Have you been struggling with what to do about your Social Media marketing? You know you need to be on Facebook but it’s hard to know where to start and how to measure results. Many business leaders are adapting to the new social economy and they have a lot of unanswered questions that are stifling their progress.
I’m a big fan of setting goals and objectives. Results come quicker with consolidated efforts. In social marketing, clear objectives are imperative. Marketing has always been a mixture of creativity and science. You get to know your audience, work out a content strategy and measure your efforts to see how you did. What works, stays. What doesn’t, goes.
Every successful house has a strong foundation
You must answer these Content Strategy questions:
- Why Buy Here? Define in detail who you are as a brand and why customers buy from you.
- Who Is My Customer? Describe in detail who your community is: their interests, daily habits, passions and how you can be useful.
- What Are My Goals? List what you want to achieve, clarify your expectations, specify results over time and plan how to grow your community.
Although each business has its specific marketing goals, there a some common social marketing objectives that should be declared. That way, when you measure your results, you can track your results back to your objectives. That’s true Social Media ROI.
The following are Facebook objectives we advocate here at Kruse Control, including their benchmarks. See how you measure up. Please note: these benchmarks are for auto and marine retail and could be used for most other retail businesses:
This metric shows how your Facebook page is growing and how well your promotion strategy is working. You need a strategy to continually increase your fan base. There’s a value in more likes but not all likes are created equal. Pay close attention to your analytics to make sure you’re targeting the people who will most likely buy from you – your local community. Set a goal of reaching a specific amount of likes by a certain date. Tie your results back to your budget spent on Facebook Ads.
- All fans should reside in your (or your competitor’s) market area.
- 50-100 likes per week with a Facebook ad budget of $300-400/month.
With more likes should come higher engagement. Content is what drives your Social Media success. Engagement is the amount of people who liked, commented or shared your content. When you track how your content is being received by the audience, you get smarter about what to post in the future. The best way to measure your engagement level is to take your “people engaged” and divide it by your total number of likes.
- Minimum of two posts per day
- Minimum 10% engagement level.
Reach is the total number of people who saw your posts. There are two types of Reach: Organic and Paid. If you post something awesome that people share and comment on then your organic reach increases thanks to Facebook’s algorithms. If you want to increase your reach on more of your posts, then you need a budget for ads. Facebook allows you to pay to reach more people. If you’re running Facebook ads then be sure to tie Reach back to your ad spend.
- 25,000+ weekly Total Reach
Generating leads is a goal you must set for your business. There are two types of Facebook leads – organic and paid. Organic leads happen in the comments section of your posts. Share a special offer and many times someone will ask, “How long is this on for?” or “Do you service Hondas?” Answer their question promptly and pose another one to keep them engaged.
Paid leads come from your well-designed conversion strategy: How you’ll turn your fans into customers. Create and maintain Facebook Ads that click through to specific landing pages in order to drive prospects further down the sales funnel.
- 30+ Leads per month
How many leads have you generated using Facebook? Ultimately, it all comes down to sales, right? Set clear objectives, measure Social Media ROI and for heavensakes, go get the sales you deserve. They are out there!