STEP ONE: THE DESTINATION
For many, this step may seem obvious, but it is far too often overlooked. Most people end up doing digital marketing with no real rhyme or reason, often seeming very busy while not actually accomplishing anything. Every campaign, big or small must have an objective. Even if that objective is relatively loose and doesn’t have many hard metrics against it, you must have one – otherwise you are pretty much just wasting your time playing on Facebook all day.
The business objective will lay down a foundation for your digital marketing campaigns. It is your compass to help guide you in the right direction. Think of it in terms of driving somewhere – your objective is normally to get to a destination. If you find out you are going the wrong way then you immediately know that you need to change course. If you don’t have a business objective, then you could be driving for days, weeks or months and never even know if you are going!
FOUR TIPS FOR GOAL SETTING
- Make it Medium To Long Term: 6-12 months
Where do you see yourself in 1 year? What will your business or brand look like? Hopefully, it looks different from where you are now or at least you are maintaining a strong position if you expect significant competition to swoop in.
- Make it Measurable: Use Numbers When Possible
An objective without any associated numbers is very difficult to measure. Create goals that reference measures like Euro sales, unit sales, products launched, new clients/customers, repeat customers, etc. Furthermore, always associate a timeframe to your goal, otherwise you will never know if you actually accomplished it. Try and come up with at least two objectives – one financial and one non-financial. Depending on the nature of your financial and non-financial objectives, your marketing and social media strategy could be very different – so think carefully.
- Be Realistic
There is no point in coming up with an outrageous business objective that you will never be able to accomplish or measure. The business objectives should be realistic and allow you to track progress forward. Even little steps towards a business goal can do amazing things for team morale and motivation.
- Keep it Short & Simple
Think about it – but don’t overthink it. Set a target and go for it. You can always change your objective and you likely will as you progress. The best business objectives are ones that you can remember and repeat to yourself and team to keep everyone on track. If you can’t memorize it quickly, it is too complicated.
Questions to ask yourself when thinking about objectives:
What is your monthly/quarterly/annual revenue target 1 year from now?
What is your targeted € share of the market in 6-12 months?
What € sales % growth (year on year) would you like to reach in 12 months
Which new geographic markets would you like to make initial sales in 2 years from now?
Additional targets to be added here.