3rd June 2019Planning your digital marketing strategy - what are your goals?
By DougBusiness Development Director
By DougBusiness Development Director
This article is going to discuss setting goals for your digital strategy, why it’s so important and a couple of example scenarios as often the goal of ‘more website enquiries’ needs to be more targeted and focused.
We discussed in our last article, what a digital marketing strategy is and why it’s so important, so if you’re not sure about this, or want a bit more detail, then head back there.
So why is setting goals so important to your digital strategy?
Setting goals for any part of a business is essential, and you wouldn’t run your business without defined targets. Your digital strategy is no different, and a digital strategy with no goals would be like running a business without an idea of what success looks like.
The acronym SMART gets used regularly, but in this context is extremely relevant. It’s key for your website goals to be specific, measurable, attainable, relevant and time focused. So, what is an example of a SMART goal for a digital strategy? A goal such as ‘more website enquiries’ is certainly not a SMART goal, whereas something like ‘generate 10 more website enquiries per month within 6 months of starting our Google Ads campaign’ is (assuming it’s achievable!).
Here are a few examples of goals that you could set for your digital strategy, broken down into different categories. The aim of these examples is to get you thinking more broadly about your goals as your website, for example, shouldn’t always just be about more traffic or more sales.
If you’re looking at a long-term digital strategy, then awareness of your brand could be a key goal that you want to set. With so much modern marketing being focused on longer-term inbound techniques, building awareness of your business is a great goal if you’re thinking long-term about your business. Here are some examples of ‘awareness’ goals that you may be able to set:
- ‘Increase the number of Facebook likes on our page by 5,000 in 6 months’. This is a fantastic goal to set as, although those 5,000 new page likes may not buy from you straight away, if you offer them valuable insights then they will share your content, organically grow your following and you will be in their minds when they’re ready to make a purchase.
- ‘Grow website visibility by 10% in 3 months on Moz’. For those who don’t know, Moz is a great Analytics tool we use for SEO. The website visibility insight allows you to track the percentage of clicks you’re likely to get based on your ranking for keywords you’re tracking. An increased visibility will mean more people seeing your website and brand.
Increased website sales is still the most common reason clients come to us, and often ultimately what a digital strategy comes down to. That makes setting SMART sales goals for your website so important, as if you don’t then it’s impossible to have any clarity to your website strategy. This is because every business is so different and 5 sales through a website in a 12-month period may be more than enough for a business that only deals with £1,000,000 plus accounts, but that looks very different if you’re selling products for £3.99. If you know your conversion rate accurately enough, sales targets can be based on enquiries which is good if you’re a non-transactional website. Here are some examples of sales goals you can set:
- Increase quarterly sales through the website by 50% in 6 months.
- £1,000/month in additional sales directly through the website over a 12-month period.
- Double the number of enquiries through the website within 3 months – if you know your conversion rate and average sale value, you can then translate this into numbers.
Many projects we now work on centre on maximising a client’s software from an efficiency perspective, often saving a great deal of time, and making a process more robust. Goal setting with this kind of project is often going to be time focused, so something along the lines of ‘rolling out new software across all teams within 6 months’, and you could go further by adding ‘to save 30 hours of admin overhead per week’ which would certainly heavily incentivise you to achieve your goal!
Setting your goals
Now you know (hopefully) how important goal setting is in your digital strategy, and some examples of what those goals could look like, try relating these to your own business. Usually, the aims of a digital strategy will become apparent and clear once you have worked out overall business targets. When you know what you’re looking to achieve with your business over the next 3,6,9,12 months and beyond, you can then set appropriate digital strategy goals to reach your business targets. Just remember to make sure they’re SMART, and drill down into them as much as you can – the more specific you can be the better, and your digital strategy will then be shaped by these goals.