Before we dive deep into an example of what goals and targets you should set for a social media campaign, it’s best to understand why setting goals and targets are important metrics for a successful campaign.
One of the most common mistakes small to medium businesses (SME’s) make when it comes to social media marketing, is failing to set specific social media goals. In today’s age where platforms like Facebook boast 4,996,000 monthly users in Singapore alone, it’s even more important to develop a clear strategy with specific aims if you want to achieve effective growth. Not every user is your target audience.
Without goals and targets, it’s hard to know exactly how well your social media strategy is performing and where you need to iterate to continue moving forward.
There are so many users out there on different platforms, Facebook, Instagram, Youtube, Tiktok, email leads and so forth, you need to choose the right social media platform for your business. It’s impossible to find time to be active on every social media platform. Narrowing down your choice to a few platforms will allow you to focus your efforts and get the best return on your time investment.
To do that, you have to determine which platform your audience uses by looking at the demographics of the users on each platform. For instance, TikTok is known for its short-form videos. Like Pinterest and Instagram, TikTok is best for visual-based businesses like art, food, retail, beauty, and some service industries. TikTok has a very young demographic. The platform is useful for targeting the 18-24 age group and building brand awareness.
After deciding which platform works best for your business, select your business objectives.
Maybe it’s building brand awareness, generating leads, deepening relationships with your customers or driving brand advocacy. The list goes on and on. The important thing is to have everyone on the same page regarding which objectives you’re shooting for.
Now that you better understand why it’s important to set goals and targets for your business and it’s process, let’s jump right into an example.
For example, if brand X recently launched a new lozenges sweet that has throat smoothing abilities and has a business objective of raising awareness among working adults, how should we get started?
The product may appeal to more than one target audience, like “young working adults”, “mint lovers”, or those with an“active lifestyle”. After brainstorming these distinct target audiences, start thinking about what makes them, them. An example of a “mint lovers” could be, 18-50, with indicated interest for fresh breath, minty fresh, bubble gum, chewing gum, sore throat, and possibly following competitors brand page. The key here is to be discerning on what interest ends up being too narrow, and what ends up being too broad. Sweet candies can be considered an interest, but is someone looking to soothe their throat really going to consume something sticky and sugary?
As the business objective is to raise awareness of the said product, the possible metrics for setting up goals could be:
- New followers of the brand – “How many people decided to stay up to date with the brand’s content?”
- Reach of your social media posts – “How many more people are you reaching per day/month?”
- Mentions, shares, and retweets– “How many people are talking about your brand or sharing your social media posts with their social circles?”
Specific goals allow you to develop highly targeted content that increases your results. However, it’s important not to fall into the trap of trying to achieve everything at once. Instead, concentrate on breaking down one goal at a time until you’ve delivered clear returns.
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