5 Marketing Goals to Add to Your Strategy
The most important and often overlooked step in creating your marketing strategy is setting clear, measurable goals. Is your goal to send more traffic to your website? Perhaps to generate more leads? Maybe increase your engagement rate on social media or increase your brand awareness?
You are going to waste a ton of money and effort if you build your campaign without a clear objective. The goals you set will provide clarity, purpose, direction and vision in your strategy, and will allow you to measure the success of your campaign.
Here are 5 goals you can set to to achieve maximum results in your campaign:
Generate high-quality leads.
Every business depends on a consistent stream of leads which you then nurture and turn into new customers. Some ways to generate leads are through blog posts, coupons, live events, social media, email, ads, and digital content. Creating a lead generation system is a great way to streamline these leads.
Here’s a simple example you could use: A website visitor discovers your site through an ad that sent them to your landing page. They click on the call-to-action to receive a lead magnet. To download the freebie, they must first fill out a lead-capture form. After filling out their name and email, they access the content offer download page. This puts them in your email database to then use for email marketing campaigns.
How to measure success: Analyze trends among leads who eventually become customers. Create goals and custom reports, such as multi-touch revenue attribution reports, customize your dashboards, and report on revenue, among other things.
Increase brand awareness.
Brand awareness is a huge asset in gaining customers. Consumers can’t buy from you if they don’t even know you exist. The first step you need to do is Consider where your target buyers spend the most time. Once you figure this out, you need to share stories and showcase your brand personality Consumers engage with brands they feel connected to. Once you have told your story, all that’s left is to engage with your audience- post interesting content on social media and your blog, share industry insights, and illicit customer feedback.
How to measure success: Look at your quantitative metrics such as brand mentions, reach, follower count, branded search volume, website traffic, and backlinks for SEO.
Increase website traffic.
Getting strong traffic to your website is key indicator of a successful marketing campaign. Make sure to take advantage of this traffic by having clear, concise messaging and an intuitive customer experience, paired with direct CTAs so your customer knows what to do next. You can increase traffic to your website by using paid ad campaigns, optimizing your SEO efforts to increase your search engine ranking, blogging consistently, and linking all marketing and social channels to your website.
How to measure success: Keep track of statistics such as total sessions, total unique pageviews, average time spent on page, bounce rate, and conversion by traffic source. Place pixels on your website to track this data for you.
Acquire new customers.
A sustainable strategy to gaining customers is vital to expanding your reach and growing your business. You can create a content marketing strategy, use a “freemium model” to let them try your product for free before committing, or use a lead magnet funnel. Whatever tactic you choose, the key to turning them into customers is focus on leveraging sustainable and flexible tactics that will scale with your business.
How to measure success: Analyze your customer acquisition cost (CAC), total new customers, churn rate, and product sign-ups.
Increase Revenue
Marketing can play a significant role in increasing revenue because it can target customers at every stage of the sales funnel.
Here are some ideas for each stage:
Top of the funnel: Create a strong digital presence on social media and the web, create content that your audience cares about on the channels they use, and create content offers to convert visitors into leads.
Middle of the funnel: Identifying signals that convert prospects into MQLs, automating lead nurturing emails, and running retargeting campaigns
Bottom of the funnel: Create tutorials, share product demos, and customer success stories at the bottom of the funnel.
After-sales : Create a customer loyalty program.
How to measure success: Track Annual Recurring Revenue, Average Revenue Per User, Quota Attainment, and Win Rate.
These ideas should have you on your way to setting and achieving your own marketing objectives by now. Note that whatever goals you set for yourself and your team must serve a purpose and benefit the company as a whole, and must be measurable. Whether it's generating high-quality sales leads or raising your engagement rate, you'll be ready to increase revenue and help your business grow in no time.