Social Media Marketing Goals: Expectation vs. Reality – ITVibes

Social Media Marketing Goals: Expectation vs. Reality

by | Feb 15, 2019 | Social Media, Social Media Branding

Social Media Marketing Goals, ITVibes, Houston Digital Marketing Agency

Is your marketing assistant or digital marketing agency managing your social media the way you want them to? Probably not and here’s why. It’s likely your social media manager has some intel you don’t. Marketing strategies can be much different when it comes to social media campaigns. Primarily meant for social engagement but a very effective business marketing tool, social media marketing requires a different approach altogether. Keep reading to learn more about why your social media marketing goals may not seem to align with the way your social media channels are currently being used to market your business. Not sure if your social media marketing team understands your business goals? Gain insight into their #socialmediastrategy before requesting changes that might set you back! Click To Tweet

9 Valuable Ways Social Media is Used in Marketing

Before you can understand how social media is used to promote your business, you’ll need to gain some insight into how social media marketing works. Anyone can post to social media, but a smart social media strategist knows how to leverage your social media platforms to gain qualified business leads. From an outside perspective, some of their social media posts may seem unrelated to your business goals. But it’s more likely that every post has been carefully planned as part of a thriving social media strategy. Here are 9 ways successful social media marketers are using Facebook, Twitter, Instagram, Google My Business, LinkedIn and other social networks for proven lead generation:

  1. Promote Social Engagement
  2. Improve Search Engine Optimization
  3. Develop Local SEO
  4. Build Brand Recognition & Authority
  5. Educate & Inform
  6. Promote Products, Services & Events
  7. Advertise Products, Services & Events
  8. Social Listening
  9. Improve Customer Service

1) Social Engagement

The primary goal of any marketing strategy is to generate leads and revenue for your business. But social media platforms were built for … being social!  It’s critical that every social media marketing strategy includes posts that are designed to connect with your audience and give them a reason to come back for more. These posts take the form of videos (created by you or shared from industry partners), real photos of real people benefiting from your offerings, viral posts, interesting articles, inspirational quotes and any other post that invokes an emotional connection with your fan base. Often deemed as “fluff” or “extras” by CEOs and Sales teams, these posts are super important to your strategy! Without that connection, the rest of your social posts will fall into oblivion. Use social engagement to form a bond with and gain loyalty from your followers so next time they need a product or service you offer, you are the first to come to mind!

2) Search Engine Optimization

It’s true that Google takes cues from social media platforms to learn about how people view your business. But did you know that each social media network is its own search engine? Your social media manager probably does and that’s why they’ve incorporated #hashtags into their social media marketing strategy. Social media specialists also link blog posts and other pages from your website within your social posts. This is to drive traffic to your website, which will gain some momentum for your SEO efforts. The more people that find your site to be a valuable source of information, the more Google will take notice.

3) Local SEO

While you may be familiar with how social media managers use your networks for search engine optimization, you may not be up to speed on tactics used for local SEO. Blog posts may contain hyper-local keyphrase targeting but there are other ways to let the search engines know which areas you serve. On social media, posts often take the form of local news, events, charities and more. While they may not seem directly related to your business, they tie your business back to the community you serve. This is can be extremely valuable in a competitive market such as managed IT services or real estate.

4) Brand Recognition  

Often a silent but worthy benefit, brand awareness is often built through social media efforts. The more people see your brand online posting relevant and valuable content, the more they will remember you as a leader in your industry. Connect to them on an emotional level and they’re even more likely to remember you the next time they need a product or service you offer or give a referral to a friend or family member.

Pro tip: Word of mouth referrals are often given through social media today. Make sure your biggest supporters follow your social business pages so they can include a link when making their recommendation.

5) Educate & Inform

What is the #1 reason you click on a social media link? Chances are you want to learn more about a certain topic or read about a current event. Sharing this type of content on your social media pages keeps visitors interested in following your page. Educational articles related to your business objectives will also help to set you up as an expert in your field. This will attract more people to your brand as a trusted authority in your industry.

6) Promote Products, Services & Events (Organic)

After you’ve gained the trust and attention of your followers, you can then begin to weave posts into your strategy which directly promote your products and services. Because these followers have begun to recognize your brand as authoritative and trustworthy, they will be more likely to take an interest in how your products and services can add value to their lives.

7) Advertise Products, Services, & Events (Paid)

While a perfect world would revolve around organic results, social media is another game where you have to pay to play. Incorporate advertising into your social media marketing plan to gain even more exposure and credibility for your business.

8) Social Listening

Social listening is twofold: 1) tracking mentions of your brand and 2) tracking mentions of keyphrases related to your products and services. Tracking mentions of your brand allows you to monitor your reputation online and take steps to either clean up or respond to negativity or further use positive publicity to your advantage. Tracking what others are saying in your industry through mentions of keyphrases allows you to size up the competition and adjust your strategy to battle for the attention of your target audience.

9) Customer Service

Finally, a social media specialist will know how to effectively incorporate social media into your customer service strategy. Messages and comments should always be responded to promptly and appropriately. Much like a Communications Officer, your social media team will be well-trained in how to respond quickly, while still maintaining a positive reputation among your followers.

Combining Your Expectation with Social Media Reality

At the end of the day, you still have a business to run and revenue to produce. Is your social media strategy adding up? Make sure your social media manager is setting measurable goals and using social media insights and Google Analytics to report progress. If you feel like your expectations are not being met, talk to your social media team about your concerns. Learn more about how they go about setting goals for each campaign and how they can combine your goals with their strategy for the optimal outcome. Intrigued? Join the conversation to learn more about how to effectively use social media marketing to reach your business goals. 
Not sure how your website is doing? Get a FREE WEBSITE AUDIT to gauge your visibility in search engine results.