Setting goals for your social media marketing strategy is essential for any business. But those goals will be much more effective if you weave in an element of meaning and authenticity.
However, creating meaningful goals for your business doesn’t just mean being honest and authentic. It also means setting goals that make sense for your brand strategy and actively contributing to real growth.
Part of what makes a social media campaign serve as a catalyst for growth and change is establishing a connection with your audience. By letting meaning be the driving force behind your social media marketing goals, your brand can experience much higher levels of engagement and commercial success.
What Is Social Media Marketing?
As anyone working in the digital sphere knows, the goal of social media marketing is to reach consumers, generate leads, and drive traffic to brand websites.
But when it comes to captivating users’ attention and encouraging them to engage with your content, it’s not all about zeros and ones. People crave meaning and authenticity behind the posts and content they consume—and today, this behavior is more prevalent than ever before.
Social media is a great way to reach out to potential customers and foster relationships with consumers around the world. But without a sense of purpose, your content can easily be drowned out by more emotionally oriented brands.
With the right approach, your brand can incorporate these themes into its strategy. Setting social media goals for businesses that bring purpose and connection into the mix is far more likely to see success with consumers.
The Importance Of Purpose And Meaning In Social Media Campaigns
So, what is it that makes purpose and meaning so attractive to consumers on social media? Well, there are a couple of things.
Firstly, it makes people trust your brand more. They want to see that you have a valid reason for promoting your brand and possess something beyond superficial media babble.
Secondly, it drives higher engagement. People are more likely to like, comment, share, and purchase your brand’s products or services if they can relate to them.
Thirdly, it’s the more practical thing to do. In today’s economy and the online-centric world, social media content is one of—if not the most important—ways of reaching customers. If your content has no purpose or meaning, it won’t add any value to your campaign.
Your social media marketing goals should reflect the realistic ambitions of your brand for the next few years. What does it mean to your company to grow by 14% each quarter? What is the purpose behind aiming to increase site activity by 50% by the end of the year?
When you add meaning to your social media strategy, you not only tap into something that humans are naturally hardwired for, but you also put your brand in a position of improved brand awareness and competitive advantage.
6 Tips For Setting Meaningful Social Media Marketing Goals For Businesses
Understanding the importance of meaning in social media strategy is one thing. Setting and implementing goals in conjunction with this is another.
Here are six tips to get you started:
1. Start with the big-picture objectives
What is the mission behind your business? Where does your team see it going, ideally, within the next five or ten years? Taking a bird’s eye view of your brand’s strategy is a great place to start when setting goals and creating a schedule for your social media marketing campaign.
This approach will help you to identify what you want your brand to look like in the future and then work your way back to find goals that will realistically get you there.
2. Make authenticity a priority
Stay true to your brand’s purpose and mission. If the goal of social media marketing is to connect with an audience, bringing authenticity to the party is one of the smartest things you can do. Establish the meaning behind what your brand represents, and use it as the driving force behind your content goals.
3. Understand who your audience is
To develop a social media strategy that’s absolutely geared for success, you need to know who you want to appeal to and engage with. Generation, region, income bracket, gender, and more are just some of the specifications it helps to know when designing a social media strategy.
Once you know who you are advertising to, you can curate your content and engagement strategy in a much more concise way. You can then share this across your business and ensure everyone “speaks” to the same audience.
4. Identify the purpose behind your goal metrics
Having clear reasons for why you are setting specific goals can help your social media marketing strategy become sharper and more effective. Dive into the “why” behind your essential KPIs as a team to better understand and execute your mission with more conviction.
5. Monitor your progress closely
There’s no point in setting meaningful social media goals unless you are going to track them en route to success. Monitoring your progress allows you to identify potential issues along the way and reshape the approach of your strategy based on how it’s performing.
6. Set SMART goals
In the social media marketing industry, SMART is an acronym that stands for Specific, Measurable, Achievable, Realistic, and Time-sensitive.
- Specific – Establish the exact details and specifications of each goal.
- Measurable – Make sure it’s a goal that can be tracked and measured using accessible tools.
- Achievable – Your goals should reflect your natural capacity for growth.
- Realistic – Be realistic in your goal-setting. Can this be achieved within the desired timeframe?
- Time-sensitive – Make sure you have the necessary time available to reach your goals.
Using the SMART approach as a guideline, you can assess the feasibility of your goals as they are set in motion. When all else fails, set smart goals for social media.
How Clearview Social Can Help You Develop A Purpose-Driven Social Media Campaign
Clearview Social is here to help businesses streamline their content-sharing strategy on social media. With us, the goal of social media marketing becomes easier to reach, and your company enjoys a meaningful boost where it matters. From goal setting to campaign implementation, employee advocacy to gamification, Clearview Social can provide your business with the tools, resources, and expert advice needed for a successful marketing strategy.
Through Clearview Social, your brand can develop a system that improves revenue, promotes realistic growth, and boosts the productivity of employees and the people that hire them.
Request a demo today to learn more about how Clearview Social can transform your social media strategy.