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!
- Tracking click-through rates to see what is it in the emails that is getting people to click can help set guidelines as to what should always be included your emails.
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!