Our 3-2-1 Marketing Plan gives you the option of 3 different social media goals. Let’s look at each one in more detail to determine which one is right for your business.

Goal 1 – Increase Brand Awareness

If you are relatively new to social media or your product is new, the first step is usually to make people aware that your brand even exists.

In marketing, there is a logical order. A sales or conversion actually starts quite a bit before the customer agrees to purchase. It usually goes something like this: brand awareness, then consideration, then conversion or sale. Each one must follow the other.

What kinds of things will you do on social if brand awareness is your goal?

-Introduce your product

-Talk about various product features in your post.

-Talk about product benefits

– Introduce your team and company culture

In addition, it will be important to work on your branding. When you have strong, consistent branding, it is easy for a potential customer to spot your posts in their feed. Good branding will mean posts are often done in or include your brand colors and font. They will have a certain look and feel to them. All of these tactics will help your brand stand out in a crowded social platform.

Goal 2 – Increase Followers

Once you have been social media a while, you will have a good looking social platform and your main messages will be optimized based on the your learning and the responses they are eliciting.

This is generally the point when you want to acquire more followers. There are lots of ways you can go about this.

-Occasionally ask people to follow you in the captions of your posts. Go one step further and tell them what kinds of posts they can expect to see if they do or how they will benefit from following you.

-Tag other social media pages and give shout out to key associates in your post.

-Use hashtags to insure that your posts are seen by new people on different pages.

-Interact on your platforms with other business pages. Not only does this generate good will, it will often lead them to reciprocate.

-Post interesting material. This is the number one way to get new followers. Post about your industry and the people in your company, as well as about your product. People will naturally follow interesting pages and unfollow pages that just talk about their own products 24-7.

Goal 3 – Increase Clicks to Website

For most people, the goal at the end of the day is more sales. This usually involves sending people to your website so you can convince them to buy your product. Social media starts a conversation and then a relationship. At some point, you want to move that conversation to your website where you can give them lots more information.

It is important that people leaving social and heading to your website feel that they are still in the same environment. You will need to keep your website in sync with the direction your social media is going. Websites tend to be more static and social moves fast. If you can do website refreshes occasionally, this will really help keep them in sync.

Here are a few tactics you can use if you are trying to get your audience to click to your website.

-Provide links to your website in some of your posts.

-Promote a sale.

-Promote a blog post.

-Provide opportunities to learn more on your website.

Making the Choice

If in doubt, choose Brand Awareness. You can change your mind at any time. The purpose of choosing a goal is to focus your thinking about your social media efforts and to help you measure results.

If you choose brand awareness, you can measure results by number of engagements each month. Engagements are likes, shares, and comments. If these are going up each month by at least 10%, your efforts are working.

If you choose increase followers, you are going to be closely following your numbers of followers. If these are going up by at least 10% each month, you can be sure your efforts are working.

If you choose clicks to website, your are going to be tracking clicks to website (not just clicks in general.) This number can be found in the Facebook,  Instagram, and LinkedIn analytics. Again, you want to see this number going up by at least 10% each month.