Digital marketing in philantropy. For better or for worse, 2016 is almost over. It’s time to pack up for the Holidays. It’s also an ideal time to survey what worked well or not this year, and start January with an idea as to what to accomplish for 2017.
To start on the right foot and achieve your goals, you must first define these goals clearly and precisely.
The first reflex we have when it’s time to define a goal is to do so in a vague way: “Improve our marketing” or “have a better web presence than our competitors.” These are worthwhile goals, but lack precision. What do these goals imply exactly? How can we reach them? How do we know if we have succeeded? A specific marketing goal helps you to answer these questions and better communicate your company’s products and services.
The saying says you cannot improve what you do not measure This is especially true when it comes to web marketing. While it’s difficult to determine the real ROI for a traditional campaign in newspapers, posters or flyers, all websites and social networks can provide precise data about the number of visits and the efficiency of your content. Why not take advantage of these benefits in combination with precise and measurable objectives?For example, instead of hoping for an increase in the number of visitors on your website, you could specify a number of visitors as starting point with as well as a precise number of increased visitors.
It’s important that the goal you set for yourself is also reasonable and attainable With an impossible to reach goal, any result would be seen as a failure, which would not encourage further efforts to improve your marketing.
How can you put a number on an attainable goal? If it’s your first time determining a marketing goal, but you don’t have precise data yet, you’re probably asking yourself that question. The answer can be quite complicated. You can find reasonable number using your other known business data (like your revenue growth or your average increase in the number of clients) and then apply it to a marketing context. Then, after putting more resources in your web marketing, you can afford to have even more ambitious goals.
Your marketing goal must be tied to your company’s business reality. You might want to increase your number of leads, but does your company have enough sales resources to deal with them all? You might want more customers, but do you have the capacity to meet the demand? By linking your marketing to your business process, you will know which marketing goals are realistic and relevant for you. After all, marketing is the first step of in all your business processes.
So, You have determined serious and solid marketing goals. That’s enough, isn’t it? To determine if you’ve set good digital marketing goals, you just need another variable: when? A deadline determines whether your goals are attainable or not, and ties them to the context of growth. Increasing the number of visits to your websites by 15% per month or per annum drastically changes your efforts and the required investment to reach them. Also, a deadline defeats the number 1 enemy of success: procrastination.