The future has arrived. And now. And now. Okay, technically every second that goes by you are in the future. Do you have a handle on what you hope to achieve?
Marketing goals are important. They help you define success and put some rails on where you invest your efforts. Truth is, we’re all being asked to do more with less. This makes goal-setting ever-more-important.
Whether you create marketing goals monthly, quarterly, or annually, let’s talk about some of the items that should make your list.
Our goal? Help more businesses like yours succeed. Contact us to learn more about paid ad services, social media marketing, recruitment marketing, and more.
Marketing Goals Against Key Performance Indicators (KPIs)
First, any marketing goals you create should be measurable. Measurability always leads us to talk KPIs. Here are some examples of marketing goals you can make that line up to standard marketing KPIs:
Marketing Goals and Marketing KPI for Measurement
> Reduce by 10% how much it costs to acquire new customers: Measured by customer acquisition cost, or CAC
> Increase traffic-to-lead ratios by 15%: Measuring traffic-to-lead ratios and metrics like SEO keywords and other sources for inbound site or profile visits
> Increase the amount of time people spend on our website by 10 seconds: Two metrics: bounce rate (would want to decrease) and time on page (would want to increase)
> Rank higher on Google: Measure organic traffic (using Google Search Console or Google Analytics) and SERP
> Increase the ratio of qualified marketing leads: Measure marketing qualified lead (MQL)
> Decrease churn from 20% to 15%: Focus on measuring net promoter score (NPS), survey responses, and identifying churn predictors
These are all sound marketing goals, but it’s important that you don’t forget to set goals around how you will achieve results. One key tactical area will always be content development.
Content Marketing Goals
Content marketing goals will be about your messaging, SEO, ads, etc. – almost everything in marketing comes back to content.
Here are some examples of content marketing goals:
SEO Content Goals
> Write one SEO blog/week
> Rank for 25 new SEO keywords
> Rank number one for our 5 MVP SEO keywords
Social Media Content Goals
> Set up Tik Tok and start posting every week
> Grow our Instagram account by 500 followers a week
> Deploy monthly themed campaigns on Facebook
> Create new videos each week on YouTube, growing the channel by 1500 subscribers a quarter
Paid Ad Content Goals
> Write two new ads a quarter, A/B testing for success
> Create three new video ads a quarter
> Measure keywords for paid ads and perform analysis on which ads outperform others
Content addresses a lot of the ways in which you’re building an audience and gaining new leads and customers. One major way most businesses fill their pipeline is through email.
Email Marketing Goals
Email marketing is its own animal, and you likely manage it carefully and read a lot of data points each month on how your emails perform. But could they be better? It’s important that you not only think they can but do something about it. Here are some email marketing goals you may set:
> Get open rate to 20%
> Set up tracking for every email link, then initiate monthly reports
> Increase sales through email marketing by 10%
Set Goals and Expect Success
It hasn’t been an easy couple of years for marketers. In another sense, we have more opportunities than ever. Digital marketers are making or breaking companies now by implementing time-tested, well-researched strategies for success. These goals, and whatever other goals your team has in place, can motivate you to do more, make more, and be more this year.
If an outsourced team is part of your secret sauce, we’re always happy to weigh in. Connect with us to learn more.
Let’s do it right. You got this.