It’s difficult to complete a race or identify a winner if there is no finish line. Goals help us to measure success and remedy failure. Like any aspect of your business, your online marketing deserves a set of short-term and long-term goals and objectives.
An experienced web marketing and SEO professional can help you establish Internet marketing goals for your website, blog, social media, and other online outreach. Understanding how and why these goals matter will help you to make the most of your time and resources.
Why You Need to Set Goals for Your Online Marketing Efforts
Setting online marketing goals and objectives establishes a purpose for everything you do. Goals also provide an avenue for change and adaptation because they provide a means of measurement.The most effective goals are those that are:
- realistic (“increase web traffic and client conversion rates”);
- specific/quantifiable (“increase web traffic and client conversion rates by 20 percent”);
- deadline driven (“increase web traffic and client conversion rates by 20 percent by the end of the fiscal year”); and
- relevant to your overall business plan (“increase web traffic and client conversion rates…in order to generate more revenue.”)
You can modify or eliminate tasks that do not support your goals. This frees up time and other resources to focus on activities that do support established goals. This is a cost-effective and efficient way to organize multi-faceted entities such as online marketing.
How to Establish and Implement Your Internet Marketing Goals
Physically write out all short- and long-term goals. They should be clear, concise, and with no room for interpretation. As stated earlier, specificity is key. Establish the who, what, where, when, why, and howw of each goal. After this, assign relevant tasks to each member of your team. Everyone should know his or her role in helping you to meet your goals.
Short-Term Goals vs. Long-Term Goals: What’s the Difference?
Short-term goals are those that can be achieved in the near future (days, weeks, a few months). Long-term goals take a longer view (several months, a year, several years, etc.). Both play a role in shaping your overall online marketing success.
Long-term goals are typically the most meaningful. They often speak to the “big picture” ideas, such “Become one of the top-ranking dog bite injury lawyers practicing in San Francisco.” Many short-term goals can be thought of as supportive or enabling goals. These goals support the big picture, long-term goals. For instance, “Produce three optimized weekly blog posts about relevant dog bite topics.”
Examples of Long-Term Online Marketing Goals
Start big by establishing your long-term goals at the outset. Some examples of long-term goals for an online marketing campaign may include:
- increase web traffic to your business site by 35 percent within six months;
- reach the 1,000 follower mark on Twitter;
- increase client conversion by 20 percent by the end of the fiscal year;
- add 500 new names to the email subscriber list for your company’s e-newsletter; and
- distribute 500 copies of your e-book within eight months.
You can begin brainstorming short-term goals once the long-term goals are established and conform to the basic tenets outlined in the section Why You Need to Set Goals for Your Online Marketing Efforts.
Examples of Short-Term Online Marketing Goals
Short-term goals can exist on their own merits – “improve search rankings for five keyword terms within two months” – or in support of your long-term goals. Examples of short-term goals include:
- research target audience and applicable industry keywords;
- research, reverse engineer and create a link building strategy;
- assign someone to manage social media feeds and establish a schedule for updates;
- write more effective calls-to-action;
- improve e-newsletter content and establish a system to track performance of existing campaign; and
- update e-book to include new industry information and share with local media.
Every task should work in harmony to support your company’s marketing goals and objectives. At We Do Web Content, we help new and established websites develop short- and long-term goals. We then provide specific, measurable ways to track your progress. Learn more about how we can help you streamline your online marketing efforts. Call 888-521-3880 or complete this online contact form.