How to Get Real Results from Your Social Media Marketing Efforts

22 Apr

When my agency receives inquiries from organizations, we first ask them about their goals for social media. Most tell us that their key goal is to increase sales. We then talk with them about the difference between a goal and an outcome – money is an outcome, not a goal. Experience has shown that a more realistic goal for organizations who want sales would be lead generation.

However, the approach to acquiring leads is something of a gray area.

I’ve advocated that social media success comes down to alignment. A company that wants to actualize results from social media marketing must align their efforts with the values of the business, and solidify their commitment to relationships.

Here’s an overview of how that process actually works.

The Social Media Funnel

If we built a marketing funnel for social media, it would look like the diagram below.

Too many businesses want to jump right to the leads, and bypass the other steps, but you audience will have no desire to download your eBook until they know who you are, and they like what they see. It’s the same “know, like, and trust” approach that’s become a key tenet of modern-day marketing.

Bottom line: Businesses are often focused on the wrong things, and improper focus leads to inaccurate measurement, and ineffective steps to correct it. As a result, the conclusion, often, is that social media doesn’t work.

The Importance of a Strategy and Relationship-Mindset

It’s vital to have a social media strategy which aligns with the organization’s values.

Most profitable businesses have values at the heart of their company, and it’s those values that empower their teams and drive their business growth. Yet, when I look at businesses that employ social media, it’s infrequent they emulate these values online, especially with customer service. If service is a value to your organization, you need to respond to your audience online.

The other caveat is that it’s not an overnight process. Social media marketing is relationship-building, and relationships take time.

When was the last time you built immediate trust? Did you give someone the key to your house upon meeting them at the dog park? Put Mom in a home before seeing the facility? Just because someone ‘liked’ your page, or accepted your LinkedIn request, that does not invite you to hound them to the sale.

Relationship marketing is a long game.

How to Fulfill and Measure the Social Media Funnel

You may be wondering how you can fulfill these objectives using social media – below I offer some examples that can help you determine goals for each objective, the measurables or Key Performance Metrics (KPI’s) associated with each goal, and content suggestions that have worked for our clients to achieve positive ROI.

Please keep in mind that these are general guidelines – each business will need to determine the most effective goals to fulfill these objectives, and measurement will vary by channel. Also, this is just a sample. There are dozens of goals you could set – and, some will overlap. For example, engagement such as post comments can also fulfill the awareness objective by resulting in higher reach and following.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: