Setting the Right Goals for Your Online Marketing Strategy (2020)

Are you planning to run an online marketing strategy?

Have you set realistic objectives and achievable goals?

Do you know how to measure the success of your campaign?

One of the most important steps when planning an online marketing strategy is assuring you can measure its success. Even more importantly, you need to know exactly what goals and conversions you want to measure.

Many companies attempt to run campaigns without setting up sufficient analytic tools. Without proper analytics, there’s no way to tell if your investment is worth it, or which areas you should be investing in. Don’t waste your marketing budget on a half-finished campaign. Take your time to set-up the correct tools and learn how you can use them for business success.

Conversion Rate Optimisation (CRO)

Generating web traffic is simply not enough. If the traffic you get to your site doesn’t end in conversions, then something may be wrong. That is why it is important to work on conversion rate optimisation.

The hardest part of achieving high conversions isn’t driving traffic to your site, it’s turning that traffic into conversions. Once you get customers to visit your site through your online marketing efforts, it’s important to persuade them to fulfill your intended conversion. Throughout preparing your strategy and running your campaign, keep CRO in mind and constantly make tweaks and changes to improve its usability.

Handy Hints to Get Better Conversion Rates:

    • Target the right keywords
    • Encourage conversions with a persuading call-to-action (CTA)
    • Promote your credibility through industry memberships and awards
    • Create clear and precise informative copy
    • Secure your site – Move to HTTPS
    • Create a useful FAQ page to quickly and efficiently answer customer queries
    • Have a website with user-friendly navigation

Set-Up Web Analytics

marketing strategy

Having analytics set up on your website is vitally important. Even if you are not actively investing in an online marketing campaign, analytics gives you extensive information for free. You need to measure the effectiveness of your website so you know where most of your companies traffic derives from and then you will be able to target and invest in that area.

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Analytics is even more important for businesses actively investing in an online strategy. If you aren’t analyzing the success of your online efforts, you won’t be able to tailor your campaign to get the most out of your investment.

Even people with no experience on how to set up and analyze Google Analytics can do it. You can find extensive information explaining how you can use Analytics for your business online. I have included handy beginners guide to Google Analytics to help you get the most out of your website.

What Are Your Objectives

When looking to commence an online marketing strategy, it is important to set out a list of objectives you wish to achieve. Setting your objectives will set a precedent for the rest of your campaign.

Look to focus on a few key objectives that, if completed, will bring the most value to your business. E-commerce sites may look solely to increase revenue, whereas a niche manufacturer may look to become the leader in their field.

Below are a few vague examples of objectives you might set for your online campaign:

  • Increase revenue
  • Increase brand awareness
  • Become an influencer in your industry
  • Improve local SEO

Please Note: These are very vague examples to help get you thinking. The objectives you make will be much more specific to your industry and should be measurable.

Creating Goals

Before implementing your online marketing strategy, it is important to map your objectives to measurable goals. Work out which conversions you will focus on to achieve your set objectives. Your goals represent a completed conversion on your website or app.

To successfully measure the effectiveness of your campaign, it is important to input your goals into Google Analytics. While running the campaign, you will be able to see what your customers are doing and how many are fulfilling your set goals. From this information, you can understand the effectiveness of your strategy throughout its duration and make changes throughout the campaign.

Some of the most common goals include:

  • Phone calls
  • PDF form downloads
  • Product sale
  • Membership sign up
  • Sending an inquiry
  • Making a booking
  • Subscribing to a newsletter

Pick goals that are relevant to your business. For example, venue hire companies may look to receive inquiries as their wanted conversions. However, an e-commerce site may look at online sales as a conversion. Understanding your business’s marketing needs is the first step to creating effective goals.

Unfortunately, Google Analytics cannot track calls on its own. That is why it may be good to implement a call tracking system in addition to Google Analytics if one of your key goals is to drive phone calls.

Want more information about setting the right goals for your business, check out Google’s support page about goals.

Analysing Results

Analytics is a completely free feature offered by Google. It gives you insights into how many people are visiting your website and what they are doing once they reach it. It is completely vital for any business whether running an online campaign or not.

Along with tracking your conversions, it is also important to track information that may be of benefit to analyzing the success of your campaign. A few key areas you may track for SEO and PPC campaigns include:

SEO Campaigns

  • Conversions
  • Organic Traffic
  • Keyword Rankings

PPC Campaigns

  • Conversions
  • Click-Through-Rate (CTR)
  • Cost-Per-Acquisition (CPA)

These are some of the most important areas to focus on when analyzing the success of your campaign. Again, depending on your business and industry, the areas you analyze to gain insights will change.

Act on Results!

The reason you set goals is so you know what you want to achieve and where you want your business to be. If you get to the end of the campaign and decide to stop your online marketing strategy, your efforts will slowly decrease in effect.

It is important to understand what went well in the campaign and what could be improved. You have gained all this information from running the campaign, why not put it to good use?

After analyzing the results, continue the campaign with the additional knowledge you now have. Act on your results and make changes where you see fit.

Please Note: This article is intended to give you a broad understanding of what goals you may set and how you can track them. Your objectives, goals, and analytics should be developed based on your specific business, industry, and website.

Author Bio: This article is written by Alex Hamilton, an Online Marketing Executive at White Chalk Road – Perth’s online marketing experts based in Western Australia. You can catch him on Google+.


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