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Achieve your digital marketing objectives more efficiently using SMART goals. Smaller quantifiable and measurable data-driven goals can guide you with a realistic and clear direction to achieving your overall marketing objectives.
SMART goals mapped to a consumer journey enable you to deliver helpful content at the right moment in the right place, fostering a positive user experience. Marketing strategies built on these principles will help you reach, engage, convert and keep your customers more efficiently, saving time and budget.
Your overall objective may be to drive more sales, expand market share, enter new markets or territories or increase profits. Defining these objectives is the first step to developing a marketing strategy. Dividing these overall objectives into smaller data-driven SMART goals will provide you with a clear direction on how to achieve them.
SMART goals are Specific, Measurable, Achievable, Relevant and Time-bound campaigns that focus on key performance indicators (KPIs). These KPIs are the metrics that guide you to achieving your overall objective. Thanks to big data, the internet provides access to industry benchmark metrics that enable you to make realistic projections. In addition, monitoring the KPIs guides you to identify and adjust underperforming campaigns to keep the overall objective on track.
Defining specific goals provides a clear understanding of what you want to achieve, for example, getting more website traffic using Google Search Ads.
Measurable means the goal must be quantifiable. For example, increase website traffic by 1500 users in the month of June by gaining 50 new daily visits. Determining a KPI measurement value upfront is necessary to measure the daily progress to ensure the overall goal is achieved within the set time frame and budget.
Achievable goals are realistically attainable, with workarounds to any obstacles and barriers. For example, an online lead generation campaign targeting consumer groups resistant to sharing their contact information, such as baby boomers, will need an irresistible incentive to opt-in, such as the loyalty programs they love.
Ensure the goal is relevant to achieving the overall objective. For example, boost sales by improving the navigation on your website to enhance the user experience and thus increase conversions by 50%.
Setting a start and end date will create a sense of urgency to achieve the goal, and the average daily metrics will provide measurable progress.
Monitoring and measuring KPIs throughout a campaign is necessary to identify the progress and status of the campaign. These data enable you to refine your strategy by making improvements or adjustments to ensure that the overall objective is achieved within the given time frame.
Get access to helpful industry benchmarks and learn how to capture your KPIs and other user metrics.
Customer experience has become one of the most pressing mandates for marketers. In fact, 8 in 10 consumers are willing to pay more for a better customer experience. SMART Goals created with relevance, consistency, creativity and quick speed to market are the building blocks of a booming consumer journey.
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