By Katie Kukwa, Assistant Account Manager
If you’re a start-up, non-profit or even a Fortune 500 company you most likely understand your business needs some sort of marketing in today’s fast-paced society. Chances are you already have the foundational pieces in place: a mobile-friendly website, email/newsletter software, social media platforms. But how do you make these pieces work for you? How do you see an ROI? You set goals.
If you’re not sure how to set good marketing goals for your company or organizations we have four helpful tips to keep in mind.
1: Know your objectives.
Every business and/or organization should have an objective of what they’re trying to achieve. Is it more views on landing pages? A specific number of tickets to be sold to an event? Or maybe it’s increasing your email subscribers by a certain percentage. Before you start any marketing campaigns it’s important to have objectives in place.
2: Set your goals. S.M.A.R.T. goals.
Hubspot SMART Goals are a great example of how to work through a goal and how it will meet your overall objective. “The ‘SMART’ acronym stands for ‘specific,’ ‘measurable,’ ‘attainable,’ ‘relevant,’ and ‘time-bound.’ Each SMART goal you create should have these five characteristics to ensure the goal can be reached.” They encourage you to work through the nitty-gritty details, encourage you select attainable goals and for you to set time-sensitive deadlines.
3: Don’t be vague.
Be specific when you set your goals. We want 1,000 new email subscribers by the end of 2020. We want to increase web page traffic to landing pages by 50%. We need 100 form leads by the end of the year. Take these goals and break them down into quarters, then make your platforms work for you. Marketer Neil Patel has been heralded by the Wall Street Journal as a leading influencer on the web. He sat down with other lead marketers to get their thoughts on how to set great marketing goals. What it all boiled down to for them was
· “Don’t be the startup that shoots for 20% or the startup that considers anything above 8% a win. In terms of what types of goals you should be setting, it depends heavily on what stage your startup is in. What’s important is that your core goals are tied to major business objectives.”
· “The key is to get everyone on board before you start and to clearly map out the milestones that need to be hit as we progress toward the goal.”
· “Choose 1-2 core goals that impact the bottom line and 3-5 supporting goals. Anything more than that will distract you from what’s most important.”
· “Alternatively, try focusing completely on just one goal.”
4: Use hard data to make your goals.
If you’ve set goals for yourself in the past, but you don’t have the data to support what you’ve done it’s time to reevaluate. If you haven’t met a single target from your marketing efforts it’s time to reevaluate. You need to pick goals data can support or show a tactic isn’t working. Say you want to increase your blog views over time. A health goal to increase blog traffic would be something like “I want to increase blog traffic by 25% every month. We plan to do this through social sharing across platforms and facebook ads.” At the end of each month, you can track where your page views are coming from and how close to goal you are.