To achieve your business mission and goals on the web, you need specific digital marketing objectives that guide your online promotional activities. Each campaign you create and all ads that you run should be in line with your marketing objectives and be relevant to your target market.
Your digital marketing objectives should be SMART (Specific, Measurable, Achievable, Relevant and Time Related); and you should benchmark against your competitors to ensure that you are more effective.
Here are 5 important objectives to include in your marketing strategy:
1. Increase Sales
Increasing sales or leads is a top level digital marketing objective for many businesses because it improves revenues and is easy to measure. Using key performance indicators (KPI), you can then benchmark your progress towards achieving your objective and you can track this in your spreadsheets.
An example of a SMART objective would be:
“Increase sales by 10% from existing customers by Dec 2015”
2. Improve conversion rate
This is another digital marketing objective that can be tracked in Google Analytics. By setting up goal tracking in Analytics, you will have reports on conversions for your traffic sources, campaigns, keywords, landing pages, locations and so on.
With this data you can then track a conversion rate objective like:
“Improve organic traffic conversion rate by 25% by Nov 2015”
3. Percentage of return visitors
The New vs Returning visitors is a metric that is available in Analytics and it is easy to track. Knowing how many visitors return is an important objective because it helps you see how effective your business is at visitor and customer loyalty.
This helps you to create a specific and measurable objective that is relevant to your specific industry and an example is:
“15% of visitors should be returners by the end of the year”
4. Organic traffic volumes
Organic traffic is natural traffic from the search engine result pages. It is considered as free traffic and is distinct from paid traffic. Lots of businesses have the objective to increase organic visitor traffic by achieving high search engine rankings through implementing search engine optimisation.
To achieve this requires making changes to your website that are effective at improving rankings and one of the important ones is including keywords in the content. Another important tactics is to build quality links that point to your website.
A digital marketing objective example for organic traffic could be:
“Receive 20,000 visitors per month from Google and Bing natural results by year end”
5. Reduce bounce rate
Bounce rate in analytics is defined as people who enter your site and leave (bounce) rather than continue viewing other pages. This is an important measure of the quality of your website, because almost all businesses want their visitors to complete an action like purchase, contact or download on their websites.
The lower the bounce rate the better and many marketers say that a bounce rate below 50% is good, however that differs from business to business.
Here is a bounce rate digital marketing objective example:
“Reduce bounce rate below 40% for all traffic sources by Dec 2015”
Now that you have your SMART objectives in place, you can run more targeted campaigns that are relevant to your markets. You will also create a more effective digital marketing strategy with promotional tactics that are focused towards achieving your objectives – and you can set appropriate budgets too.
Contact me if you need help implementing your online campaigns and advertising or if you need help with creating an online strategy for your business.