How to Define Your Visual Social Marketing Goals: Broader Goals and Brand Awareness

By Krista Neher

To begin using visual social marketing tactics, think about your marketing objectives and the goals you want to achieve. Consider your marketing goals and objectives so that you can build a strategic plan to generate results that help grow your business.

Define your marketing goals up front so that you can justify why you’re allocating time, money, and other resources to visual social marketing. Your marketing goals for participating in visual social marketing may match your broader marketing goals or social media goals, or they may be specific to your strategies on social media.

Link to broader marketing goals

The first step in mapping out your marketing goals from visual social marketing is to look at your broader marketing goals or your social media marketing goals. For example, a yogurt company that wants to encourage people to try a new product might build a visual social marketing strategy that focuses on highlighting the specific new product.

Take a moment to evaluate your marketing and social media marketing goals, and whether your visual social marketing strategy can help to achieve those objectives. Depending on how specific your visual social marketing strategy is, you may have different objectives for each visual marketing channel.

You don’t have to have a single objective or goal for all your visual marketing efforts. For example, your objective on Pinterest may be to drive traffic to your website; however, the focus of your efforts on Instagram may be to generate brand awareness. The goal of creating an infographic may be to generate links to your website to promote search engine optimization.

Build brand awareness

One common reason for participating in visual social marketing is to build brand awareness — the degree to which people are aware of your brand or business.

Brand awareness is a common marketing objective because people are more likely to choose businesses that they’re aware of than ones they’ve never heard of. For example, in a grocery store a consumer is more likely to buy a laundry detergent that he has seen advertised on television over one that he’s seeing for the first time.

Whether you’re choosing laundry detergent, an accountant, an IT firm, or a restaurant for lunch, you’re more likely to do business with people and brands that you’ve already heard of.

Awareness isn’t built by a simple single interaction with a business or brand. Think about a billboard you may have driven past today. Unless you travel the same route every day, you probably don’t even recall seeing the billboard. To build awareness and familiarity, people typically have to be exposed to a brand or business more than once.

The goal of building brand awareness is therefore to expose potential customers to your brand repeatedly over time.

Visual social marketing is a powerful tool for awareness, especially if your customers are already using visually oriented social sites.

Additionally, on social networks such as Facebook, Google+, LinkedIn, and Twitter, visual elements are generating increasingly more views and interactions, so a visual strategy for these networks can also lead to more awareness.