How to align your digital marketing strategy with your business goals
If you’re a business owner, marketing professional, or anyone looking to take their marketing strategy to the next level, this article is for you. One of the most effective ways to achieve meaningful results is by aligning your marketing strategy with your overall business goals.
In today's digital age, having a strong online presence is crucial to business success. However, online presence is not enough. To truly make an impact and reach your ideal customers, it is essential to align your digital marketing strategy with your objectives.
In this blog, we explore the value of developing a marketing strategy that is directly tied to your business goals. We also guide you through the 4 key steps to ensure success.
1. Define your business goals
The first step towards aligning your digital marketing strategy with your business goals is to clearly define what those goals are.
Business goals refer to objectives your company expects to achieve within a specific time frame. You may define business goals for your organisation as a whole as well as for specific departments, staff, management, or customers.
Goals help to drive progress and give your team something to strive toward. They can be short or long-term goals, ranging from the next quarter to the next few years, depending on how committed the organisation is.
To identify your goals, start by deciding what you want to achieve in the next three to six months, the next year, and the next three years.
For example, some common business goals include the following:
- Increasing brand awareness
- Generating more leads
- Driving online sales
- Enhancing customer loyalty
Once you know your overarching priorities, you can direct your marketing efforts towards achieving them.
A digital marketing agency can assist you by conducting thorough research and analysing market trends. With their expertise, you can be confident that your marketing strategy will deliver tangible results.
2. Use the SMART goals framework
When it comes to goal setting, one of the most well-known frameworks is known as SMART, which stands for the following:
Be as specific as possible about what the goal is. Instead of “generate more leads”, consider “generate 10% more leads through Facebook”.
You also need to be able to measure your success. If you use HubSpot, you can track the metrics from various apps and platforms. For example, if you want 10% more leads on Facebook, you can see when that number has been reached.
There’s no point setting goals if you can’t meet them. Consider your available resources and employees’ time so you can be realistic about when the goal can be fulfilled.
If your main aim is to tick a box, you’ll waste time and money for little reward. Instead, set goals directly relevant to your brand’s mission. For example, if Facebook is one of the main platforms your target audience uses, increasing leads through that channel will pay off in conversions.
To ensure your goals are more than just an intention, you need to be clear about when you will achieve them. Set a date for when you hope to achieve the goal and communicate that with everyone involved. It may be wise to use a calendar reminder or a progress tracking tool to do so.
In addition to the steps mentioned above, make it a priority to celebrate your team’s progress. Whether it be a small task or a three-year project, taking the time to acknowledge your team’s hard work will motivate them to continue.
3. Understand your target audience
To reach your business goals, you need a deep understanding of who your target audience is. This means drawing on feedback from your existing customers and considering what various consumers are motivated by.
Who are your ideal customers? What are their needs, preferences, and behaviours? What are your buyer personas?
Buyer personas and market research give you insights to shape your marketing strategy. A digital marketing agency can help you to identify and analyse your target audience. Some techniques include:
- Conducting surveys
- Collecting customer feedback
- Assessing online reviews
- Gathering data from social media platforms
- Using analytics tools
Armed with these insights, you can tailor your marketing content to the right people. If you currently spend too much time on bad-fit customers, you’ll know how helpful this could be.
4. Identify the right marketing channels
As every brand strives to connect with customers online, it is crucial to stand out and target your ideal customers. One key step is to identify the most relevant marketing channels for that particular demographic. Some common platforms and channels include:
- Inbound marketing and blogs
- Video tutorials
- Email marketing
Whether it's search engine optimisation (SEO), social media, email, long-form content, or a combination of more than one, a digital marketing agency can create a plan to maximise your visibility and reach. They will consider factors such as your industry, competition, target audience, and online behaviour to determine which channels are most likely to yield results.
5. Measure success
Data is a powerful asset in business as it provides valuable insights into consumer behaviour, campaign performance, and overall efficacy. By leveraging analytics, you can make informed decisions and optimise your marketing for better results.
For example, after a few months of gaining more leads on LinkedIn and fewer on Facebook, you can try redirecting your Facebook efforts to focus more on LinkedIn. Depending on your CRM and other digital platforms, there should be some form of analytics built into the software.
For example, HubSpot provides data to:
- Identify top-performing assets
- Check site performance
- Measure site traffic
- Analyse reports across multiple channels
If you work with a digital marketing agency, they will usually collect and interpret data as part of their services. They can track measure conversion rates and monitor key performance indicators (KPIs) to show how well the strategy is working.
Here at Vanguard 86, we provide full analytics reports every month and develop the next month’s plan based on the data.
Digital marketing tailored to your strategic business goals
Are you ready to achieve meaningful results? We are here to help. Our team of marketing experts can help you get your marketing strategy in line with your business’ mission. Depending on your needs and budget, we offer both one-off services and ongoing retainers.
- HubSpot setup
- Strategy days
- Website development
- Full-service marketing management on HubSpot
Every month, we deliver assets to attract your ideal customers and convert them into loyal customers. We also monitor your traffic, conversion rates, and search engine rankings to optimise results going forward.
Click below to see our full range of services or book a call today.
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