Create the most effective social media marketing plan
There is a vast sea of information on social media. Experts are everywhere and there are many opinions on best practices and tactics.
Not only that, but the platforms themselves are constantly changing, whether it’s adding new features, increasing character limits, or changing the rules.
That is why I have created this guide to help you understand how to set social media goals for 2020. This article is especially good for you if you have never evaluated your marketing campaigns or created goals.
Throughout this process, it is very important to be honest about your successes and failures. It’s okay to admit that some of what you’ve done has been wasted effort, that’s why we’re here.
This is my 3-step process for setting social media goals for 2020:
1. Check your reports
Keeping reports is a must if you want to properly assess the effectiveness and efficiency of what you spent time sharing online. There are many ways to set up a report, but if you need guidance and inspiration, Smartsheet has a free social media report template to get you started.
You need to learn to look beyond the number of impressions and understand how your content is actually performing. Do people like it, share it, comment on it?
Pay close attention to metrics like engagement – this valuable information is like your potential customers are telling you what they liked or didn’t like. So keep that in mind when planning your 2020 content.
For example, I strive to share valuable content on our Twitter account on a daily basis.
From Twitter to Facebook, each platform offers free analytics on profile performance, so use it!
This free report helps you see what you have shared that has worked well and what has not. Find topics that visitors and followers have consistently been interested in and share more of that content in the future.
If you are up to the challenge, you can do some paid promotion for your business. Remember, you can always contact us and let us handle the heavy lifting so you can focus on running your business.
We are constantly on Facebook, Twitter, LinkedIn, YouTube, and Instagram. And we keep abreast of the latest trends and tips and we love to analyze reports and statistics!
2. Study your analysis
Yes, you want to look forward, but you also need to look back. You can share content from left to right, but unless you drive visitors to your website, it is not serving its purpose. You want to drive people to your site, where hopefully they will get more involved and buy a product or service from you.
Google Analytics is a free tool provided by Google that is key to planning your social media in 2020. It shows you how your actions on social media drive traffic to your business, broken down into many relevant statistics.
To see these results, navigate to the Social Acquisition section and then click Network Referrals. You can select the previous year as the date range. Then you should be able to see how many people have clicked on your posts and subsequently landed on your website.
Read 5 Social Media Marketing Tips for 2020
Is social media marketing not working for you anymore?
Wondering what you should change for better results?
In our Teatime Tip: Marketing for Busy Entrepreneurs, I share 5 valuable tips so you can learn what works, what doesn’t, and what you need to focus on more. Read more on our website.
3. Set your goals
The first two steps should give you an idea of where you are, and now is the time to create your plan. You have a great idea of what kind of content worked, what platforms your target audience is on, and where you should focus your efforts next year.
Other things you need to do to reach your goals:
- Track your follower growth month by month. If you are not gaining new followers throughout the year, you need to analyze why.
- Be on the lookout for seasons when your content is most popular on a particular platform. For example, Pinterest trends show increased usage in the summer and around Christmas, with spring and fall seeing big drops.
- Share only content that has value. You want to sell without driving people away. You also want to give people non-sales related resources like blogs, inspirational quotes, events, whatever makes sense for your brand and your audience.
For example, I share articles, events and news on our company’s LinkedIn account.
The biggest mistake you can make is allowing your marketing campaigns to become a chore, rather than a positive part of your business. When you have fun, you will find that you share more engaging and interactive content.
When setting your goals to conquer social media in 2020, keep in mind that you may not achieve all of them. That is not a failure! As long as you are prepared with a solid social media marketing plan and what you are sharing is authentic and honest, you are doing a great job!