Marketing Goals that Measure Up

What business goals are you working toward this year? Your online marketing should be contributing to those goals. And, your efforts should be measurably accountable for their contributions.

I ask every new client this question: “What are your online marketing goals?” While some have a sense of what they are trying to accomplish, many have never connected their online activity with their business goals.

Defining your goal matters. Without it, your efforts online will never be as effective and important as they could be.

Tie Digital Marketing to Business Goals

Instead of setting brand awareness as the goal, think of awareness as one step on the path toward a business goal. Your digital marketing should add to the bottom line.

To be useful (and measurable), online marketing goals must be specific and match a meaningful business goal. Often:

  • Customer loyalty
  • Increase customers or prospects
  • Increase sales, outright or support higher conversion rates

Translate Goals into Online Activity

Business goals can be met several ways online.

Build Subscribers or Followers: You need an audience to meet your goals. Subscribers and followers are giving you permission to communicate with them.

Generate Leads: Great content can encourage prospects to sign up for a demo, register for an event, or request access to a resource center. Leads provide information about themselves because they want to actively learn what your brand has to offer.

Sales Support: providing content that helps customers decide to choose your product or service. Often, this is in the form of testimonials and case studies that show how people are helped by your business.

Customer Loyalty: Digital marketing can reinforce the customer’s decision after the sale. Content that offers tips and insights and helps people get the most from their connection to you commonly supports this goal.

LinkedIn Stats to Guide Your Strategy

With more business taking place online, more people are seeing the value of LinkedIn for professional networking. In fact, a Pew Research Center survey conducted in early April finds that 53% of U.S. adults now find the Internet essential for them.

For professionals, a key place is LinkedIn. This is the social platform to find people, check on credentials, and expand our networks.

Consider these 2019 stats, and know that these numbers are certain to grow in 2020.

  • 7 out of 10 professionals describe LI as a trustworthy source of professional content
  • 50% of business-to-business buyers use LI when making purchasing decisions
  • 46% of LI users are women, 54% men
  • 3 million users share content on a weekly basis
  • Links, videos and photos all get high engagement
  • B-to-B companies report that 80% of social media leads come via LI
  • 40% of social media traffic coming to B-to-B websites is from LinkedIn

Now is the time to amp up your LinkedIn marketing strategy or to get a strategy in place.  Connect with professionals to find the best services, market your services, or find that next great team member.

Selling on Social

We’ve all been forced to do more of our business online. Have you looked at your sales process to make sure it is also optimized for online? Social selling can be effective.

Here are a few concepts that are important to social selling. Add them into your sales funnel to maximize the effectiveness of your online sales efforts.

Social Proximity

When selling online, you want to leverage the social connections you, your team and your brand have made online.  This includes your direct connections as well as the connections of those connections. An advantage in growing your online network is to increase the chance that you will have a first or second degree social connection to a large number of your prospective buyers.

Sphere of Influence

The sphere of influence concept means finding the best way to leverage existing relationships within a target organization. Leveraging existing connections is generally more successful than cold outreach.

Social Engagement

Start your sales process by engaging with connections online. Pay attention to what they post and interact when appropriate. Don’t make your fist direct connection a sales pitch. Establish a baseline online relationship first. With rapport established in social, your sales inquiry can focus on deeper details.