Good marketing is a result of diligent planning and goal setting. B2B marketers, in particular, who have to work towards bringing prospects into the sales funnel for intricate products and services, need to know how to set goals for every aspect of their campaigns, including social media initiatives. To pave the golden brick road for success, marketers have to be sure of what they are aiming to achieve with B2B social media campaigns, especially since social media is a comparatively new and untested form of marketing many businesses have not explored yet.
Setting targeted goals illustrates the conversions and ROI that come directly from engagement in social networks, as well as aid you in setting expectations for future social media ventures.
Types of Goals You Should Set
When it comes to working on social media, there are generally two types of goals marketers should set, among which are broad goals. Broad goals define the purpose of your social campaigns. However, they are useless without specific, targeted and measurable goals to keep track of progress. While choosing broad goals may seem like the easy part, it still requires a certain amount of consideration.
The top 5 goals B2B marketers should be concerned about are:
- Brand Awareness
- Lead Generation
- Customer Acquisition
- Thought Leadership
All these goals can be accomplished via a successful social media campaign. Depending on the market position of your company, initially select only 2 to 3 of the above goals and focus on the others as the company’s needs dictate.
For example, if your initial goals include brand awareness and thought leadership, focus your social media efforts on these two objectives. Create social content that is shareable, engaging, useful, and uniquely styled to set your brand apart from the others. As far as thought leadership is concerned, link your social media posts on LinkedIn, Facebook and Twitter to your e-Books, comprehensive guides and whitepapers on important industry issues.
Moreover, use the SMART framework to set the right goals. Set goals which are specific, measurable, attainable, relevant, and time-bound. If you incorporate these factors in the goals you set, you are setting yourself up for long-term success.
Creating a Social Strategy to Cater to Your Goals
Once you have decided which goals to target, create a strategy to achieve them. Here’s how you can formulate a plan:
- Create Drip Campaigns: consistency is the key. Create a calendar for automatic publishing so you are always on top of your game.
- Monitor Competitors: Your competitors are a haven for marketing intelligence. Do not make the same mistakes they have. In addition, pay special attention to what they are not doing to add an edge to your marketing campaign.
- Optimize Social Posts: Instead of just focusing on text based posts, infuse images, videos, and attractive headlines to make them more visually appealing.
No matter how the results turn out to be, keep track of your progress. If sales increase due to more qualified leads from social media converting into more buyers, note the tactics you have in your arsenal and work towards improving them. Focus on your goals and hopefully the above suggestions will help you achieve them.