Kristina Antonorsi Discusses The Importance of Setting Digital Marketing Goals
As a business owner or manager, it is often easy to get caught up in the day-to-day pressures of ensuring that your business continues to grow and succeed. Kristina Antonorsi, an entrepreneur from Venezuela, believes that as important as those ongoing processes seem, you should never lose track of the bigger picture: What will it take for my startup company to be profitable and sustainable?
As we all know, establishing goals for any part of a business is one of the most important parts of growing and maintaining success. Yet, with so many tasks competing for attention, setting goals can quickly become lost in the shuffle — this is particularly true when such goals are not clearly defined by your digital marketing (or lack thereof). That’s why now more than ever, it’s crucial that you work to define what your business’s digital marketing goals are, how they contribute to the success of your startup, and why.
Here are just a few of the most important reasons that establishing effective digital marketing goals within your startup is critically important:
Focus On Your Audience
Keeping your target audience in mind is vital for reaching out to them, but it can be easy to forget this when you are knee-deep in the metrics and analytics of SEO, PPC, paid social media management, etc. Kristina Antonorsi feels that setting specific goals will ensure that you remain focused on who you should be targeting, not just what channels should be targeted.
Help Prioritize
Suppose your digital marketing campaigns aren’t working as well as they should. In that case, Kristina Antonorsi believes that having something like an established set of goals (or KPIs) can help you find easy areas to cut back on spending or other efforts that may not seem particularly useful at first glance.
Establish Better Direction
When your business is growing, there are always more things than ever competing for attention. This can make it difficult to zero in on the most important task is at hand. Suppose unknown SEO factors hamper your search engine rankings. In that case, Kristina Antonorsi believes that having specific goals to aim for will help you determine exactly how to go about tackling those issues.
That’s why it’s so important that you take a moment now and establish what digital marketing goals should be a part of your business’s growth plan from day one. With clearly defined goals in place, not only will the path towards success become much clearer, but it will also be much more likely that these goals will get completed. That way, next year, when you need to establish new digital marketing goals within your startup, you’ll have a much better idea of where to start!
Privacy, Transparency, and Trust-Building
In a perfect world, your users would always be able to know what you’re doing with their information and how it’s being used — but as we all know, that’s not possible without some major loopholes. When those loopholes do happen, having clear goals in place can help reinforce the idea of trust within your company or business.
This is one of the main reasons many businesses have turned to data-driven marketing over the past few years. By focusing on a process rather than a product, companies can use hard numbers and statistics to garner trust from their consumers.
Personalization
People who trust your company are more likely to become active customers. Personalizing content and services for individual users are becoming increasingly popular in the world of digital marketing, but achieving this goal can be difficult (if not impossible) without setting personalization goals.
By establishing these goals before you ever get started, you’ll ensure that what you’re trying to do is achievable, which will save you a lot of time and frustration down the line.
Content Segmentation
One of the most effective things that you can do to grow your business is to create different content for various types of users. If done properly, this can help increase overall activity on your platforms, which will lead to better rankings and more leads.
However, once again, simply saying that you should be creating specialized content without having specific goals in place is not only ineffective, but it’s also a waste. By setting up goals within your digital marketing plan ahead of time, you’ll make sure that you’re working towards something achievable — rather than just coming up with an idea for content creation based on guesswork or past trends.
Conversational Marketing and Quality Interactions
The most effective way to get conversions is one-on-one marketing with your consumers. Whether it’s through social media, email campaigns, or some other form of communication, attempting to engage with customers personally is something that every digital marketer should be aiming for.
Without goals in place, however, you’ll never know if you’re actually on track towards achieving this objective until it’s too late. For example, setting up an outbound sales campaign would expect specific goals (for example, number of leads reached) within that plan.
Artificial Intelligence in Digital Marketing
Here’s the big one: Artificial Intelligence (AI). Many marketers and companies alike believe that having a robot do their job — creating content, scheduling social media posts, or even working customer support channels can be highly beneficial.
However, to have this happen, you need to set up AI goals within your broader digital marketing plan before ever getting started with these types of technological integrations. Otherwise, you’ll never know if they’re achieving the specific objectives that they were made to help you achieve in the first place.
Final Thoughts
As you can see, having specific objectives in place for your digital marketing plan is one of the most effective things that you can do if you want to grow your business online. These goals should be placed within your overall strategy before starting any content creation or promotion. Instead, they should be used as a measuring stick for future decisions that you make.
