Setting goals for your digital marketing campaign is essential. Without specific goals in place, how will you know if your campaign is working well or not? Here we will explore how and why your business needs to create measurable goals to see your online campaign succeed.
Goals Will Depend on Your Business
These goals will vary from company to company, as what one industry would call a success, others may see as a failure. For example, a smaller or more niche business may see success in growing their Instagram following by 100 in a month, whereas larger businesses may be less pleased with this result.
1. Where Do You Stand?
There is no point in setting a goal until you know where you currently stand. Performing an audit of your current digital marketing campaign is essential to highlight the areas that need a bit of work. Whether you audit your social media platforms, content posted, or the links connected to your site, auditing can offer an overview of your current performance.
From this, you should be able to identify areas that need improvement, as well as things that you are doing well that can be focussed on more to give your website a boost. Record details of your current standing so that it can be used as a benchmark later on, to see how successful your campaign has been.
2. What Are Your Goals?
This is a question that could either be very easy or very difficult for you to answer. While you probably have longer-term ambitions for growing your business, it can be better to focus on shorter-term objectives when making measurable goals, as they will be easier to track the progress of.
Think about where you want to be in one month, six months and in a year’s time. Perhaps you want your social following to increase, your website to be more visible in search results, or to see more sales.
Examples of Measurable Goals for Online Campaigns
- Increasing Revenue
- Increasing Social Following
- Driving More Traffic to Site
- Generating More Leads
- Improving Search Engine Rankings
- Increasing Brand Awareness
- Improving Brand Loyalty
- Engaging More with Customers
3. Define Your Objectives
To make your goal measurable, you will need to define the objectives for it. The goal needs to be realistically achievable, especially when taking your budget and timeframe into account. With this in mind, make your goal as specific as possible, in a way that is measurable. For example, “I want to grow my Twitter following by 500 in a month”.
4. Work Out Your Strategy
With your objectives and goals set out, you next need to consider how you will achieve this. Create a list of ideas that you can utilise in your digital marketing campaign that will help to reach the goal. Using the Twitter following as an example, the strategy could involve a following campaign, increasing the frequency of Tweets and engaging more with other users.
5. Measuring Success
There is no point starting a campaign with a goal in mind and not tracking the progress as you go. You could find that in six months you have not achieved your goal, as the strategy implemented wasn’t working, and that time will have been wasted.
Check in on your analytical tools often to see how things are going with your campaign. You can see what works well with your strategy, and which aspects are not getting the desired results. By tracking and measuring your achievements and failures, you’ll have more data to help shape the future of your campaign to get the best for your business.
If you are working on improving the digital marketing campaign for your business and need a little help with setting goals and implementing a strong strategy, then get in touch! Our digital training packages can help get you on the right track to achieve all the goals you have for your business.