Setting Social Media Goals: How to Do it and What to Track

Here’s the thing. We need social media goals because we need to know our time is worth spending on social media. How can you figure this out? By reaching goals that move your business ahead. How do you reach those goals? First you need to set them. Today we’re talking about social media goal setting—how to set social media goals and what to pay attention to.

Setting Social Media Goals

The first step: When setting social media goals, you need to be realistic

Goal setting. You’re going to need goals. Let’s agree they’re integral to this process. However, while it’s fun dreaming and thinking big, the work of it is figuring out how to reach your goals. The best way to set goals you’ll actually work to achieve is following the S.M.A.R.T. goal-setting model. It’s quick, straightforward, and keeps you focused on action. If you’ve taken my free five-day marketing challenge you’ve gone through this process with me and I hope you’re still working towards them! Start with setting S.M.A.R.T. social media goals—specific, measurable, achievable, relevant, and time-sensitive.

The second step: Audit your current social media efforts

This is important to make sure your goals are based in reality and to ensure your profiles are on brand. You can audit your social media presence in any number of ways but I recommend creating a spreadsheet and collecting the following information.

  • Platform name
  • Whether or not your profile is on brand (Yes or No)
  • Whether or not your password is saved in a central place (like a password safe; Yes or No)
  • How many friends/followers your profile has
  • What your target/ideal number of friends/followers is

This is a simple document but it helps you stay organized. I also recommend looking at your follower number versus your follower goals and measuring them against the S.M.A.R.T. goals system. Are they achievable and relevant? Will they help you reach your social media goals? If not, adjust them as necessary. Need more? Here are five tips for optimizing your social media profiles.

As part of your audit also look through your posts from the past couple weeks. Ask if your posts are on brand, interesting to your ideal customer/reader, and personable. If not, there are a few more social media goals to add to your list.

The third step: Create a social media strategy

You knew I’d go there

You know what you want, you know where you’re going, now you need to figure out how you’re getting there. That’s all a strategy is. It’s a plan to get you from where you are to where you want to be. Don’t freak out! It’s not hard and it’s not restrictive. Having a strategy breaks down these huge, intimidating goals and makes them reachable. Go for it!

And don’t worry if you’re lost, I’ve done the heavy lifting—here’s how to create a social media strategy in five steps. You’re welcome.

The fourth step: Measure your impact by paying attention to the right metrics

When you’re setting social media goals it is easy to become obsessed with metrics and check them five times a day (or more). But this is not good for your mental health. You can’t ignore metrics but you also don’t need to focus on them every day. Check your metrics every week, month, quarter, or whenever makes sense to you and pay attention to the ones that will move the needle towards your social media goals. I can’t tell you the exact metrics you should watch but I will caution against vanity metrics that make you feel good but don’t mean anything. Once you start measuring you’ll understand what I mean.

Here are some suggestions of metrics to watch (also known as key performance indicators).

  • Follower growth
  • Frequency (how much are you posting?)
  • Content type (what are you posting?)
  • Engagement/Reach
  • Link clicks
  • Social media referrals (on your website)
  • Email signups

Setting social media goals helps you control how much time you spend on social media and keeps you focused on why you’re there. It can help you get to know your audience better, determine the type of content you produce, and see what’s working. By setting S.M.A.R.T. goals, doing a social media audit, creating a social media strategy, and measuring your platform growth you will find building your brand on social media not only makes sense but is fun and worth your valuable time.

Here's the thing. We need social media goals because we need to know our time is worth spending on social media. How can you figure this out? By reaching goals that move your business ahead. How do you reach those goals? First you need to set them. Today we're talking about social media goal setting—how to set social media goals and what to pay attention to.

Do you have more tips for setting social media goals? Please share!

Rock Your Marketing (Even if You’re too Busy for Marketing)

Freelance writers are business owners, busy business owners. And many of us lack the time to work on our business because we’re always working in it for our clients. Blogs, social media posts, and marketing in general fall by the wayside in favour of the now money. But what about later? Do you go back to hustling with the gigs dry up? Do you stockpile your rainy day fund in case there’s no work for a while? What if you could rock your marketing while you’re busy so you stop having dry spells? (Spoiler: You can, and I’ll tell you how.)

Rock your marketing

But first a story.

I’m part of a bi-monthly marketing challenge in one of my professional networking groups and the most interesting parts of the challenge is how many people “sit this one out” citing they have a full client load so they don’t need marketing.

What? You’re too busy for marketing!?

This is difficult to hear. Because this tells me you’re not thinking about the long game, you’re focusing on the here and now. And you should, don’t get me wrong, but it can’t be all you focus on.

Here’s what no marketing plan gets you

  • Scattered, inconsistent presentation in front of potential clients
  • Random posts and self-promotions on social media
  • Irregular networking (in person, virtual networking groups, bi-monthly marketing challenges…)
  • Unfamiliarity with competitors’ strategies

Oh, and no new clients. Unless you’re so busy month after month that you’re turning away new clients, you need marketing. Even when you’re too busy for marketing.

So, how do I rock my marketing even if I’m too busy for marketing?

I’m glad you asked. Since we’re at the beginning stages of this conversation I’m not going to ask you to do new things…yet. Right now let’s focus on what you’re already doing and sprinkle in some focused marketing. Getting it going is the first step.

Rock your marketing with these three tips

First, think about the content you put out on social media right now

Be honest. When you post something on social media, what is it about? Personal? Photos of your weekend? Political memes? Food? Is anything you post related to your business or how you serve your clients?

If you’re going to rock your marketing, I challenge you to consider your social media platforms places where you can attract new clients and brand yourself rather than something separate. Who is your ideal client? How can you help him/her today? How can what you post be useful in moving him/her ahead? How can you inspire someone? (Need help? Here’s your five-step social media strategy for freelance writers.)

Second, carve out time to connect with your ideal clients or colleagues

And no, this does not mean sending out cold pitches by email. CONNECT!

Remember, I’m not asking you to do anything new…yet. So who are the people you speak to every day? Do you pass them on the street? In a store? In a restaurant? Look them in the eye and make a connection. Start with hi, hello, how are you. One or all of those will do. Next? Have a conversation. It doesn’t need to be deep or time-consuming, but make sure you mention something about how what you’re working on lights you up and you love your job. Make a connection, then continue on with what you were doing.

But what if you don’t go out because you’re chained to your computer desk all day? How about a nice email to a contact? A check in, a hey how’s your business going? Is there anything I can help you with today? Or how about an old client, why not send a nice note and see if there’s a project you can help out with. If not, no biggie. But you tried. You reached out. You connected.

Third, you don’t need to post new content every day

Hear me: you need to post content, but it doesn’t have to be new. Whoa.

This was a huge mental shift for me. When I let go of the idea that every blog post was a slam dunk and lived on in my readers’ minds I was free to re-use them as appropriate. (By the way, I wrote about my favourite tools to re-share content here.) I combed through my archives and pulled the articles I thought my idea clients would enjoy. Then I plugged them into a content library, created a schedule, and let them go. I’m still amazed at the freedom I feel setting up this small automation. Because I can accept that not everyone will see my LIFE-CHANGING articles and freelance writing tips the moment I write them I’m free to keep sharing them on various platforms. All it takes is this careful balance of humility and pride.


See? That wasn’t so bad. Don’t you feel ready to rock your marketing? These three itty bitty marketing tweaks can help you ROCK your marketing! Visualize how stress-free your freelance marketing game could be. Dream big, my friend.

Now, a word of caution. You can go down the marketing rabbit trail and end up overwhelmed and not sure which shiny object to focus on. Because there is always more you can do. All we’re talking about today is not doing nothing. Don’t do nothing. Keep putting yourself out there, even if you’re busy and have a full client roster. Keep networking, keep posting relevant, helpful content on social media, and keep putting your work out there even if you haven’t created anything new in a while. Keep going!

Freelance writers are business owners, busy business owners. And many of us lack the time to work on our business because we're always working in it for our clients. Blogs, social media posts, and marketing in general fall by the wayside in favour of the now money. But what about later? Do you go back to hustling with the gigs dry up? Do you stockpile your rainy day fund in case there's no work for a while? What if you could rock your marketing while you're busy so you stop having dry spells? (Spoiler: You can, and I'll tell you how.)

One more thing. If you’ve got these three daily tasks down you may be interested in my free five-day marketing challenge for freelance writers. It walks you through putting a few simple systems in place to help you with goal setting, reaching out, keeping in touch, and even a bit of branding. Why not check it out? I made it for you!

How to Create a Digital Business Card for Your Freelance Writing Business

Think of your email signature as a digital business card. It’s a perfect opportunity to promote your business through everyday communication.

Creating a digital business card for your freelance writing business

What if you had a digital business card that you could pass out to all your friends and colleagues to help you get paid work?

When you’re a hungry freelance writer it’s difficult to know where to look for work. Things like job boards, Craigslist, and cold emailing queries are what people lean towards but these are (in general) low paying, competitive, and an exhausting hustle. Your chances of landing solid clients are low so your pitch rate has to be high.

If you’re wondering how established freelance writers generate leads they’ll tell you most of their work comes through warm leads (existing relationships) and referrals. Even if you’re just starting out these options are available to you too. The trick is letting people know what you do and that you’re available so they think of you when an opportunity comes up.

Today we’ll focus on one of the easiest yet most overlooked way to put yourself in front of warm leads and set yourself up for referrals. It’s your email signature. We do almost everything by email so this is a golden opportunity to add a little bit about yourself and your business.

No, this doesn’t make you look desperate. Think of your email signature as a digital business card. It’s a perfect opportunity to promote yourself and your business through your everyday communication.

Here’s what a good email signature can accomplish.

  • Makes you look professional
  • Advertises your expertise
  • Lets people know you’re available
  • Lets people know how you want to be contacted
  • Serves as free marketing
  • Is professional and shows you’re serious about your business
  • Makes it easy for people to contact you

Convinced? Great, let’s do this.

Already have one? Wonderful! Take a few minutes to review your email signature and adjust as necessary.

What should your digital business card include?

Best practice recommends between four and seven lines for an email signature (although I say less is more here), so pick and choose the information you will include. Some suggestions include the list below.

  • Your name
  • Your title/type of writing you do
  • Company name (if relevant)
  • Contact information (How do you want people to contact you? Remember including your email address is redundant)
  • Website address (link here to your professional site or the site you want prospective clients to see—where they can learn more about you and your services)
  • Tagline (what sets you apart from your competitors) or marketing message
  • Social links (if relevant, and only if you want your prospective clients to see)

Avoid adding images—most people have image blockers or read email on phones these days. If you feel you need your photo, logo, or social icons then use a service that will embed it into your email signature like Wisestamp or Hubspot.

Another tip is keep your email signature brief. There’s no need to list every social platform. Dial back your contact information to the best way people can reach you and your best website, which will give people more information about you and your services.

I’ve linked instructions for adding your signature to your email below.

  • Adding your signature in Gmail
  • Adding your signature in Outlook
  • And don’t forget about your smarphone!

  • Adding your signature to your iPhone
  • Adding your signature to your Android

Be brave, put yourself out there!


This post is an excerpt from the five-day marketing challenge. Want to get your marketing efforts organized? Take the challenge!

I’m up for the challenge!

* indicates required



If you’re wondering how established freelance writers generate leads they’ll tell you most of their work comes through warm leads (existing relationships) and referrals. Even if you’re just starting out these options are available to you too. The trick is letting people know what you do and that you're available so they think of you when an opportunity comes up. Today we'll focus on one of the easiest yet most overlooked way to put yourself in front of warm leads and set yourself up for referrals. It's your email signature. We do almost everything by email so this is a golden opportunity to add a little bit about yourself and your business.

Five Tips for Optimizing your Social Media Profiles

Optimizing your Social Media Profiles

Optimizing Your Social Media Profiles

When you’re a hungry freelance writer or getting started in the industry it’s difficult to know where to look for work. Things like job boards, Craigslist, and cold emailing queries are what people trend towards but these are (in general) low paying, competitive, and an exhausting hustle. Your chances of landing solid clients are low so your pitch rate has to be high.

If you’re wondering how established freelance writers generate leads they’ll tell you most of their work comes through warm leads (existing relationships) and referrals. Even if you’re just starting out these options are available to you too, the trick is letting people know you’re available so they think of you when an opportunity comes up.

The best way to let people know you’re available is by saying you’re available. It’s easy to look at your social media profiles as places where friends and family connect with you, so there’s no reason to talk about your business (don’t they already know what you do?) but what better place to find referrals than your friends and family list?

And don’t assume they’re aware of what you do or even understand it. Do you know the details of your entire network? I don’t. Take assumption out of the picture and optimize your social profiles for your freelance writing business. Lay it out for them so it’s easy for them to think of you when they hear about someone looking for a writer.

Another reason to optimize your social media profiles is because your reach is wide on social. A potential client is more likely to run across you on Twitter or LinkedIn before ever seeing your website. You want to ensure you tell any potential clients who you are, what you do, and why they should hire you.

Five tips for optimizing your social media profiles

  1. Choose a professional/standout profile picture and cover photo
  2. Your profile photo should be high quality, square, reflect your brand, stand out in news feeds, and be a picture of you.

    Your cover photo (on applicable platforms) should be high quality and represent the core values of your brand.

    The more consistent your images are across platforms, the better.

  3. Make it easy for people to know who you are/what you do
  4. If you want to capture leads from your social profiles then use your full name or business name. Nothing cute here. A great social media bio explains who you are and what you do, shares your personality, and targets your niche audience with keywords. Think of it as an amped-up elevator pitch.

  5. Link to your website
  6. Some gurus teach linking to your professional Facebook page and if that’s where you prefer doing business I won’t stop you. But don’t leave the URL section blank. Think about it this way, where do you want your prospective clients to go? Send them there. I want them to go to my website so I can showcase the best of my work on a property I own and control.

  7. Include keywords about your services
  8. If someone is searching on Twitter for someone like you, what will they search for? Make sure those words show up in your profile in a non-spammy way. Avoid buzz words, use terms your ideal client would use, be concise, and mention the benefits of what you do.

  9. Be clear on your location/contact info
  10. If you work from home you may not want your address listed for the world to see, but how about your city or region? Adding your location helps potential clients discover you. And what about your contact details? Make it easy for people to get in touch, but only share what you’re comfortable with. Adding a phone number may be too much, but what about your work email address? If you want people to contact you with work, tell them how to reach you.

Now get out there and be social!

If you’re wondering how established freelance writers generate leads they’ll tell you most of their work comes through warm leads (existing relationships) and referrals. Even if you’re just starting out these options are available to you too, the trick is letting people know you’re available so they think of you when an opportunity comes up.


This post is an excerpt from the five-day marketing challenge. Want to get your marketing efforts organized? Take the challenge!

I’m up for the challenge!

* indicates required


How to Set Up Your Google Maps Location

Here’s how to set up your Google Maps location and take control over your search results!

How to set up your Google Maps Location

Have you ever Googled yourself?

Google yourself.

Are you happy with what you see? Are you surprised? Are you wondering if there’s a way to add that cool map thingy to the results? Then you’re in the right place. Today we’ll set up your Google Maps location and start taking back control of your Google search results. Thanks to Katt Stearns for walking me through how to set up your Google Maps location—I had no idea!

But first, why would you care about a Google Maps location if you’re a freelance-work-from-home-writer-person-who-works-in-her-pyjamas? Here’s why: Google search results. When you verify your location (and no, you don’t have to display your home address for the world to see) you control your Googleability. Want to show up when someone searches “business writers in Winnipeg”? THIS is how you do it. Or how about “social media consultant Alberta”? Yup, you can show up there too. OK, let’s do this.

What you need

  • You need a Gmail account, so if you don’t have one go get one. I’ll wait
  • You need a street address. A real one, somewhere you receive mail. This is because in order to add information into your Google listing they send you a verification code in the mail so yes, you have to do this

What you do

  1. Go to google.ca/business (assuming you’re Canadian, adjust the dot ca for your country as needed)
  2. Click “start now”
  3. Fill all in the business information but select “no” to “I deliver goods and services to my customers at their location” (we’ll come back to this)
  4. Click “continue”
  5. Add any additional details you feel necessary and select “yes” to “I deliver goods and services to my customers at their location” (coming back to this)
  6. Enter the region and radius of your services. Yes you can choose “the world” but if you want to show up in specific location searches or areas this is how you do it so get specific
  7. If you want your address to display in search and on your business location map then also check “I also serve customers at my business address.” If you don’t want your address displayed then leave this unchecked (told you we’d come back to this)
  8. Click “verify now” (top right-hand corner)
  9. Enter your details so Google can mail you a verification post card (see why you need a real address?)
  10. Once you receive your post card (up to 10 days) start back at step one and click “verify.” Here you can enter your five-digit code and get yourself discoverable, listed, and HIRED thanks to Google search

Nice, right?

Google yourself.  Are you happy with what you see? Are you surprised? Are you wondering if there’s a way to add that cool map thingy to the results? Then you’re in the right place. Today we’ll set up your Google Maps location and start taking back control of your Google search results.