Many times, I hear from people that they are not happy with their Facebook marketing results. During the conversation the first question I always ask is “What are your Facebook marketing goals?”
Most of the answers I get are “Hmm, that’s a good question” or “I’m not sure”.
Some people respond with “I want to get more sales” and while that is more targeted than “I’m not sure” it still is not a concrete goal.
As with anything you are trying to achieve in life, you really can’t expect to see results if you haven’t set a goal and measured your efforts to see if you are reaching that goal.
If you are in the same boat – feeling frustrated and discouraged with your Facebook marketing, you most likely need to set aside some time to determine your Facebook marketing goals and then create a plan to reach those goals.
Once you have that concrete goal created, all of the steps you need to take to reach the goal are so much easier to take. And the frustration is replaced with excitement at knowing which direction to take.
Examples of Facebook Marketing Goals
Every business is different and therefore their goals will vary, but here are some factors you should consider when creating your Facebook marketing goals.
- Sales: Do you want to increase the amount of sales that come from Facebook? Are sales from Facebook even possible?
- Leads: Perhaps you know that a sale on Facebook won’t work, but generating leads from Facebook may be feasible.
- Awareness: Do you want to reach more of your target market via Facebook?
- Customer Engagement: If the majority of your customer base is using Facebook, then you should be there to interact with them. What kind of interactions do you want to have with them? Customer support? Showing the business’ “personal” side?
More than likely, you want to do a little bit of everything I listed above. But you will need to take this in steps. So start with one or two goals and move on to others. As you achieve one goal, you will be encouraged to create the next goal and move onward and upwards.
Path to Success: Reaching Your Facebook Marketing Goal
Let’s run through how you would go about creating your Facebook marketing goal and then set out to achieve it.
Create a Specific Goal
The first step is to create a specific goal. Here are some good examples of goals:
- Generate 250 leads from Facebook within 3 months
- Add 500 Likes within 1 month
- Add 2000 Likes within 2 months –targeting US women between the ages of 25-40
As you can see, these are very specific goals and you can make them as specific as you want.
Create a Plan of Action
Once you’ve decided on a goal, you need to create a plan to achieve the goal. Here are some things you will need to consider in order to reach your goal:
- How often will I post to my Facebook Page?
- Which types of posts will help me reach my goal? Think about photos, questions and tips that you can post to your Page.
- Do I need to have a Facebook tab to reach my goal? (For giveaways, contests, lead generation, coupons, etc.)
- Should I use Facebook Ads? (Used to generate Likes, promote posts, reach your target market, etc.)
- Will I use other tools to reach my goal? (Examples include other social media networks, your blog and email marketing)
With these questions answered, you now can move onto creating more concrete steps.
For example, if you wanted to gain 500 Likes in 1 month, some of your steps may include
- Send an email to your current list of customers and leads to invite them to Like you on Facebook. Offer an incentive to do so (perhaps a coupon or free ebook)
- Create custom images to share on Facebook. Photos, pictures and infographics get many more shares than other types of posts. More shares means that more people are seeing your content and finding out about your Page which can lead to more Likes.
- Create a Facebook posting schedule so you have planned out every post for at least a week in advance. Posts will be well thought out to increase engagement.
- Run a Facebook Ad campaign to increase Likes.
- Do a daily check on Facebook Insights to see how your efforts are paying off.
Once you have decided on a goal, it’s much easier to see the steps you need to take to reach the goal.
You won’t waste your time deciding whether or not you should post something. Or worry about remembering to post to your page. You will have it all planned out and know exactly what you want to do. And that frustration and anxiety you feel when you think about your Facebook Page will be replaced with excitement at realizing your goals.
Do you have Facebook marketing goals in place? Do you create a plan to reach those goals?