Goals and how to measure them
| Goal | What it looks like | What to measure |
|---|---|---|
| Awareness | More local people know your name | Reach and new followers in your area |
| Trust | Visitors see real work and happy customers | Profile visits and saves |
| Conversations | People ask questions in comments and DMs | Messages and reply time |
| Leads | Calls, bookings and quote requests | Clicks, calls and forms from social |
Benefits owners notice first
- Prospects check your page before calling and see an active business.
- Past customers remember you and send referrals.
- Questions arrive by message, where you can answer them.
- Ads reach people in your area for a set budget.
Pick one goal at a time
A page that tries to entertain, educate, sell and recruit all at once usually does none well. Choose the main goal for the next three months. Then let it decide what you post, what you test and what you report.
Track the goal
Add UTM tags to links you share on social, so Google Analytics shows visits and leads by platform. Ask new customers how they heard of you, and note it in your CRM.
Good example. A dental office sets a goal of more new-patient messages. It posts team introductions and answers questions within the hour. Messages double in a quarter.
Bad example. A dental office chases followers with giveaways. Followers grow, but few live nearby and none book.
Learn more about our social media marketing.