Setting digital marketing goals involves several key steps to ensure clarity, measurability and alignment with your business objectives.

Goals should be specific and clearly defined. Determine your objective, something broad like “increase website traffic.” Then, specify the goal you wish to achieve, such as “increase organic search traffic by 30%.”

A good marketing goal is quantifiable so that you can track progress and determine success.

Use metrics like percentages, numbers, or monetary values. For instance, “generate 100 qualified leads per month” is measurable. Consider your resources, capabilities, and the current state of your digital marketing efforts. Set goals that are challenging yet attainable. Unrealistic goals can lead to frustration and demotivation.

PRO TIP: Consider the SMART Criteria: Specific, Measurable, Achievable, Relevant, Time-bound) to structure your goals effectively. This ensures they are well-defined and actionable.

The most common Digital Marketing Goals we help our clients to achieve…

#1 Branding

The objective is to increase brand recognition and visibility in the digital space.

The goal might be “Increase impressions on Facebook by 50% over the next 12 months by creating and posting an educational series”.

• Develop a content marketing strategy focused on brand storytelling.
• Utilize social platforms and email marketing to engage with your audience.
• Invest in influencer partnerships to extend reach and credibility.

PRO TIP! Developing a visual brand and templates early on will put this goal on cruise control.

Screenshot from Meta’s Insights menu showing Impressions for the past year.

#2 Lead Generation

The objective is to find qualified leads for your products/services.

The goal might be “Double the number of contacts on my newsletter mailing list over the next 6 months using a landing page with a limited-time offer”.

• Implement targeted advertising campaigns across relevant digital channels.
• Create CTAs such as free downloads, webinars or trials to build contact lists.
• Optimize landing pages and forms for maximum conversion.

PRO TIP! Test and retest these critical collection points.

Google insights help determine what percentage of site traffic is converting to leads.

#3 Customer Engagement & Retention

The objective is to foster relationships to enhance loyalty.

The goal might be “Increase revenue of existing client base by 20% for this fiscal year by implementing a personalized email campaign”.

• Use email marketing for regular communication and personalized offers.
• Provide exceptional customer service across all touchpoints.
• Implement loyalty programs or incentives to encourage repeat business.

PRO TIP! Reaching out to existing customers is a great way to get testimonials, referrals and reviews.

We use Constant Contact for customer communications.

#4 Website Traffic Growth

The objective is to increase the number of visitors to your website.

The goal might be “Double the number of visitors to my website over the next 6 months using sponsored content in my social media”.

• Improve search engine optimization (SEO) to enhance organic visibility.
• Invest in paid advertising campaigns such as Google Ads or display ads.
• Create and share content to drive traffic from email marketing and socials.

PRO TIP! A monthly or quarterly content schedule can be coupled with routine maintenance.

Google Analytics is a free tool that tracks traffic to your website.

Once you’ve set your goals, establish a system to track progress regularly. Use analytics tools and metrics relevant to each goal. Based on the data, adjust your strategies if necessary to stay on track. By following these steps, you can set clear, measurable, and aligned digital marketing goals with your business objectives, thereby enhancing the effectiveness of your digital marketing efforts.