Ready to get started?<\/p>\n
In just a few minutes time, you will be a goal-setting pro!<\/p>\n
How to set digital marketing KPIs<\/strong><\/h3>\nWhen setting your digital marketing KPIs, you need to first decide what you will measure, i.e. what metrics you are going to use. This is vital as it will ensure that what you are measuring directly aligns with your goals and objectives.<\/p>\n
Typically, digital marketing KPIs are connected to a conversion. This does not just mean a sale; it refers to any action that you wanted a user to take. For example, sign up to your email subscription service or download an e-book.<\/p>\n
When choosing what to measure, you need to focus on quantifiable metrics such as sales and leads and leading indicators such as time spent on a web page.<\/p>\n
You shouldn\u2019t focus any of your efforts on elements that you can\u2019t change or so-called vanity metrics that don\u2019t provide any real value to your business.<\/p>\n
Channel-specific metrics<\/strong><\/h3>\nAs well as setting KPIs for your overall business goals, you also need to set channel-specific KPIs.<\/p>\n
For example:<\/p>\n
Social Media: <\/strong>Number of followers, level of engagement, and number of site visits.<\/p>\nSEO: <\/strong>Number of impressions, number of site visits, conversions.<\/p>\nEmail: <\/strong>Delivery rate, open rate, and click-through rate.<\/p>\nContent: <\/strong>Content visits, bounce rate, and content shares.<\/p>\nWhen setting KPIs for each channel, make sure that you choose realistic KPIs for each, as some are much less likely to result in conversions than others. However, this doesn\u2019t make them any less important.<\/p>\n
For more information on setting digital marketing KPIs or any other aspect of digital marketing, checkout our Knowledge hub<\/a> here.<\/p>\nHow to set SMART goals <\/strong><\/h2>\nIf you have not used the SMART framework to set your digital marketing goals before, then you are in for a treat. Smart goals, as the name suggests, are goals that have a greater chance of being accomplished.<\/p>\n
In terms of digital marketing, setting smart goals allows you to ensure that you have covered every important aspect of a marketing goal, maximizing your chance of success.<\/p>\n
Let\u2019s take a closer look at SMART goals below:<\/p>\n
Specific<\/b><\/h3>\n
This reminds you that you need to be specific when setting your digital marketing goals. You need to have a clear objective in mind with each goal that you set. You also need to be very specific about what this goal means for your business.<\/p>\n
Example:<\/strong><\/p>\nStart: Grow my business<\/p>\n
Specific: Grow my business by 25%<\/p>\n
M<\/strong>easurable <\/strong><\/h3>\nThis relates back to your KPIs. You need to determine what you need to measure to understand whether or not you have reached your goals. It is worth remembering that some channels are easier to measure than others. For example, it can be difficult to quantify social media success.<\/p>\n
Example:<\/strong><\/p>\nStart: Grow my business by 25%<\/p>\n
Measurable: Increase my revenue by 25%<\/p>\n
A<\/strong>chievable<\/strong><\/h3>\nWhile you may want to aim for the skies, you need to make sure that your marketing goals are in some way achievable. Otherwise, there is no point in setting them, and you will quickly lose the motivation to succeed.<\/p>\n
Ask yourself \u2013 is this goal achievable, and how can I achieve it?<\/p>\n
Example:<\/strong><\/p>\nStart: Increase my revenue by 25%<\/p>\n
Achievable: Increase my revenue by 20%<\/p>\n
R<\/strong>elevant <\/strong><\/h3>\nConsider how your marketing goals will help you achieve your business objectives. If they don\u2019t, scrap them. To help remain relevant, always keep your business objectives at the forefront of your mind when setting your digital marketing goals.<\/p>\n
Example:<\/strong><\/p>\nStart: Increase my revenue by 20%<\/p>\n
Relevant: Increase my revenue from inbound sales by 20%<\/p>\n
T<\/strong>imely <\/strong><\/h3>\nFinally, you need to set a clear timeframe for achieving your marketing goals. Be sure to include a start date and a target date, as this will create urgency and help you achieve your goals.<\/p>\n
Example:<\/strong><\/p>\nStart: Increase my revenue from inbound sales by 20%<\/p>\n
Timely: Increase my revenue from inbound sales by 20% by December 30th<\/sup> 2022.<\/p>\nWhy do you need to set SMART goals?<\/strong><\/h2>\nIf the above seems like a lot of work, you may be wondering, \u201cwhy do I have to set smart goals?\u201d.<\/p>\n
Well, let\u2019s take a look:<\/p>\n
\n- They provide purpose and direction<\/strong>. SMART goals give you something to work towards on a daily basis.<\/li>\n
- They allow you to see your progress<\/strong>. The measurement aspect of SMART goals provides you with actual evidence of your achievements.<\/li>\n
- They enable you to improve<\/strong>. By setting goals over a specific period of time, you can make any necessary changes to your campaigns to ensure optimum results.<\/li>\n<\/ul>\n
Digital marketing goal examples<\/strong><\/h3>\nNow that you know how to set marketing goals for your business and why they are so important, the next step is to actually start setting them.<\/p>\n
If you are not sure what type of digital marketing goals you should be setting, then the below digital marketing examples should be able to help you.<\/p>\n
1.\u00a0\u00a0\u00a0\u00a0 <\/strong>Generate more leads<\/strong><\/h4>\nLead generation can be a tough task, but that doesn\u2019t mean you should neglect it. In fact, generating new leads should be one of your top priorities as a business.<\/p>\n
2.\u00a0\u00a0\u00a0\u00a0 <\/strong>Boost your conversion rate<\/a><\/strong><\/h4>\nOne of the most popular digital marketing goals that we see, converting more followers\/users\/readers into customers should always be on your agenda.<\/p>\n
3.\u00a0\u00a0\u00a0\u00a0 <\/strong>Increase sales <\/strong><\/h4>\nThe ultimate goal for most businesses, big and small, is to improve upon their sales figures, so one of your goals should be to increase sales.<\/p>\n
4.\u00a0\u00a0\u00a0\u00a0 <\/strong>Increase website traffic <\/strong><\/h4>\nFrom organic traffic to social media traffic, you need to set goals to help you drive more users to your site.<\/p>\n
5.\u00a0\u00a0\u00a0 <\/strong>Boost brand awareness <\/strong><\/h4>\nBrand awareness allows you to increase your reach and grow your audience. It is particularly important for start-ups and small businesses.<\/p>\n
Of course, there are many more digital marketing goals that you can set in addition to the above major players. Just make sure that you keep the SMART framework in mind when selecting them.<\/p>\n
How to set marketing goals based on business goals <\/strong><\/h3>\nIt is not uncommon for businesses to struggle to align their marketing campaign goals with their overall business goals. Unfortunately, in order for your marketing to be meaningful, it needs to be focused on your main business objectives.<\/p>\n
If you are not sure how to tie in your marketing goals with your business goals, then this is something that we can help you with.<\/p>\n
Understanding your business goals <\/strong><\/h3>\nLet\u2019s take social media, for example. Your digital marketing goal might be to increase your number of followers. However, how exactly does this help your business?<\/p>\n
\n- It can increase brand awareness<\/li>\n
- It can help to establish your brand as an authority<\/li>\n
- It can help you to reach new customers<\/li>\n<\/ol>\n
These are all objectives that can have a meaningful impact on your business.<\/p>\n
Connecting your business and marketing goals <\/strong><\/h2>\nThe first step in connecting your business and marketing goals is to be clear about your business goals. Make sure you understand what it is your company is trying to achieve.<\/p>\n
For example, let\u2019s say your business needs more customers. This is their number 1 business goal for the year ahead.<\/p>\n
This means that your digital marketing goals need to help your business achieve this goal.<\/p>\n
In order to achieve this, your sales team will need to generate x amount of leads per week. For them to achieve this, your marketing efforts will need to drive these leads.<\/p>\n
Therefore, as the business objective is to increase revenue by increasing customers, a good marketing objective could be anything that actively helps to generate more leads.<\/p>\n
This could be by:<\/p>\n
\n- Optimising your webpages<\/li>\n
- Running A\/B tests<\/li>\n
- Creating high-quality content<\/li>\n
- Running social media competitions<\/li>\n
- Updating your keywords<\/li>\n
- Creating a responsive website<\/li>\n<\/ul>\n
How to set channel-specific digital marketing goals <\/strong><\/h2>\nWe are now going to break down how you can set specific digital marketing campaign goals for each channel.<\/p>\n
Search engine optimization (SEO)<\/strong><\/h3>\nThe basic goal of SEO is to boost your online presence by rising in the ranks of SERPs. This can be broken down into three sections for each level of the sales funnel.<\/p>\n
Top of the funnel SEO<\/strong><\/h4>\n\n![\"\"](\"https:\/\/www.staging-uk.clickintelligence.com\/wp-content\/uploads\/2021\/12\/Blog-graphics-e1640002608768-300x219.png\")
Raise awareness of your business<\/li>\n- Target informational keywords<\/li>\n
- Focus on providing value to searchers<\/li>\n<\/ul>\n
Middle of the funnel SEO<\/strong><\/h4>\n\n- Establish authority in SERPs<\/li>\n
- Share helpful SEO content<\/li>\n
- Direct users towards making a purchaseBottom of the funnel SEO<\/strong><\/li>\n<\/ul>\n
\n- Target transactional keywords<\/li>\n
- Promote your business<\/li>\n
- Drive purchases<\/li>\n<\/ul>\n
Email <\/strong><\/h3>\nEmail marketing offers one of the best ROI out of all digital marketing strategies, so it should always be one of your top priorities when setting marketing goals.<\/p>\n
There are many email marketing goals that you can set to help you achieve your overall business objectives. These include:<\/p>\n
\n- Grow your subscriber list<\/li>\n
- Increase your open rates<\/li>\n
- Improve your email click-throughs<\/li>\n
- Retain customers and turn them into brand advocates<\/li>\n
- Increase email engagement<\/li>\n<\/ul>\n
Content <\/strong><\/h3>\nContent marketing is another crucial aspect of any digital marketing strategy, enabling you to increase your online visibility significantly without blowing your budget.<\/p>\n
That being said, this is only the case if it is done right, and unfortunately, many brands are still failing to deliver high-quality content consistently.<\/p>\n
When it comes to setting content marketing goals, you need to ensure you use the right content to achieve each specific goal.<\/p>\n
Goal: <\/strong>Increase brand awareness<\/p>\nContent type: <\/strong>Social media posts and guest posting<\/p>\nGoal: <\/strong>Position your brand as a thought leader<\/p>\nContent type: <\/strong>Long-form content<\/p>\nGoal: <\/strong>Drive website traffic<\/p>\nContent type: <\/strong>Any type of high-quality, relevant content<\/p>\nGoal: <\/strong>Generate leads<\/p>\nContent type: <\/strong>Website and email content<\/p>\nGoal: <\/strong>Upselling<\/p>\nContent type: <\/strong>Email and social media content<\/p>\nSocial media<\/strong><\/h3>\nSocial media marketing is becoming increasingly important with each passing year, yet it is also one of the hardest aspects of digital marketing to get right as it is constantly evolving.<\/p>\n
That being said, if you set the right goals and track the right metrics, social media can be a highly effective channel for achieving your overall business objectives.<\/p>\n
Social media marketing goals and metrics you might want to consider setting include:<\/p>\n
As well as setting KPIs for your overall business goals, you also need to set channel-specific KPIs.<\/p>\n
For example:<\/p>\n
Social Media: <\/strong>Number of followers, level of engagement, and number of site visits.<\/p>\n SEO: <\/strong>Number of impressions, number of site visits, conversions.<\/p>\n Email: <\/strong>Delivery rate, open rate, and click-through rate.<\/p>\n Content: <\/strong>Content visits, bounce rate, and content shares.<\/p>\n When setting KPIs for each channel, make sure that you choose realistic KPIs for each, as some are much less likely to result in conversions than others. However, this doesn\u2019t make them any less important.<\/p>\n For more information on setting digital marketing KPIs or any other aspect of digital marketing, checkout our Knowledge hub<\/a> here.<\/p>\n If you have not used the SMART framework to set your digital marketing goals before, then you are in for a treat. Smart goals, as the name suggests, are goals that have a greater chance of being accomplished.<\/p>\n In terms of digital marketing, setting smart goals allows you to ensure that you have covered every important aspect of a marketing goal, maximizing your chance of success.<\/p>\n Let\u2019s take a closer look at SMART goals below:<\/p>\n This reminds you that you need to be specific when setting your digital marketing goals. You need to have a clear objective in mind with each goal that you set. You also need to be very specific about what this goal means for your business.<\/p>\n Example:<\/strong><\/p>\n Start: Grow my business<\/p>\n Specific: Grow my business by 25%<\/p>\n This relates back to your KPIs. You need to determine what you need to measure to understand whether or not you have reached your goals. It is worth remembering that some channels are easier to measure than others. For example, it can be difficult to quantify social media success.<\/p>\n Example:<\/strong><\/p>\n Start: Grow my business by 25%<\/p>\n Measurable: Increase my revenue by 25%<\/p>\n While you may want to aim for the skies, you need to make sure that your marketing goals are in some way achievable. Otherwise, there is no point in setting them, and you will quickly lose the motivation to succeed.<\/p>\n Ask yourself \u2013 is this goal achievable, and how can I achieve it?<\/p>\n Example:<\/strong><\/p>\n Start: Increase my revenue by 25%<\/p>\n Achievable: Increase my revenue by 20%<\/p>\n Consider how your marketing goals will help you achieve your business objectives. If they don\u2019t, scrap them. To help remain relevant, always keep your business objectives at the forefront of your mind when setting your digital marketing goals.<\/p>\n Example:<\/strong><\/p>\n Start: Increase my revenue by 20%<\/p>\n Relevant: Increase my revenue from inbound sales by 20%<\/p>\n Finally, you need to set a clear timeframe for achieving your marketing goals. Be sure to include a start date and a target date, as this will create urgency and help you achieve your goals.<\/p>\n Example:<\/strong><\/p>\n Start: Increase my revenue from inbound sales by 20%<\/p>\n Timely: Increase my revenue from inbound sales by 20% by December 30th<\/sup> 2022.<\/p>\n If the above seems like a lot of work, you may be wondering, \u201cwhy do I have to set smart goals?\u201d.<\/p>\n Well, let\u2019s take a look:<\/p>\n Now that you know how to set marketing goals for your business and why they are so important, the next step is to actually start setting them.<\/p>\n If you are not sure what type of digital marketing goals you should be setting, then the below digital marketing examples should be able to help you.<\/p>\n Lead generation can be a tough task, but that doesn\u2019t mean you should neglect it. In fact, generating new leads should be one of your top priorities as a business.<\/p>\n One of the most popular digital marketing goals that we see, converting more followers\/users\/readers into customers should always be on your agenda.<\/p>\n The ultimate goal for most businesses, big and small, is to improve upon their sales figures, so one of your goals should be to increase sales.<\/p>\n From organic traffic to social media traffic, you need to set goals to help you drive more users to your site.<\/p>\n Brand awareness allows you to increase your reach and grow your audience. It is particularly important for start-ups and small businesses.<\/p>\n Of course, there are many more digital marketing goals that you can set in addition to the above major players. Just make sure that you keep the SMART framework in mind when selecting them.<\/p>\n It is not uncommon for businesses to struggle to align their marketing campaign goals with their overall business goals. Unfortunately, in order for your marketing to be meaningful, it needs to be focused on your main business objectives.<\/p>\n If you are not sure how to tie in your marketing goals with your business goals, then this is something that we can help you with.<\/p>\n Let\u2019s take social media, for example. Your digital marketing goal might be to increase your number of followers. However, how exactly does this help your business?<\/p>\n These are all objectives that can have a meaningful impact on your business.<\/p>\n The first step in connecting your business and marketing goals is to be clear about your business goals. Make sure you understand what it is your company is trying to achieve.<\/p>\n For example, let\u2019s say your business needs more customers. This is their number 1 business goal for the year ahead.<\/p>\n This means that your digital marketing goals need to help your business achieve this goal.<\/p>\n In order to achieve this, your sales team will need to generate x amount of leads per week. For them to achieve this, your marketing efforts will need to drive these leads.<\/p>\n Therefore, as the business objective is to increase revenue by increasing customers, a good marketing objective could be anything that actively helps to generate more leads.<\/p>\n This could be by:<\/p>\n We are now going to break down how you can set specific digital marketing campaign goals for each channel.<\/p>\n The basic goal of SEO is to boost your online presence by rising in the ranks of SERPs. This can be broken down into three sections for each level of the sales funnel.<\/p>\n Email marketing offers one of the best ROI out of all digital marketing strategies, so it should always be one of your top priorities when setting marketing goals.<\/p>\n There are many email marketing goals that you can set to help you achieve your overall business objectives. These include:<\/p>\n Content marketing is another crucial aspect of any digital marketing strategy, enabling you to increase your online visibility significantly without blowing your budget.<\/p>\n That being said, this is only the case if it is done right, and unfortunately, many brands are still failing to deliver high-quality content consistently.<\/p>\n When it comes to setting content marketing goals, you need to ensure you use the right content to achieve each specific goal.<\/p>\n Goal: <\/strong>Increase brand awareness<\/p>\n Content type: <\/strong>Social media posts and guest posting<\/p>\n Goal: <\/strong>Position your brand as a thought leader<\/p>\n Content type: <\/strong>Long-form content<\/p>\n Goal: <\/strong>Drive website traffic<\/p>\n Content type: <\/strong>Any type of high-quality, relevant content<\/p>\n Goal: <\/strong>Generate leads<\/p>\n Content type: <\/strong>Website and email content<\/p>\n Goal: <\/strong>Upselling<\/p>\n Content type: <\/strong>Email and social media content<\/p>\n Social media marketing is becoming increasingly important with each passing year, yet it is also one of the hardest aspects of digital marketing to get right as it is constantly evolving.<\/p>\n That being said, if you set the right goals and track the right metrics, social media can be a highly effective channel for achieving your overall business objectives.<\/p>\n Social media marketing goals and metrics you might want to consider setting include:<\/p>\nHow to set SMART goals <\/strong><\/h2>\n
Specific<\/b><\/h3>\n
M<\/strong>easurable <\/strong><\/h3>\n
A<\/strong>chievable<\/strong><\/h3>\n
R<\/strong>elevant <\/strong><\/h3>\n
T<\/strong>imely <\/strong><\/h3>\n
Why do you need to set SMART goals?<\/strong><\/h2>\n
\n
Digital marketing goal examples<\/strong><\/h3>\n
1.\u00a0\u00a0\u00a0\u00a0 <\/strong>Generate more leads<\/strong><\/h4>\n
2.\u00a0\u00a0\u00a0\u00a0 <\/strong>Boost your conversion rate<\/a><\/strong><\/h4>\n
3.\u00a0\u00a0\u00a0\u00a0 <\/strong>Increase sales <\/strong><\/h4>\n
4.\u00a0\u00a0\u00a0\u00a0 <\/strong>Increase website traffic <\/strong><\/h4>\n
5.\u00a0\u00a0\u00a0 <\/strong>Boost brand awareness <\/strong><\/h4>\n
How to set marketing goals based on business goals <\/strong><\/h3>\n
Understanding your business goals <\/strong><\/h3>\n
\n
Connecting your business and marketing goals <\/strong><\/h2>\n
\n
How to set channel-specific digital marketing goals <\/strong><\/h2>\n
Search engine optimization (SEO)<\/strong><\/h3>\n
Top of the funnel SEO<\/strong><\/h4>\n
\n
Raise awareness of your business<\/li>\nMiddle of the funnel SEO<\/strong><\/h4>\n
\n
\n
Email <\/strong><\/h3>\n
\n
Content <\/strong><\/h3>\n
Social media<\/strong><\/h3>\n