As a small business you make an investment in your website and online presence. Digital marketing objectives can help to focus your efforts and avoid spending time and resources on the wrong areas. They are also an important part of your digital marketing strategy and website design.
What are Digital Marketing Objectives?
When identifying specific digital marketing objectives to support your long-term goals, you can use the SMART mnemonic, often associated with goal-setting. This gives a more structured approach to planning and help you set realistic targets that you can be confident of achieving. Using SMART objectives and then measuring them through properly customised Google Analytics reports are essential.
Setting your digital marketing objectives and making them measurable will help you achieve more clarity and focus in your online marketing activities.
So while your goals may be to:
- Increase brand awareness
- Drive sales and / or leads
Your objectives will help you get there.
For many small businesses your goal may start as simply as ‘to be found online’, however once the initial presence is established, thoughts can start to turn towards “how do I make my website more effective?” or “how do I get more business value from my website?”. SEt
“Goals and objectives guide your digital marketing strategy to help you successfully connect with your customers.”
Using Digital Marketing Objectives to Get More Value Out of Your Small Business Website.
The business goals of your website will most likely be closely related to the following:
- Increase brand awareness
- Drive sales through your website or sales leads (customer enquiries)
- Highlight product range, services and expertise
So, here are 3 examples of how to use digital marketing objectives to help you get more from your online marketing:
- Set ranking as no.1 for your business name in Google as an objective to support brand awareness. If people are searching you out by name you know they are aware of you. Do you want them to be able to easily find you?
- Set an objective for the number of sales leads you want as a result of paid online advertising. Pay-per-click advertising delivers and directs traffic to your website with a paid search or Facebook ad campaign, you can point visitors to particular landing pages (for example, a product, services or resources page), helping to more directly encourage sales leads. Your digital marketing objective could be to increase website enquiries by 25% through online advertising.
- Increase the number of word of mouth referrals through testimonials by setting a clear objective of x no of reviews on Facebook per month to increase your social proof.
Use your digital marketing objectives to guide your online activities, if you are spending time on social media activities or online marketing activities that don’t contribute to your objectives… then stop!
Identifying the pathway from purpose to outcome for your digital marketing objectives:
Start by setting your goal:
- If you state ‘increase brand awareness’ as one of the goals of your website, you will then need to know how you are going to go about that. How you will know what is working and when you have achieved your goal?
- Break down your goals into digital marketing objectives and establish performance indicators.
- Consider the tactics you will use to achieve that.
For example, you may decide that you will increase brand awareness by: establishing a referral program that delivers ‘x’ no of new leads, growing your social media following by 25% over 6 months or publishing 10 articles to third party ‘influential’ websites.
Next you would want to set performance targets such as “Gain ‘x’ number of Facebook likes through Facebook Advertising”.
Finally, you would measure how these targets are delivering value to your business. For instance tracking the number of visitors that come from Facebook to your website and either purchase or enquire.
Link your marketing objectives to strategies:
Your marketing objectives should always be consistent with the priorities of your business. Your objectives should flow from the mission statement of your business, towards the financial objectives and to the rest of the marketing plan. If you are considering offline marketing strategies such as print advertising or direct marketing then being consistent across the different mediums is essential to deliver the best results for your business.
Creating a digital marketing strategy helps you create a logical order for tackling your digital marketing, taking your marketing objectives to real, measurable business outcomes.