Set Your Goals

Using the information gleaned from going through your buyer's journey and truly understanding your customer, as well as the buying journey they will go through to choose your product and service and hopefully become a lifelong customer, set your goals for each piece of social media marketing content you create. As mentioned previously, every goal you set should be a SMART goal. When you select "measurable" goals, you have a way to determine if you're succeeding or not. Simply match each piece of content with the reason you're publishing that content and the goal attached to it. Let's look at some examples.

 For the Awareness Stage – Provide educational information to help your buyer identify their problems. You may publish infographics with data, research reports, white papers, eBooks, and other information for your audience to help them understand the issue more.

 For the Consideration Stage – When they're trying to choose from different choices, you'll want to post case studies, publish videos, do live Facebook events, offer product literature. Demos, comparisons, and more are all excellent choices for content now.

 For the Decision Stage – The exciting thing about the decision stage is this is the time they know about their problem, they know your solution is what they want, and now they are buying it. Your job now is to keep them by offering more product information, help them use it successfully, and to follow up with them so that eventually you can also give them information about more products or services that you offer. You can provide more case studies, literature, and comparisons here too.

To get them to buy, you can also reduce risk by offering competitive refund offers. Since you're using social media marketing, remember that more than likely, your content resides on your website, but you're using social media to market the content. You're using social media to bring them to your online real estate and bring them to your email lists and into your private groups and pages on social media.

When you get this down, you realize you can also repurpose most of the content you create to narrow it down to each stage. That will make it a lot easier.