Setting S.M.A.R.T. Goals and Digital Marketing

Developing S.M.A.R.T. Digital Marketing Goals

What’s the difference between a Goal and a Dream?

A dream is a “What if?” It’s a, “Wouldn’t it be nice?” The lottery is a perfect example of a dream.

A Goal on the other hand, is a clearly defined objective that you plan to achieve.

You don’t achieve goals by dreaming. You achieve goals by creating a clear strategy, considering all obstacles along the way, and setting a specific timeline in which you plan to achieve the goal.

The best approach is to develop S.M.A.R.T. goals. Why? Well one, it’s a catchy acronym.

More importantly, S.M.A.R.T. goals define Specific, Measurable, Attainable, Relevant, and Time-bound keys to determine whether you achieved your goals or not.

 

SPECIFIC

Obscure goals make them nearly impossible to achieve. Adding specificity by answering the who, what, where, when, and why questions will make it more achievable.

For example, “I want to be rich.” How do you define rich? What are the steps you need to take? What is your timeline to achieve this goal?

 

MEASURABLE

Your goals need a quantity, percentage, or some other form of measurement so you can decide if you achieved your goal or not.

In the above example, there is no specific number. If it was changed to, “I want to be a millionaire,” then, while still far from being a S.M.A.R.T. goal, at least it would be measurable.

 

ATTAINABLE

Just like every dream isn’t attainable, neither is every goal. Your goals need to be realistic and attainable based on your company and your talent.

If you want to be a millionaire, how are you going to achieve that goal? This helps you plan your course of action and focus on setting realistic goals. Easily achieved or impossible goals do nothing to help your company solve the problems it faces.

 

RELEVANT

Set goals to ensure your company is always moving forward and never remaining stagnant. These goals have to be relevant to your company mission statement, long-term objectives, and applied to a specific problem.

If you already have $999,999, setting the goal of becoming a millionaire doesn’t matter. You should always be realistically challenging you and your team.

 

TIME-BOUND

Goals without a timeline are hopes. By taking away the sense of urgency a deadline creates, your goal is more likely to fail. Set specific timelines to achieve your goal so that your team is on the same page.

Without a timeline, you’re just hoping to become a millionaire.

 

Examples of Social Media Marketing S.M.A.R.T. Goals

  • Increase Engagement on Facebook posts 50% in Six Months
  • Average 5% Click Through Rate on Tweets by End of Year
  • Add 500 LinkedIn Followers in Three Months

 

Examples of Blogging S.M.A.R.T. Goals

  • Increase Website Traffic 10% in Three Months
  • Have Blog Articles Retweeted average of 5 Times for Six Months
  • Increase Blog Subscribers 25% by October 31

 

Examples of Email Marketing S.M.A.R.T. Goals

  • Average 10% Click Through Rate on Emails by End of Year
  • Achieve Email Open Rate of 30% in Three Months
  • Achieve Customer Conversion Rate of 3% for Email Marketing by End of Quarter

 

Examples of Premium Content S.M.A.R.T. Goals

Premium Content consists of White papers, eBooks, Case Studies, Webinars, or any other type of content placed behind a Landing Page to generate a lead.

  • Generate 25 Leads a Month by End of Year
  • Reach 1,000 Downloads of eBook within Six Months
  • Produce One White paper a Month for 12 Months

 

How to Use Analytics for S.M.A.R.T. Goals

The accessibility of statistics in all aspects of the digital marketing world means you can easily see if you’ve achieved your goals or not. You need to learn how to use this data and which metrics are important to your company. By now, you should be acquiring more data than you know what to do with. Track the numbers, organize them, and develop the KPIs necessary for your firm.

Then, after creating your S.M.A.R.T. goals, you’ll have a starting point and an end point. As you continue pushing your company forward, you’ll become better at setting goals. That doesn’t mean you won’t have to restructure your strategy based on results. The world is always changing. You need to be adaptable to keep pace.

Need help setting S.M.A.R.T. goals for your inbound marketing campaign? Schedule your Free Consultation today!

Continue reading to learn How to Develop an Inbound Marketing Strategy or How to Create Buyer Personas for your company.

Schedule Your Consultation Today!

Tired of constantly trying to rank higher on Google without success? Been burned by snake oil salesmen promising 10,000% percent growth in only a matter of weeks?

Inbound Marketing is a long-term strategy that drives traffic, generates more leads, and increases sales.

B2B companies that blog only 1-2 times a month generate 70% more leads than those who don’t.

Content Marketing provides 3 times more leads per dollar.

Do you have an Inbound Marketing Strategy?

 

Create Your Story, Promote It, and Perfect Your Strategy

Mike D. O’Brien
732.570.1502
Lincoln Park, NJ
[email protected]
@mikedobrien

 

 

 

 

 

Generate more leads through properly structured content. © Mike D. O’Brien 2017

Common Content Marketing Mistakes

Most Common Content Marketing Mistakes

As I previously discussed, I believe there is no difference between content marketing and inbound marketing. One is a term coined by HubSpot and the other by the Content Marketing Institute. Both encompass a complete strategy that promotes your business online by providing current, relevant content that funnels your target audience through the buying process. That’s why both inbound marketing and content marketing can help all businesses.

Most Common Mistakes Content Marketing

 

However, that doesn’t mean there is a one-size-fits all approach that will magically increase sales. Each market and industry is different, with different objectives and customers. Before getting started, your main goal should be to develop an inbound marketing strategy that will define your objectives, plan, and timeline.

Besides not creating a strategy with clear, concise objectives, watch out for other common mistakes with content marketing.

 

Top 10 Common Content Marketing Mistakes

1. Not Creating Buyer Personas

When developing your strategy, one of your main goals should be to create buyer personas. Creating buyer personas will help you create targeted content. Without a targeted audience for your content, it can float aimlessly and not produce the desired results.

 

2. Focusing Only on Written Content

Don’t skip video! According to Forbes, 59% of executives would rather watch video rather than read text.

Blogging and other content writing should be important pieces of your content marketing strategy, but they shouldn’t be the only pieces. Video, infographics, and slideshares are just a few examples of graphics your company should be creating, posting, and sharing.

 

3. Not Performing a Keyword Analysis

Similar to number one, your company not only needs buyer personas for targeted content, but specific keywords tailored to specific points on the buying process. When combined with your email lists, you can see where on the buying process your visitors and subscribers fall and tailor content appropriately.

 

4. Producing Mediocre Content

Quality is key. Take the time to produce quality content that your visitors will want to share with their networks. No one shares mediocrity. People read, share, and comment on quality, insightful content that helps solve their problems, or provides a unique perspective.

 

5. Constantly Selling

Your website needs to be a sales rep for your company. However, that doesn’t mean your content should be focused on selling your products. Your visitors want information to make informed decisions. Your content marketing strategy should be based around developing trust and providing solutions for potential customers. Have specific, targeted Call-to-Actions strategically placed throughout your pages, but your content should be focused on providing solutions.

 

6. Not Measuring Data

Just as strategy and planning are important in the beginning, tracking data is important after your content has been posted. Which pieces of content are driving the most traffic? Which are generating the most leads? Where are your visitors leaving your site?

Develop the KPIs important to your goals and objectives before you begin so you know which pieces of content are succeeding and which need improvement. Tracking the data allows you to restructure your strategy as needed.

 

7. Not Using Social Media

Producing great content is only the beginning. Spread the word about your content through social media. Your audience uses social media, no matter who your target audience is. By 2018, the number of worldwide social media users is expected to reach 2.5 billion. Go find them, engage them, and share your story!

 

8. Not Editing Your Blog Posts

Grammar mistakes are more off-putting to visitors than “salesy” writing. Take the time and edit your content multiple times. In fact, the best strategy is to write a piece of content a week in advance, edit it a couple times in the following days, let someone else look at it, and then review the scheduled day of posting. Remember, first drafts are never publishable.

 

9. Thinking Blogging is a Complete Strategy

I’ve heard many businesses tell me, “I have a content marketing strategy. I blog.”

Blogging is an important part of any successful content marketing strategy, but that doesn’t mean it’s the only aspect. Content marketing is about driving traffic to your site, generating leads, and increasing sales. Blogging can help at any of the stages, but is incomplete without other pieces.

 

10. Not Optimizing for Conversions

Developing trust through optimized content is a very important part of your content marketing strategy. But anyone who thinks the point of content marketing isn’t to increase sales doesn’t understand business. The objective is to create sales, so your content, and your website as a whole, needs to be optimized to funnel visitors and leads through the buying process. Landing pages and CTAs should be strategically placed throughout your site. Create premium content such as whitepapers, eBooks, and case studies to generate leads and monitor which pieces of content visitors click through.

 

Create Your Unique Content Marketing Strategy

There is no magic, one-size-fits all approach. Your company is unique and your content should be too. Find your voice and tell your unique story. Provide the relevant information your customers are seeking to gain their trust.

 

1. Research Your Target Market
2. Create Buyer Personas
3. Perform Keyword Analysis
4. Create Content Schedule
5. Create Targeted Content
6. Promote Content on Social Media
7. Determine and Track KPIs

 

Follow these pieces of advice and your content marketing will be a success!

Continue reading on the Benefits of Inbound Marketing for Small Businesses. If you need help with your inbound marketing, schedule your Free Consultation today to learn how you can drive traffic, generate leads, and increase sales!

Schedule Your Consultation Today!

Tired of constantly trying to rank higher on Google without success? Been burned by snake oil salesmen promising 10,000% percent growth in only a matter of weeks?

Inbound Marketing is a long-term strategy that drives traffic, generates more leads, and increases sales.

B2B companies that blog only 1-2 times a month generate 70% more leads than those who don’t.

Content Marketing provides 3 times more leads per dollar.

Do you have an Inbound Marketing Strategy?

 

Create Your Story, Promote It, and Perfect Your Strategy

Mike D. O’Brien
732.570.1502
Lincoln Park, NJ
[email protected]
@mikedobrien

 

 

 

 

 

Generate more leads through properly structured content. © Mike D. O’Brien 2017