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SEO and Social Media Goals for 2012

website strategy goalsWeb Strategies may be the name of my business, but for strategies to actually move your business forwards, you need goals for where you want to go. Rana Shabaz reminded me of this in response to my last post about Social Media Strategies. Strategies are all how you drive, while goals are where you are driving to.

Most of us have goals for our businesses. In addition to the overall goals, I need specific goals for my own web presence. Is anyone hearing the patter of stockinged feet? Would that be the cobblers children running out to play without any shoes on? Why yes, it would….

For my website development business, I do track the origins of every inbound prospect – whether they came from referrals, friends, clients, SEO or social media.  30% are usually ‘over’ after the first phone call, 30% fade away during the sales process and maybe 40% turn into clients. And – yes – I do know the total!

Linking these goals to my Web Presence,  I need goals for the number of prospects I expect to get from classic SEO (Wowza! SEO has become ‘classic’ in a Social Media world!?!) and goals for prospects from my Social Media Marketing activities. What’s that I hear you say? One impacts the other? Well yes it does! I take a highly subjective approach and ask the prospects when I first talk to them. If they found me ‘online’ I call it SEO and if they found me on Facebook… you figure it out!

If I don’t have goals for these activities, why would I do them? Well yes – I do enjoy the social side of social media and I do enjoy the intellectual challenge of building my SEO ranking, Up until now I have been busy enough from’100% by referral’ that working my own SEO and Social Media has not been a priority (patter, patter…). So, these are my goals for this year: sharing in public is always a good incentive for goal achievement

Q1 & Q2: At least 10% of my goal prospects / month from SEO or from Social Media Marketing
Q3 & Q4: At least 10% of my goal prospects / month from SEO AND at least 10% of my goal prospects / month from Social Media Marketing

Do you have goals for your SEO and Social Media activities?

My Social Media Marketing Strategy

Social Media Strategy - plans for next yearIn a blog post last week, Warrior Preneur Ann Evanston asked 3 questions. I replied to her post, but the questions still deserved more focused answers.

[Edited 1/2/12 to add: Ann Evanston’s initial post asked the following 3 questions:

1-Are you developing a social media marketing strategy that is direct contact and follow-up, or advertising?
2-Are you developing your time accordingly based on that strategy?
3-If you have chosen direct contact and follow-up, as your social media marketing strategy, have you developed your strategy to include “follow up” (lead generation/relationship building) from social media?“]

So just in time for he New Year, here is the direction that I am planning to take.

Are you developing a social media marketing strategy that is direct contact and follow-up, or advertising?

Planning direct contact  through
1. Facebook – it is where the people are. Post on my own page and also post consistently on pages that are likely to refer business to me.
2. Blogging. Use Facebook to publicize the new blog posts.
3. Twitter. Need to learn more.
Open to Facebook advertizing – I see how incredibly focused it is – I know it can play Ads to people asking about building websites or following competitor pages.

Are you developing your time accordingly based on that strategy?

I’d love to think it could be done in less, but this is my expectation
2 hr/week. Develop and write 1 blog post
1 hr/wk. Plan and schedule Facebook Posts
2.5 hr/wk (30 min/day) Respond to comments on my SoMe activity and check SoMe activity by referral partners to see if I can add value.
2 hr/week. Visit the blogs of referral partners – or fellow bloggers in Blogger Monday or any other Blogger Challenge I take on – to comment on those blogs.

If you have chosen direct contact and follow-up, as your social media marketing strategy, have you developed your strategy to include “follow up” (lead generation/relationship building) from social media?

Lead Generation:
My SoMe experience so far has been contacts from people who follow my Facebook page. Once they have contacted me, they go into my whole ‘pipeline management’ process to ensure they get phone calls and further information.

Relationship building
My main products are custom websites. So I provide business services to business owners. Most clients come to me by referral, and most referrers are people whose businesses complement mine – graphic designers, Mac consultants, PC consultants, printers, SEO experts, Social Media consultants… So when I am online representing my business, I take a structured approach to building relationships with businesses who are likely to refer to me.  I put time aside to visit their pages and support them online.

Are you willing to share your answers to these 3 questions?