Social Media Marketing Goals

A key part of building a brand using social media is setting targeted goals and developing your social media marketing strategy with a clear direction. Taking the time to identify clear social media goals will help you get the most out of social media marketing campaigns.

Social Media Marketing Goals

Goal 1: Increasing Brand Awareness

Increasing brand awareness is all about getting the message out to potential customers. In practice, this means more than just posting content to social media — it’s about posting content to social media sites where it will be seen by your target audience.

Potential KPIs and metrics:

• Total number of social channel followers
• How many users are interacting with your content daily/weekly/monthly
• Volume of shares, mentions, and retweets

Goal 2: Driving Website Traffic

Getting more traffic to your website from social media sources can help boost lead generation and sales conversion. Here, social analytics tools are useful for measuring key social metrics and how many unique visitors are viewing your site.

Potential KPIs and metrics:

• Number of visitors referred from social media sites
• Percentage of overall traffic from social media
• Bounce rate of social traffic (how many users visit but don’t stay)

Goal 3: Getting More Leads For Marketing goals

More leads mean more opportunities for sales. And while getting leads is typically part of the larger sales funnel process, social media offers a way to start collecting basic lead information.

Potential KPIs and metrics:

• Contact information such as email addresses provided by customers
• Downloads of content assets from social media links
• Participation in social media events such as polls or contests

Goal 4: Boosting User Engagement

User engagement with your social posts is measured by actions such as comments, likes, and shares, and helps give a sense of how well your social media marketing is working to drive user interest.

Potential KPIs and metrics:

• Post engagement rate — how many users interact with a post
• Share rate — how many users choose to share your content
• Time-based engagement — how many users share your content over a specific time period

Why Is It Important To Set Social Media Marketing Goals?

As a business owner, you may be posting to social media randomly without having any clear objectives in mind. Setting social media goals is essential to a precise, streamlined, and focused approach to social for your business. Here’s why they are important:

1. To Guide Your Content Strategy

Once you have set your social media goals, you can create your social media content calendar. For each post that you create for social, you should be asking yourself, “what is the primary goal of posting this content?”

When you have clear goals defined, you can plan and create content for social media that would help you achieve those goals. For instance, if your main goal is to increase brand awareness, you should focus more on creating and posting content that gets your name in front of more customers.

2. To Make Smart Decisions About Your Business

Setting goals gets you acquainted with precise and accurate data in order to make smart decisions for your business. The goal should be measurable, which means that you will need to track certain KPIs (key performance indicators) and social media metrics. The data gathered will help you know more about your business and product from your customer’s perspective. You can even make informed data-driven decisions to improve your business.

3. To Showcase Results And Impact Of Campaigns Run

Set social media goals and make tangible progress in achieving those goals over time. At the end of your strategy timeline, this allows you to prove the overall effectiveness of your campaign. The data you get from social media can help inform other areas of your business such as P.R., products, and even finance.

4. To Dictate Future Marketing Strategies

Having results of the progress made and measurements of effectiveness allows you to know what is and what is not efficient in your marketing strategy. You will be able to see what is resonating with customers versus what they tend to ignore.

Knowing these can keep your goals conforming to the needs and wants of your customers. It allows you to constantly improve upon your social media strategy to achieve the best possible results.