Defining marketing campaign goals can be slightly overwhelming when you are first sitting down to start the planning process. But, it doesn’t have to be. Strategically thinking, and working backwards will get you exactly where you want to be, where you need to be.
The ultimate goal of any marketing campaign is to meet, if not exceed, revenue goals. To do this, you need to attract a certain number of customers. So, first things first, these numbers need to be defined (revenue and customer goals). From there, you take a step back, and determine the number of leads you will need to generate in order to successfully convert a percentage (hopefully a large percentage!) into actual customers. This is where analyzing previous campaign data comes in handy. Studying old campaigns can help you recognize trends, identify typical conversion rates, and give you insights on different products and timelines etc. Understanding your data will help you make accurate predictions about your campaigns, and in this case, specifically the number of leads necessary to hit your customer goal.
Once revenue, customer and lead goals are set, the next piece of the puzzle is calculating your impressions goal. How many people need to lay eyes on your marketing materials (ads, emails, blogs etc.) to attract the necessary number of leads? The answer to this question will then help you decide how to budget for the campaign. Again, if you have historic data, use it! Which marketing channels have been most successful? Where does your target market seek out information? Where are they engaging with you? If you don’t have the data to help you answer these questions, that’s okay. You can ask your customers directly. You can send out an e-survey, conduct a focus group, or call customers for feedback. Understanding the buying process, knowing what your customers want, along with where and how they want it, is crucial to the success of any campaign. Spending the time upfront to nail this down will save you time, money, and heartache later on down the road.
Details, Details, Details
When answering all of the questions listed above, you need to make sure you are paying attention to the details. And how exactly is that done? You create SMART goals:
Specific – clearly state your objective
Measurable – the objective must be measurable
Achievable – is the objective realistic?
Reasonable – are the expectations reasonable? Do you have the resources in place to achieve the objectives?
Tentative –What is the timeframe to reach the objective, is it doable?
Every goal should have an objective, strategy, and tactics to support it. You then work from the top down, getting more specific and detailed. Here is an example:
Goal: To be recognized as a leader in my industry.
Objective: Get 1,000 LinkedIn Connections.
Strategy: Engage with the industry members in both online and offline events and provide reasons why these people should link with you.
- Regularly share industry trends and updates on LinkedIn profile
- Attend industry conferences/ speaking engagements
- Join relevant LinkedIn groups and actively participate in them
- Consistently post blogs, and interact with all people who comment on them
- Promote LinkedIn posts on Twitter to attract more profile views
Defining marketing campaign goals takes thoughtful time and planning. Staying organized, tracking progress, and being willing to make changes along the way will all contribute to a successful campaign. Whether you are struggling with generating enough leads to meet your goals, or effectively measuring your marketing activities, Measured Results Marketing can help. We want to hear from you, please email or call us at 571-606-3106.