At SMR Social, one of the first questions we ask any new client is: “What do you want social media to do for your business?” It sounds simple, but it’s where most small businesses get stuck. They want “growth,” but they haven’t defined what that actually means.
Do you want:
- More brand awareness in your local area?
- More online sales?
- More footfall in your shop?
- More followers?
- More customer reviews?
- A bigger email list?
If you don’t define this clearly, you’ll end up spreading yourself too thin and wasting time and money on strategies that don’t work for your real goals.
Why Being Specific Matters
Different goals require different strategies. It’s like choosing the right tool for the job:
- Brand awareness? You might focus on consistent organic posting and boosting your best content to your local audience.
- Online sales? Invest in paid ads with strong calls to action and test channels like TikTok Shop.
- App installs? Use app install ad campaigns specifically designed for that purpose.
- Footfall to your location? Geo-targeted local ads and clear local messaging work best.
- Customer data/lead generation? Meta Lead Ads or dedicated landing pages with lead magnets are key.
“But Can We Do It All?”
We hear this all the time, especially with small budgets. The reality? If your budget is £100, trying to do everything will usually mean doing nothing effectively.
Instead, pick the single most important outcome for your business right now. Prioritise it. Build a strategy around it.
Examples of Matching Goals to Strategies
- DTC Product Brand: TikTok Shop, Reels, paid ads targeting purchase conversions.
- App Launch: App install ads with strong creative that showcases the app’s benefit.
- Brand Awareness: Organic content and boosted posts, local partnerships, community-building.
- Viral Growth: High-frequency posting, experimenting with trends, testing different formats.
- Time-Limited Offers: Influencer campaigns or short-term paid ads with clear urgency.
- Customer List Building: Lead form ads or landing pages with compelling offers.
It’s Okay Not to Know
You don’t have to have all the answers right away. Part of our job at SMR Social is helping you figure it out. We’ll talk about your business, your customers, your budget, and your goals, and then help you pick the right approach.
Because nothing wastes your budget faster than chasing every goal at once without a clear plan.
Ready to Get Specific About Your Social Media Goals?
If you’re ready to stop guessing and start growing with a purpose, get in touch with SMR Social. We’ll help you figure out what you really want from social media and build a plan that gets you there.