What are your digital marketing goals? Do you have a good idea of what you are trying to accomplish with your digital marketing efforts? It is easy to get caught up in Facebook likes and Twitter mentions but in order to see a return on investment from your website you need to set concrete goals. Let’s go through the steps to create goals for your digital marketing that are achievable and can help you to grow your business.
Step 1: Establish a Baseline
In order to get a better sense of where you are going and how you are going to get there you need to establish a baseline for your efforts. This is pretty easy to do if you already have your stats in front of you. If you are using Google Analytics you should have a pretty good idea of how much traffic your website is getting. You also want to track your conversions, whether you are looking at subscribers, leads or sales. The metrics that are important in this regard depend on your business. In every case you should be tracking your conversion rates.
How you determine your conversion rate is pretty easy. You are simply going to divide the number of subscribers, leads or sales you get by your total traffic. For example, if you are getting 1,000 visitors and 35 sales on a monthly basis your conversion rate would be 3.5%.
Once you have established a baseline in both website traffic and conversions you can begin to set goals moving forward.
Step 2: Set Your Digital Marketing Goals
Now that you know how much traffic you are getting to your website and what your conversion rates are you can set goals for improving them. Where you set your goals depends a great deal on how aggressive you want to be, how much time you have to devote to your digital marketing campaigns and where you would like to end up. It is easy to say that you want to double your website traffic in three months; it is a lot harder to actually do it. That is not to say it isn’t an achievable goal.
Your marketing goals are dependent on your overall business objectives as well as how much of your revenue is coming in through digital channels. The following is a list of some digital marketing goals you may want to set:
- Website Traffic Website traffic is an important goal to look at in relation to your other digital marketing goals. You also want to look at the quality of traffic you are getting to your website. If you are getting a ton of new traffic and it isn’t converting to leads or sales then it is not helping your business.
- Conversion Rates Setting a goal for your conversion rates is important because conversions typically will lead to sales. Track conversions from Traffic to Leads and Leads to Sales or Traffic to Sales and take steps to improve your conversion rates. You should also look at your conversion rates by source, so if you notice that the majority of your sales are coming through organic search and you can tie them to specific pages, you can work on improving your efforts in a more specific manner.
- Social Media Engagement Less important than overall followers in social media is your engagement levels. How many people are sharing your posts or clicking on your links. Interacting is the name of the game when it comes to social media. How many people are you engaging with? Is it leading to improvements in your website traffic and conversion rates? Set a goal to increase your conversations on social media or make a point to respond to as many comments as you can.
- Subscribers Make it a goal to increase your subscribers to your newsletter. Email marketing is an incredibly effective sales tool. By increasing your subscribers you are increasing the audience that receives your sales messages. Just make sure you are providing some great content and not just sending out sales emails. Your audience will thank you for it.
Overall your digital marketing goals should tie directly into what you are trying to accomplish on your website. Whether you are looking to make sales online or capture more leads for your sales team, creating concrete goals that are related to your business objectives will help you to produce more revenue from your digital marketing campaigns.