Social advertising remains a top CMO investment priority. To create a social marketing strategy aligned with your organization’s goals, begin by defining business objectives, marketing goals, and measurement. 

Define business objectives

Many digital marketing leaders launch social media marketing programs with nonspecific goals and objectives in mind. Defining the business objectives for having a presence on social media helps you be strategic with your resources and efforts to maximize potential. 

For example, if you’re trying to grow the number of new checking accounts but haven’t defined that as your objective, your content calendar may end up with many posts that don’t support that action directly. Or, if you’re trying to reach Gen Z but you didn’t define this in the strategy or you still use platforms such as Facebook (favored by older demographics), you aren’t accounting for Gen Z preferences.

Start with a list of overall business goals and organizational objectives and then identify which of those goals could be affected by your social media marketing efforts.

Define marketing goals that will support business objectives

Once you have a solid list of overall business or organizational goals and objectives, identify the social media marketing tactics and social campaigns you plan to use to achieve those goals.

It’s easier to demonstrate the value of social media programs when there is a direct link to how these initiatives are contributing to the organization’s overall growth and success. This link is critical for justifying social media marketing investments and getting ongoing support and resources from stakeholders.

For example, using our earlier example, while a vanity metric such as the number of followers may help with brand perception, it may not directly tie back to a business objective, such as growing new checking accounts. Instead of focusing on follower numbers, driving website traffic to a landing page highlighting the benefits of a checking account would be much more valuable.