You’ll be joining the 130,000 Smart Insights members from 80 countries who trust our advice to Plan, Manage and Optimize their marketing. The challenge can seem even harder if realistic goals aren't set to base your plans around. Even in my relatively short time in marketing (9 years), I have seen the rise of data, analytics, information and I for one value its power within organisations. I believe digital marketing teams have become too data orientated, they lack vision, creativity and confidence, goals are a way to solve this while keeping elements of measurement. Goals are not commercial metrics or objectives, neither should they be about marketing performance indicators. So, goals are a higher-level tool to help understand if you are on track or not and are important for different reasons to specific objectives. The definition of success: 'If you are working towards a pre-determined goal and know where you are going you are a success'. Align teams - A team with a mission and a focus empowers them to work together rather than everyone pulling in different directions. Empower people to say no - Possibly the most important of all goals give people the ultimate focus. Give a sense of success - It is important to celebrate at the right times, and when is that?!
Operate at every level of businesses - Whether you are an CEO, Marketing Manager or SEM Executive goals have a role to play in your productivity, development and stress levels! The process below isn't new, Zig Ziglar and Seth Godin's book on goals explains a similar approach as does using SMART goals.
First things first, write your goal down, give it a small description and set a date for completing it by.
Be clear on both the business benefits as well as the benefits to those in the business for achieving those goals.
If you are struggling to find which metrics are most important to you I recommend reading the Lean Analytics book, this will help you filter the right metrics. This is a common concept in negotiations, you should never enter negotiations with understanding your parameters for walking away, the same goes for goals, not every goal is achievable and that is no bad thing as long you learn. It’s a very handy list, especially when you are setting goals for your digital marketing team.
This post was written with the assistance of my co-author for Managing Content Marketing and lead strategist for the Content Marketing Institute, Robert Rose. I’m tired… tired of the large amount of destructive posts about content marketing that are completely and utterly false. Two posts in particular, as penned by Hubspot, are clearly written by individuals (no offense here) who do not understand what content marketing really is (here is one and here is the other for your reading enjoyment). I’m not sure why Hubspot is targeting the term content marketing and misleading its customers in such a way. When the term “inbound marketing” first started to get traction, I thought it was pretty much the same as content marketing. I was wrong. That said, if you only focus on inbound marketing, you will fail as a marketing professional.
Content marketing is the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism. While inbound marketing (as opposed to outbound marketing) and getting found online by prospects are critical, what do you do with your story once they find you? Content marketing must include strategic planning, content creation, distribution, and metrics for multiple stages of the buying cycle to multiple customer personas. This is almost always the first thing that is thought of when you look at content marketing.
Just like you have a planned lead nurturing process to turn prospects into customers, you also need a planned customer retention strategy. If you can successfully move customers to this stage, you have really accomplished something. I’ve seen way too many presentations and read way too many articles from “gurus” touting that all marketing resources should switch to inbound marketing. Yes, traditional marketing doesn’t work the way it used to because the consumer is in complete control.
NOTE: If you are looking to see content marketing in action, check out Content Marketing World On Demand, featuring over 40 videos from the leading content marketing experts from David Meerman Scott to brands like DuPont, Intel and Sherwin Williams.
We are 121 Creative, a multi-disciplinary creative agency with a unique set up that promises to deliver a quality and cost effective service to our clients. Ensight Marketing doesn’t make any guarantees on ROI or specific online marketing results, because it’s just not professional to do so! So why do we say it’s unprofessional to make guarantees about a websites’ online marketing performance? There are just too many variables from industry to industry, from your particular online marketing history, domain-name age and history, website coding validation (W3C), incoming links and link sources, content history, etc… these varying components all play a role, and make accurate predictions very difficult, to near impossible.
This thought-process eliminates longterm accountability on the online marketers part, and harbors some of the unscrupulous culture that exists in the website design and online marketing consulting services industry. Are you working with a goal-oriented online marketer or a guarantee-oriented web consultant?
Reasoned goal-setting, allows us to soundly keep our clients satisfied and comfortable with our integrity and work ethic.
This collective agreement we come to, centers around strategies, practices, and measurements we can methodically calculate and control.
We do this while also providing you a valid and meaningful measuring stick for the evolution of your website functionality, as well as your online recognition and reputation. Now, these above website analytics based marketing standards are just a random summary of some goal samples. The online marketing goals we set, may not all succeed, but as marketing strategists, they provide us a barometer to present to our digital marketing clients.


This way, you as a client, have a better sense of what you’ve spent your money on, and just exactly what it is doing for your business.
Please contact us for a custom Online Marketing Quote or learn more about our Online Marketing Consulting Services. We respect your privacy and will never share your information with another partyMedical Client Feedback:" Mike surpassed our expectations with both website design & marketing visibility! We have an elegant & modern website, while currently ranking on Page 1 of both Google & Bing for a combined 50 + keywords!
Get Info you Need!Whether you're in need of help or an internet marketer, our Knowledge Base educates all.
It seems to me the misunderstanding between marketing strategy and tactics is far too common amongst marketers, PRs and perhaps more importantly clients who never really question it.
Strategy is a strong overarching vision, intended to fulfill your predetermined goals and objectives.
Before you dive headfirst into the strategy shindig and party hard, you’ll need to have set solid objectives and goals.
In order for strategy to be effective you should already have outlined your goals (it’s surprising how many companies don’t do this), and know your intended audience. Here’s a quick overview of what your strategy and tactics may look like for an overly simplistic goal. 2013 – AR app, mobile optimised website, foursquare deals, customer service in social media etc. To sum up, being better thought-through and organised than your competitors will add to your bottom line – by pursuing clear and achievable objectives and implementing tactics that support your strategy you’ll be doing what most businesses don’t. Like I said even if you understand the difference between strategy and tactics, it’s not that easy to make an effective strategy supported by effective tactics. This is really well explained and done in an entertaining way, which is always a difficult balance to achieve. Connect with charliesaidthatGet in touch if you are looking for SEO or Social Media advice for your business, a speaker or a live tweeter for your event. I will talk to you about how you can measure success, and help build strategies that resonate with audiences and generate ROI. This often means using Web Analytics, SEO and Social Media to make campaigns more successful. That being said all this analysis, tools, insights are also one of the root causes to ineffective marketing and a lack of creativity. Earl Nightgale wrote this in the 'the strangest secret' in the 1950's where he argues that with goals you will be successful and I think it is true today as it was then. It can be 'within 12 months' as much as by 14th May 2014… Within digital marketing the 5S goals give a simple way to define a range of goals at a top level.
Be clear on what process you need and how often you should check against your key metrics Making goals visible, daily, weekly & monthly is crucial, a physical presence is often best if you are office based, like a graphical display or similar. Other things can be as simple as weekly round ups to view 3-5 KPIs and top-level deliverables to understand progress towards goals. The 90 day action plan is really good to implement, as it would allow us to monitor performance of digital marketing teams in a better way. Creating compelling and valuable content and distributing that content through a variety of online channels, as well as getting active in online communities, are essential for all companies today. If content marketing were a football field, inbound marketing would get you to the 35-yard line. Once the lead is nurtured and becomes a customer at some point, you need customer service content. In my view, that means a complete content marketing strategy would incorporate inbound marketing principles, but it would also take a more holistic approach to meeting a business’s overall marketing goals. That means that content marketers should be looking at ALL available channels to engage with customers… print, in-person, and online (including mobile). The goal may be that you are just trying to find a more effective way than advertising to create awareness for your product or service.
How you define a lead will vary — but from a content marketing perspective, this is where you have (through the exchange of engaging content) encouraged someone to give up enough information about themselves that you now have permission to “market” to them. This is where, as marketers, we have traditionally focused — the “proof points” to the sale. If your ultimate goal is to turn customers into passionate subscribers who share your stories, this area needs major attention. If you’re particularly good at using content to service the customer in a subscribe model, you also have the opportunity to be effective at creating ongoing engagement for the other products and services you offer. Content — and especially content generated by satisfied customers — can be one of the most powerful ways for us to reach any business goal.
Maybe it’s only an inbound marketing initiative and you’re just trying to help drive more leads into the sales and marketing process. Seems as though the inbound marketers and the content marketers think they are fighting for the same dollar. Understand just how we accomplish these data points by learning more about website analytics and user-behavior research. As we analyze and measure their online marketing conditions, it is easier, more accurate, and a more confident way to measure web marketing success.
I think this is perhaps because strategy is a sexy buzzword used by management consultants and the self-proclaimed ninjas, gurus and The Apprentices of the world to infer some secretive superior knowledge.
As we’ll find all strategy and no tactics is simply not enough to gain traction in the noisy overcrowded marketplace. Strategy is the plan that ensures all your day to day activities (tactics) contribute to your monthly, quarterly and annual business goals.
I know it might sound cheesy, but it’s true – and one of the things I see overlooked most commonly. Of course you will usually have several goals running at the same time and you actually should structure your strategies to differentiate your business.


We often struggle to get clients to understand how Strategy and Tactics differ but this does it well.
In our Delivering Results from Digital Marketing Guide we give examples of broader vision and goals against more specific objectives. Goals help people move forwards, it gives them clarity and also a sense of achievement which aids confidence and encourages personal growth. In a world where the bar is forever moving higher we need to ensure at the right time we celebrate to. There are no right or wrong rules when it comes to getting the work done, use whatever methods and tools you are most comfortable with.
The outstanding Ritz Carlton magazine, placed in hotel rooms, does not have anything to do with being found; neither does the amazing LEGO Club magazine, which has been produced in print for over 30 years (I received the original Brick Kicks magazine back in the 80s).
This can include signing up for a “demo”, registering for an event, subscribing to your e-newsletter, or gaining access to your Resource Center.
Examples include case studies you send to your prospects that illustrate how you’ve solved the problem before — or the “testimonials” section on your client page. Options may be a customer e-newsletter or printed newsletter, a print or tablet magazine, or possibly a user event or webinar series.
Maybe you’re trying to create a program that increases awareness, drives down the cost of organic traffic to your website, and increases your position with search engines. Currently Ranking #1 overall for "Load Balancing Software" & "Load Balancing Software Company" ! 1900, 1980, 2013) your strategy would remain the same, whilst the tactics will more than likely change.
Let's face it, in 2013 it is easy to be busy doing lots of stuff, and work hard doing it, but without goals and focus its impact can be negligible, no matter your position in a company. They should be things you can easily measure, make visible and are genuinely useful, i.e specific to the goal and your business.
Content marketing is a great vehicle for that, as it’s organic, authentic, and a great way for you to start driving engagement with your brand.
Once you have the prospect’s permission, you can use content to help move them through the buying cycle. Ultimately, this is the content you’ve created as a marketer to illustrate to the hot prospect why your solution is better or will uniquely meet his or her needs. But for smart, growing businesses, we should be leveraging content marketing throughout all our marketing initiatives — even (gasp) traditional marketing and advertising. But in many circumstances, traditional marketing and advertising can work (Old Spice showed us the power of paid advertising in collaboration with content marketing and social media). All too often people seem to confuse Objectives with Strategy as being the same which they are not. Equally, what is your walk away point, at what point do you think, this goal is not right, it's too high, it didn't anticipate X and Y happening. We work with clients to devise KPIs that are actionable and as part of that we need them to delineate between Strategy and Tactics and so this is really useful. These are their top organizational goals:Brand awareness is important, but hard to quantify. But they have successfully built their passionate subscriber base — and these people create fan sites, write, share, and evangelize the Apple brand.
And indeed, more and more organizations are now tying these metrics directly to their content marketing initiatives. Your ultimate goal should be to create a community of evangelists who are prepared to fight for your brand. Only 36% of B2B marketers believe they are effective at content marketing — down from 40% last year.Part of the challenge is creating great content. Much has been written about how to distribute content with social, search, and paid campaigns. But ways of effectively capturing value with content marketing have received less attention.
Depending on how it’s presented — do the people consuming the content clearly associate your company with the value delivered?
The question for marketers — and frankly, many prospects — is: what happens next?Active vs. Passive Content MarketingAnswering the “what happens next?” question is the difference between passive content marketing and active content marketing. With passive content marketing, the content is not attached to an explicit “next step” for the audience. If someone consumes your content and likes it, it’s up to them to figure out what to do next.Maybe they wander through your website (and hopefully they can connect the dots with the content piece that intrigued them).
Maybe they do a couple of related Google searches (and hopefully your competitors aren’t intercepting those keywords). Maybe they try to find a way to contact you (and hopefully the person handling the contact can provide continuity with the content that intrigued them). Or maybe they simply file that moment away — “thanks, that was interesting” — and move on.Blog posts are often quintessential examples of passive content marketing.
They can build brand awareness, and address goals further down the list such as thought leadership and generating website traffic.
But presented in a passive fashion, they may not be effective at acquiring customers or generating leads.Active content marketing, in contrast, builds customer acquisition and lead generation mechanisms directly into its presentation and delivery. These mechanisms may be simple email subscriptions or social network connections, or they may be more detailed lead forms or deeper-funnel calls-to-action.



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Comments to «Marketing goals vs marketing objectives»

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