Setting goals is an important part of any marketing strategy, and inbound marketing is no different. Goals can help you measure your progress and ensure that your efforts are directed where they are most likely to produce results. They also provide a focal point for your energies, helping you stay focused on what's important. Let's talk about inbound marketing goals and how to set them.
Where do goals come in with inbound marketing?
There are a few different places where goals can come into play when it comes to inbound marketing. Depending on your priorities, your goals may focus on increasing website traffic, lead generation, or customer engagement. You may set goals for the number of leads or customers you'd like to generate. Second, you may set goals for the amount of traffic or web traffic you'd like to generate. Third, you may set goals for the amount of time spent on your website or blog or on specific CTAs (call-to-actions). By setting SMART inbound marketing goals, businesses can make sure they are making the most of their online presence and growing their customer base.
Need a refresher on SMART goals? We gotchu. SMART goals stand for Specific, Measurable, Achievable, Relevant and Time-bound. Each goal should have a clear purpose, be quantifiable so that progress can be monitored, fit into the overall objectives of the business, be realistic and achievable while still being ambitious, and have a timeline for completion.
How to set inbound marketing goals
Setting effective inbound marketing goals starts with understanding your current situation, and where you want to be. Assess your current online presence, customer base, and target markets. Consider what you want to achieve in terms of website traffic, leads generated, conversions—identify the KPIs (key performance indicators) that are important to you. These KPIs should be directly tied your goal. Our favorite way to determine this? Think of your goal, and then work backwards. Set a small goal for each factor that will help you achieve your overall goal.
You should also review the available data on what is working and what isn’t working in your current marketing efforts. Are you benchmarking your data? You can’t know how you are going to get to a goal, if you don’t know where you are starting. Benchmark your data today, so you can set realistic goals based on how your metrics are currently performing. From there, you can create your SMART goals.
It is important to track progress and make adjustments as needed to ensure that you are reaching your goals. With the right planning and execution, you can maximize the return on your inbound marketing efforts.
When it comes to content, it's important to remember that a well-crafted inbound content strategy should align with your overall marketing goals and objectives. For example, if you're looking to increase web traffic and generate leads, you'll need to create content that is optimized for search engine rankings, as well as content that will drive readers to take action. Additionally, you'll need to determine what type of content will be best-suited for each specific goal. This could include blog posts, social media messages, video content, or ebooks. Creating content that is educational and engaging will help you attract more readers and customers. Make sure to provide valuable information that is relevant to your target audience, and make use of intriguing graphics and attractive formatting to draw attention.
Test, review, and revise
Testing your inbound marketing efforts is key to understanding what works best for your business. By testing different strategies, you can identify the tactics that drive the most engagement, lead conversions, and sales. Testing is also essential to ensure that your content is both highly relevant, engaging for your target audience, AND moving you closer to your goals. Taking the time to regularly review and evaluate your inbound marketing efforts can help you maximize ROI, build loyalty with customers, and keep your marketing strategy on track. Pro tip: Test just one thing at a time to make it easier on yourself and make sure you're tracking results accurately.
Need a hand reaching your inbound marketing goals? The team at HarleyJames can help. Book a free consult now!