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Setting Digital Marketing Goals

Admin
Jul 15, 2018
3 min read

Every business owner has dreams and ambitions of growing their business. Every savvy business owner in this modern landscape of digital consumption should know the importance of investing in online marketing. However, doing so requires a fine-tuned strategy with clear goals outlined which align with your overall business goals.

Setting clear, achievable short-term and long-term goals is crucial to the creation of a any digital strategy. It provides vital markers to gauge your marketing efforts and ensure you are on the right tack with your efforts. Otherwise, how will you properly tell whether or not what you're doing is working?

Short-Term vs Long-Term Goals

Short-term marketing goals refers to that which can be completed within days, weeks. Long-term goals have longer time spans and refers to goals which are achievable over several months or even several years.

In your digital marketing strategy your short-term goals are usually more actionable and include the tactics you plan to employ which overtime will help you realize your long-term objectives.

The goals set should be specific, measurable, attainable, realistic and time-bound so that marketers and clients are on one accord on what they are working towards.

Here is a short list of short-term marketing goals to set for your business weekly or monthly.

Conversions: The term conversion, though most commonly used when a customer has moved though the sales cycle and has become a paying customer, in the online marketing sphere is not limited to purchases but more broadly speaks to the customer taking a desired action.

This could include actions such as downloading a PDF document, installing

an app, or newsletter subscriptions.

Where the objective is to encourage a purchase, a business could for

example offer new site visitors a 20% discount on the first purchase with the

goal to increase the number of purchases made by site visitors.

Engagement rate: Engagement refers to audience interaction with published content and includes actions such as comments, shares, likes, reviews and more. Engagement rate is calculated relative to the number of followers a company has.

Good engagement rates indicates that that your brand is resonating well

with your audience. The more you engage with potential customers the

better. If your engagement rates are below average, you can set goals to

increase engagement rates of reduce response time to your social

audience.

Website traffic: Want to increase the number of visitors to your website? After all, more visitors may increase the number of leads or sales. Try setting weekly or monthly goals such as boosting website visits by 10% each month. In addition to increasing website visits, business could set goals to reduce their bounce rate or minimize the cost of attracting new visitors.
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Long-Term Goals

As stated above, these are realized overtime through consistent marketing. Short-term goals are simply the steps involved in achieving more long-term results.

Long-term digital marketing goals may include:

Search Engine Optimization (SEO): This process of increasing your website's visibility on search engines, or more importantly, ranking on the first page of Google's unpaid search results for specific keywords certainly does not happen over night.

Getting your website to rank highly in search results requires a number of

different tactics from conducting proper keyword research, external link

building strategies, to on-site optimization methods. A realistic example

for businesses is to rank on the first page of Google for specific keywords

within 6 months.

Reputation Management: Consumers as well as business owners spend a great deal of time researching your products and services, your competitors, and your brand before making a purchase. Needless to say your online reputation should be closely monitored.

Not all businesses are the same, hence the reputation related goals will

differ based on the industry to which you belong or the nature of your

business. Perhaps a clothing company may want to be perceived as being trendy while a home repair company may want to be recognized for being

fast and reliable.

Conclusion:

Goal setting is an essential component of any good marketing strategy as it provides short-term and long-term targets, which are not only achievable and measurable, but gives structure and purpose to your marketing endeavours.

We hope you found this article informative. Willing to work with us? Lets talk about your needs and we'll formulate a digital marketing strategy to get you the results your business needs.