Goals & Objectives


Goals refer to the end result you want from your instagram campaign. Objectives, on the other hand, are strategies or actions that help you achieve those goals.

In order for a digital marketing strategy to be effective, it has to contain a set of goals and objectives that define what you want to accomplish through your efforts.

Takeaway skills

  • Defining what is important for your account or business.
  • Developing high-level strategies to reach your milestones.
  • Measuring performance on your objectives.

We’ll cover the following:

  1. What are "Goals & Objectives"?
  2. How to define goals?
  3. How to define objectives?
  4. What are the key performance indicators?
  5. Summary


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1. Goals & Objectives

Every business, organization, and individual has goals for their endeavors. In digital marketing, these goals can range from increasing leads to building awareness or creating a strong community presence. Meeting your social media goals is important because they help you target your audience in a way that will have the greatest impact.

Your company's goals are translated into marketing objectives, after which content strategy is utilized to attract customers and create a positive return on investment.

Having clear objectives informs all of your future actions and helps improve the effectiveness of every step you take toward achieving a goal. For example, if one goal was “drive brand awareness within our target demographic” and an objective from this goal was to run a photo contest with the hashtag #newproductrelease, this would tell you exactly what type of campaign or content would be most effective at reaching this specific objective.

2. Defining Goals

Social media is a great tool for businesses because it allows entrepreneurs to connect with their target consumers more directly than ever before. However, this opportunity can easily be wasted if business owners don't understand why they are using social media in the first place. Defining clear goals for social media use will ensure that you have an effective strategy that aligns with your brand's overall business objectives.

How can we make sure that the time and efforts we invest in social media provide us with as much value as possible?

A fascinating study revealed that goal setting can have a significant influence on an individual's performance and happiness. In 2010, a group of researchers in Canada examined the impact of goal-setting on the academic performance of 85 pupils over four months. They discovered that the subset who went through intensive goal-setting training had significantly better outcomes than the control group.

Long-term goals should be outlined before launching any type of social media campaign. Defining metrics helps businesses determine which stats are most important to track throughout the course of a given project or initiative.

Here are some examples for reference:

  • Small business: connect with local fans and build a stronger community presence.
  • Startups: create awareness for a new product launch and generate leads.
  • Enterprise: provide a timely customer service channel to increase loyalty.

The most frequent aims of an Instagram Marketing Strategy are as follows:

  • Increase brand awareness
  • Generate new leads
  • Grow revenue
  • Build community
  • Boost engagement
  • Drive traffic to your website
  • Effective customer service
  • Improve public relations

3. Defining Objectives

It's time to draft your SMART social media objectives once you've decided on your broad goals. We can't recommend the SMART goal-setting approach enough for social marketers, and it's extremely popular.

If you're not familiar with SMART, it stands for:

  • Specific: Your objectives should be obvious, basic, and well-defined.
  • Measurable: This is where analytics come in handy. You'll need a goal with one or more metrics.
  • Achievable: Is it doable or not feasible within your means?
  • Realistic: Is it feasible for you to achieve your objectives with the resources you currently have?
  • Time-sensitive: A time frame is required for every objective, whether it's a year or several months long.


  • Increase follower count by 3000 in 90 days.
  • Receive 150 emails in the next 30 days.

4. Key Performance Indicator

The KPI or Key Performance Indicator is an important measure to keep track of when you are promoting your brand across various social networks. These metrics can be used not only as measures of success but also as tools to help improve future marketing initiatives and campaigns.

A KPI report consists of different numbers that come together to provide a picture regarding how successful a particular social media channel has been. Such reports indicate the value and impact of this channel on targeted markets (eMarketing). The KPI itself might be based on such factors as "Likes" received on Instagram or the number of comments. You can get your hands on KPI reports by using Instagram Insights and third party tools as well.

Below you'll find some of the KPI's to measure for the most common objectives.

Increase brand awareness

  • Count of followers
  • Reach of your posts
  • Total mentions and shares

Generate new leads

  • Emails collected
  • Information shared
  • Conversions of leads from Instagram

Grow revenue

  • The number of signups
  • Conversion from ads

Build community

  • Growth in members (Facebook/Slack)
  • Number of questions & responses

Boost engagement

  • Likes, shares, and comments per post
  • Total mentions and replies

Drive traffic to your website

  • Total traffic from Instagram
  • The bounce rate of Instagram traffic

Effective customer service

  • The number of support questions
  • Response time to customers
  • Customer satisfaction score

Improve public relations

  • The potential reach of a campaign
  • Engagement from Influencers
  • Outreach by media


Your goals are translated into marketing objectives, after which content strategy is developed and utilized to attract followers and customers to create a positive return on investment. Clear objectives ensure that social media is used effectively and aligns with business goals.

You should draft SMART social media objectives to make sure you are working towards achieving your goals.

The KPI is an important measure to take into consideration when you are promoting your brand across social media networks.

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