How many goals have you heard that sound something like this,
“This year I will make more money” or
“My goal is to be a better friend”
How about for business?
“This year I will 10x my sales”
“In 2018 I will make my website super user-friendly”
So they’re not bad “goals” necessarily, but ambiguity in your goals will never fare well for you in the end.
Maybe you’ve heard of “SMART” goals before, so just to refresh your memory (or lead you to your a-hah! moment), here’s what it takes for a goal to be a “SMART” goal:
S - Specific - State exactly what you want to accomplish (who, what, when, where, why)
M - Measurable - How will you demonstrate and evaluate the extent to which the goal has been met?
A - Achievable - Stretch and challenging goals within the ability to achieve the outcome. What is the action-oriented verb?
R - Relevant - How to the goal tie into your key responsibilities? How is it aligned to objectives?
T - Time-bound - Set 1 or more target dates, the “by when” to guide your goal to successful and timely completion
So now that we know what it takes to be smart, it’s time to learn what tools we can use to help us-- especially when it comes to making sure we are able to measure our goals. For you digital marketing solutions, these 5 tools will give you a leg up on achieving those smart goals of yours.
Making sure that your goals are measurable is the secret (or maybe not so secret) weapon of success. Numbers don’t lie. They’re not biased. They’re not flexible. They tell us exactly what is happening with any sort of marketing effort we have. How many clicks something is getting. How many views. How many reaches. These numbers, even if they’re not exactly what you’d like them to be, are your friend and can help you improve.
Google Analytics is a great place to start with analyzing your progress. With this tool, you will be able to track the top sources of your traffic, the most popular pages, and the geographic locations of your traffic. Google Analytics can also help you define conversion pathways, and identify where customers convert, and where they abandon conversion.
Having the capability to track your progress will help you be unable to determine which strategies are driving traffic, and which ones you should table for a different approach.
Search Engine Optimization
Improving your search engine optimization is going to be relevant to almost every area of your business. Why?
Online commerce has exploded, with estimates indicating that 79% of Americans now shop online. This can be good news for retailers, but only if they have a good online marketing strategy targeted at their key customer base -- aka their customers can actually find them online.
This is where SEO comes in. Optimizing your content for search is a great way to ensure that when customers search queries relevant to your business, they will find your website.
What’s even better? The things that make quality online content good for SEO, can also naturally help lower bounce rates on your website, create more engagement on social media, and build meaningful relationships. Working smart means putting your time and energy into the things that will yield the biggest and best results, with the least amount of effort.
It's important to recognize that there is no quick solution to search engine optimization. Instead, you need to produce engaging content that customers will want to read and share with their networks. This will help improve your page's ranking.
The statistics don’t lie when it comes to the rapid and continuous increase of mobile phone usage. More people than ever, even more than on desktop, are using mobile devices to conduct online searches and to shop online. This means that it is essential for marketers to target mobile users if they want to maximize their digital marketing strategy.
This means making sure that your website is not only mobile friendly, but *pops* just as much on an iPhone screen as a PC.
When you reach customers on mobile devices, you increase the amount of time you have to attract them to your product. Instead of needing to be in front of a computer to make a purchase, they can do so while riding the bus, waiting in line at the grocery store, or hanging out on their lunch break. This can increase opportunities for customers to not only make impulse purchases but also “like” your stuff so you can come back to them with more.
Social Media Engagement
Consumers today more tech-savvy than ever. Because of this, they are often skeptical of traditional advertising strategies. They don't like feeling that they're being "sold" to. This is what makes social media such an important tool for digital marketers.
With social media, you can engage potential customers in genuine conversations and build relationships with them. You can also have an effective platform to share your company's story, and make the case for what sets your business apart. These strategies can be a great way to encourage customers to develop brand loyalty.
Social channels are a great way to showcase company’s personality to new potential customers. They often times carry a much more personalized feel than web pages, which is what your users need a taste of. A few active social channels can make the experience of getting to know your brand online more fun, engaging and personal.
Still wondering how all these social media perks play into helping us measure our goals? Facebook’s Audience Insights is a wonderful tool to help you better understand your customers, and understand the analytics behind reaching them. Based on common interests you are able to see what percentage of those interested are male or female, common pages they’ve liked, and even lifestyle habits like behaviors and activities. Targeting ads means you don't waste time or money reaching out to a demographic that isn't interested.
Ready to Set Your SMART Goals?
These 4 digital marketing solutions will be your MVP’s for making sure that you’re goals are not only measurable but are also specific, achievable, reachable, and timely.
Google analytics, SEO, mobile optimization, and social media engagement are all tested and true ways to develop a strong digital strategy to build a loyal customer base.
If you feel like you’ve got the tools in hand, but you need a little bit more guidance in making sure that the goals you set are SMART, please contact us and let’s create them together! Cooking up SMART goals is our specialty, especially when it comes to digital marketing solutions!