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The thought of developing ideas, creating goals, and executing your plan is intimidating, and many companies do not know where to start. First, understand what a marketing goal is and how that goal will help you build your digital marketing strategy.
A marketing goal is a measurable and specific objective that will help you meet your broader business goals, from gaining quality leads and raising brand awareness to increasing customer loyalty. With that definition out of the way, we have compiled some suggestions and examples that you can start with to ensure a successful digital marketing strategy, so keep reading!
Common business objectives of clients include increasing sales, getting more email signups, or booking more events. These, of course, are all great objectives to increase your company’s success; however, our director of account services, Andrea Macino, says it best to “set measurable online marketing goals that can show the success or failures of marketing efforts through data collected is how best to achieve results.”
Setting a business objective and then tying together your marketing goal will show that your company understands what you want to accomplish and how you will reach that success. Therefore, increasing those sales, signups, and bookings are great business objectives but let us get more specific and throw some measurable marketing goals into the equation.
At Ironistic, we typically set measurable goals for a year at a time for our clients. The majority of marketing goals we set are to increase ____ by ____%.
“My business has been tracking data for years.”
Comparing year-over-year data is preferred because it allows you to account for seasonal changes and base your goals on trends from years past.
Since there is no easy way to measure year-over-year data, and Facebook users can follow or unfollow your business page, we would typically set a goal to hit a certain number by a specific date. For example, your company may currently have 130 Facebook followers, and your goal is to reach 500 Facebook followers.
“My business is new and has no historical data.”
Every company has to start somewhere, and we would use any data and information that we do have to set goals based on the level of engagement in ongoing marketing efforts – goals that we feel are realistic for your specific business considering your industry and placement.
Based on these goals, we create custom dashboards in Google Analytics and pull data from a few other software. We track all goals on a monthly and year-to-date basis in our monthly marketing reports. This gives the client and us a clear picture of the status throughout the year. If we see that some goals are not performing as we had hoped, we can make adjustments as needed within our marketing strategy.
Your company’s value is connected to your results, and to make your marketing efforts meaningful, your business objectives must align with your marketing goals.
If you have not already done so, sit down and take some time to examine what your overarching business objectives are and work on setting some measurable goals for your marketing efforts. Oh, and one more thing, check out our Ultimate List of Conversion Rate Optimization Tips as well!
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