Common Errors with Goal Setting
So some common errors I see with setting goals is that sometimes clients set way too many goals, they sometimes have five or 10 goals and it's very difficult to then focus in on exactly what it is that they're trying to achieve and more specifically how marketing can support those goals. Another common error I see is that clients aren't specific enough about the desired outcome, so they're way too broad about what they want these goals to achieve. And again, that makes it very hard to make that measurable as well as to monitor the impact of the marketing efforts over the course of the campaign. Other things that I also see or that clients are setting goals that are not easy to measure things like wanting to generate brand awareness as a goal. Brand awareness as an actual idea is a viable thing. I think if you're new business and you want to introduce your product to the marketplace, you absolutely want to generate brand awareness. However, to make that a measurable goal that has to be ...
linked back to metrics that can be tracked and monitored on a social media platform. So very often, when I hear that from a client that they want to generate brand awareness, I guide them to say that instead, what we'll do together is generate reach or impressions because those are measurable metrics that are on the social media platforms where we can actually see how we're moving the needle on those on those actual aspects of the campaign and then the last error that I see very often is that goals don't directly relate back to the business objectives. So sometimes clients want 10 million followers on Instagram and that's also a very ambitious and worthy goal to have. However, that doesn't actually directly relate back to sales in anyway. So being very clear with them to say, well if you want 10 million followers and that's what we're going to focus on. But that also means that if you want to generate revenue or traffic to your website or sales, that has to come out of a completely different campaign direction because in order to generate followers will be focusing more on what we're doing on the platform to grow the audience. So taking these errors and sometimes turning them around so that you can be successful together are another way that you can talk to your clients to maintain and create alignment. So going back to our original goal of increasing social media engagement by 15% in order to increase website traffic to promotion and offers this quarter, some things you might want to discuss with your client is what promotions and offers they'll be running at this time. And so specifically what kinds of social media content you can be developing to engage and inspire people to want to redeem these promotions and offers and to actually then drive traffic to the website in this way, another thing you might want to discuss with them or how you'll be tracking and monitoring social media engagement, both on the platform as well as perhaps off of that platform. So how will you know specifically that social media drove traffic into the website or how, you know specifically that social media drove engagement and redemption of these offers and promotions. And then, lastly, how will you track website traffic since that's another KPI another part of this goal throughout the campaign? And will you be doing that? Will you be tracking the website traffic? Will the client tracking website traffic? Will that be happening on the facebook platform or will that be happening on google analytics? But what are the tools you'll be using will be accountable for it as well as what is it that you're trying to track and measure throughout the campaign?