Setting realistic goals for your digital marketing efforts is anything but simple.
All too often, companies set goals that are completely unattainable, or even worse, impossible to measure. Ideally, you need goals that are both deliverable and measurable.
Here are three ways to start setting goals for digital that you can get excited about.
- Know where you’re starting from.
One of the biggest mistakes businesses make heading into a new digital marketing push is not understanding exactly what they’re measuring against. A brand new business should have different goals for marketing (i.e. brand recognition, customer engagement) than a business that’s been around for a while (i.e. growth metrics). Having a clear picture of exactly where your online placement is at the moment helps you know whether the goals you’re setting are realistic or too lofty. This could include anything from knowing how many website visitors you get a month to knowing where you rank in search for a specific key term.
- Don’t set too many goals.
In general, it’s far better to set one or two core goals and concentrate on those, specifically. The easiest way to miss the mark on all your goals is to spread yourself too thin trying to chase them. In digital marketing, good goals are those that are imminently trackable. Increasing customer conversions from 3 per month to 20/month, for example, is a smart goal you can use to measure progress in your online store. Growing the number of qualified leads you receive is a good goal for a service-oriented business that currently converts mostly offline. Your specific measurables will depend on your business - but don’t get caught up in the nitty-gritty details (i.e. blog traffic, Facebook likes, email clicks) that don’t necessarily measure how well you’re performing holistically.
- Set a timeline for measurement.
Lastly, set specific times in the coming weeks/months/quarter to stop and take stock of your goal performance. Quarterly is a good rule of thumb but depending on your goal, you may want to measure more often. That way, you’ll avoid getting too hung up on the day-to-day and focus on the finish line. Setting performance evaluation dates is a smart strategy for everyone: the client benefits from understanding their ROI in digital marketing and the marketer gets accountability to work towards. Everyone wins when priorities are clear.
Do you need help setting digital marketing goals? Synchronicity is your digital marketing firm in Charlotte and we’re ready to help you meet and exceed your potential online. It’s just what we do.
Give our team a call today to get started.