INFO 1. Setting Instagram Goals, Developing Tactics, Identifying KPIS
Setting Instagram Goals, Developing Tactics, and Identifying KPIs
The first step to achieving success on Instagram is defining what success looks like for you. After all, for different businesses, success can mean different things. What really are your goals? How you will use Instagram as a platform will highly depend on what your goals are. So be honest, and ask yourself what it is that you’re looking for.
Is your aim:
- To increase reach and boost your brand awareness?
- To sell more products or services?
- To humanize your brand?
- To build a community?
When choosing goals, don’t spread yourself too thin. Trying to do it all often means that you don’t get anything done. And while you can have multiple goals in the backlog, pursue and achieve one at a time.
We can’t decide for you what your goal is — nobody should know that better than you. Think about why you want to use Instagram; why did you come to the platform in the first place, what is it that you really want, and, if you close your eyes and think of success on Instagram, what is it that you really see?
When formulating your goal, make sure your goal is SMART:
Specific: Your goals should be clear, simple and defined.
Measurable: This is where analytics come in. You want a goal that has one or more metrics.
Achievable: Is it achievable or is it not possible within your resources?
Realistic: With your current resources of time and money, is it possible to achieve your goals?
Time sensitive: Every goal needs a time frame, whether it’s one year or several months.
Let’s say your goal is, "I want to sell more of my products on Instagram":
How many more products do you exactly need to sell to tell yourself, okay, I achieved this goal? Twice as much? Three times as much?
Without a specific goal in mind, you will not be able to measure the success of your Instagram marketing efforts.
To know how close you are to achieving your goal or if you have even achieved your goal at all, select Instagram KPIs to measure your tactics. KPI stands for “key performance indicator”, and it’s essentially a value that shows how effectively your tactics are working.
You don’t need to measure ALL of the KPIs out there — god knows, there’s too many to track in a lifetime. What you need to do, however, is to identify KPIs that align with your tactics, which, in turn, should be aligned with your goal. Altogether, this is called a strategy.
To exemplify what we mean, let’s come back to the goal example we’ve been using before: driving sales on Instagram. Let’s say one of your selected tactics for that goal was to increase traffic from Instagram stories to a landing page where a sale can take place. Now, if you were to use that tactic, how would you measure its efficiency?
The number of clicks (through bitly)
The amount of traffic (through UTMs in Google Analytics)
The number of actual sales coming from this traffic source.
Thus, you’d only need 3 KPIs to track the performance of this one tactic. You don’t need to have too many KPIs — in fact, oftentimes less is more. Go for relevancy — otherwise you’ll be drowning in measuring numbers that don’t matter.
Only you will know what’s achievable for your business depending on your resources—how much time and money are you willing to invest to be successful on Instagram?
If a goal is too large, then it can seem that you are not making progress towards it. Keeping goals small and incremental gives more opportunities for reward. You should take care to set goals over which you have as much control as possible. It can be quite dispiriting to fail to achieve a personal goal for reasons beyond your control!
If your goal is not realistic, you will not be motivated to try your best. Let’s, again, go back to say you want to increase sales using Instagram. If you are currently getting 0-5 sales on Instagram a month, odds are you won’t become a multi-million-dollar Instagram business overnight but replacing your full-time income in 6 months’ time is completely doable, and that is a goal you will eagerly work on daily since it is realistic.
Be time sensitive:
It’s also helpful to tie your goals down to a limited time period, because it refines them and helps you make your goals even more realistic and achievable.
So, to use the same goal example, you’d want to sell, say, 2x times more products within a period of 3 months. Use a realistic time slot, to ensure your goals are achievable.
Final Step to Achieving your Instagram goals:
Have a roadmap to your goal. How are you going to get there? What tactics will you use to achieve your goal? When you have a clear goal, everything you do on the platform should lead directly to it. There should be several tactics you can employ (and should!) use to achieve your goal. In the end, your goal should sound somewhat like:
See what we mean here? This info product will cover ALL 4 of these tactics plus many many (20+) more to allow you to achieve any and every Instagram goal you could ever have!
In this portion, we learned how to set a clear goal, develop tactics toward achieving those goals, and identify relevant KPIs — this is the first, and THE most important, step towards a successful Instagram Strategy.
Remember: goals can change. In fact, they shouldn’t stay the same for years. Once you’ve reached that goal, you can either expand it — or switch to another one. Just remember to start with one thing at a time.