❓ You’ve decided to use digital marketing to give your business a boost? Great!
❓ You’ve chosen clear Goals and Objectives? Not yet? Not so great!
💡 In this post you will learn why it’s important to set Goals and Objectives in order to correctly invest your budget and time into marketing, and we will explain to you how to do this.
You don’t buy a navigator if you don’t know where to go
You can think about Online Marketing as a GPS navigator that helps you reach the destination (the Goal) through a series of steps along the way (Objectives), giving you information on the journey (Metrics).
Therefore it’s clear that investing money into purchasing a navigator is useless without first establishing where to go. 🙄
This is what you must do with marketing. If you’ve never stopped to think about the differences between Goals and Objectives, or have never set them, it’s time to do so in order to avoid badly spending the budget or time you’ve dedicated to marketing.
Goals Vs Objectives
The terms go together (so much so that their meanings are incorrectly interchanged) but don’t relate to the same actions in a marketing plan. They are two different but complementary concepts and will both be necessary for choosing your strategy.
They represent a long-term goal that you have to set. They indicate a bigger, generic goal for your business. They represent the purpose.
They involve your project’s ambitions during all of its journey. They define what you see as your destination and your own results after a certain period.
➡ This year I want to increase my turnover by 30% through new clients that I will acquire via the internet.
➡ I want to increase my brand positioning in 6 months.
These are practical actions, short and medium term, necessary for reaching Goals. They represent the means.
They are the fractions within a Goal, set in the short term, which you have to establish to obtain a measurable result in a certain period of time.
➡ Renovating the website with fresh and modern graphical design. Adding digital online booking, blog and newsletter tools.
This will help improve my image, better letting people know who I am and what I do, giving my clients useful tools.
➡ Creating a Facebook Page and providing it with content of interest to current or future clients.
This will help me stay in contact with my clients or acquire new ones by interacting with them, making them see that my business keeps up with the times and letting them know about my news or promotions.
➡ Online advertising on Google or Facebook.
With Google AdWords, I will manage to make my business appear among the first posts when someone searches for a service or product that I offer.
With Facebook, however, I can publicise my business to anyone on the website and attract them to my page or website to know more and turn them into a client.
The only thing that will make you truly understand whether you’re efficiently using your budget or time for online marketing are metrics. This is the measurement of the results of your actions.
It’s very often undervalued, but it represents an enormous advantage in marketing compared to offline marketing that you therefore absolutely have to take advantage of in order to reap the benefits, both in terms of finances and also the quality of work.
A Goal doesn’t necessarily have to measured through a specific value, but it serves to determine the boundaries for what we want to reach in the long term.
Objectives, however, must be measurable, because they indicate how we’re approaching a Goal and at what speed. Just like a navigator does when it shows you how much is remaining and which speed we’re going at! 😮
➡ In order to reach this year’s set Goal, I need to reach at least 50 quote requests (or 200 online bookings if I’m a hotel or restaurant) through online advertising campaigns.
As you’ve seen, the definition of objectives is very important and they’re therefore made following certain criteria that has been studied and tested over time. Nothing particularly difficult, but it’s essential to follow them so that you can reach your pre-set goals.
The objectives therefore have to be S.M.A.R.T. (remember that SMART means “intelligent” in English), that is:
💡 Accessible (attainable)
💡 Timed (with a defined deadline)
In the next article, we explain in more detail how to define objectives that are truly SMART.
Find the time to set your Goals and Objectives ❗
Now that you understand the difference between Goals and Objectives and how they are completed simultaneously, you must write them down somewhere, always place them in a good position, which you periodically check to see where you are on your path, just like a navigator!
We know that writing them down somewhere can seem useless or a waste of time or you think that you have everything in your head, but try it and you will realise the difference of just “always having the objective in front of your eyes”.
Remember: set the destination, choose the steps, follow the path without making mistakes and you will reach the destination before everyone else!
Goodbye and we’ll see you at the next article.