It’s easy to start planning various social media activities before you’ve determined a strategy and objective for your latest campaign or promotion.  So instead of coming up with a bunch of Facebook posts, Tweets, and Instagram photos, first ask yourself what the goal is for this marketing campaign.

  1. Do I want more people to see my content?
  2. Do I want to drive new people to my website?
  3. Do I want additional sign ups for a newsletter or webinar?

All these questions will help you determine which tactics make the most sense.  From one social media marketer to another, we’ve all been in a situation where a client or coworker asks: “Can’t we just create a Facebook page for this latest product?” or “If we post this event on Facebook we should get more registrations, right?”  Our strategies shouldn’t be filling our days with activities, but determining what makes the most sense for the target audience and bottom line business growth.

Here are a few things to determine before you start working on tactics for your next campaign:

  1. Find out where the majority of inbound website traffic is coming from.
  2. Determine which posts (fans, photos, stories, news, etc) resonate best with your fans across channels, (i.e. look this up under Facebook Insights or ads.Twitter.com*).
  3. Survey your customers and ask where they consume information on your particular product or industry (i.e. try a http://www.surveymonkey.com survey with your mailing list).

Frankly Speaking:  Go back to basics and make sure you understand your customer sales funnel before you invest in potential resource-draining tactics.

*To access Ads.Twitter.com for your Twitter handle you need to set up a billing account by entering a credit card (you don’t have to spend ad dollars to activate this).

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