A lot of time and effort goes into planning and running a Facebook marketing campaign but without the right goals and objectives, how are you meant to track which calls-to-action, images and copy your audience is responding to? How will you know whether you’re getting the best possible return on investment and if your offering is something your target audience actually wants?
The business of setting goals
Even though setting goals might seem like quite a simple and straightforward task, many businesses struggle to set the right goals and don’t always know how to track them correctly, making them seem unnecessary.
Your Facebook campaign’s goals need to be achievable and measurable and give you the information you need to optimize and take your offering to new heights, knowing exactly what your customers expect from your brand.
Goals have and always will be necessary as they are a critical part of the foundation of all marketing campaigns.
Tips for creating and achieving your Facebook marketing goals
- Look at your current progress and achievements
How can you know where you’re going, if you don’t know where you’ve been? Before you set your goals for an upcoming campaign, look at your results to date. What growth has your website seen over the last 6 – 12 months? What were the results of your last few Facebook marketing campaigns? Use these numbers to set realistic goals for any upcoming campaigns. For example, if you saw your traffic grow by 5% over the last 6 months, it might be slightly unrealistic to set a goal of 25% for the next 6 months.
- Break your goals up into achievable steps
It’s all good and well to set big, impressive goals but what usually ends up happening is your marketing team gets discouraged when they can’t reach those numbers fast enough. If you do have a big goal in mind, rather break it up into manageable portions that are spread out over specific time periods.
- Consider the current stage of your business
A startup shouldn’t be setting the same goals as a business that’s been around for 10+ years. When you first start marketing on Facebook, you should be focusing on building your audience and more importantly, getting them to engage with your brand. Once you have a better understanding of the offering and messaging your customers are responding to, you can start focusing on growth metrics.
- Don’t set more than 5 goals at a time
To avoid that overwhelming feeling of having to achieve a dozen different goals at once, aim to not set more than 5 goals for any one campaign or strategy.
Instead, set one or two core goals and one or two supporting goals. Start at the end by jotting down your ideal end results, now work it backwards and decide on two core goals that you’ll need to achieve to get you there and two supporting goals that will help you reach your core goals.
- Review on a regular basis
To really see the best possible results, aim to review your goals and objectives on a regular basis. Aim for once a week if possible. Remember that this is your marketing budget at play so the sooner you can optimize your campaigns, the better.
Remember, it’s ok to fail. Whether you’ve seen some growth or none at all, as long as you are taking those lessons and improving your efforts the next time around, you’re always making progress.