Steps to Consider When Setting Goals for Digital Marketing.
07 Jun 2018
Having good digital marketing goals means that they cover a range of different measures that will help set, gauge and review and control performance across all the online marketing activities.
If you set out into social cyberspace without a precise definition of your marketing goals and what you hope to achieve, it could be almost as detrimental as not knowing your audience. Ultimately what will likely result is a good bit of frustration on your part and struggle to see the benefits, not to mention a waste of time and money.
To start, you need an excellent yet simple starting point that will cover the whole marketing and not just sales. Device a plan that is SMART, this means that goals you have in mind ought to be:
Specific – Your goal should be targeted to a particular area for improvement.
Measurable – You should identify how you will measure success or at least determine an indicator of progress towards the goal.
Achievable – The goal must be attainable and not aspirational. Don’t set yourself up for failure.
Relevant – It’s essential to choose goals that matter and will have a real impact.
Timely – The goal should be given a time frame or a target date.
With this method in mind, think about your business’ needs and what you’d like to accomplish with your online marketing strategy. Just as recommended for the target audience exercise, write everything down!
To begin with, you need your most important transactions that will transform into leads and profit making. This is sales, or if you don't sell online, the leads that your online marketing will deliver which will convert through to sales or donations if you're a not-for-profit. You can increase your sales by boosting trust in the online purchase process by offering free delivery.
Get closer to customers through dialogue and participation. Digital channels are not only great sales channels, but they also excel as communications channels to engage your audience through the six main digital marketing tools. We recommend creating accurate conversion or budget models which allow you to set goals by channel for reaching and influencing your audience.
A company’s website and social customer service are a natural place for customers to go to get their questions answered or to complain. Paying attention to the quality of service you offer is also vital to support your capability to Sell, Speak, Save and Sizzle. You need customer satisfaction goals to assess how you good you are at customer service and then improve it further.
It is true that online marketing is cheaper than the traditional mode of marketing. Another important aspect of it is that you can measure your ROI hence you can track how you spend and what comes out of your investment.
Saving on costs is most relevant for a multichannel retailer or service company who can set goals for some catalogues downloaded or amount of service transactions compared to other channels. If you're fighting for a budget for online channels, the savings you can demonstrate to your finance director or budget holder will help your cause.
Think about what makes for a positive online brand experience is for your audience and you. If the experience you create is sufficient, the benefits of engaging with your digital presence will be clear; the interactions within your site and with other channels will be smooth, and the visitor will want to use your online services again and tell their friends and colleagues about it.