Your small business is probably on at least one social network by now, but how are you measuring the success of your efforts? Creating a system of goals for your social media networks is essential in order to identify impact and effectiveness. Once you have clear goals you can measure what campaigns are successful for your business on social media and what posts may need some adjustment.
In order to decide what goals you would like to set for your social media efforts, brainstorm ideas on what you need to improve your business overall. Then determine how social media can impact the goal you have set for improvement. Here are a few examples of goals for a social media campaign to focus on:
Sales. For many small business owners, converting time spent on social networks to money is the most important goal of any social media campaign. In order to drive sales from social media, you can create links that lead back to your website for items sold online. Another option is to provide specials on social media that aren’t promoted anywhere else. Social networks are also useful for word of mouth sales generation. Try to avoid publishing too many posts promoting products, but make sure that sales are a measurement you focus on in your social media goals.
Web Traffic. Increasing web traffic is important to your social media campaign because you want your customers and potential customers to be interested in your product. Interest will lead to people going to your website to learn more about your business.
Reputation and Awareness. Online review sites and social media have led to a lot of negative attention for businesses. This makes it an important goal to focus on improving your online reputation. You can use tools such as testimonials and reviews for online reputation on social networks. Brand awareness is also an important goal to consider because it is the number of people who are receiving your social media messages.
Customer Relations. An important goal for your social media efforts is to measure customer relations and interactions. Satisfied customers on social media prove that your efforts are being put to good use. Having happy customers on social media is an important goal to focus on. Another facet of this goal is to have customer engagement.
Lead Generation. Social media is effective at creating genuine relationships which can be useful in nurturing leads for sales. Another way to generate leads through social media is through learning about your customers and what they are looking for in new products or services.
In order to ensure your social media efforts are producing tangible results you must have clear and defined goals. This is essential because as a small business owner, your time is stretched across many obligations and everything you do must have a purpose. Look for our follow up article on how to measure your social media goals after you have created them.
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