It’s not uncommon for businesses to suffer from a lack of direction and clarity when it comes to their digital marketing objectives. After all, there are many moving parts in digital marketing, and it can be difficult to keep track of them all.
However, this is one of the most important areas for any company to nail. If your business isn’t generating the results you want using digital marketing, it may be because you need to revisit your objectives. The following article will introduce you to some reasons why your digital marketing objectives may be wrong and how you can fix them.
What’s Wrong with Your Digital Marketing Objectives?
When it comes to your company’s digital marketing objectives, it’s important to make sure they are specific, measurable, and realistic. If you don’t have a clear idea of what your goals for digital marketing are, then you’re likely not meeting them.
Here are three possible reasons why your goals may be wrong:
- Your goals are too broad
- Your goals are too vague
- Your goals aren’t specific enough
Your goals should be specific and narrow in scope. For example, if you want more customers, it would be better to set a goal of generating 50 leads per month from social media marketing instead of the more general goal of “growing my business.” This will help you stay on track with your success metrics and implement strategies that will get you closer to reaching this goal.
If your goals seem unclear or hard to measure, then they may need some refining. It can help to have someone else review your goals and offer feedback on how they might be improved. A good way to refine vague digital marketing objectives is by turning them into SMART objectives—specific, measurable, attainable,
What You Can Do To Improve Them
As mentioned, it’s possible that your digital marketing objectives are incorrect. Here are some of the most common reasons for this issue:
- You don’t know what success looks like
- Your business goals are unclear
- You’re not tracking the right metric
If any of these apply to you, there are still many things you can do to adjust your strategy.
The first thing to do is define the goal of your digital marketing efforts. What do you want to achieve? What would success look like? These questions will help clarify where you should focus your energy and resources.
Next, revisit the goals for your business over the next 12-36 months. Your marketing objectives should be aligned with where the business is heading and what it wants to achieve. For example, if one of your business goals is to increase turnover by 20%, you’ll need to calculate how many leads you’ll need to generate to achieve this, based on an average order or life-time value of a new client.
Finally, track the right metrics. Metrics will help show what’s working and what isn’t. Without them, it’s difficult to see how well your strategy is working on a day-to-day basis. This data will be helpful in adjusting your strategy accordingly or cutting out elements that aren’t working well for you.
How to Create A Successful Digital Marketing Plan
Digital marketing is an important part of any company’s strategy. It can help you increase brand awareness and generate leads. However, it’s easy for things to get out of hand and become more complicated than they need to be.
One of the most common mistakes companies make in digital marketing is not planning their strategies out fully before starting. This can create a lot of confusion and lead to scattered efforts that may not produce the desired results.
So, how do you create a successful digital marketing plan? For the purposes of this article we’ll focus on plans that revolve around generating more leads.
A good lead-focused digital marketing plan should include:
- Goals, objectives and budget – what do you want to achieve and how much will it cost?
- Analysis of the potential lead volumes available to you and an estimated CPL (cost per lead)
- A funnel showing each step of the process a lead will go through, from conversion, to appointment, to sale and after sales. How will you use digital marketing to influence ensure maximum conversion rates along each step of the process?
- A media plan to show the channels you will use to generate leads and their expected performance. For example, Google Ads is generally a high-converting source of leads but it can be very expensive. Blending this with email marketing, which is far lower in cost, will bring down your overall cost per lead.
- A list of tool and systems you will need, which might include a landing page builder, a reporting system and an email service provider.
- A project plan to show the various milestones you need to complete along the way and the resources needed to complete them.
The more you know about the how and why of your business, the better equipped you will be to make strategic decisions. With this in mind, it’s important to closely review your digital marketing objectives and make sure they’re on track with your business goals.
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There’s a lot of information out there—take the time to find what works best for you.
It may feel like there is no end in sight when trying to grow a successful digital marketing campaign, but it doesn’t have to be so difficult! Reviewing your current methods and objectives is a great way to better align your efforts and see results sooner than later.