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Shoot for the Stars: Online Marketing Campaign Goal Setting

Posted by in SEO

We all know and understand the importance of setting goals in our personal and business lives if we want to achieve success. A colleague of mine’s favourite saying is, “If you shoot for the moon then even if you don’t make it then you’ll land amongst the stars”. Corny and clichéd I know but not without its wisdom. For all its motivational glory, let’s have a look at installing a guidance system to that rocket that will keep you on the right path for your Online Marketing Campaign so that even if you don’t hit your target, you’ll at least be in the right solar system.

In life and business we need to have clear cut goals to steer us and it’s no different for Online Marketing Campaign goals. It’s crucial to have clear, appropriate and achievable goals in order to ensure that the energy you spend on your campaign is spent efficiently and effectively. The problem lies in the development of these goals, how do come up with goals that are realistic and help ensure that your campaign brings you the return that you desire?

Businesses Online Marketing Goals will generally revolve around the following:

  • Rankings
  • Traffic

These alone are not specific enough, it’s all well and good to have 1 million unique site visits in a month but what if none of them are buying your product or requesting additional information. These broad goals will then need to be broken up into other more specific goals which must align with the overall goals and strategy of the business:

  • Branding
  • Lead Generation
  • Sales Conversion

Rankings will no doubt be the first thing on any decision maker’s mind when it comes to deciding on goals for their Online Marketing Campaign. Ask most business decision makers about their goals and the response will most likely be, “I want to rank first place for all my keywords.” The problem with this train of thought is whether or not it is feasible to rank No.1. There are many factors such as competitiveness of the industry, current online search capabilities and preparedness to invest in the campaign that need to be considered to reality check this goal. The reality generally is that most new businesses are not capable of getting top rankings in the short-term and should factor it in as a long-term investment.

Increasing overall traffic is another common goal but once again, not specific enough. As with the example I used earlier, how beneficial would 1 million unique site visits in a month be but none of them were qualified visitors? The goals you decide on must help steer and guide your campaign to success and ultimately bring about a return to your company.

When developing your goals, keep them as  S.M.A.R.T as possible.

  • Specific
  • Measureable
  • Attainable
  • Realistic
  • Timely

The SMART method of goal setting is an excellent way of developing a set of goals. Developing goals in this manner gives them a greater chance of being achieved.

When developing your online marketing goals bring it back to the ultimate objective and ask yourself the following question, what do I need to achieve in order to bring about a return to my business from my investment in online marketing?

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