Without having a tangible point that, when hit or exceeded, will prove your hard work a success, you stand to fight a battle that can be likened to punching underwater - a lot of effort for potentially no gain. But what exactly is that “point” you are defining as a “goal” and how do you measure it? Well, for instance, “goals” can range from a multitude of things:
- Sales leads
- Video views
- Time on page
The reason for having a goal is you need to evaluate a campaign's success on a measurable metric that can show you and your team what marketing channels are most beneficial to your business needs. If you are unable to define a metric that would decide a campaign’s success, then that campaign is probably not an ideal avenue to pursue, and your time is most likely better spent elsewhere. Always have a clear vision of what goal you are trying to achieve with each marketing campaign you pursue and have a tangible or numerical point you are trying to achieve.
To find your business goals, sit down with your team and discuss where you all see the most potential and what your planned growth is for the future. Decide what products and what marketing channels are the most valuable and what other opportunities you have yet to look into. Doing this will help you and your team get on the same page and focus on what you all decided as your “business goal”.
But, how do you go about finding the audience that is going to help you achieve that goal?
Researching Your Audience
Once you have your goal in mind and what you want to achieve, you’ll want to research the following information about your users:
- Who are they?
- What helps them make decisions?
- When do they need my product or service?
- Where are they?
- Why do they need my product or service?
- How do they use my product or service?
Basically, you want to know WHO you are marketing to whose goals as a customer align with your goals as a business. When you know this information, you can better target your content and marketing plan to distribute your message.
Use Your Analytics
One of the first things your company should do when you develop a website is install Google Analytics, or better yet, Google Tag Manager. As a Certified Google Partner, we can’t stress the invaluable data we get from Google Analytics that helps drive our strategies and gives us the ability to make data driven decisions.
It gives us detailed insights from user demographics to traffic sources, referrals to highest converting pages, funnel paths to multi channel attribution, and everything in between. Without data and analytics, you’re flying blind.
Through Google Tag Manager, you are able to add tags that allow you to track user engagement at a deeper level, as well as integrate 3rd party tools to give you more in-depth insights into how your website is performing. It’s imperative that you learn more about the type of analytics that you may or may not have installed on your website and focus your report and dashboard development toward your goals. This way, you are able to quickly assess your current campaigns and if they are working properly toward achieving your goals.
Ask the Right Questions
Another resource that usually remains untapped for a lot of companies and brands is the ability to survey customers. This is extremely important, because this is the most direct course of action you can take to getting your customer’s feedback. Surveying your customers gives you the ability to take you where your data can’t, their thought process.
Conversion Rate Optimization
About the author
Kyle Brigham is the Chief Strategy Officer at Marcel Digital. He specializes in client services and project management, but also original Nintendo games and ping pong.