Internet Marketing

Tracking Marketing Goals and Objectives | Gauging Your Online Performance

Gauging Marketing Goals and Objectives
Written by NT Izuchi

Tracking your marketing goals and objectives is a task that many shy away from because it does take some analyzing. I’m not pointing fingers because I too was once in that group.

If this is you then I’m sorry but it’s going to take creating some benchmarks to measure how well or poorly you’re doing if you want to hit a home run with online business.

Success online doesn’t just happen and hopefully you’ve realized that by now. You need indicators to let you know if you are headed in the right direction or not.

And when you understand these indicators, or aware of them, you can set guidelines for measuring your progress even if you haven’t made a single dime yet because certain pieces must be in place before transactions happen on a regular basis.

Goals and objectives using analytics to make predictions…

I’m not talking learning how to be a psychic here although that wold be pretty cool. I’m mean taking data that has already been collected for you and using it to make actionable decisions in achieving your goals and objectives.

You can set marketing goals and objectives by leveraging certain types of data points along with your content marketing efforts.

Let’s take keyword research for example:

  • You can easily, and for free, find which trending searches that are most relevant right now in your niche using Google Trends. It also gives some useful information such as other suggested search terms and the percentage growth of a particular search word or phrase.
  • You can also find the search volume for a particular keyword or keyword phrase to help determine if you want to create content around a specific keyword using Google Keyword Planner. In my opinion if a keyword or phrase has at least 200 searches I say go for it because that’s still 200 people you could possibly reach and the content adds to your knowledge base.
  • You can find the competition level for a particular keyword or phrase using Google Keyword Planner. These analytics are really only relevant for paid adwords and not for free advertising and keyword targeting.

 

With this information you can really start setting some benchmarks and reaching milestones that lead to reaching goals and objectives and the end result of more sales.

Let’s set some example goals based of keyword research:

  • From the trending searches and the search volume of those particular searches you can set a number of leads you want to generate per week. With proper lead nurturing practices you will convert sales and from here you can determine how many leads it took you to make a sale. Also you can determine where the leads are coming from whether it be your blog, YouTube, or some other media outlet. Now wash, rinse, and repeat.
  • You can also start scaling up the number of pieces of content you are producing per week or month when you know how many leads it roughly takes to generate a sale. Here’s a disclaimer: Quality over quantity when it comes to creating content. Never jeopardize the quality of your content by simply trying to produce high quantities of content.

 

Goals and objectives using analytics to gauge you’re performance…

This is a matter of looking at both your strong and weak points and improving on these metrics. When we talk about performance we are looking at the engagement from those who come in contact with your brand.

So your email marketing, for example, should be a focal point for nurturing your trusted subscribers into loyal and lifetime customers. This should absolutely be at the forefront of your goals and objectives.

Let’s look at some email marketing performance goals:

  • Set a benchmark to email your list 3 or 4 times a week with valuable content. If you DO NOT email your list consistently then how can you properly gauge it’s effectiveness and an ROI?
  • Tracking open rates is key too because now you can see what type of email marketing headlines work best to get people to open them. It’s that simple!

 

Website metrics will also help gauge how you’re website is performing in terms of engagement and the overall activity on your website. Making your website  your strong front should be on your list of goals and objectives.

Some free WordPress plugin tools you can use are Jetpack or StatPressV which has more functionality. Overall, Google Analytics is the best to gauge your website performance with greater detail.

Let’s look at some website performance goals:

  • New visitors to your WordPress website is always a great sign that your content marketing efforts are improving. My new vs. returning visitor ratio is typically 60% vs. 40% respectively which is pretty good and in your WordPress dashboard you can use free plugins like Jetpack or StatPressV to see this.
  • Lowering your bounce rate (BR) on your site is something you should naturally be working towards. A bounce is anytime someone comes to your website and leaves after viewing only 1 page. To lower your BR, just work on 2 things: (1) creating great and ongoing content (2) link to other relevant posts within your pieces of content to guide people to other resourceful page.
  • Increasing time on site & page visits per session is how you will measure if your content is relevant to the people who are on your website. Again, improving these metrics is not difficult. They start and end with the same 2 practices mentioned before: (1) creating great content (2) linking to other relevant posts within your pieces of content to guide people to the next page.

So as you grow your online presence and customer base remember that as you go along you’re focus should be on gauging how well your are performing using different metrics.

Success leaves clues and when they do you have to be smart enough to wash, rinse, and repeat the process. No need to reinvent the wheel but it is your job to know how to create one that works!

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About the author

NT Izuchi

Hello and welcome to my website, my name is NT Izuchi. I am a professional internet marketing consultant, blogger, SEO strategist, avid Boston sports fan, recovering perfectionist, and teacher by nature. I am passionate about my work and goals here online to help as many as I can build, brand, and manage a successful business online the first time around!

16 Comments

  • NT, all I can say is “Wow!” You made me go sit down for a bit and think about all of the valuable information you deliver here. I haven’t blogged in awhile, just getting back into it. I really like the way you explain why it’s important to track your progress and then you also show us how to track it and exactly what to do!

    I signed up for your video series so I can learn more! I am definitely weak in this area. I want to know as I build my online business where I things are working and where they’re not.

    Thank you so much for delivering real value to online business owners.

    Deborah

    P.S. – see you on the other side! 🙂

    • Hey Deborah, thanks for popping in! It’s really tough to work towards a goal without some tracking and there are certainly things you can track and take note of to measure progress. Enjoy the video training series, but in the next couple of weeks I will have offers specific to the topics found on my blog. It’ll be a lot more effective and easier for people to consume information in bits and pieces and as they go.

  • This is an area I neglect so thank you for showing me the importance and reminding me. I do check Analytics occasionally to see which topics are the most popular and retention rates. I tend to concentrate more on social media for finding readers rather than search.

    • Social media is important as well…but this is a good way to tie in all of your distribution channels and see what is working as well as what content is generating activity. All-in-all, it’s important to gauge how these different elements are performing. 😀

  • Thanks for sharing this post NT:) I have signed up for the free video service as I learned alot here that was more than helpful:) Tracking my results is something I need to do alot more and now I know how to do it.

    Gillian

    • Gillian, glad this helped but I only scratched the surface. I will be creating a post and a training specifically on this topic and walking you through how to use the results you have for a more effective content marketing strategy.

  • I will be honest, I am also terrible at this. I am still trying to learn more about things like this. I always find your post informative but easy to understand. I am going to have to sign up for your videos.

    • Lauren please do grab the videos. There are some trainings in there that expand on these ideas in much greater detail. They aren’t that difficult at all just takes continuous practice to really perfect it.

  • Hi NT,

    This post was really awesome! Tracking your marketing goals are so important to ensure that you get the success that you are hoping for 🙂 Thanks for sharing this awesome value! Great share!

  • Thank you NT for an enlightening report here.

    I must admit, I have not written one single goal as far as my online activities go and it’s no surprise that I have no idea where I’m at or where I’m going.

    I shall certainly take on board what you have said and begin setting myself targets and goals.

    Thank you again 🙂

    • December 3, 2014 at 5:59 pm EDIT
      Soni I completely understand where you’re coming from but sometimes you just need to hear it from someone else for it to register. I’ll shoot you a message and see if I can provide some help. Gotta start 2015 off strong!

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