With the festivities over and the return to work coming along sooner than we hope for, what are your goals for your social media strategy in 2020? A lot of marketing managers and individuals struggle with this and it’s easy to appreciate why.
Social media is a forever changing space and what worked last year won’t necessarily work for you this year. What was on trend last year will differ as will the platforms that generate interest in your brand.
We felt it towards the end of 2019 that social media marketing was going to have a huge impact in the real estate industry this year. More and more agents started to find success on these portals and with the ever-increasing costs of the major portals and demise of print marketing, we found that agents were not only getting comfortable on marketing on socials but starting to drop serious money on them.
So, what do goals on social media look like?
Here are the top 5 outcomes that our clients wanted last year:
1) Increase brand awareness.
2) Sales/lead generation.
3) Increase community engagement.
4) Grow their audience.
5) Increase web traffic.
Social media is a form of prospecting and you must treat it with the same respect as any other prospecting method you use. You need to allow time to learn it, master it and above all do it.
I truly believe that 2020 is going to be a game changer when it comes to social media marketing in the real estate industry, and you cannot afford to take it lightly.
Below are a few key points on why I believe you need to be setting goals for 2020.
Goals hold you accountable
There’s a growing expectation for marketers to discuss social media ROI with their bosses. Social media has the unfortunate reputation of being a time-sink among some critics. By defining goals, you’re able to point to the specific steps and actions you’re taking to meet your business’ needs and justify your role. It also allows you to spend less time on the “fluff stuff” and really hone in on what’s working for you.
Goals guide your budget
Did you know that one-third of agents struggle to secure an appropriate budget for their social campaigns. You can get thousands of dollars for portals that only reach 1 or 2 demographics but struggle to get a budget that will reach your entire market place! Doesn’t that sound crazy to you?
Our experience shows us that once you see the kind of content that works for you and generates ROI, it is easier for our clients to introduce budgets and stick to them.
Goals encourage marketers to pay attention to data
Hands up who likes data?
That was us over a year ago. We are at heart, salespeople. However, in this changing world it’s vital to understanding social media data and how to use it. Social media objectives are contingent on KPIs and metrics. Putting together a high-performing campaign means understanding what’s moving the needle in terms of engagement, clicks and revenue.
How to start setting social media goals
We put our goals down on paper leading into the final few weeks of last year and I’d like to share with you what we did in the hopes it might help.
Begin with a broad objective
Why are you on social media in the first place? No, not a trick question.
Beginning with a big-picture objective makes the goal-setting process less intimidating.
Let’s look at a few examples:
Small business: engage local followers and grow a greater community presence.
Startup: build awareness for a new product and generate leads for it.
Enterprise company: provide a timely customer service channel to boost customer loyalty.
With a broad objective in mind, you can then start thinking about specific, granular goals that will help inspire your day-to-day social activities.
Setting SMART goals
Once you’ve written out your goals, it’s time to outline your SMART social media objectives. The SMART goal-setting framework is a method that we have used in the past and find it really successful.
SMART is an acronym for:
Specific: Your goals should be clear, simple and defined.
Measurable: This is where analytics come in. You want a goal that has one or more metrics.
Achievable: Is it achievable or is it not possible within your resources?
Realistic: With your current resources of time and money, is it possible to achieve your goals?
Time-sensitive: Every goal needs a time frame, whether it’s one year or several months.
From brand awareness to ROI and beyond, we encourage all marketers to set specific social media goals with a clear outline on how they will achieve them.
The team at Bespoke Media Management is to help you reach those goals sooner rather than later. We have a complete 12-month social media plan available for those who need a little direction in getting started.
Simply get in touch with one of our team members and we will gladly send you a copy and help you get started.
Bespoke Media Management
0434 527 673