Here’s a table showcasing which goals pertain to which KPIs, so you know which ones to prioritize.
How social media goals translate to KPIsWe've listed out the KPIs for the most popular social media goals, as well as common KPIs for each social media platform, in our guide to social media KPIs.
Step 4: Identify your target audience
Clearly defining your target audience helps you choose the right platforms, create relevant content, and optimize your success. The more specific you are, the faster you'll grow within your niche, as algorithms can show your content to the right people.
To identify your target audience, put together a customer persona including details like:
Psychographics: Lifestyle, values, interests
Customer behavior: Needs, purchasing behavior, buying patterns, brand loyalty
Pain points: Reasons they’d need a product/service like yours
You can find this information through social listening, surveys, focus groups, interviews, and ad targeting suggestions in the various platforms.
Your customer persona becomes a living document of exactly who you need to be speaking to through your marketing messaging. This makes it easier to come up with content ideas, craft copy and creative, and speak to their exact needs.
Step 5: Research your competitors
Analyzing your competitors' social media activity provides insights into what works and what doesn't. This is an especially important step if you didn’t previously have a strategy in place during your audit. Competitor data can be just as important.
During this step, you’ll want to identify the platforms they use, the content formats they use and any major content themes you can identify, and what resonates with their audience (which you can identify via visible engagement metrics). By reviewing comments, you can also uncover common pain points, FAQs, and opportunities to better serve your audience.
Put together a benchmarking analysis as well so you can see how you line up with your competitors. You can do this in a spreadsheet by listing out data like:
