4 goals you should set for social media

Strategy goals should always outweigh your growth goals when it comes to your social media strategy. If you're strategic about what you're doing online, growth will come along for the ride. 

Here are 4 main goals you should set for your social media: 

Brand Awareness. A boost in brand awareness means a bump in how many people know about your and your business. It's essential to have an awareness goal as more brand awareness means more opportunity for sales.

How to Achieve It

1. Start with the basics. Create a strong brand identity by knowing who your ideal audience is and establishing your brand guidelines from the start (i.e. voice, colors, fonts, logo uses)

2. Be consistent. Show up on your accounts on a regular basis. If you don't show up for your business, no one else will. 

3. Share User Generated Content (UGC). If someone tags you wearing or using your product or services, share it! Trust is compelling. 

4. Create valuable content. Once you know who your ideal audience is, brainstorm some ideas of content you think they'd benefit from in a google doc. Keep them coming back for more. 

Boosting Engagement. Accounts that are highly engaged has a more positive brand perception, setting you up for success when it comes to lead generation and sales. 

How to Achieve It

1. Engage at least once a day — whether it's replying to comments, commenting on other people's posts or replying to people's stories. 

2. Show up in stories. Because of the layout, users are more likely to see your story before they ever see your post. So, take advantage of that prime real estate. If you'd like to know the sweet spot, you should post between 3-7 stories a day, no more than 11.

3. Use Calls-to-Actions. Think about what questions or this or thats you can add to your caption or story that will garner more engagement. This is precisely why we add call to action in every curated caption developed for our ESV Insiders.

Lead Generation. Let's break this down. Lead generation is when you drive qualifying customers into your sales funnel. So, getting your customers to provide information you can use to follow up with them (i.e. an email address). Before you start this step, please make sure you have an email marketing platform set up ahead of time with a welcome workflow. At ESV Creative, we love Flodesk. Click here and you'll get half off your first month after your trial.

How to Achieve It

1. Optimize your profiles to drive traffic to a website. Make sure your URL is on every profile or that you're using a link in bio that direct traffic to your website. 

2. Create clickable content. I know I can't be the only one that gets sucked in by clickbait. A salacious headline doesn't just work for blog posts, it works for social media as well. Tease your audience to click on an engaging article or link that shows them something they never knew they needed. Give them the curiosity factor. Don't know how to tell if your headline makes the cut? There's a tool for that: CoSchedule has a free headline analyzer tool you can use. If your headline doesn't have a score of 70 or more, it isn't making the cut. 

3. Provide incentives. Create a free resource, discount, or even a list your audience would find valuable enough to give you their email address in order to receive it. 

Sales. In order to have strong sales, you first have to establish the three goals above. Your focus should be building relationships before you expect conversions from social media. Without a good product/service, great sales funnel, and consistency, it ain't gonna happen. 

How to Achieve It

1. Take advantage of every feature these platforms have to offer. Quick Replies, FAQs, Stories, Interactive Stickers, Free Insights — poke around and start using some of the tools they give you. The more you do, the more the algorithm gods will love you and show your content to more people. 

2. Have a content strategy. One way to start is by looking at your calendar in advance and establishing your content pillars early. There should be a reason for each post. 

3. Analyze your numbers. Most insights are free, y'all. Use them to your advantage. Pay attention to where your sales are coming from, which platform is your best performer in regard to sales. The numbers are important. 

4. Share social proof. Like I said before, trust is compelling. Share success stories, share testimonials, share photos and stories of your customers/clients loving your products or services.