Why are you online?
Why do you have a Facebook page? Why do you have a Twitter account? Why do you have a YouTube channel and why are you actively searching for connections on a platform like LinkedIn?
Social media has changed the way the world operates. The uptake of these platforms is changing how we conduct business, how we stay in touch with our loved ones, how we access information around the world and potentially how we get our information to ultimately make a voting decision for putting people into political office.
My question to you today is what is your goal for actively being engaged on social platforms? Let's put aside for now our personal reasons, focus solely on the business aspects of social media.
Define Your Online Goals
Let’s start with understanding more about digital marketing goal setting. On one of my vision boards, I have a sticker that says, “A goal without a plan is just a wish”. I would even go as far as to say it is a pipedream.
What is the difference? A pipedream is a fantasy or a mere thought or a hope. A hope that someday, if you dream hard and long enough, the dream fairy or my dear friend Frida the llamacorn, is going to show up at your front door and just hand your dream.
I am sorry to be the lady with the stick pin bursting your dream bubble. Yes, my dear llamacorn, while I firmly believe, you can have everything in your personal and your professional life, before you begin, you must know what you want. You must also have a plan. Included in said plan are a set of objectives or steps you must take to reach the goal and a method of measuring your efforts and the results of those efforts. You want to take control of your life and your brand because why would you let someone else do it for you?
Your Online Social Metrics
OK, let’s get busy. We are focusing on your online social metrics. Much of your online strategy is born from your goals. You don’t need to go hog wild here. Choose the goals and metrics that are the best for YOUR business and represent YOUR goals.
When setting your online goals, remember to make them SMART.
What are examples of online goals?
The items you choose to monitor need to express something strategic about what you are planning to accomplish. What type of impact do you want the actions that you take to have on your business?
We are going to talk about setting goals to create content that nurtures a prospect through their buying stages. The social media strategy you create should align with your goals to nurture your buyer’s journey.
The Buyers’ Journey
In business we talk about the “buyers’ journey”. Breaking that down, it’s the process someone goes through before and after they make a purchase. There are many versions of this concept. In the chart above, you can see the summary of how we wrap all of this up into an executable strategy with online goals that are in line with a clear impact on business. The type of social activity you use differs for each step of the buyer’s journey and so do the KPIs you would measure.
Let me help you out a bit:
Now let’s talk about the online goals you could be setting that will help you achieve the impact that we gave in the example above.
KPIs are Not Random
Next we will establish the key metrics or key performance indicators (KPI) that you could measure to understand if you are moving in the right directions to meet your objectives or online goals.
Below are items to consider when you are determining your KPIs:
Digital or online marketing includes a plethora of possibilities. I want to give you a list of items that can be measured in SMART terms using metrics. It is a good idea to match up your online goals not only with where you are in your business, but also plan to meet your buyers where they are on their buying journey.
When you create your digital marketing KPIs, you will be assigning numbers to each of them. Since you will be setting SMART goals and KPIs your strategy will be poised for success.
Examples of Digital Key Performance Indicators:
The key to planning your goals is understand where you are today and what your business objectives are. Build a strategy to accomplish your objectives and then decide how you are going to measure your progress and success. Always keep in mind that you are moving your buyers along a journey to ultimately have a positive, measurable impact on your business.
In an upcoming blog post, I will break down how to engage with valuable content in each of the steps and suggest types of content to use in your strategy.
As always, thank you for being in my community, good luck and happy selling!
Watch the video to learn more about this topic below!