Defining your marketing goals can be more complicated than it seems at first glance. Many companies even implement marketing actions without even considering where they want to go.
In this article we want to give you some basic guidelines so that you can learn to define measurable objectives for your digital marketing strategy.
What should be the marketing objectives?
When we talk about marketing objectives, we start from the basis that there are two types of objective: qualitative and quantitative.
The qualitative targets are subjective. Some examples can be improving the reputation of the brand or increasing the engagement with your followers. The quantitative targets are those that are directly related figures, for example, an increase in sales.
Digital marketing strategies can set any type of objective like Video Animation Services, qualitative or quantitative. Both are equally valid as long as they meet certain characteristics. And one of the most important is that they must be measurable objectives. If we cannot measure the results of a certain action, we will not be able to know whether it has been successful or not.
In all the marketing manuals that you can read, their authors will agree with total security on what an objective should be, regardless of which one is established in each case. Goals should be SMART.
SMART goals (smart and something else)
When talking about defining marketing objectives, it is always said that they should be SMART. As you know, SMART means “smart” in English. Obviously, you have to set your goals with intelligence but, in reality, this very accurate term responds to an acronym that we explain below.
A SPECIFIC objective must answer questions such as what we want to achieve, when we want to achieve it or how we are going to achieve it
A MEASURABLE goal is one that can be quantified. This is the point we are going to focus on.
A well-planned objective should allow the results to be measured numerically, either as a percentage or an absolute figure.
That is, REACHABLE. When defining marketing objectives, the aim is to improve the results of our business. But the goals must be achievable, not impossible.
A small business that is just starting out probably does not have the capacity or the means to reach 10,000 users. This aspect is directly related to the next point.
Besides being achievable, it must be REALISTIC. This means that depending on the resources and budget we have, we can achieve certain objectives. It would be unrealistic to think that with an investment of 200 euros in Google AdWords your sales figures will increase by 1000% in a month.
When defining marketing objectives, you must set a TIME period in which you expect to achieve them. Setting a date will help you know if your marketing strategy is working as it should.
Tips for Defining Measurable Marketing Goals
Defining measurable marketing goals can be one of the most difficult jobs in your entire marketing strategy. However, there are a number of guidelines that you can take into account when drawing them.
The objectives set can be, as we said before, qualitative or quantitative. However, any of them can be measured.
These are some of the most common objectives in a digital marketing strategy:
- Increase in sales volume compared to a previous period.
- Increase in the number of visits to the website by a certain percentage.
- Improved customer loyalty, which could be measured by repeat purchases or by higher-value orders.
- Greater visibility of the brand based on its positioning on the Internet.
- Greater notoriety of the brand, according to the gain of followers in social networks.
- Increase in user interaction, which can be measured, for example, by a greater number of comments on the blog.
It is best to set one goal at a time, or at most two that are compatible and consistent with each other. In this way, the marketing strategy can move in a single direction and will be more effective.
To measure the results we must establish the corresponding KPI (Key Performance Indicator). The KPIs are key performance indicators, ie metrics that they are used to put a figure on the effectiveness of marketing activities that have been carried out.
Although they can be used in any area of business, they are essential in digital marketing to be able to measure return on investment (ROI).
Currently there are numerous analytical tools with which the KPIs for a specific action can be measured and that offer a global vision of the situation. This helps to understand the strengths and areas to improve in the marketing strategy.
Here are some examples of KPIs to measure results of your digital marketing strategy:
- Duration of visits to the web.
- Percentage of new users.
- Number of pages per session.
- Click-through rate in SEM advertising campaigns.
- Bounce rate in the purchase process.
- Increase in the number of unique visitors.
- Email open rate.
- Level of user interaction.
The digital world is increasingly competitive, so it is essential to measure the results of the actions that are implemented. Only then can we make correct and timely decisions to achieve our goals.