How to Set Marketing Objectives and Track Them + Free Objective Tracking Template!
Setting goals is an important part of any successful endeavour, and marketing is no exception. If you want your marketing and/or business efforts to be effective, you need to set specific, measurable objectives and devise a plan to achieve them. Many businesses don't take the time to do this, and as a result, they're disappointed with their results. So don't make that mistake!
When users sign up for the Tactycs software, they can choose 5 different objectives: brand awareness, website traffic, organic growth, sales and engagement. Depending on the customer's objective, there are different metrics/KPIs that we track. This helps us determine if we're progressing in our goal.
We'll go through each objective the metrics we track, and at the end, we'll give you a free objective tracking template that you can download and use for yourself!
Brand Awareness
The first objective is brand awareness. We find that companies who are newer or companies who are having trouble reaching their target audience select this objective. Brand awareness is the process of getting your company's name out to the public. This can include anything from advertisements to PR to social media posts.
There are two metrics or KPIs that we track: reach and impressions. We track reach and impressions for every social channel that you have. Reach tells the total number of people who see your content. Impressions tell us the number of times your content is displayed. This gives us a good understanding of how many people see your social posts.
Website Traffic
The next objective is website traffic. Companies wanting more people to come to their website will select this objective.
We track three metrics: website visitors, bounce rate, and average time on page. Website visitor is a clear metric to track this will tell us how many are coming to your website. However, the bounce rate and average time on page are also essential to track. You can have 1000 people coming to your website, but if the bounce rate if 80% and the average time on the page is less than 1 min, then the people coming to your website aren't good qualified prospects/customers. You want to make sure that the people who come to your website stay there for a long time.
We also have a blog that details different ways to improve your website traffic!
How to Increase Web Traffic: 7 Strategies
Organic Growth
Then there is the objective of organic growth. At some point, every business wants to increase its organic growth. Organic growth is when your potential customers or leads find you through their own accord, aka organically. Companies need to focus on their SEO efforts and create valuable content for the reader to achieve this.
There are two metrics that we track: followers and organic website visitors.
Sales
Next is sales. Without sales, you won't be in business very long, so you must be properly tracking your sales growth over time.
We track three metrics/KPIs: visitors/form submissions, leads/calls, conversions/customers. What we're tracking here is the customer pipeline. How many people gave us their information, how many people did we convert to a call/ sales qualified lead, and how many of those people did we convert. This setup is more for a business-to-business model. If you sell products to customers, remove the leads step. Track how many people came to your site. How many people purchased, how many abandoned carts etc.
Engagement
The final objective is engagement. When customers become engaged with your business, it can help boost your website traffic, SEO efforts and social media presence.
We track different metrics: shares, likes, comments, downloads, and clicks. We track all of them for each social channel you have.
Business KPIs
Apart from specific marketing objectives we also recommend you track business-level KPIs.
Things such as marketing qualified leads; total marketing spend, cost of acquisition, total website traffic, revenue, and time spent on marketing. This will help you stay on track and monitor your business while working on your marketing-specific objectives.
Free Marketing Objective Tracking Template
Ok, it's time for you to get your template!
Click on the link below to access it!
Setting marketing objectives is essential to any business' success. But simply setting those objectives isn't enough- you also need a plan to achieve them. Without a clear path to follow, you're likely to be disappointed with the results of your marketing efforts. That's why we've created this free objective tracking template to help you track your progress and stay on track! So make sure you download it and start using it today!
