When it comes to setting social media marketing strategy goals, how can it be that so many companies are active on social media, but at the same time, it’s rare to hear about a business that is truly making an impact on these platforms? As aforementioned, it is necessary to track social media marketing campaigns in order to achieve results, which is where the differentiation between those who succeed with social media and those who don’t is.

Not having a clearly defined strategy and goals make it easy to have a mediocre approach to social media for business, as you will act randomly on these channels and without a plan or targets in mind. A social media strategy is a written document that maps out how your organization plans to use various social networks to help achieve important business goals.

Social Media Marketing Strategy

You should be able to tell from this document exactly what your social media goals are, whom you’re trying to reach, and where you should go from here in order to successfully utilize those channels. Planning your company’s campaigns and coordinating with others is crucial when it comes to developing your strategy document. As this will help you focus on and articulate your company’s priorities, develop a more thorough campaign strategy, and participate in a collaborative process.

For example, in my recent work with a client, it was obvious from the outset that different departments within the organization were concerned with competing activities on social media. A critical cause of this problem was that there was no plan in place to coordinate the efforts of each department to prioritize common goals, which allowed for less intentional, uncoordinated efforts.

Avoid repeating mistakes by creating your own social media strategy document that is actionable and results-driven. Start by setting short-term goals for your social media marketing and directing your campaigns. An important goal for your business is one that is meaningful to your business while also being simple to understand and that is easily measurable.


Increasing customer engagement, increasing lead generation, increasing sales, increasing traffic, expanding reach, and enhancing a brand’s perception are all goals that are regularly found in social media strategy documents. In many strategic decision-making situations, there are multiple strategic goals to choose from.


Set A Goal And Stick To It

The most significant goal types you need to be aware of, however, are two distinct types. Continually working towards certain outcomes describes the overall focus of your marketing, as these are the outcomes you’re constantly aiming to influence with your social media activities.

So, if a footwear brand set a goal of increasing their social media reach by 40% by the end of their first quarter, then this means they have a message that is larger and more effective. That would be considered an ongoing goal, as they are focused on it for the long term and it is a likely result of a large number of their activities that help to get it done.

On the other hand, campaign goals, as the name implies, are specifically related to measuring the success of a particular initiative, known as a campaign. This can be a practical use case, as a specific footwear brand that had set a goal for the short term, like signing up 3,000 people in a month-long Instagram giveaway, could use it as an example.


social media marketing

Explain a few goals you have in mind for your strategy when trying to strike a balance between allocating a mix of activities while not being too stressed and focusing yourself too much. As your organization embarks on its own social media strategy, it must follow through by becoming a leading example of how to use social media in intriguing and especially impactful ways.


Make a clear description of your target audience

If you are trying to target everyone on social media, it’s very likely you won’t reach anyone. Instead, focus on finding out who exactly your target audience is and building customer personas as part of your social media strategy. It is critical to effectively target the right people on social media as these audiences will help you to customize your content to the specific challenges, interests, and demographics of your intended audience.

So, about 85% of LGBTQ consumers and 79% of African-American consumers have done something about a targeted ad campaign that is relevant to them, and this percentage grows because of the lower incidence of discrimination for the groups in question. In light of your new understanding of the importance of understanding your target market, let’s learn how to develop customer personas for each type of customer you are trying to attract.

A customer persona is a fictitious profile that represents your ideal customer and includes details about him or her based on your own research and experiences as well as research into the customer’s background, motives, and more. For each person on your customer persona, you should create a single source of truth that describes your audience so you can use that person as a foundation for your social media campaigns.

Social Media Marketing Strategy Using Analytics

This information about your customers can be discovered from observations, reviewing existing analytics data from your website, social media, retail locations, customer relationship management (CRM), or other contact points. You could gather data in a variety of ways, such as conducting a survey or running a focus group.

You can begin building your personas by classifying your customers into different groups, after which you can determine which demographic and behavioral characteristics accurately define them. Another common example of identifying different customer personas involves the makeup of a yoga studio.

Class times could play a significant role, especially for young millennials, who are more active in the mornings, while working parents and older adults tend to be there at other times of the day. To start, the working parent customer persona should be named the mindful parent because it is easy to remember a specific nickname to use to refer to this customer group.


With that information, you’ll be able to expand on some more practical demographics like their typical age range, profession, level of education, family life, and the common personality traits they tend to have. The data in this study could have been gathered by collecting information from their customer profile when they signed up for a class and incorporating the demographic research you have referenced on the yoga practices of Americans.


Finally, you would outline patterns in their behavior, such as the goals they have when they enroll in yoga classes, their major concerns when it comes to their fitness, and the various reasons why they selected your studio compared to others. Perhaps this information was gathered by sending out an email survey to customers to gather information about their reasons for showing up to the gym and their frame of mind when it comes to fitness. While your personas are a work in progress, they are useful as a litmus test for ensuring all of your social media campaigns are created with the goal of reaching the right people, your customers.