Setting the right marketing vision and goals in digital promotion is one of the key elements for businesses whose results can appear quickly. However, before setting your marketing goals, you need to understand the overall goal of your business. In other words, answer the question: "Why does my organization exist?"
involves using websites to distribute your business message, along with various online promotional techniques designed to capture qualified leads in the virtual environment. Subsequently, these leads are transformed into customers, and later, loyal customers.
This can be achieved by ticking off two strategic objectives: meeting customer needs better than the competition and even exceeding their expectations.
Under what conditions can we set fair marketing objectives?
We need a clear, concise, and lucrative business vision that inspires growth and success. Its presence will help define the general direction in terms of digital channels.
The purpose of the business must also be established; this presents the general direction of the company, such as increasing sales, streamlining expenses, and establishing excellent customer relations.
Objectives must be realistic, achievable, and effective, created according to the SMART model (Specific, Measurable, Achievable, Realistic, and Time-bound).
We don’t play with small stakes; we think about each step separately.
We work depending on the needs of both the business and the customers.
You also need to set some key performance indicators (KPIs) to analyze and closely monitor the results. This is where the prioritization and selection of performance indicators takes place for values that have the greatest impact on the company’s revenues, and, subsequently, on conversions.
Short-term vs Long-term Marketing Goals
When talking about digital marketing goals and objectives, we should group them into short-term and long-term goals.
The Right Short-term Marketing Goals
Short-term goals focus on:
- Determining existing problems and improving the product
- Creating a strategy that strengthens the existing database
- Making the business more visible and recognized
What can be the correct short-term goals?
- Finding the avatar of the clientele through promotional campaigns.
- Building a community around your brand.
- Identifying the communication channels that work in your niche and daily activities.
- Creating a database of qualified leads.
The Right Long-term Marketing Goals
Long-term goals are designed to strengthen a business and create an impeccable reputation. The advantages of correctly set long-term objectives are:
- Clarity in actions, step by step
- Identifying innovative solutions with immediate results
- The possibility of finding alternative communication methods and new distribution channels.
What can be the long-term goals?
- SEO optimization campaigns
- with outstanding results in the top 5 positions on Google searches.
- PR campaigns in digital marketing that consistently generate high-quality leads.
- Increasing customer loyalty and their LTV (lifetime value), i.e., how much they spend with you over the period they remain your customer.
- Determining new markets and finding new products or services to profitably complement your core business.
Transforming the company's objectives into achievable goals happens through the formulation of a well-written online marketing strategy.
In conclusion, here are two questions that will help you establish achievable goals and a solid marketing strategy:
- "How do we do things differently, better, or more efficiently?"
- "What should we or shouldn't we do to achieve our goal?"