How To Set Clear Goals when Marketing Your Local Business

There is one question all local business should ask before starting to run paid ads on Facebook, Instagram or any other platform:

What are your goals?

Your goals are very important to establish early on.

    Is your goal to drive leads?
    Do you want to get purchases?
    Is it foot traffic?
    Would you go for brand awareness?

You also want to understand what is a lead to you. Many people mistake a lead as a sale.

A lead is only the beginning of the process. This is simply someone who has erased their hand and self-identified as being interested in what you have to offer. There are many steps that need to be taken to ensure that you can turn that lead into a client or customer. We’re going to talk about this today.

You also want to make sure that your goals are realistic. I see this a lot and if you have unrealistic expectations even if your strategy is working well. You may not realize it and you could potentially stop something that is actually benefiting your business. So make sure that those goals and those expectations are very clearly set from the beginning.

What do you hope to see?

Don’t base that on a gut feeling or a wish or a desire. Base it on actual numbers so you want to know what is going to define success to you.

Is it according to be the number of leads that come in? Perhaps, it going to be the number of clicks to your website? Or is it going to be the number of people that walk through your door if you are a brick and mortar business?

Based on what those things are, you’re gonna have very specific KPIs that you need to be paying attention to. We’ll talk about what some of those would be for the various types of campaigns that you can run.

A lot of times, I see people putting up ads and they have no real idea of number one what their goals are but two what their KPIs are. If you’re trying to really define success by the reach of your ads, that is typically not what you should be looking for.

If you are having a foot traffic strategy and you’re defining success by engagement, it could potentially be helping but that’s really
not what you need to be looking at.

You want to make sure that your tracking and attribution are very clear. So that you can make realistic decisions based on data and again, not just on your gut feelings. We want to make educated decisions on:

We’re gonna be talking specifically about Facebook and Instagram ads today. I feel like there are very few businesses that these platforms are not a good fit.

There are billions of people on these platforms and I don’t care what the size of your local community is. There is going to be a large chunk of your ideal buyers on Facebook and Instagram.

The question is…

    How are you going to reach them?
    Are you going to drive them to take the action you want them to take?

There are a lot of different ways to market your business in 2020. I feel like Facebook and Instagram ads are a necessity for every business. You can reach the people you’re trying to reach and develop that relationship in that two-way communication while you’re at it.

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