Learn how to set digital marketing goals once and for all!
Defining marketing objectives is essential if your company wants to be successful in its segment. As time passes, the market is becoming more and more competitive. More competitors emerge and this can saturate the public.
Therefore, the importance of defining marketing objectives is enormous, as this way your company has a direction to follow. However, even though you are in similar segments, don't always do what your competitors are doing.
Therefore, today we are going to talk about how essential it is to map your marketing objectives, paying due attention to aspects that are part of an efficient strategy.
Identify your company scenario
Your company's objectives need to be related to your business results as well. However, these goals may be different for companies in the same segment, which are at different “levels”.
For example, a small business often aims to present itself in the market, educating its audience and trying to stabilize itself. A large company, on the other hand, may have as a goal increase your number of sales and customer loyalty.
Therefore, the Objectives may vary according to each business.
With that in mind, after understanding this part and what your company's objectives are, now you need to define which marketing strategies will be used. Try to understand the maturity stage of your business, after all, your marketing team needs to know this to structure the planning.
In a company that is just starting out and has only initial marketing, the goal cannot be to achieve huge sales or extraordinary achievements. Each thing needs to be done in its own time.
Now, imagine a business that already has more stability in the market, has a history, customers and has gone through many processes. For him, structuring strategies becomes more plausible, since there is a more concrete information base.
Study your market segment
Studying the market and understanding how it works also counts as a role for your marketing team. After all, knowing what to say and who to say it to is essential for an effective strategy.
Know your audience
Getting information and data from a specific audience becomes much easier when your company has a relationship with them. Creating efficient strategies that achieve engagement are also part of the planning. Therefore, your team needs to know how to connect with the public.
Therefore, a good way to study your potential customers is defining people for your company. After all, you will be able to understand who consumes your product or purchases your service, how they came to you, for what reasons and their profile.
Remembering that understanding the problem, discovering motivation and understanding your audience’s challenges is essential to guide them towards a solution.
Research on keywords
Search engines, such as Google, can be of great help to businesses that have pages and websites. Through it, the public can find your company through searches, and the better your ranking, the greater the chance of being found.
Therefore, the big question that remains is: how to get a place at the top of the search results?
In summary, there are two answers to this question, through the use of SEO techniques e paid media. Thinking about SEO, when using optimization methods for your page, and creating relevant content, Google itself will understand this and help you with rankings.
Now, when it comes to paid media, it is a more instantaneous means, designed in the short term, where there is an investment in campaigns, which show your page as a form of advertisement.
Therefore, it is good to research key words, because, in both environments, their use becomes essential to achieve your objectives. If possible, use both techniques to achieve more results.
Personalize content for Leads
Before we continue, let's explain what a Lead, and what makes him a Qualified Lead or not. Any contact who, when visiting your website, for example, leaves information about it, such as email in a Landing Page, becomes a Lead.
But, for him to be considered a Qualified Lead, he needs to present characteristics or data that show him as a possible customer. In other words, it has to be a contact that has a similar profile to your persona.
When you understand your audience, it’s time to start thinking about the content format available to them. Your marketing team must create content that addresses customer problems.
Here comes the strategy of Inbound Marketing, which tells us to follow some steps in creating material according to the Buying Journey:
- Learning and discovery: where the user does not know for sure about their problem;
- Solution consideration: here, the contact already has an idea of your problem, so they start looking for more information and solutions;
- Buying decision: the potential client has found some solutions, and is now reflecting on them, a business opportunity then arises;
- Loyalty: this business opportunity has become a sale, the time has come to establish and maintain a relationship with the customer in a natural way.
Customer relationship
It's not enough to just close a deal, customer retention also matters, a lot!
The objective here is to create a post-sales relationship with a customer, creating content that makes them loyal with well-planned communication. Therefore, your company can use some techniques to keep your consumer close.
As social networks can serve as a great tool in this part, because with it your company can maintain contact with the public. This way, customers become more engaged with the brand and form a relationship with it.
However, don't forget, people are on social media to be entertained, so create a posting format that is enjoyable for them.
Another example tool, the Newsletter , uses emails to have this contact, as they are a more common method in the business world. Therefore, the right thing to do is to analyze which strategy is best according to the objectives.
And remember…
Here we show some points that we consider important for defining marketing objectives. However, there are different processes, each specific to a company or segment. At this time, the help of a specialist is recommended, so that your business does not have any problems.
Always be connected with the world of marketing, studying the competition and trends as well. And in this part, we can help you. Visit our website and see more content like this, just click here!
