Social Media is an essential tool in any business marketing.

With your target audience at the tips of your fingers and their information for free, it’s a no brainer that whatever your business model, you need to be social.

But with this overwhelming wealth of knowledge so readily available, how can you generate the sales and leads that are necessary to actually boost your business?

This recent study has shown that on average a majority of companies don’t know how to measure their social media ROI.

If we put the likes and followers to one side for a minute, what are you actually getting back from your social efforts?

Establish Your Goals

Setting a clearly defined goal of what you would like to achieve from your social media marketing, will mean you have something to work towards.

It’s easy to go off on a tangent, posting and tweeting useless information that is no use to your customers and no benefit to your business. Each piece of the puzzle should be working towards one goal. Whether you want more sales or leads, get a figure together that can be measured against your efforts, and set a date of when you would like to achieve this by.

Make It Relevant

Now you know what you want to achieve make all posts, tweets and pins relevant to your goal.

Cat videos and humorous memes may put a smile on your follower’s faces, but it’s not going to make them take action to pick up the phone or purchase an item.

With the right attitude and content your customers should be acting upon your post without even thinking about it.

A call to action should be subtly implemented and each post should be beneficial to your follower. What can you offer them?

Find The Right Tools

With a goal and a plan it’s now time to start tracking its success.

There are a number of tools available depending on what you’re looking to achieve.

You can track website conversions with Google Analytics, or for lead phone calls, you can implement a call tracking company such as these.

Investing in social media tools such as HooteSuite and Tweetdeck, will also enable you to spend time curating your social media strategy more efficiently.

Grow and Improve

Don’t get lazy with your goals. Keep tabs on how things are going.

With most social media tools you can now pull off reports to see how well it’s going.

Set-up regular meetings with your marketing team and take time to analyse how things are going. Are there areas that need improving? Is there news or trends that you can comment on which is relevant?

No two marketing campaigns should ever be the same, so keep track of what has worked and what hasn’t.

 

By David Walker.

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