Setting the right marketing vision and goals in digital promotion are among the basic elements of businesses whose results do not take long to appear. But before you set your marketing goals, you need to know what the overall goal of your business is. In other words, answer the question as soon as possible: "Why does my organization exist?"
Next, the marketing team should ask management to define their business goals for the next 1-3 years. Goals can be externally focused, internally focused, or a mixture of both. And the most effective way to approach turning your marketing strategy into an execution plan is by using a campaign structure. So you can think of online promotion campaigns as stories/pieces of activity focused on a common theme or goal.
So, online marketing includes using websites to distribute your business message. Along with a series of online promotional techniques, it works to capture qualified leads in the virtual environment. Subsequently, their transformation into customers takes place. And then their loyalty takes place.
All this can be achieved if you tick off two strategic objectives. Namely: to meet customer needs better than the competition and even exceed their expectations.
Under what conditions can we set some fair marketing objectives?
- We need a clear, concise, lucrative business vision that inspires growth and success. Its presence will help us define the general direction in terms of digital channels.
- The purpose of the business must also be established, it presents the general direction of the company, such as increasing sales, streamlining expenses, and establishing excellent customer relations.
- Objectives must be thought out in such a way that they are realistic, achievable, and effective, created according to the SMART model (specific, measurable, achievable, realistic, and time-bound).
- We don't play with small stakes, but 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 for analyzing and closely monitoring the results. This is also where the prioritization and selection of performance indicators takes place for those values that have the greatest impact on the company's receipts, respectively on conversions.When we talk about digital marketing goals and objectives, we should group them into short-term and long-term ones.
About the right short-term marketing goals
The need for short-term goals is to:
- Determine existing problems and improve the product;
- To create a suitable strategy that would strengthen the existing database;
- To allow the business to "enter the mouth of the world".
What can be the correct short-term goals?
- Through promotional campaigns, we find out the avatar of the clientele.
- Building a community around our brand.
- Determining the communication channels that work in our niche and our daily lives.
- Creating a database of qualified leads.
About the right long-term marketing goals
These are the goals that come to strengthen a business and create an impeccable reputation. The advantages of correctly set objectives are:
- Clarity in actions, step by step;
- Identifying innovative solutions with immediate results;
- The possibility of finding communication alternatives, and new distribution channels.
What can be the long-term goals?
- SEO optimization campaigns with outstanding results in the top 5 positions in Google searches.
- PR campaigns in digital marketing that consistently bring good quality leads.
- Customer loyalty increases their LTV (lifetime value, i.e. how much they spend with you throughout the period they are your customers).
- Determining new markets, and finding new products and services to profitably complement your core business.
The transformation of the company's objectives into achievable goals takes place through the formulation of a well-written online marketing strategy.
In the end, I will leave you with two questions that will help you establish achievable goals and a good marketing strategy: "How do we do things differently, better, or more efficiently?". "What should we or shouldn't we do to achieve our goal?"