Setting digital marketing goals is essential to the sustainability of any business with an online presence. Without a detailed plan, you might as well be looking for a needle in a haystack in the dark. As a business owner, you need to keep in mind that a poorly set digital marketing goal is just as bad as not having any at all.
What Makes a Good Digital Marketing Goal?
The best digital marketing goals are those that are achievable and relevant to your business’s overall health. It leverages your resources to produce a tangible way of generating leads and reinforcing your branding. The best way to define a laser-sharp, result-driven goal is to follow the SMART method.
The best way to define a laser-sharp, result-driven goal is to follow the SMART method.
How to Set SMART Goals
SMART stands for Specific, Measurable, Actionable, Relevant, and Timely. When these aspects guide your goal setting, you are more likely to see results follow – right to your business’s bottom line.
You should be able to clearly define your digital marketing goal down to the smallest details. Any participant or outside consultant should be able to comprehend your goal just by reading it.
For instance, “I want to increase my social media traffic” differs from “I want to increase my organic Facebook traffic by 20% over the next quarter.” The specificity of the second statement gives your goal implementation structure and direction.
Measurable goals follow directly from specific ones. In the previous example, achieving an increase in organic Facebook traffic requires being able to measure it. The goal should be attainable but also offer a reliable way of measuring its progress.
Judging the success of any goal hinges on the ability to compare data. In our example, you have the ability to use analytics tools to measure your traffic. Similarly, any goal you set should yield data you can record and use for benchmarking and decision making.
It’s important that business owners are solution-oriented regarding their digital marketing goals. Defining an actionable goal comes from being able to find solutions that are within your reach. If the path to a goal breaks the budget or requires skills your team doesn’t currently possess, you need to consider alternatives.
The goals you set should be relevant to accomplishing your business goals. Don’t let your competition drag you into a meaningless marketing pursuit. For instance, if your analysis shows that organic Facebook traffic drives your revenue, stick with that goal. Your competitors may run costly Facebook ad campaigns that may not deliver results for your brand.
Alternatively, if you run a test ad campaign and notice good results, you can always scale up. The point is not to devote time and money to pursuits that do not serve your brand.
Your goal-setting should include a time element. The length of time that’s necessary to acquire all knowledge and resources for the achievement of the goal should be included. Again, let’s go back to our example goal. When trying to achieve a 20% increase in organic Facebook traffic in 6 months, you need to account for the additional time needed to gain knowledge and take preliminary actions.
5 Essential Digital Marketing Goals
With the tools for goal-setting in hand, the next step is to define the basic categories to focus on. You can modify the following essential marketing goals accordingly for your business needs.
1. Establish Effective Content Marketing Strategy
More than ever, search engines are rewarding websites with content that is highly relevant to users. Your efforts need to center around providing helpful information that your prospects find useful in solving their pain-points. The days of throwing a bunch of keywords into your posts are behind us – and that’s a good thing.
Content marketing helps you achieve your goals by bringing in qualified leads and boosting your SEO. Make it a point to use language that is clear and direct. By keeping your sentences short and breaking your text up into paragraphs, readers will stick around longer. Be sure to monitor your analytics for bounce rate, time on site, pages viewed per user, and other important metrics.
Content marketing helps you achieve your goals by bringing in qualified leads and boosting your SEO.
2. Create Influential Social Media Presence
The most effective businesses are those that create loyal communities around their brands. Brand engagement skyrockets in a robust group environment. The best way for small businesses to build such communities is through social media.
By using story-telling, special offers, and product launches that create suspense, your business can build loyal followings. Taking a page out of the marketing playbook of companies like Apple and Nike, your small business can thrive.
Creating an influential social media presence happens when you set goals. When you support your goals with a concrete strategy, your numbers will increase month by month. Think about the emotions you want your brand to evoke in your audience. Plan how you intend to communicate your message and set your path to success with measurable steps.
3. Apply SEO Best Practices
A lot of what you’ll be doing with your digital marketing will be creative work. There is, however, a degree of work you need to do that is not as exciting. For many small business owners, SEO falls into this category.
The more you fine-tune your SEO, the better your website will perform in the search engine rankings. Examining everything from your web hosting provider service to your blog post tags is instrumental in attaining the top spots. Your SEO goals can include reducing site loading speed, getting more backlinks, reviewing your internal links, and achieving higher rankings for older pieces of content.
4. Conduct Regular Digital Marketing Evaluations
Setting a goal and checking back in a year later is a recipe for disaster. A lot can transpire when you leave your online presence unattended and without evaluation. Checking your progress regularly will help keep you on track and allow you to make necessary adjustments.
A monthly digital marketing evaluation is a good start for broader goals. For instance, monthly evaluations can give you sufficient time to gather data and make changes for things like online sales and SEO. Paid ad campaigns and content metrics may require more frequent revisiting.
The key to getting the maximum benefits from your evaluation is proper record-keeping. Every once in a while, lightning will strike with your digital marketing. You may create a video that goes viral or write a post that generates more leads than ever before. With diligent record-keeping, you can reverse engineer your success, identify key elements, and reproduce it in the future.
5. Activate and Monetize Existing Leads
Small business owners know that the key to growth is the generation of new leads. However, the lifeblood of your business lies primarily in your existing customer list. Leads currently in your funnel need to be encouraged to move from the online shopping cart to the checkout. That’s why it is important to have a grasp on the volume of qualified leads your business is producing.
For a better understanding of how to do this, you can create experiments. Divide your clientele into segments and apply an A/B test. Create two different ads that you can serve to different customers. The goal is to determine what works and what doesn’t in activating dormant, existing leads.
Taking Action to Boost Your Digital Marketing
Small businesses are a labor of love. Most entrepreneurs are actively involved in the daily tasks required to keep it running. That’s why keeping up with a robust content marketing strategy is not always possible.
With Google assigning a high value to businesses that regularly post valuable content, it may seem impossible to keep up with a high-output schedule. The best alternative to redirecting your precious time to content creation is finding a knowledgeable consultant that can do it for you.
Content Journey is a service that helps businesses reach their digital marketing goals. Armed with the knowledge to boost your online presence, the company offers strategic planning with all packages. You also get monthly analytics reports and all the research necessary for reaching your goals. Check out our packages today and book a call with your guide.