virality to a certain degree is random and really does come down to the algorithm — of course there are agencies that specialise in this sort of thing, but is it guaranteed? Chancing your brand’s success on a viral moment isn’t something that I would personally recommend. I would much rather build for sustained success — success over a longer period of time.
Another great thing about establishing social media goals is it makes lead generation easier. By delivering content that offers value and solves a problem, it is possible to shorten the time it takes an individual to see your product or service and put up their hard earned cash for it. Planning and consistency again are key to driving qualified leads.
Think about who your audience is and think about the information you need to share to help them solve a problem. The type of content you deliver could be free virtual events, downloadable eBooks, newsletter updates, vlog content — th elist goes on.
If you are new to market, there will be a lot of competition so you need to think of creative ways to gain attention as we all have so little ‘free’ time these days. As they say, “time is money”.
Try different things on social media and see what works with your audience. Also, don’t be afraid to ask your audience about what they want. Again, this is something I see startups shying away from. If you don’t have the data to give you the answers, you really need to be bold and ask your audience.
Social media marketing is a game of two things
Ultimately, if you are a business and you use social media, there are only 2 things that you need to achieve. The first is to drive traffic to your website. Your goal is to stop people from scrolling on social media as quickly as possible and get them to spend time going through your social media feed and then on to your website. The quicker you can do this, the better. Of course, it’s not essential to have a website BUT I always encourage startups to have a well designed site that is easy to use and navigate.
Why? Put it this way… If Facebook and all of the other social media platforms disappeared or deleted your profiles tomorrow, what would you do?
If you have a strong website and a good level of traffic, you would still be able to operate and be profitable no matter what. You can own your website and the traffic that goes to it. Social media in essence it just rented space. Think of social media as a method to build awareness and drive traffic.
The second use of social media is to increase sales. Once you have built your awareness and authority online, individuals are more likely to trust you and buy into your vision. Posting random content doesn’t build trust. In fact, it’s more likely to annoy people. Establishing why you need to be on social media and devising a plan to attract the right people is how you can start building the following that you desire.
OK, there we have it for another week. If you have any questions on this, feel free to drop me a message on LinkedIn — https://www.linkedin.com/in/alexrenemartin/
Question of the week: How do you plan for social media success?