Everyone wants their campaign to be a winner, but as you probably know, most aren’t. This is for a multitude of reasons – largely because we can’t all be winners. In fact, most campaigns are doomed from the beginning.
The main reason? Because they don’t set the right goals. Here’s what you can do to set yourself up for success.
Start With a Specific Goal
It all starts here. And it’s as simple as knowing exactly what you want to accomplish.
Setting the proper goals helps us to keep proper expectations and plan accordingly.
This is usually where marketing comes to play in the first place. For instance, you want to invest money in an effort to increase sales over the course of the year and so forth. It’s a long-term investment!
However, goals are long-term and while it’s great to keep your eye on the prize, your day-to-day tasks might not work out for you, as they could be non-compatible with a distant-looking finish line.
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Establish Clear Objectives
Whatever you’re looking to accomplish, whether it be website traffic, eCommerce sales, leads, etc. you (again) need to be totally clear about what exactly you’re looking to accomplish and how. Regardless, it’s essential to stick to your goals. But if your goals are too ‘long-term’ for your day-to-day, it can be easy to lose sight of them.
The best way to achieve your goals?
Break one large goal into smaller, more attainable goals. This is where you start setting more tangible-seeming goals, you’ll start visualizing your success. At this point, you can start delegating tasks and setting deadlines. This is when the fun starts!
Align Your Objectives With Your Goals
With your clear objectives in mind, you can start allocating your time and resources towards the right tasks. This all comes down to proper attribution.
For instance, if you’re running a paid ads campaign designed to increase eCommerce sales, you’ll want to focus on:
- a solid offer with a strong hook that will compel your customers to consider buying (will need ideas from your marketing team)
- well-designed graphics or videos designed to ‘stop the scroll’ and grab your audiences’ attention (graphic designers and production staff)
- powerful copy written with great calls-to-action on both the ads itself and the accompanying landing page (copywriters and other creative staff)
- a campaign laid out with property timelines, budgeting, targeting, placements, etc. (campaign management)
This is how you align your goals with objectives and then turn them into actionable tasks. From here, your team members should be individually accountable for whatever they have assigned to them.
Track Your Results – Hold Yourself Accountable
The numbers will never lie to you, but there is a chance you’re reading them wrong. Or at least not properly interpreting them…
Either way, it’s imperative to stay on top of the metrics that closely resemble your long-term goals. We like to break it down this way:
Your goals are the things you want to achieve in the long-term. For instance, increase eCommerce sales by 20% Year Over Year. To break down this seemingly overwhelming goal, we assign KPIs (Key Performance Indicators) to directly assist with such initiatives.
So if you’re say, running a PPC Campaign to increase sales, you’ll want to consider metrics such as:
- Clicks (traffic you’re generating from your ads)
- Cost Per Click (how much you’re paying for said traffic)
- Conversion Rate (the percentage of said clicks that convert into actual customers)
By making sure you stay strong with your KPI’s, your goals will follow suit. But like with most things, it’s easier said than done.
Wrapping Up
Planning and executing winning marketing campaigns requires diligence, know how and reliance – things most business owners simply don’t have the time or manpower for. That’s why so many businesses trust Active Web Group for their digital campaign management. Book a free consultation with our experts today, or give us a call at (800) 978-3417.
