How to Create Clear Goals for Digital Marketing Campaigns

There are a multitude of tools, spreadsheets and calculations you can use to track the progress of your digital marketing campaign. While it’s wonderful to have options, sometimes it’s just too much. Yet, as we all know, tracking the success of your online marketing efforts is essential. If you’re a full-service agency or a in-house digital marketing pro, these KPIs will help you streamline reporting and analyze your campaigns in a meaningful way. Remember, always, to first understand three or four key, overall marketing goals before delving into what to measure. The foundation of any good marketing campaign is to develop trackable goals. Imagine, for example, that you own a store and you have three core marketing goals for your business:

1) To raise awareness about your local business
2) To drive more traffic to your website and create loyal customers
3) To promote in-store events

Here are tips that you might use for those specific goals.

Tracking Social Media Efforts

Social media can help move the needle for all three of the above described goals. But let’s focus on the first and third goal. First, you need a campaign in place to support these goals. Let’s say you created a Facebook advertisement that shares information about an upcoming event. It links back to a dedicated landing page created for this campaign and drives people to sign up to the event by filling out a very brief form and submitting their email address. Lastly, those who sign up receive a special discount coupon for your service or product that is redeemable at the event.  Here’s what you can track from these efforts:

1. The traffic driven to the event blog post (via Google Analytics)
2. The number of people who clicked on the Facebook advertisement (via Facebook Insights)
3. The bounce rate on the blog post about the event (via Google Analytics)
4. The number of email addresses collected
5. The number of coupons redeemed at the store event

One could say that it’s only important to track No. 5, but the other KPIs will give you valuable information to use if you choose to replicate this campaign. Perhaps there was a high bounce rate on the blog post. This means you might want to share different information in the future, revamp the image used and write the blog post in a more engaging manner. You’ll want to understand, too, how many people clicked on the Facebook ad versus the number of people that actually converted.

Tracking Local SEO/SEO Efforts

Local SEO efforts support the first goal of raising awareness about your local business. A successful local SEO strategy involves building an online review strategy, ensuring that your location information page includes detailed information about store hours, directions, etc, and that you’ve reviewed and updated online directories. These are just a few elements of local SEO that will help your business succeed. On the SEO side, it’s essential to ensure that you’ve made sure your website’s title tags are relevant, content is well-optimized and that your website is responsive across all devices. These are just a few elements of SEO that must be considered. Here are the best ways to track all of the above based on the outlined marketing goals:

1. Traffic to location information landing pages
2. Number of reviews on Yelp, Facebook, and Google
3. The success of a blog posts about upcoming events
4. The number of people visiting pages specific to events and store location information

Tracking Blogging Efforts

Content marketing is essential to marketing campaigns for two primary reasons: 1) It supports SEO and social campaigns and 2) It’s the reason people visit (hopefully!) your website daily. Fresh, relevant, interesting content is important for SEO purposes, but it’s also what gives your company a voice and what positions your brand as a thought leader in your field. Imagine your blog is supporting the marketing goal of driving more traffic to your website and creating loyal customers. To do this, you create a blogging calendar based on what your audience loves. You write one blog post daily and within the blog post you include at least one specific call to action. At the end of each article, you encourage people to read another relevant blog post on your site. Throughout your blog posts, you also link once or twice to additional blog content. Here’s how you can track these efforts:

1. The number of people that visit your blog daily (via Google Analytics)
2. The number of unique visitors versus returning visitors (via Google Analytics)
3. The number of shares from your social widgets on the blog post
4. Bounce rate (via Google Analytics)

Learn More About This Topic

We discussed this topic during a recent #OrganikChat. The discussion featured insight from digital marketing pros, consultants, students and more! Read the transcript here and join us every week for #OrganikChat, Thursdays at 1:30 p.m. PT. Tweet to the hashtag #OrganikChat and follow @SamHosenkamp, @Nicole_Barbato and @OrganikSEO for questions.

If you found this information helpful, be sure to check out our post “Social and SEO: How They Intersect and What You Need to Know.” Organik SEO is passionate about helping businesses grow by tapping into the power of social media and SEO. To discuss how we can help you grow your business, contact us today!