5 Ways to Develop Your Social Media Marketing Goals

To get your social media marketing on track, here are five steps to develop effective, actionable objectives for your program.

  1. Define specific and actionable goals.
  2. Get buy-in from senior management.
  3. Use metrics related to your business goals.
  4. Make your social media activity trackable.
  5. Incorporate your social media marketing into your overall plan.

7 Social Media Marketing Goals

Here are 7 social media marketing goals businesses can effectively use and track:

  1. Build brand awareness.
  2. Protect brand reputation.
  3. Learn more about your target audience.
  4. Increase customers or warm leads.
  5. Enhance revenue generation.
  6. Extend customer service.
  7. Create brand advocates.

4 Social Media Tactics Your Company Should Implement

If social media isn’t a critical element in your online marketing strategy, it should be. Having a presence on social media sites like Facebook, Twitter, Google+, YouTube and LinkedIn can add significant value to your company and brand. Although, you cannot have a social media account that simply broadcasts news. To attract and retain customers while building a strong online brand, your business will need to be active on social media. Brands must provide valuable information and engage with their followers. Here are 4 tactics your company should be doing on social media:

  1. Engagement and Customer Service

Your goal should be to engage with your customers. Fostering a healthy online relationship means that you need to listen to what your customers are saying about you. This also gives you an opportunity to provide high quality customer service. Responding to customer questions and resolving issues over social media can show that you care. Tools like Hootsuite can help you monitor your brand over social media. Remember people will expect responses on your regular schedule, so be sure to set the tone early.

  1. Market Research 

Use social media as a marketing research tool. For example, if you are launching a new product, you can ask your fans and followers what their opinion is on various details. Social media can help you accumulate real, valuable market research at no cost. Engaging with your customers for their opinions can help build trust and credibility.

  1. Study Your Competitors

Social media allows you an opportunity to learn about your competitors. It’s good to know what your competitors are doing, because this can help you to differentiate and learn. Not only that, it will help keep you on the top of your game. Be sure to use this information to update your business and marketing strategy. Keep your friends close and keep your enemies closer.

  1. Present Yourself As An Industry Expert

Content marketing can help you differentiate yourself and establish you as an industry expert. By sharing information like tips, advice and by answering questions about your industry, you can position yourself as an expert and valuable resource. Build a content sharing strategy and plan where you can provide valuable insight.

Grow Your Small Business Social Media Audience – 5 Tips

The world of social media is constantly changing. Luckily, I think it is for the better. Here are 5 tips to help get you started off on the right foot.

Tip #1: Be consistent

Creating content through your blog and social media profiles regularly will allow you to steadily grow your audience and followers. Content generation will also increase your organic SEO. Also, having a consistent voice will help you to increase your brand power and awareness online.

Tip #2: Provide value

This is just common sense. Simply put, if you’re not providing value, then you no one will care. Consider giving back to the social media community by providing content that your audience will value. eBooks, infographics, whitepapers, PDF reports, useful graphics or templates are some of the ways you can give valuable content to grow your social media followers.

Tip #3: Consider K.I.S.S-ing your content

If you haven’t heard of the Keep It Significant and Shareable (or K.I.S.S.) idea, then you are missing out. By creating and sharing engaging content interest will generate and hopefully your audience will remember you for a long time. You can also build your trust by linking out to credible, authority sources.

Tip #4: Optimize your profiles

You cannot grow your online presence with out having a valuable, consistent profile. It needs to be developed with a purpose. Before you can grow your social media audience, you need to tell who you are and what your business is all about. Hopefully you can demonstrate and display your value proposition. A good way to start is to optimize your Facebook, Twitter, Google+, or LinkedIn with the relevant information. Adding personal, humanizing touches will help you to secure your place in the social media community as a relevant, engaging brand.

Tip #5: Be visual

Leverage visual content as much as you can. Infographics are a huge trend right now. So are good, high quality images. By leveraging shareable images, your company should be able to engage your audience  and build a loyal following on the internet.

Creating a Social Media Posting Plan

  1. Consider your brand

Start by thinking about your brand, what makes your business unique and the personality you want to convey to your customers and followers. It’s best to stay consistent in your messaging so that your posts feel personal and authentic.

  1. Set goals

What are your reasons for creating the page? You can use your page to do many things, such as find new customers, build you brand and relationships with current customers, promote events and special offers, communicate with internal teams and much more. Whatever your goals are, it’s helpful to be detailed and specific so you can devise an actionable plan for reaching these goals.

  1. Know your customer

Once you have a few goals in mind, think about your customer and what kind of things they want to see from you. What will get them excited? What will keep them engaged?

  1. Create a posting calendar

Create a calendar and a plan. Decide how often and what type of content you want to post each day. Plan it out and write it down – I recommend spreadsheeting it out in Excel. Remember; do not to post all you content at once to avoid overwhelming your followers.

3 Reasons You Need A Social Media Call-To-Action

A Social media call-to-action is an integral and often overlooked element of an effective social media strategy. Social media gets prospects, customers and the public primed to want to find out more about your offering or to engage with you further but you must lead them to the next step in your sales or other conversion process. Here are three reasons to use a social media call-to-action.

  1. A social media call-to-action ties social media activity to your business or marketing objectives. Generally, this refers to your social media goals such as building your brand, expanding your reach and generating sales leads.
  2. A social media call-to-action drives participants into your conversion process. Consider what’s needed to move participants to the next phase of your sales funnel. Ensure that you have processes and systems in place to meet their needs.
  3. A social media call-to-action enables you to measure social media effectiveness. This is crucial to prove that social media supports your business goals because social media tends to be most effective early in the purchase cycle and difficult to track.

Increase Your Online Presence with Digital Marketing

Businesses are becoming increasingly reliant on the internet and digital marketing to inform and educate prospective and existing customers. While content marketing plays a vital role in conveying a company’s brand message, online engagement is critical to promoting this message and solidifying relationships with your target audience. Online engagement tools such as social media and email marketing allows a company to interact with prospects and customers dynamically and transparently, driving home its core message.


Social media is one of the greatest community building tools in history. Content shared on social media amplifies a company’s online presence, while transparent social exchanges project its authenticity. This helps to foster a longstanding connection with new prospects and existing customers. Social media marketing recognizes each social follower as a person interested in the company. Companies should use social to expand their reach and engage prospects on their terms. Also, businesses can use data gleaned from social interactions to better understand the interests, wants and needs of their target audience.


As consumers demand more relevance in the type of content received and the nature of its delivery, dynamic and personalized email marketing campaigns are becoming crucial to online promotion. Through a series coordinated emails, companies are able to send out highly personalized content tailored to customer segments at various stages in the buying cycle. These campaigns allow brands to efficiently nurture new prospects down the sales funnel and to stay connected with existing clients.


To form connections that matter, businesses need to produce original content that is exceptional, personalized, and relevant.  By responsively engaging with their audience over social media and email, companies are able to promote their content and message in a concise manner. Companies can also take advantage of analytics and the ability to adjust online campaigns easily to better hit their target market.

While social media, email marketing and mobile advertising are expected to increase, they only represent a few elements of a fully integrated marketing strategy.

LinkedIn Company Page Checklist

Your Company Page on LinkedIn is a powerful way to reach millions of professionals online. With over 100 million professionals on LinkedIn, this tool can help exposure your company and brand to an ideal target market. These professionals are following more than 1.9 million companies on LinkedIn and are purchasing professionals, current clients, job seekers, interested observers, and most importantly, potential customers. Professionals follow companies to stay updated with new developments, compare products and services and track potential opportunities. LinkedIn regularly informs members of Company Pages changes via email and/or network updates.  When LinkedIn members want to know more about your company they can look at your Company Page, which is conveniently linked to your profile.

Use this check list to ensure it’s ready for visitors:

  • The Company Name
  • Assign Admins
  • Upload Company Logo & Profile Photo
  • Describe the Company
  • List the Company’s Specialties in Showcase Pages
  •  Add the Company Twitter and Blog RSS Feeds
  • Show the Company Type, Size, Website Link
  • Select Industry, Operating Status, Year Founded
  • Highlight Locations
  • Place a Careers Listing

Here are 3 quick tips to get you started:

  1. Promote Your Products or Services – Create showcase pages to showcase the voice of your company and brand These pages provide you with the opportunity to promote who you are and what you do.
  2. Monitor Traffic and Audience Analytics on LinkedIn – Analytics is a rich resource, which adds insights and value. Here, you can track page views and unique visitors for your overview, careers and products and services pages.
  3. Invite Connections to Follow Your Company on LinkedIn – After your Company Page is set up, invite followers. You can add a follow button to your website, blog and email signature. You can also post a link to the company’s page to your updates or status feed asking for followers. Another option is to navigate to your company page’s services/products tab and click share to promote to individuals, groups, or connections.

Social Media Marketing 102

Establishing a good social media marketing strategy for your business can help you increase your presence and drive sales. As a follow up to Social Media Marketing 101, read below for the best way to jump into the realm of social media marketing.

Start by creating profiles on sites your audience is likely to use. You should create profiles on Facebook and Twitter and any other site your target audience is using. Take the time to create original designs for your profiles, but make sure you create profiles that can easily be recognized as being affiliated with your brand. Use the name of your brand when registering for a profile and place a logo on your page. You also need to place links to your homepage and product pages in visible locations as well as your contact information. If you join more than one site, add a link to your other profiles on each site.

Post updates on a regular basis. You need to write quality content that your audience will want to read and share with their friends. Posting links to your blog updates or new products is a good idea, but do not hesitate to share news stories and articles from external sites related to your industry. Keep track of the comments you get and of how many people share your updates to find out what your target audience is really interested in.

You should set a goal to establish a real connection with your audience. This can be achieved through your social media accounts. On your site, add links to your social network profiles as an option to contact you with questions, requests or suggestions. You should be very polite and professional in your interactions with people on social networks. If necessary, create a personal profile so you can talk to your friends and family privately. Remember that the social network profile associated with your brand is basically a storefront for your business; it is necessary that you make a good impression. Use your real name to encourage people to trust you but treat them as customers, not as friends.

Make a few changes to your website or blog so that sharing your content becomes easier. You should add social network buttons to your blog posts; most blogging platforms automatically add Facebook, Twitter, Google + or Pinterest buttons to your posts. You can easily get the code for these buttons on social networks if you wish to add them to your site.

To learn more about developing an effective social media strategy read Social Media Marketing 101.

Is Facebook Advertising Right for your Small Business?

Small businesses should consider adding social media ads to your annual marketing strategy. That means small businesses should not automatically write off advertising on Facebook. The key to being successful with Facebook advertising is managing expectations. There are conflicting reports regarding the effectiveness of Facebook ads. Do comments and advertisements drive purchases? Unfortunately, there isn’t a clear-cut answer.

Facebook Ads for Small Businesses

One of the strongest uses for Facebook ads is to get people in a very specific demographic to like your Facebook page so that you can then message to them over time. For example, a small local restaurant you can get Facebook users in your area to like your Facebook page and then offer coupons or promote events. Then you can incentivize your Facebook community to share those promotions so their friends can see it. This is how posts and advertisements can go viral. It’s important to note that viral ads are not the only way that Facebook can help small businesses.

Small businesses can also have success in Facebook advertising promotions. The businesses that often get poor results with Facebook ads are the ones that try and push a hard sale. This doesn’t work in other advertising mediums, so businesses shouldn’t be surprised that it is ineffective on Facebook. Facebook tends to work much better when promoting softer offers such as free giveaways, discounts or building fans that can be converted into leads/sales in the future.

Facebook Ad Benefits

Facebook ads help small businesses to build a fan and customer list. This is similar to email or direct mail marketing, but social media can offer more control and data. With traditional advertising (yellow pages, radio, TV, print, etc.) you get an ad, but you don’t get a customer lead generation list to cultivate. With Facebook ads, business owners can create a growing community of potential customers that you can foster for years. When used effectively, Facebook ads can help increase your word-of-mouth advertising. Being exposed to your friends pages, business and products can make for more effective marketing.

Facebook also offers data analysis and customizable options, similar to that of Google, which can help you increase your online exposure. The ability to target your ads (like on most digital platforms) is a huge benefit for small business owners.

Effectiveness of Facebook Ads

Another benefit of Facebook ads is that there are less competition for keywords than there is on Google or other PPC (pay-per-click) sites. As mentioned above, you are able to reach your target demographic in a casual online atmosphere.  There is more trust established, when a person likes your Facebook page than with a Google search. This trust can be an important factor in the effectiveness of your online marketing.

A big difference between a business Facebook page and a traditional web page is the ability to see and track customer engagement and feedback.  If a Facebook user decides to click on your Facebook ad they land on your Facebook page where they can see interactions and comments that users are saying about your company/brand. As a result, it helps build trust with your client pool.

The Cost

Facebook ad pricing can vary, but is directly related to the area of your target market. The minimum ad bid is low (approximately 0.01 or a penny), but as with Google AdWords, if you’re trying to advertise to a competitive demographic, you’ll be placed in an auction (similar to Google AdWords) with other advertisers and you’ll have to pay significantly more per click. As with most online marketing platforms, companies can control how much they spend by setting daily and campaign budgets.

Many experts say that the price of Facebook ads is among their most appealing features. As with most marketing campaigns, you need to commit to a budget of $500 to $1,000 to get started. Also, it is important to test different ad types, images, and landing pages. After you finish your A/B testing, you can run the more effective ads.