Last week I talked about the various processes we take to develop and deliver a “people first brand”. we explored various ways which included discovering who you are, and crafting a brand message that resonates with your consumers.

So now you have a shiny new business brand, and you are super excited about the potential of your social media marketing, aware of the challenges, and keen to get started.

Social media marketing is very important because, that’s where your audience is. It’s true. You just have to figure out which channels they’re on, when they’re on it, and how they use it.

You already know your customers better than anyone else. The best place to start is by looking up some basic info on your social media demographics — which vary a lot across social media networks.

What do you want to achieve? Who’s your audience? What should you post? How does it fit into your overall marketing strategy?
Creative Lab

Some of these questions need experimentation to get it right. But you should still come up with a coherent social media marketing strategy. So for this post we are going to explore and try tackling one of this questions.

That is…

What do you want to achieve?

This question queries the most important part of social media marketing, or business development in general since it will help you set a clear goal of each campaign that you intend to run.

Let’s meet Charlotte, Charlotte just opened a new boutique right next door. Charlotte is so excited about her new venture, because deep down she knows that she has spent quite generous amount of time studying the market and she has invested heavily on her branding.


Charlotte is so ambitious and states, “In three months I want 90,000 views on my Facebook page, and 33,000 Instagram followers”

Now, this probably isn’t the right kind of social media goal Charlotte needs right now.

Why? Because likes, shares, and followers don’t equal success on their own. Unless her business model is to get Insta-famous, which will need a whole publication to define.

In other words, Charlotte needs to take advantage of social media — and not let it take advantage of her. Charlotte needs to look beyond the likes and ask herself this question “Why am I doing this?”

Strategy Lab

Let’s now see how Charlotte figures things out by setting up some of the best objectives to align her social media campaigns and goals with:

1. Creating brand awareness

Charlotte has just developed a shiny new brand. And social media will make such a great place to get it through eyeballs and into memories. Charlotte can take advantage of the millions of social media users to reach more views, and create engagement, since that’s what she is after.

2. Increase website traffic

Now, since Charlotte is doing things differently from every other boutique in town, she has put up a website, where her potential customers can book appointments and learn more about her new brand. So for Charlotte, her brand’s social media profiles are not the final destination — it’s a channel to her boutique website. Besides, people spend way too much time on social media sites anyway, so by siphoning them off to her own domain, she is practically doing them a favor.

3. Boost sales

At this point Charlotte doesn’t care as much if people retweet her latest tweet, or how they rate her new hashtag game. She only needs them to click through to her new website and buy that trendy jewelry that just came in.

4. Promote her promotions.

It’s Tuesday morning, and Charlotte realizes that the traffic is low. So she decides to adjust her prices, all midday purchases are now 10% off. But if customers aren’t already in the boutique, how will they know? Charlotte would use the social media to get the word out and create a buzz.

5. Build a community

For Charlotte to help her customers get more acquainted with her new shop, she starts better conversations with her customers by offering a more direct support channel. She also opts to give them branded space to bond over how much they love her new products. Where is all these taking place, on Charlotte’s social media platform.

6. Attract quality leads

Charlotte now wants to reach 22-year-old Strathmore University students. She targets them with social media. Creates ads to get them to follow her page, or run a promotion that asks for their email addresses. Now she has a captive audience ready to checkout her new catchy UK dresses.


These are just a few possible social media objectives that Charlotte would benefit from. And remember that the goals you settle on will influence the rest of your social media marketing strategy — so give it some thought.

For my next post we will explore the next questions:

Who’s your audience? What should you post? How does it fit into your overall marketing strategy?

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