Copy of Empower Your Business Online- Marketing goal-setting

Have you defined your Company's vision ?

Defining Your Company’s Vision

Dream big: Focus on the success you want to achieve in five to 10 years.

Get passionate: Add some emotional language to your vision statement to ramp up the motivational factor.

Include employees in the process: Ask employees for ideas about their visions for the company. This will give your staff some ownership of the vision and help engage them as evangelists going forward.

Be clear: Avoid buzzwords and corporate speak to keep your vision simple and unambiguous.

Communicate consistently: By using inclusionary words such as “we,” “us,” and “our,” you can unify the vision across your company and help employees feel like they are expressing the vision. Keep employees informed about how the company is achieving its vision. Keep your vision consistent with company core values.

Objectives

Where do we want to be?

Where do you want your business to be?

Setting Digital Marketing Goals

Core Business Objectives |Strategic Marketing Objectives| Digital Marketing and Social Media

- Generate Revenue |More Reach |Community

- Grow the business |More Retention |Transform visitors to buyers

|More Conversion |Became a thought leadership

|More Credibility | Brand awareness /online visibility

Setting Digital Marketing Goals

Digital Marketing and Social Media - Goals

- Build online community - we want to achieve one thousand emails subscribes or x of members on Facebook Group

- Transform visitors to buyers - Having call to action on your website - Set up goals via google analytics

- Became a thought leadership - one professional video or article per week (Linked In, You tube , Instagram)

-Brand awareness /online visibility

About the SMART Goal Framework

The SMART goal setting framework allows you to set clear and measurable goals while encouraging you to think about how you'll get there. Whether you're setting goals for this week or this year, this template can help you clarify your thinking and set up tracking so that you know when you've accomplished what you've set out to do.

Smart Goals

Specific (simple, sensible, significant).

The goals are clearly defined and outlined. Your entire team understands the objective and why it’s important.

Measurable (meaningful, motivating).

Your marketing goals have key performance indicators (KPI) and benchmarks. These KPIs track the progress toward your goal and clearly display if you’re on track to hitting those objectives.

Achievable (agreed, attainable).

Your objectives are within the ability of your company and team. Set the bar high, but also remember to set goals within the marketing department’s means.

Relevant (reasonable, realistic and resourced, results-based).

Your marketing objectives are relevant to your brand mission and the direction of your business. Each marketing objective contributes to reaching a company goal.

Time bound (time-based, time limited, time/cost limited, timely, time-sensitive).

Your objective must have a timeline that indicates when they both begin and end.

Example

Examples: Website Metrics

When your marketing objectives include digital plans, it’s important to keep an eye on web analytics and online KPIs that tell you how well your site is performing.

Sessions: number of visits to your website

Unique visitors: number of unique people who visit your website

Page views per visit: average number of pages a website visitor views on your website

Bounce rate: percentage of website visitors who leave your site after viewing only one page

Time on site: the average amount of time that website visitors stay on your site

Example: Social Media Engagement

When engaging in digital strategies as they relate to social media, utilize KPIs as they relate to social performance.

Increase in fans/followers: the amount of new followers/fans acquired over a certain period

Number of comments: number of comments left on your posts or updates

Number of shares: number of times your content was shared

Number of opt-ins: number of leads generated through your social campaigns and posts

Traffic to the website from social media sources: percentage of your website traffic that is referred by social media sites

Example: SEO Performance

If your marketing plans include improving your visibility in search, monitor KPIs that show improvement in your SEO status. To get an accurate look at each of these metrics, use Alexa, SEMRush, Google Analytics, and Webmaster tools to keep track of (and improve) your numbers.

Alexa Rank: a measure of how popular a website is compared to other websites (the lower a website’s number, the more popular it is)

Total organic traffic: number of website visitors that arrive at your website because of an organic search

Total number of keywords website ranks for: the total number of keywords that your website ranks for

Number of keywords in top 3 positions: keywords ranking in the top three positions in search results

Number of leads generated from organic search: number of new leads that converted on your website from organic

New Customer Acquisition

When in a growth phase, you should keep an eye on new customer acquisition and the metrics that help you monitor growth. KPIs that measure customer acquisition include the following metrics.

Number of new customers: the amount of new customers acquired over a certain period

Increase in new customers: percentage change of new customers compared to other time frames

Cost per new customer: the amount of money spent to acquire a new customer

Lead-to-customer ratio: percentage of leads that become paying custome

Objectives

5 S's Objectives Framework for Digital (Website)

Sell - Customer acquisition and retention targets.

Serve - Customer satisfaction targets (Experience)

Sizzle - Wow factor (added value)

Speak - Engaging customers (Content)

Save - Quantified efficiency gains (Online)

How To Identify The Right Project Objectives

While having objectives is important, having the right project objectives is the true key to success.

Do I really want to increase page views by 20%? Or is it more valuable to increase quality leads by 5%?

Is time on the page important? Or does that mean our users can’t find what they’re looking for?

Is it more valuable to make sure key information is always available within a maximum number of clicks? Is it more valuable to increase use of search? Or would that mean our information isn’t easy to find?

Are form completes important on a page? Or is it more important to drive users to supporting content?

The key types of digital media channels

The intersection of the three key online media types

Calculate Your SMART Marketing Goals

Calculate Your SMART Marketing Goals

Calculate Your SMART Marketing Goals

Marketing Objective Examples

- Increase Sales - How? Black Friday Promotion is given 15% off in old stock

- Grow Brand Awareness - How? Post content daily about a specific topic

- Increase Lead Generation - How? Sending target message to your linked In contacts.

- Promote New Products or Services - How? Set a date and create an event about your new Product/Service

- Grow Digital Presence - How? Being super consistent with your content in more than one platform.

An alternative to SMART: the BSQ goal-setting framework

SMART is just one of the many goal-setting frameworks currently used by businesses, marketers, life coaches and others.

BSQ

BSQ is based on a very simple set of principles:

1. Think Big

2. Act Small

3. Move Quick

BSQ

Think big means set ambitious goals; act small means break those goals down into easy steps; move quick means set a deadline to get the job done.

If the SMART goal-setting framework is too convoluted for your way of working, try BSQ instead.

David van Rooy, VP of Talent and Organizational Capability at Walmart Canada, fully explains the BSQ framework in this Inc. article.( I will share the link in the group)

How to Track Marketing Objectives?

-Marketing Software

-Excel Spreadsheet

-Google Analytics

-Facebook Insights

-Instagram Insights

-Linked In Insights

- Mailchimp

- Write your notes in the notebook.

"It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change."

Further reading:

Charles Darwin