How to Define Your Digital Marketing Objectives + Examples

digital marketing objectives

digital marketing objectives

When you define marketing objectives in an intelligent way, you are not only planning well, but also making sure that your campaigns will give you the expected results, and consequently, your business will be successful. Hence the importance of establishing clear and well-defined objectives. In this article, I am going to explain to you about digital marketing objectives.

If you don’t know where to start or are not clear about your marketing goals, don’t worry. In this article, we will tell you how to define them and we will give you some examples so that you can create your own from them.

The first thing to do is focus on a goal that works for your business. In fact, your goals will depend on the size of your business. After all, a new company and a large corporation have different needs. Certain?

With that said, let’s get started:

Marketing Goals: SMART

digital marketing objectives examples

One way to correctly define your digital marketing objectives is with the SMART methodology. A SMART goal, in terms of international digital marketing, will help you achieve your business and overall business goals.

On the other hand, SMART objectives will tell you if your marketing efforts are worth it and if your campaigns are effective, and they will keep you focused and motivated. This makes this methodology so important. Let’s see what this is about:

  •  for specific. A Smart goal must be clear, unambiguous.

For example, if your goal is “I want to lose weight,” you should know that it is not a specific goal. Now, if it is “I’m going to eat healthy to lose 5 kg in a month”, it is specific.

The same happens in digital marketing. The goal: “I want more people to visit my site” is not well defined.

How to define it, then? A specific objective should clearly answer the following questions: Where? When? How? And because?

  • for Measurable (measurable). To know if you are achieving your goals, you must be able to measure them and quantify their benefits. For this, you must have indicators or KPIs that help you measure their efficiency.
  • for Attainable (achievable). An objective is a challenge. Therefore, it should not only be clear and detailed. Obviously, it must be reasonable, so try to make sure that the goal is within your reach and that it can be met.
  • for Relevant (relevant). First of all, you must know your limits. Some goals will probably require an investment and you have to be sure that you can do it. In addition, they must generate a profit for your business or clients, otherwise, you will be losing effort and money.
  • for Time-Bound or Timely (limited in time). How long do you think you need to reach the goal? It is essential that you create a small calendar where you record the time to achieve your goals. Digital marketing has no end, you can also to MBA in digital marketing.

You can also plan a weekly schedule to dedicate yourself to managing your marketing strategy, which will allow you to move forward little by little. Don’t leave everything to the last minute.

[Tweet «Your marketing goals should be specific, measurable. achievable, realistic, and defined in time. »]

 How to define your marketing objectives?

objectives for digital marketing

Now that you know how to define your marketing objectives in an intelligent way, we will tell you what are the criteria that you must take into account to define them correctly.

Step 1 – Identify your business goals

This is the starting point to define your marketing objectives, you have to know, in principle, what your general business objectives are and then what you want to achieve in a year.

In general, the most common goals are:

  • Increase online revenue by X%
  • Increase profitability.
  • Increase the customer’s lifetime value.

Obviously, in addition to these, there are many other marketing objectives. This is why you need to find the ones that best suit your needs.

Now, imagine that you have identified your goals and you realize that you need to increase your income online, for example by 30%.

To define a revenue-based marketing goal, the first thing you need to do is analyze what your revenue was in the last fiscal year. Once you have this information, you can transform a broad goal into a more meaningful business goal:

Increase online revenue by 30%, from $ 1,000,000 to $ 1,300,000 by October 2019.

Step 2 – Analyze your digital marketing strategy

digital marketing strategy

If your annual income online was $ 1,000,000 the previous year, you should analyze how you did it; that is, which of your marketing efforts helped you achieve this income. You can use a tool like Google Analytics, HubSpot, Marketo, Shopify, or whatever you use to obtain that information.

These tools can help you discover critical data that will help you define your marketing goals.

For example, you will be able to know the number of visitors who came to your website during that year, how many inquiries you received through the website, and the number of them that became customers.  

With this information, you will be in a privileged position to create SMART digital marketing transformation goals that are worth gold for your business.

Step 3 – Set your SMART goals

You already know what the results of your digital marketing strategy are, with this knowledge you can define smart objectives that are aligned with the commercial objectives of your company.

[Tweet «Your digital marketing objectives must be aligned with the commercial objectives of your company«]

Continuing with the previous example, you know that you need to increase your income by 30%; To achieve this you must also increase your traffic and your queries in the same proportion. What would your goals be?

If you had 100,000 sessions, your digital marketing goals could be:

Goal 1: Increase traffic by 30% per month by October 2019.

  • 100,000 x 1.3 = 130,000 sessions per year.
  • 130,000 / 12 = 10,800 sessions per month.

Goal 2: Increase monthly website inquiries by 30% by October 2019.

  • 1000 x 1.3 = 1300 website queries per year.
  • 1300/12 = 108 website visits per month.

Objectives 3: Increase monthly new customers by 30% by October 2019.

  • 500 x 1.3 = 650 new clients per year.
  • 750/12 = 54 new clients per month.

For most companies, this goal is not just due to the marketing team, it must have the support of the sales team.

Step 4 – Make strategic decisions

Once you’ve defined your marketing goals, you can start planning the marketing activities that will help you achieve them. It is important that you decide where it is really important to focus your efforts.

Do you need to invest more in social media advertising? Do you have to boost your content marketing strategies? or should you opt for Google AdWords? You probably want to focus on conversion rate optimization (CRO) or SEO positioning.

Step 5 – Review, analyze and optimize

Obviously, when you define your first marketing goals, they are most likely not perfect and they don’t have to be. But they will be a benchmark, a motivation, a reminder that your digital marketing efforts can and should have an impact that you can measure to the end.

So inevitably, you will have to review your goals (a quarterly review and involve the sales team is recommended) to make sure they are being achieved.

As you can see, to create marketing objectives, intelligently, it is important to follow a proper process. The best thing is that you do it step by step, and with a blank sheet.

Define your goals in detail, enter as much information as you can, and then categorize. If you use the SMART methodology, you will be able to define everything correctly.

Examples of digital marketing objectives

So far you’ve seen how to define your marketing goals, and we’ve used some examples to help you better understand the information.

In this section, we will see what are the marketing objectives that companies use most frequently, including the acquisition, conversion, and retention of customers. In addition, we will give you some tips to achieve them.

The digital marketing goal examples will help you pin down your own goals.

1. Attract 500 new organic visitors to my blog at the end of the quarter.

How to achieve it: write useful content that solves the problems of your ideal clients, but above all that is capable of selling the products or services you offer.

[Tweet “The content is not only intended to entertain the customer, but to indirectly sell a product.”]

2. Increase the generation of quality leads by 45% in the first half of 2019.

How to do it:

  • Through landing pages.
  • With special events.
  • Through catalogs and brochures.
  • Through social media.
  • Doing networking.
  • Through an email marketing strategy.
  • Through online advertising.
  • Optimizing your SEO.
  • With a content marketing strategy.

3. Increase the number of followers on social networks.

How to do it: increase the activity and frequency of publication on Instagram and Facebook, for example.

4. Increase website traffic by 8%

How to do it: Increase your weekly post frequency, from 5 posts per week to 8 posts per week.

Increase the average number of video visits on Facebook by 25% in 6 months.

How to do it: reduce video content from 8 topics to 5 most popular topics; better follow your social networks; boost brand awareness. This way you will reach more potential customers with your video content.

6. Increase in 3 months 50% in the number of email blog subscribers.

How to do it: Increase the advertising budget on Facebook or blog posts historically acquired by the majority of email subscribers.

7. By April 10, the day of our webinar, we will see a 15% increase.

How to do it: promote it through your social networks, email, blog, and Facebook Messenger

8. In one year, increase the performance of the pages by 30% so that they generate more leads.

How to achieve it: improve the design of your landings pages, modify the design of your form.

9. Over the next four months, I will build 40 additional backlinks that will be directed to my website.

How to do it: By developing a link-building strategy that gets other publishers to link to your website. This will increase your ranking in search engine results and will allow you to generate more organic traffic.

More examples of marketing objectives …

Below you will find more examples of digital marketing objectives, defined for specific departments.

  • Marketing – They aim to bring traffic, attract leads, generate leads, and re-engage existing customers. For example, or earn a 10% income contribution online within two years.

Acquisition goal: Acquire 10,000 new customers online in 2019, at an average cost per acquisition (CPA) of $ 30 with an average profitability of $ 5.

Conversion goal. Increase the average value of the online sales order to $ 45 per customer.

Commitment target. Increase the rate of active customers who buy at least once a quarter to 500,000.

  • Sales: Close more sales by validating and supporting sales team communications
  • Customer service: improve customer satisfaction through better service.
  • Webmasters: simplify and optimize content updates and website administration.
  • IT –  Meet security, performance, and scalability requirements.
  • Operations – Lower costs by simplifying and automating workflows and tasks.
  • Human Resources: attracting and recruiting new employees and supporting current employees.
  • C-Suite: increase business profitability.

Remember to apply the SMART model to each and every one of your company’s marketing objectives.

Regardless of the size of your company, you must define clear, measurable, achievable, relevant, and time-limited marketing objectives. These goals will obviously change as your business grows, but they should progress naturally and logically.

Setting smart marketing goals will help you get the most out of your marketing efforts, and your business productivity will improve exponentially.

Use appropriate indicators and metrics that allow you to measure the effectiveness of your marketing objectives.

Lean on analytical tools to obtain information about your marketing activities in the different communication channels, email, mobile devices, and social networks. This information will help you create truly relevant goals for your business.

Grab a pencil and paper and start defining your marketing goals. For each of them, apply the method that we show you in this article. Then check if your goals are SMART.

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