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Welcome to this second video in our series about developing your digital marketing strategies. In the first video we looked at why strategic planning and goal setting are vital to the success of your digital marketing projects.
In this video we’ll see how you can begin the process of establishing your goals, by making them specific and using them to set clear objectives.
Once you’ve clarified what your goals are, how do you turn them into objectives?
There’s a phrase that sums up the difference between an objective and a goal very well.
“An objective is nothing more than a quantified goal.”
You may have heard people talk about SMART GOALS. This is where you make your goals Specific. Measurable. Accepted. Reasonable. And Time-Bound. We’re not going to explore the SMART model here. You can easily find more detailed tutorials about SMART with a simple search. But for now, lets look at some of the most important parameters you need to consider.
1. Establish metrics and key indicators. This helps you to identify the data you’ll need to collect.
2. Identify your timescale and establish milestones. And set deadlines! These could be hourly, daily, weekly, monthly. Your deadlines may need to be adjusted, but you should start with something to aim for.
3. Identify what quantities you need to achieve? This could be expressed in terms of sales volume. Turnover. Leads generated. Content added. And so on. 4. What numbers are important? With the right, relevant numbers you can begin to analyze performance and chart your progress. Otherwise everything is down to luck and guesswork.
It’s worth remembering that a goal should follow at least these basic principles.
Be feasible. A target must be achievable.
Be measurable. So you can produce tangible evidence of results to show when you have accomplished the goal.
Be challenging. Goals should be challenging. And have moderate difficulty. Easy goals don’t motivate. But exceedingly tough goals – without access to the right support and resources – can be discouraging.
Adapted from How to Professionally Organize Your Digital Marketing Strategies
by Alvaro Salgado
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