Mr Diamond Marketing
Mr Diamond Marketing

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Digital marketing is confusing. Mr Diamond Marketing has curated some of the best content to help small businesses and not for profits get the most out of their digital marketing efforts. 

Setting Smart Goals

The last article written on goal setting explained how goals can:

  • Increase honesty and accountability
  • Make it easier to compare campaigns
  • Help align team thinking. 

Goal setting is clearly one of the most important steps of planning a successful marketing campaign. 

The trouble with not having a goal is that you can spend your life running up and down the field and never score.
— Bill Copeland - Author

When goals aren't set, success is often subjective. People are far more likely to look back at the campaign and find elements that make it successful, including:

  • Metrics that don't necessarily equate to effectiveness (e.g. Brand Awareness)
  • Cost
  • Buy in of superiors (CEO's, Managers etc.)

Setting the right goals.

One way that organisations can ensure they set the right goals is to set SMART Goals. 

SMART Goals

Specific

What is the goal hoping to achieve? Quantify it. Use hard numbers or percentages. E.g. 

"Increasing the number of people attending an event. " Is not specific.

"Increasing the number of people attending an event by 10%" is specific. 

Measurable

How will you measure the goal. Luckily, with Digital Marketing, almost everything can be measured. These are some simple ways that you might go about measuring the effectiveness of a marketing campaign. 

  • Awareness - Surveys, Feedback, direct traffic, in-bound-links, brand/ company specific search terms, earned media. 
  • Interest - Enquiries, newsletter subscriptions, meetings/ consultations, emails received, attendance at an event, google trends. 
  • Engagement - Likes, shares, comments, returning website traffic, local traffic, email newsletter clicks, time on page. 
  • Reach - Impressions, website visitors, press coverage and circulation, YouTube views, email opens, sent mail.  

Agreed Upon

Does everyone know what the goals are? There is no point setting goals if they are not communicated. 

Realistic

Can the goals be achieved? Is the time-frame that has been set realistic. For example, if I was looking to organically grow a Facebook following from zero to five hundred in a month, this would most likely not be possible. 

Timely

When does the goal need to be met by? Without a timeline, goals become meaningless.