As a boutique digital marketing agency, we are a small business, and so are our clients. While most understand the growing importance of social media, many don't know where to start.

That's why I decided to break down the key social media goals for SMBs.

I think it was about five years ago when Felicia Lin posted something on Instagram, and it has stuck in my head ever since:

"Social media is just a buzzword until you come up with a plan"

And to come up with a plan, you need clear goals. Before we get to the list, I'll give you a quick definition and a few words on why social media goals matter.

Hi, I'm Evan Ernst, and in this article, I'll share some insights on creating and executing a social media strategy based on goals. If that sounds good to you...stick around.

Social media goals define what you want to accomplish with your marketing efforts on different social media platforms. These goals should align with your overall business objectives, keep you on track, and help drive real results.

And by real results, I don't mean Likes or Followers (though that can be part of it).

I mean more revenue leading to business growth. To drive more revenue, you need to focus on the right channel. So, if you haven't picked your playground yet...check out my post covering the best social media platforms for small businesses.

Now, let's move on and see why setting social media goals is important.

Having clear goals gives your social media efforts direction and purpose. When following a well-thought roadmap, you can measure success, allocate resources effectively, and make data-driven decisions. It will also keep your marketing team focused and accountable.

Without goals, you just throw spaghetti at the wall and hope something sticks.

Let's imagine for a moment that you have signed up for our SMB Social Media Services. A month has passed, and you want to see what's done for you.

We jump on a call, and all I say to you is...Trust me, it's working.

Would you keep paying us? Of course not. That's why we track key metrics tied to specific business objectives to show our clients real results, which lead to testimonials we're proud of.

That's exactly what you need to do for your biz.

Okay, it's time to spill the beans on the key social media marketing goals.

Whether you're just starting or have been doing social media marketing for a while, focusing on these goals will level up your game.

I'll also give you some tips on how to hit them.

Do your part, and you can become one of the SMBs that actually drive revenue from social media channels, which, according to Forbes, is 41%.

1. Increase Brand Awareness

Brand awareness is the foundation of any successful social media strategy.

If your target audience doesn't know your business exists and doesn't understand what you offer...you won't be able to accomplish the other social media goals we'll discuss.

Over the years, my team and I have witnessed how a strong brand awareness campaign can transform a small business. I'm talking about businesses we've worked with and many other cases we've studied to gather useful data.

Of course, there is no single blueprint for every industry, but here are a few things you can try to become the talk of the town.

Create unique content to make your brand stand out
Create shareable images or infographics with your logo
Post at least 3-4 times a week and instigate discussions

When my twin brother Nick and I started our agency back in the day, we thought social media marketing was all about ads and sales...Well, we were wrong.

First, get your brand out there and make sure social media users understand your values. I have another blog post to help you get fresh and impactful content ideas.

2. Improve Brand Reputation

I won't lie to you. Building a good brand reputation in today's hyper-connected world is tough, but it's worth a lot more than most small business owners think.

At Ernst Media, we advise clients to be proactive.

That means responding to bad comments positively rather than ignoring them or arguing with people. Sharing content that shows off happy customers, as well as encouraging employees to share their experiences to humanize the brand.

Sometimes, you may face a "reputation crisis".

Several years ago, we were working with a sports supplement company. They had a bunch of negative reviews on Facebook due to some early product issues. The page feedback score was very low, which resulted in a very low reach of social media ads.

To turn things around, we implemented a strategy focusing on social media posts, encouraging satisfied customers to leave reviews.

Within six months, their score went up by 1.5.

Your reputation is built on every interaction. Show appreciation for positive mentions and address negative feedback professionally.

3. Generate Quality Leads

Generating leads is where social media marketing efforts directly impact your bottom line, and LinkedIn ads are a perfect example.

Social media is a powerful tool, but your goal must be high-quality leads that will likely convert into customers. Otherwise, what's the point?

As I mentioned in my Proven Social Media Tips post, the top platforms offer advertising options, allowing you to reach a laser-targeted audience.

Speaking of top platforms, if you're curious whether Facebook ads still work...read this article.

Let's say you run a small e-commerce fashion business focused on sustainability. Here are two lead magnet examples in the form of gated content (requiring contact info):

An e-book about finding your "sustainable style persona"
A downloadable guide on building an eco-friendly wardrobe

To generate leads that will help your business grow, always offer something valuable in exchange and have a proper CTA. I'd also recommend setting up tracking so you can focus on whatever works best.

4. Drive More Sales and Revenue

At the end of the day, we're all in business to make money, right?

However, I still see many small businesses trying too hard to achieve this goal with social media campaigns. They're doing it wrong and quit with the impression that revenue and sales can't be driven through social media pages.

Instead of spamming people with constant "Buy Now" messages, try to create a seamless path for followers to become customers.

Like I said, our Boutique Marketing Agency works mainly with small businesses. So, here are some of the steps we take to help them accomplish this goal...not necessary in this order:

» Post cool, engaging videos that showcase your offerings as problem-solvers

» Share user-generated content as social proof to build trust in your brand

» Integrate Facebook or Instagram shop so people can browse when they want

» Run monthly or weekly contests offering exclusive social media discounts

» Reach people who have shown a buyer intent with retargeting ads

» Use social listening tools to discover potential wholesale customers

The idea is not to be aggressive. You may remember how our Facebook feeds were dominated by ads 6-7 years ago. That's no longer the case because Mark Z. and his crew realized this isn't what users expect.

5. Build a Loyal Customer Base

Building loyalty takes a lot of time and effort, but if you've been in business for a while, you know returning customers make our lives easier.

And it's not only about them spending money with you.

They'll become your brand advocates and help your business grow with the most effective word-of-mouth advertising. That's how Glossier became one of the most successful D2C beauty brands.

Being a digital marketer for nearly two decades, I can confidently tell you that...social media is perfect for nurturing relationships and turning first-time buyers into loyal customers.

To achieve that, you must do everything we talked about so far...and then some.

Start a private group, host exclusive live streams with industry experts or influencers, and run contests with giveaways for members only.

Create a special social media loyalty program. Offer early access to sales or opportunities to grab limited-edition products before anyone else.

More and more people are turning to social media for support. Exceed their expectations for customer service. And I don't mean integrating a chatbot.

Establishing an emotional connection and making your loyal customers feel valued every single day must be a key part of your social media marketing strategy.

A Few More Words

I realize every business is unique, and not all examples in this article will work for yours. But I can assure you that, no matter the size, industry, and target market...following clear, smart social media goals will result in growth.

We've contributed to many small business success stories!

Do you need a little help setting realistic social media goals? Or perhaps you want a team of certified experts to create and execute a strategy that delivers measurable results?

Either way, I'd love your story to become our next case study!

Evan Ernst

Founder of Ernst Media. Fifteen years running paid search and paid social for small and mid-size businesses, and still the person who builds the audits by hand. Writes here about what actually moves accounts.