Build a Winning Social Media Strategy Using SMART Goals
As business owners, we all know that having a social media presence is a necessity but simply having an Instagram, Facebook, or TikTok account isn't enough. To see real business growth, especially as a social media manager or a social media marketing business owner, you need a clear and actionable strategy. That's where SMART goals come in.
What are SMART Goals?
SMART is an acronym that stands for:
Specific: Your goals should be well-defined and unambiguous. For example, instead of saying you want to "get more clients," you can say, "sign 3 new clients every month through personalized social media outreach and engagement."
Measurable: You need a way to quantify your results. In the example above, you can measure how many new clients you onboard each month using your CRM or tracking the number of leads converted through social media platforms.
Achievable: Set goals that are realistic and attainable. Gaining 3 new clients a month is achievable with a solid plan, but aiming for 100 clients right away may not be.
Relevant: Your goals should align with your overall business objectives. For example, as a social media marketing business owner, you might want to increase revenue by working with clients who are aligned with your services and values.
Time-bound: Set a deadline for achieving your goals. A goal without a timeline lacks urgency. Saying "I will onboard 3 new clients every month" is much clearer and action-oriented than a vague desire to "get more clients."
Using SMART Goals to Build Your Social Media Strategy
Once you've established your SMART goals, you can start building your social media strategy. Here's a step-by-step approach:
Step 1: Break Down Your Goals
Break your larger, long-term goals into smaller, actionable steps. For instance, if your goal is to sign 3 new clients each month, determine how many leads you need to generate each week. According to marketing data, it can take 8-12 touchpoints for a lead to convert into a client, so your outreach should account for consistent engagement.
If you need 3 clients, you’ll need to contact 30-50 potential leads to get them into your funnel, considering the average closing rate. Setting specific weekly tasks, like reaching out to 10 potential leads or sending 5 personalized messages, will help ensure you're constantly making progress.
Step 2: Know Your Audience
You can’t sign clients if you don’t know who they are. Understanding your target audience is critical for social media success, whether for your own business or your client's business.
Targeted Content: Know their pain points so you can create content that speaks to their needs. If you're a social media manager working with fitness coaches, create content tailored to those looking to engage with their services.
Effective Communication: Knowing their preferred platforms and how they consume content will allow you to craft messages that resonate with them.
Step 3: Choose the Right Platforms
As a social media marketing business owner, understanding where your audience (and where your clients' audiences) spends most of their time is essential. Not all platforms are created equal for every industry. If you're aiming to reach B2B business owners, LinkedIn may be your go-to, while Instagram is best for lifestyle brands and one of one service providers.
Content Tailoring:
Tailor your content to fit each platform's style. For example, Instagram is all about visual storytelling, while Threads and X (previously Twitter) thrive on real-time updates. Choosing the right platform will help you target and engage the right audience for your business or for your clients.
Step 4: Craft Engaging Content
Your content should grab attention, spark engagement, and build brand loyalty. The more touchpoints a potential client has with your content, the more likely they are to trust you and make a purchase or sign a contract.
Statistics to Note: On average, it takes 7-10 interactions with your content for consumers to make a purchasing decision. This means being consistent, varied, and valuable in what you offer.
Step 5: Optimize Your Content for Search
Social media managers and social media marketing business owners should ensure their content is optimized for both social media algorithms and search engines.
Keyword Research: Use tools like Google Trends to find relevant keywords for your industry or niche. Phrases like “social media strategy” and “grow your business with social media” can attract more engagement.
Hashtags: Incorporate relevant hashtags to improve your content’s discoverability. Yes, hashtags are still relevant. You can consult your Instagram Insights to learn how much of your post reach is thanks to hashtags.
Step 6: Schedule and Post Consistently
A consistent posting schedule keeps you top-of-mind for your audience. This consistency will not only build trust but also optimize your account's standing with platform algorithms.
Use scheduling tools like Metricool to ensure regular posting, even on days when you're too busy to log in. Make a calendar and stick to it.
Need a content planning calendar to keep you on track? Make your own copy of my free calendar HERE.
Step 7: Monitor and Analyze Your Results
Use platform analytics (Instagram Insights, Facebook Analytics, etc.) to measure how your strategy is performing. For social media managers, metrics like engagement rate, reach, and website clicks are crucial indicators of success.
Key Metrics to Track:
Engagement: Measure likes, comments, and shares
Conversion: Track how many followers, leads, or clients you generate from social media activity
Adjust your strategy as needed based on these metrics to continually refine your approach.
Building a winning social media strategy is about much more than just posting content. It's about setting SMART goals, understanding your audience, creating engaging content, and pivoting based on your analytics.These strategies will help social media marketers grow their own businesses as well as provide valuable services to their clients.
Remember, creating consistent, meaningful touchpoints with your audience is essential, and niching down helps you target clients who align with your business goals.
What Next?
Ready to take your social media strategy to the next level? Discover how you can grow your business, sign more clients, and build a sustainable social media marketing business by attending my free masterclass, "Choosing Your Profitable Niche." Drop your name and email below to learn more 👇🏻