Home » Business » How To Set Goals For A Killer B2B Social Media Campaign

How To Set Goals For A Killer B2B Social Media Campaign

Marketers must clarify what they’re aiming to achieve with B2B social media campaigns, especially given the stubborn status of social media as a younger, relatively untested type of marketing.

Setting specific goals will help illustrate the conversions and ROI that can come directly from involvement in social networks, as well as help set solid expectations for future social media ventures.

Broad goals help you and your team understand the purpose behind your social media campaigns but they are useless without specific, measurable goals to help track your progress.

Any and all of these things can be accomplished with a good social media campaign. Depending on the market position of your company, you might select just 2 or 3 of the above goals for now, and focus on others in the future as company needs dictate.

For example, if you choose brand awareness and thought leadership, you’ll focus your social media efforts on achieving those two objectives. First, focus on creating social content that’s helpful, shareable, engaging, and uniquely styled to give definition to your brand. Secondly, for the thought leadership component, make sure your social posts on Twitter, LinkedIn and Facebook link to your comprehensive guides, ebooks, and white papers on important industry topics.

To create your specific goals, you should use the very intuitive SMART paradigm. SMART is, of course, the famous acronym for “specific, measurable, attainable, relevant and time-bound,” which describes everything a reasonable, clear-cut goal should be.

If you’ve found that prospects have a peculiar affinity with your brand over Twitter, you might devise the following goal: “over the next quarter, get 300 new people to engage (RT’s and/or comments) on Twitter.”

The focus on these goals shouldn’t take away from continuously engaging with prospects on each social platform and responding to all lead engagements in a timely manner.

You should attack the specific goals you’ve set by incorporating them into these day-to-day social management tasks as well as in your overall campaign strategy.

It’s a no-brainer – if you’ve used the SMART system, you know exactly whether you’ve fallen under or exceeded those goals after the specified period of time. That makes it a breeze to measure the impact and value of social within your overall marketing approach.

If you’ve fallen short of specific expectations, there are two possibilities: you didn’t go about achieving the goal the right way, or it perhaps wasn’t the right goal in the first place. To cover both bases, think about whether what you’ve done within the defined time period was specific and intentional enough.

To return to an earlier example, if your goal was to acquire 200 leads on LinkedIn, ask yourself: have you truly defined a “lead” from LinkedIn? Have you produced enough enticing, informative content on the network – whether through blog posts, status updates and group participation – for prospects to entertain making a purchase (or at least, visiting your site and downloading more content)?

Or perhaps you’ve determined that you probably didn’t set the proper goal in the first place. It could be that the numbers your marketing team strove for were too ambitious, considering resources and time constraints, or that the focus was placed on the wrong social network from the start.

With 85% of B2B buyers wanting vendors to present more information via social, it’s certainly not time to give up. Set a new SMART goal based on your customer profiles, aggregate interactions with current customers and leads as well as knowledge gained from the missteps, and keep trying to reach those prospects who are waiting to make a social connection with your brand.

B2B marketers in particular, being tasked with the job of bringing prospects into sales funnels for complex products and services, need to know how to set goals for every aspect of their campaigns – and that includes social media initiatives.

B2B marketers in particular, being tasked with the job of bringing prospects into sales funnels for complex products and services, need to know how to set goals for every aspect of their campaigns – and that includes social media initiatives.

All our posts are curated for you by the guys at http://www.mindyourownbusinessuk.com  we scour the web finding posts to enhance your small business and improve your day-to-day. The Mind Your Own Business Revolution; agitate dinosaurs, avoid extinction and evolve your business.

About mark@jmgassociates.com

Check Also

How Generations X, Y, and Z Consume Video Content [Infographic]

How Generations X, Y, and Z Consume Video Content [Infographic] http://ift.tt/2nXltxF YouTube has over one …