Setting Your Digital Marketing Goals & Objectives
Once you’ve defined and profiled your audience and developed your value proposition you will then define your goals and objectives of your digital marketing efforts and the activities that you want your target audience to complete as a result. You need to define your goals and objectives from a strategic to tactical perspective.
Step 1: Start with the Corporate Goals
First, establish your corporate goals. For most companies, the “Big 3” are:
Improve customer service
Of course, brand-building is an undercurrent.
Step 2: Define the Marketing Goals
In support of your corporate goals, you should then define your marketing goals which might include:
Lead and revenue generation
Improve efficiencies and cut costs (improve Return on Investment [ROI])
Provide an enhanced level of customer service
Build awareness for charitable or civic-minded activities or causes
Step 3: Define the Conversion Objectives
Then, further drill-down and define the conversion objectives of your web marketing efforts. These might include:
Increasing the number of qualified leads
Increasing trade show attendance
Increasing sales for a given period of time for a given product
Increasing attendance at a seminar
Decreasing customer service calls by increasing online support utilization
Step 4: Determine the Calls-to Action
These online marketing goals and objectives guide your campaign strategies and tactics and should then be applied to your Web marketing efforts, resulting in defining activities that you want your target audience to complete. These activities represent our calls-to-action (CTAs).
These calls-to-action may take the form of:
Filling-out and submitting a form
Watching a video or product demonstration
Downloading a white paper
Asking to be contacted
Requesting product information
Submitting a donation
Making a purchase online
These calls-to-action need to be measurable and quantitative.
Developing Your Digital Strategy
As part of your online marketing efforts, you’ll need to develop a strategy to define, design, and implement a Digital presence that meets your goals and objectives and satisfies the wants and needs of your target audience. A common thread running through your strategy is measurement and adaptation – constant and ongoing.