The worst thing your digital marketers can do is start marketing your business without any type of goal or clearly defined ambition in mind. Though you may have a vague idea of what you want to accomplish (bring in more business, for example), defined goals keep you focused on moving in a positive direction and help you invest in marketing tools that will propel you forward, not hold you back.
Without goals, you may not ever know what successful marketing looks like, which can lead to overinvesting in marketing that isn’t helping and throwing money at a marketing tool that will never help you do achieve your goals.
If your company is just starting the digital marketing game or hasn’t had much luck in it so far, here is how to go about setting goals for your digital marketing strategy and better evaluate the needs and wants of your business.
Social media marketing
When considering social media as a marketing strategy, it’s important to think about how much social media marketing you need and what types you should go after. Social media is now much more than just a Facebook fan page and a Twitter account. Some businesses thrive on social media while others only need to be active on one network.
The first thing to think about is what you want to accomplish with it. Do you want to use it as a customer service platform? Do you want more people to discover your brand through social media? Are you trying to display ads to new potential customers? Each one of these goals is viable on social media, but their application will be different.
Decide first what you want to accomplish before you start setting up accounts because you probably won’t need as many accounts as you think. For example, many small businesses can start by marketing on Facebook and using it to connect with current customers. As their platform grows, they might branch out to LinkedIn, Pinterest, or Instagram, but Facebook will remain their brand awareness tool.
Marketing to those within your database may seem like an easy task (after all, they already gave you their contact information), but in truth, database marketing can involve casting your line out and turning up very little if you aren’t diligent about setting goals and working in a general direction.
You need to decide how you want your database to grow over time and how you plan to make that growth happen. You can’t keep remarketing to the same people forever, so you need to have a plan in mind for growing your database.
Bring in your goals for social media marketing and look at how social media could potentially help you grow your database. Advertising on Facebook, for example, could expose your brand to potential new customers who might click your ads and sign up for emails. As you redefine your goals, incorporate elements of both social media and database marketing to better define what you want to accomplish.
Not every form of lead generation is right for your company. If you have a small digital marketing team, then writing several ebooks each week may be too much for the team to handle. If you don’t have the means to put together a strong webinar, then you shouldn’t be hosting them. Those that watch might be disappointed in the lack of quality or information.
To best decide how to generate strong leads, you first need to look at what your limitations may be and what is realistic for you. Analyse your marketing budget and decide how much you can allocate to digital advertising on Google, Facebook or other platforms.
You also need to know what your audience needs from you to become loyal customers. Having a blog, for example, helps generate leads by gathering subscribers who have come to rely on your blog’s solid and relevant information. For other audiences, videos are a better form of communication, and getting subscribers to your YouTube channel can help you generate strong leads.
Considering lead generation will help you see how viable your existing goals really are and what you can do to actually accomplish them.
Having strong marketing automation goals means that you’re reaching towards a data goal. For example, you may want the bounce rate on your website to remain below a certain percentage or you may want a certain click-through rate on your emails.
Marketing automation gives quantifiable data to the other types of marketing goals and helps you stay on track. It allows you to follow the successes and setbacks your Google Adwords and Facebook campaigns experience, and it shows you who is really opening your emails.
Making these goals will help you see where you need to tweak your work to achieve success. If you’re not generating many leads, your marketing automation software will be able to tell you which parts of your overall campaign aren’t working as well as you’d like. From there, you can change your strategy and improve your chances for meeting your goals.
Remember, you can always re-evaluate your goals later down the line. Work towards these goals now and build on them as you become more successful.