This document outlines the social media marketing services and goals of HK Social Media Marketing. It provides an overview of the company's services including initial assessments and ongoing plans. It then details specific SMART goals for growing followers on Pinterest and subscribers to a newsletter. Metrics like impressions, engagement rates, and click-through rates are identified for tracking progress. Sample social media content and a customer journey map are presented. Finally, references are provided.

1. HK Social Media Marketing
Holly K Faust
719-686-4855
Hollyfaust@hotmail.com

2. Social Media Marketing
HK Social Media Marketing will offer marketing
and social media assessments for small local
companies with little to no social media
presence. It will monetize this by offering
multiple options:
• An initial assessment
• An initial assessment with a monthly service
plan
• An initial assessment with a singular one-time
package for improving and building the
companies social media presence and brand
awareness
Image 1: Photo by Sara KurfeB on Unsplash

3. SMART GOALS - BRAND AWARENESS
Earn 20 followers on Pinterest
by end of 1st quarter 2021
Grow monthly newsletter email
list to 1000 subscribers by the
end of 2nd quarter 2021.
Increase Instagram engagement
rate by 25% from 2nd quarter
2021 to 3rd quarter 2021.
Goal 2 -MailChimp
Goal 1 - Pinterest Goal 3 - Instagram
Metric Metric Metric
Ideal Customer Journey Stage
Engagement
Impressions List Growth Rate
Think

4. SMART GOAL 1 - PINTEREST
Research and find at least 30 users a
week that share pins related to social
media and marketing and follow them.
Create 5 pieces of content per week
on Pinterest to grow audience
MICRO GOAL 2
MICRO GOAL 1
Ideal Customer Journey Stage
Metric
Metric
Followers Impressions
See

5. SMART GOAL 2 - MAILCHIMP
Create 5 new social media posts with
“sign-up” CTA’s each month to drive
interest in signing up for the monthly
newsletter
Send a welcome letter to all new
clients and include a “sign-up” CTA
for the monthly newsletter.
MICRO GOAL 2
MICRO GOAL 1
Metric Metric
Click-through Rate Click-through Rate
Ideal Customer Journey Stage
Advocate

6. SMART GOAL 2 - INSTAGRAM
Increase comments to at least 50% of the
content posted by the end of 3rd quarter
2021.
Increase likes/shares by 30% by the
end of 3rd quarter 2021
MICRO GOAL 2
MICRO GOAL 1
Metric Metric
Comment Engagement Likes/Shares Engagement
Ideal Customer Journey Stage
Think

7. 1: Mindset
Not enough social media
followers and not enough time to
dedicate to working on it
2: Content
Infographic of tips and tricks to
increase your social media fans Kris
Goraczkowski
How can he increase the
company’s brand awareness
without adding extra time to
his workload
Posts/Pins with images
and videos showing how
a social media assistant
can help manage all of
the businesses social
media for them, saving
time and money
Posts/Pins showing
customers getting
assistance with their
social media while they
are focusing on their
business
How does he find someone to
handle this task for him
Company (HK)
generated
analytic reports
as well as blogs
and images for
other user tips
Survey created
from WPForms
Review will be used to
create Pins/Posts that
will be part of future HK
advertising and included
as part of blogs on the
main website
He can see the outcome of his social media
campaign growth on the HK website (via a user log
in) and also see blogs and links to HK’s social media
platforms
He completes a
customer service
evaluation survey and
receives a gift card
He writes a review
and gives permission
for it to be shared
3: Channels
Pinterest, Instagram,
Facebook, Twitter
Pinterest, Instagram,
Facebook, YouTube
Pinterest, Instagram,
Facebook, YouTube
HK’s website, Pinterest,
Instagram, Facebook
HK’s webpage
HK’s website,
Pinterest, Instagram,
Facebook, YouTube
3: Metrics
Impressions
Engagements
Views
Average Time on Page
Customer
Satisfaction
Score (CSAT)
Click Through
Rate

8. METRICS & WHY
Ideal Customer
Journey Stage
KPI Smart Goal Metric Reasoning
See Yes
Pinterest Micro
Goal 2
Impression Shows if pins are showing up in searches
Think Yes
Instagram Macro
and Micro Goals
Engagement
Shows a direct correlation between followers and how they interact
with your content
Do No N/A Views
Tracks number of times people view a page’s profile as well as what
they viewed and demographics
Wow No N/A
Average Time on
Page
Will track how long the consumer is on the analytics pages and help
gauge if the pages are important
Review No N/A
Customer
Satisfaction Score
(CSAT)
Shows how the consumers are rating the business which helps brand
awareness and trustworthiness of the business
Advocate Yes
MailChimp
Micro Goals 1 &
2
Click-Through
Rate
Shows how many people are engaging with the emails and if it is
leading to more subscribers
*Impressions, engagement, and click-through rate are KPIs because they are all directly correlated to brand awareness. Since brand awareness
is the main goal of the business only metrics that directly add to this goal are considered KPIs.

9. References:
Image1: https://unsplash.com/@stereophototyp
Beveridge, J, (2017,April 9). 10 Essential SMART goals for online lead generation.
https://www.b2binboundmarketer.com/inbound-marketing-blog/10-essential-smart-goals-for-online-
lead-generation
Sailer, B. (2018, June 7). Get inspired now with 21 examples of awesome email marketing.
https://coschedule.com/blog/email-marketing-examples/#siegemedia
Woods, D. (2015, March 19).Why size matters:You need at least 1,000 email subscribers.
https://www.proqsolutions.com/why-size-matters/
N.A. (n.d) How to seed and crush your instagram goals. Rising Women Network.
https://www.risingwomennetwork.com/set-crush-instagram-goals/
Shleyner, E. (2020, November 3). 19 social media metrics the really matter - and how to track them.
https://blog.hootsuite.com/social-media-metrics/