The crucial first step to turning the invisible into the visible, is to set goals. And the foundation to building a solid brand reputation that commands the respect of users and search engines alike is to set SMART online marketing goals that you fervently believe in and upon which you must vigorously act.
That’s what you’re about to discover in this simple guide.
Studies by Gail Matthews at Dominican University has proved that strategies for effective goal achievement include writing goals down, sharing goals and providing confides with one’s progress updates
A great way to hold yourself accountable, even if you fail, I will help you set achievable and realistic goals that can help trigger new behaviors, provide a sense of direction,clarity in decision making and grow your business exponentially.
We will review the types of digital marketing goals and objectives to guide your focus, employ the 4Ps and 4 Cs of the traditional marketing mix to analyze your company from your brand and customers perspective, plus howyou can put all these together to come up with a concise SMART online marketing goals that will lead to greater success and and help to sustain momentum in whatever is ahead of you.
- 61% of marketers say generating traffic and leads is their top challenge.
- Inbound marketing costs 62% less per lead than traditional, outbound marketing. (HubSpot)
- Companies that blog get 55% more web traffic.
- 57% of businesses have acquired a customer through their company blog.
- 78% of Internet users conduct product research online.
What does the statistics above tell you?about 92% of New Years goals fail by January 15th? Click To Tweet
If you want to succeed in growing your business today, the internet is the easiest way to do it. And you must set SMART online marketing goals to cut it online. Without them, you’ll you lack focus and direction. SMART goal setting not only allows you to take control of your brand’s direction; it also provides you a benchmark for determining whether you are actually succeeding.
- Have you thought about what you want to be doing in five years’ time?
- Are you clear about what your main objective at work is at the moment?
- Do you know what you want to have achieved by the end of today?
S.M.A.R.T. an acronym for: Specific, Measurable, Achievable, Realistic, and Timely – is a goal setting framework that you can deploy to set yourself up for nice, structured success – both in life and career. It helps businesses of all sizes and industries set actionable and realistic goals.
In stead of vague resolutions, SMART goal setting creates verifiable trajectories towards a certain objective, with clear milestones and an estimation of the goal’s attainabililty. Every goal or objective, from intermediary step to overarching objective, can be made S.M.A.R.T. and as such, brought closer to reality.
So to relate to the specific business objectives your company wants to achieve in 2020 and the years that follows, resolve uncertainty, and highlight information of particular interest to your customers, or prospects – then this post is for you.
Let’s jump in.Marketing goals are specific objectives described in a marketing plan. These goals can be tasks, quotas, improvements in KPIs, or other performance-based metrics. Click To Tweet
IDENTIFY YOUR COMPANY’S ONLINE MARKETING GOAL?
‘For tomorrow belongs to the people who prepare for it today.’African Proverb.
To begin, there are basically two primary goals in dictating the direction of your online marketing efforts – they are branding or conversion.
i. Branding Goal:
If you’re just starting out, launching a new product into the market, or expanding to a new location, and need more people to be aware of your existence, then this route is for you. Getting heard and seen is so vital to success online today that, in fact over 70% of brand managers consider building an audience more important than converting sales.
Branding goals focuses on getting exposure by means of advertising and distinctive design – that helps to identify your product and distinguish it from other products and services.
The primary motive of branding is to get your message heard and seen by the right people, and highlighting your unique features and capabilities to keep them engaged.
As the most cost-effective and measurable way to reach a remarkable number of people with interest in what you do, the internet offers a level playing field where people, like you, can stand shoulder to shoulder with the world’s leading brands, beat them, increase brand loyalty and drive more leads into your sales funnel.
Attention has become one of the hottest currencies today, and for you to build a reputable and authoritative brand presence on the web, you have no option but to gun for it. The branding report info-graphic below supports this point.
We’re not over branding yet.
Furthermore; coming to terms with what sets you apart, and why people should care about existence are vital to running a growth-focused online brand marketing campaign. Don’t take my word for it, the content marketing institute discovered in a study that 89% of B2B marketers say brand awareness is the most important goal, followed by sales and lead generation.
Creating meaningful content that helps people solve real problems, and publishing it on a regular basis is an excellent way to improve brand visibility and convey your company values to existing and potential consumers alike.
In branding, as most people you’ll attract on the web, are likely looking for information or answer to a question, it makes practical sense to use words like, ‘how’, ‘where’, ‘best’ ‘leading’ etc.
Take this post title for example:
Do get the vibe?
Once you’re transparent, helpful and answer a “need” then you’re sure to attract the attention of those interested in what you offer, keep and nurture them until they’re ready to make a purchase.
Talking about the sale, let’s take a look at the other side of the coin – conversion goal.Goals ‘held’ in the mind are more likely to be jumbled up with the other 1500 thoughts per minute that the average human being experiences Click To Tweet
ii. Conversion Goal:
This goal is all about persuading your interest audience to take a desired action on your website or any other web property. A few examples include submitting a contact form, making a purchase, downloading an ebook or app, or just clicking on a button or link etc.
Look: conversion goal tracking is one of the most efficient ways to measure and improve your business marketing goals and objectives. As most web users don’t buy on their first visit, you should likely have a decent amount of interested web traffic to effectively pursue this goal.
What makes this so special?
Simple really, its because most of the people that will buy from you, are those who have shown interest in your brand, have the intention to buy a product or service.
So; within your content, to target leads who are ready to convert into whatever it is you’re after, focus on terms like ‘buy now’, ‘high quality’, ‘discount’, ‘free trial’, ‘affordable’ etc.
Google Analytics goals are designed to help you truly understand your website and how to prioritize your conversion marketing objectives.
I hope the brief overview above has given you an ample understanding of the destination types you can choose from, please pay close attention, as you’ll need every ingredients, and steps to arrive at an effective SMART online marketing goal for your business in the new year, 2020.
To help you find direction in this regard, check out these guides:
- Brand Strategy 101: 7 Essentials for Strong Company Branding
- Conversion Goal? It Depends on Your Business Model
Moving ahead, to get down to business. Imagine what it would be like to mix these goals together to build your brand’s digital marketing strategy?
That’s exactly one of the best news; these goals are not mutually exclusive. That is, you can creatively combine them to exponentially get amazing results, better return on investment and the highest possible search engine rankings.
No pressure there!
All you need is just clarity of purpose and a good sense of direction. So either you choose to brand, convert or mix the two, please take note of the features of an effective goal below.
As marketing your brand digitally requires more sustained planning and well organized production than other forms of traditional marketing – the path you choose will act as your north star – pursuing your goals is the real money-maker (literally and figuratively) because it builds efficacy; it develops you as the type of person who can set out and achieve anything.
To move on from here, we can further break these primary goals into secondary goals that will help improve focus and guide your daily business marketing operations.
So let’s get to itThe act of writing down a goal is a very powerful motivator, writing down goals forces us to be avoid being vague. Click To Tweet
CHOOSE REASONABLE DIGITAL MARKETING OBJECTIVES.
‘Plan your work, work your plan’– Napoleon Hill.
Beyond the digital marketing goals you’ve set in the previous section, you’ll need to double down on areas that your expertise and resources are capable of handling.
Moreover, choosing solid primary goals will help guide the actual activities or tasks that provides an important check to achieving your branding or conversion goals – keeping you intact and on track
So how do you plan to achieve your company’s online marketing goals?
Either way, they can further be broken into:
- Build a brand.
- Educate your prospects and customers on what you do
- Generate leads or increase sales
- Drive foot traffic to your office or shop
- Attract prospects from outside your local area, such as clients from overseas
- Update your customers or audience on what is going on with your business
These marketing objectives gives you a broad, balanced coverage of all important areas in a complete and efficient internet marketing strategy.
Most of all; you’ll have to dig deep into the needs of your business and target customers, and then match your findings with the resources and brains at your disposal, before settling on any the goals listed in this section.
By capitalizing on your strengths, and minimizing your weaknesses, picking the right objectives in this category will aid in brand positioning and in improving productivity.
The key, though, is to choose not more than three of these business goals for your 2020 online marketing strategy, beyond that; and your business website stands the chance of becoming unfocused and will hardly succeed at anything concrete.
For instance; take my digital marketing agency here in Accra, our primary goal is to get exposure and create awareness for my brand – Konta SEO. (Branding goal).
To achieve this objective, we rely on educating our clients, and audience on what we do here – take this post as a case in point.
Our secondary goal, which is to generate leads from my branding campaign, increase my clients base, and improve revenue. (Conversion goal).
To hit these targets, we use our contact form, free website SEO audits and valuable actionable marketing resources that helps people solve real problems to help my loyal audience turn into paying customers.
Getting your chosen objectives to the point where you can start working on your dreams, rests on creating a detailed plan that outlines the strategies, procedures, targets and tasks required to achieve your overall business goals.
But there’s more, getting your objectives, that’s bowing to the historic primary factors in business success: customer, technology and innovation.
By taking advantage of the pillars of marketing (the 4 Ps and 4Cs), I will show you how in the next section.Only 3 out of every 100 adults write down their goals down on paper. Click To Tweet
BUILD SOLID MARKETING MIX FOR YOUR ONLINE CAMPAIGN
“Change is not a destination, just as hope is not a strategy.”
The marketing mix simply refers to the set of actions, or tactics, that your brand will employ to go after your online marketing goals and objectives. Thus they refer to the four broad levels of marketing decision, namely: product, price, place, and promotion – postulated by E. Jerome McCarthy in his 1960 book Basic Marketing: A Managerial Approach.
This view made way for efficient use of resources and breaking objectives into workable, and manageable pieces – to help monitor and control progress. But that’s not all, this process must have worked well in the last century, but not anymore.
So what’s the problem?
Technology has shifted the focus from mass to personalized, and/or niche-based marketing. That is the customer – clearly spoilt for choice – is now running the show.
Updated somewhat to reflect this modern realities of business, it is more practical to think of not just the ‘four Ps,’ but a complementary ‘four Cs’ as well – to get your customer’s perspective.
As a side note the Robert Lauterborn introduced the 4C marketing model in 1990 after he declared the traditional 4Ps obsolete. However, you should consider the 4Ps and 4Cs when setting your online marketing goals, objectives and tasks, doing this will give you a complete picture of every detail from your brand and customer side of the story.
The basic aim of the new ‘four Ps and Cs’ is to fit as a butcher’s dog to the widespread shift away from mass marketing — in which companies and marketers treated consumers like a largely featureless mass — and towards a consumer-focused marketing, which often appears closer to a one-on-one conversation.
Rather than using fairly vague demographic models and large-scale media buys to compensate for inaccuracy, personalized marketing uses in-depth market research to pinpoint highly lucrative markets which haven’t yet been dominated by the competition.Personalized marketing uses in-depth market research to pinpoint highly lucrative markets which haven’t yet been dominated by the competition Click To Tweet
Whether you’re considering a new business venture, rethinking an existing one, or planning to finance an expanding brand, you need to be concerned about the efficient and effective use of resources to achieve strategic objectives.
In this era of the 3 C’s – Change, Complexity, Competition – the capacity to anticipate change, harness technology, and objectively measure both the risks and rewards of your enterprise – the capacity to effectively think creatively – will, more than ever separate the successful from the unsuccessful. It will separate tomorrow’s winners and losers.
And moving into the new year 2020 and those that follow, the 4Ps and 4Cs will help you do just that. Of course, when done poorly or wrongly, this can leave you ‘drowning in the sea of massive information’ – confused, overwhelmed and inevitably immobile.
Don’t be fazed partner, as we say here in Accra ‘I dey for you.
I want your dreams to come true, so beginning with the first P and C, Keep the pace, let’s get into it.“The 4P’s was about “What does the marketer want to say?” while the 4C’s asks “What does the customer need to hear that the marketer can say?” ― Robert F. Lauterborn Click To Tweet
1. Product And Customer Needs
Quality in a product or service is not what the supplier puts in. it is what the customer gets out and is willing to pay for. A product is not quality because it is hard to make and costs a lot of money, as manufacturers typically believe.Stephen King
For starters; don’t forget your product is at the heart of all your online marketing efforts. This P covers everything from your brand, products or services, to all the capabilities you have to offer.
It’s involves having a thorough knowledge of your brand, and offerings, what makes you superior to — or at least different from — your competition?
I believe you already know enough about your product or service, so I won’t go too deeply into it. But your product must be something pleasing, and you must understand its relationship to your market. Which brings us to the ‘first C’ — your customer needs.
When your product is right, or answers a pressing demand, you don’t have to be a great marketer to meet your business goals.
So what’s the answer?
What this means is that, you need adequate data, processed in such a way as to make it meaningful to achieving your objectives.
These user data can either be quantitative (i.e. can be measured e.g. traffic, price of production, distance etc) or qualitative (i.e. can’t be measured e.g. gender, occupation) must be:
- Manageable in volume
Following up with what I said earlier about personalized marketing, if you’re not constantly researching your customer needs and how to solve them – then you’re just leaving money on the table. In fact, you’re robbing yourself of massive opportunities to grow your business
This doesn’t have to be daunting for you to find your customer needs, especially if you’re new to marketing your business on the web. The internet is littered with enough data that can help to inform your marketing decisions and goals.
The good news is that ; you can even get real insights into what your target customer is trying to achieve with free tools and simple common sense. I will show you how.
But first, you should start with your current customer data, who is buying from you and why?
“Innovation that matters will involve a hard look at what your customer experience is and what it could be. If your company isn’t relentlessly focused on what is useful, digital Darwinism is going to leave you out on a forgotten branch of the evolutionary tree.”―Pete Sena, Co-founder, Digital Surgeons
Taking my own product as a guide, here are a few methods to expand the scope into the needs of those you need to grow your business:
Use Google Search Features To Uncover Your Customer Needs
Google’s search results page is a goldmine for generating ideas into the requirements of your ideal prospects to fuel your brands 2020 online marketing campaign.
To begin, ask yourself:
What needs am I you trying to fill with your product?
Use the answer to this question to guide your research, and cover more ground with your company’s marketing plan.
To get to work, set in place standard costing, budgeting and performance control systems to record the wide range of both internal and external data you’ll come across in your research, things like quantity or quality of material used, prices paid, hours worked, engagement rates, frequently asked questions, most effective content types and formats etc.
In my case; to help my clients increase website traffic, attract leads and improve sales.
For this exercise let’s take – increase website traffic – to generate ideas.Setting SMART goals gives you control over your future, gives you personal satisfaction, clearer focus on what is important. Click To Tweet
1. Google Autocomplete
When you start a search on Google, you can quickly find information with Google predicting what you’re after, based on data from real web searchers.
As it turns out even before you’re done typing your query, Google will suggest more content ideas related to your search.
You can see the ideas Google is throwing my way. Search predictions are possible search terms related to what you searched for (product/customer needs)
Looking at the image above, from my own search, I can now pick some suggestions to use in my content or product description to attract users searching for them or expand my topic list.
To get this done efficiently and as fast as possible, you can use a free tool like Ubersuggest – which pulls search suggestions from Google and other search engines – to automate this process and get more detailed ideas.
Its as easy as hitting the site, keying in your phrase and click search, and the world opens.
And as you can see from my result, more details that can help me and my team make better informed decisions moving forward with our marketing strategy.
This free user-friendly SEO tool, in addition to meeting customer needs, can give you information on your likely competitors by showing you the content already showing up for the search, it’s estimated traffic, links pointing to it and social engagement – as shown below.
Now you have an idea of what people are searching for as regards what you offer. To have a holistic view, lets take things a bit further by finding out the kind of questions your prospects will likely ask based on your offering.Value-added promotes customer retention (they come back) but value-unique nurtures customer advocacy (they bring their friends) Click To Tweet
2. People Also Ask Section
Just having satisfied customers isn’t good enough anymore. If you really want a booming business, you have to create raving fans by always helping to ease your customers’ pain – and the best way to do this is to be the solution and answer they seek.
Further down Google’s page you’ll find this section AKA related questions box, an expandable grid box. In this box are a series of questions involving the search term you looked for.
Take out the questions that are of interest to hitting your brand’s marketing goals.
Once one of the questions is clicked, the box expands to display a text snippet with a brief answer to the question, the source URL from where the text has been extracted and a shortcut link for performing another Google search for this particular question.
This brainstorming step can also be automated by using another good free tool, “answer the public“, you won’t walk alone buddy.
A clever consumer insight tool that pulls “questions people ask” from the web. It that combines the suggested searches from Bing and Google and visualises them in what could be called a search cloud.
You need not get technical, just type and enter.
The result on many fronts, whooha!
You can even export your questions as a CSV file to your email or computer, where you can individually go through to pick the ones that are of the right fit to your marketing campaign efforts.
These are real questions from real people, you can use them to produce relevant and authoritative content that is sure to attract the right people, increase leads and improve sales.
One more feature to determine your customer needs.100% real humans. Listen to your customers or you will have none Click To Tweet
3. Searches Related To
To sum up customer needs using Google search features, at the end of the results page you will notice the final section labeled “searches related to”. very self-explanatory – these are terms related to what you searched for.
If you’re comparing multiple search terms, locations, time ranges or want to be found for more terms, you can use the related terms in this result to do just that. A tool like Jaaxy can help automate this process.
Using this terms can help you create content that that is easy to rank in Google and other search engines, as most of these keywords are long tail ones with very little competition, so pay close attention to them.
To finish up the first P and C, always remember; digital marketing is more about sociology and psychology than technology.
So understanding how the brain works and how people relate, or make decisions can have a huge impact on changing the game in your favor – the steps above should guide you.
It is important that you keep these customer goals in mind as you move forward and never lose sight of it. The key is to match these consumer needs with your cost of production, in order to find a competitive edge that delivers reasonable economic value.Seek first to understand, then to be understood. Customers don’t expect you to be perfect. They do expect you to fix things when they go wrong. Click To Tweet
2. Price and Costs.
Is it all about money?
Most people start out believing, incorrectly, that money is the main motivator that drives a purchase. Partly this is due to economics classes which focus only on numerical quantities.
The reality however is that attempting to compete on price alone is generally not a wise move, mostly on the web – where approximately 96% of visitors that come to your website are not ready to buy.
Nevertheless an inappropriate price may cost your firm a great deal of money.
As a business manager, it’s imperative to be able to classify the price required to produce a unit of your product or service, the cost behavior and other management techniques – as it helps save on production and maximizing profits.
On that note, before we jump fully into the second P and C, let me briefly show you how to classify cost – which I believe will assist not only in solidifying your 2020 online marketing goals, but help in management and your day to day operations.
How To Classify Cost.
Cost in management or accounting terms can either be classified as direct or indirect.
This is a cost that can be traced directly the the product or serviceyou produce.
E.g. if you are a building contractor, the cost of cement falls here.
Direct cost covers:
- Direct materials
- Direct labor
- Direct expenses
The sum total of these direct costs will result in your prime cost – which is the total cost to produce a unit of what you offer.
Indirect Cost (overhead):
This cost is incurred in the process of production, but can’t be traced directly to the cost of producing the product or service. E.g . The cost of transporting the cement to the site.
This cost covers
- Indirect materials
- Indirect labor
- Indirect expenses
- Administration overhead
- Marketing, selling, and distribution overhead
These main costs can further be divided into fixed and variable cost.
Fixed cost: is unaffected by changes in your level activity.
- Business rates
- Staff salary
- Rent of your office
Variable cost: This cost varies depending on the level of activity or output.
- Direct materials
- Direct labor
- Sales commission
Semi -fixed or semi-variable: Cost can also be semi – fixed or semi-variable. For instance, your electricity bill has a fixed standing charge and a variable cost per unit of power used.
I hope this helps you determine the estimated cost required to charge towards your business goals.
Back to our thread, the second P and C.
Price here stands for the cost required to take full responsibility for satisfying the needs of your audience – this might be direct or indirect, fixed or variable, or combination of the two.
Simply put; the price covers all it takes – money, time and resources – to get your product to the standard acceptable as consumable in your market.
For the sake of productively and improving your chances, study your successful partners, competitive brand’s, products and services to discover what it takes to play ball at their level.
Find out what sets them apart. Because nothing comes for free, there must be some cost behind it, find out the price that must be paid for that crown to fit on your lovely head.
Much more important in this respect is the market – your customer – the ‘second C,’ or simply, the ‘total cost to satisfaction.’
This ‘C’ takes into consideration not only the production or purchasing price, but also the entire cost of time and resources spent to acquire the good or service, the cost of ownership, and even a ‘cost of conscience’ if purchasing your product or service is associated with feelings of guilt.
To help you understand this ‘second C,’ consider the example of a restaurant.
The ‘total cost to satisfaction’ is — in addition to the cost of dinner — the cost of driving to the restaurant, the cost of conscience of eating ‘junk food,’ etc.
One of the most powerful aspects of the ‘second C’ is it allows you to easily identify ways to increase the price while decreasing the overall ‘cost to satisfaction.’
This simple exercise should help you make important management decisions that will help maximize profit and impact your bottom line.
So far, you already know how your product, or service fits into the needs of your target customers, and now you know how to estimate your capabilities as regards meeting these needs or business marketing goals and objectives.
Moving on, how can you get your message across to your ideal audience?
Price & Cost simply covers the overall set of costs raised by the creation and delivery of value to the customer. Click To Tweet
3. Promotion and Communication.
“Our jobs as marketers are to understand how the customer wants to buy and help them to do so.”– Bryan Eisenberg
How do you get your customers on board?
Promotion is how you wish to inform the world about your brand, product or service. It exists in many forms, and it continues to evolve to this day – as a such a thorough marketing strategy is required apart from your business plan.
Having a brand promotion strategy is crucial to surviving our present fiercely competitive customer-driven economic climate. In most cases, the objectives of your marketing plan will accurately dictate the priorities relevant to achieving your business goals and might even become the operational guide for your brand.
On the other hand, stiff product requirements or financial constraints might mean that you have to respond more to your internal operational needs than to market place issues.
If you find yourself in the latter scenario, you can create a marketing framework parallel from your business strategy. Then you can incorporate a compressed version into your business plan.
Mind you; promoting your business on the web is more than just posting ads or direct email, it includes all of the countless ways that your brand can reach, attract, and touch a potential customer.
As opposed to traditional forms of advertising or marketing, promoting your brand online works best when its a two way communication. You must prove to your audience, or ideal customers that their opinion is important to your brand.
Listening to their voice helps you create stronger relations with them, and involving them in shaping your business can make them feel more attached to your brand – The third “C – communication’ aims to build engagement and loyalty!
To get started with promoting your brand online begins with the web properties under your direct control. Which are your owned media properties (as shown in the image above.
A website is a must for entrepreneurs, businesses, and anyone selling products or services. Your website serves as an extension of your company on the web, with information about you, your business, and services offered – it’s basically your brand’s real estate online.
What a website can do for your brand.
- 77% of B2B purchasers won’t speak to a salesperson until they’ve done their own research. (Corporate Executive Board)
- Inbound marketing costs 62% less per lead than traditional, outbound marketing. ( …
- Companies that blog get 55% more web traffic.
- 57% of businesses have acquired a customer through their company blog.
- 78% of Internet users conduct product research online.
With a website you can improve the effectiveness of your advertising efforts, reach more people both locally and globally, enabling you to expand your market and grow your business.
And since it’s relatively easy to use and update, your website can immensely help improve productivity, help educate your customers and improve efficient customer experience.
Use Google’s on-site SEO best practices and webmaster guidelines to get your brand’s web real estate ready for battle. I have also written an easy to follow on-page best practices guide to help you from page to page on your site.
With all the guides above, your website should be up and running, friendly to users and search engines alike and ready to march you towards your online marketing goals. Once you’ve gotten all that out of the way here are 21 Ways to market your business online, or you can check out these 30 ways to do the brand promotion for free.
The importance of social media to business cannot be overstated, in addition to helping boost brand awareness, referring traffic to your website, networking and partnerships. This great medium of our time can help you track your competition, engage with your audience on a very personal level and provide exceptional customer service.
As a fact social media is one of the best ways to build your brand presence online.
- as of May 2019, total worldwide population is 7.7 billion
- The internet has 4.4 billion users
- There are 3.499 billion active social media users
- On average, people have 7.6 social media accounts
- The average daily time spent on social is 142 minutes a day
- 91% of retail brands use 2 or more social media channels
- 81% of all small and medium businesses use some kind of social platform
- 55% of buyers do research via social media. (IBM)
No matter your line of business, there’s a huge chance that your target audience hangs out in some social network, and knowing how to identify the right platforms to engage with is vital to finding effective methods to promoting your brand via social media.
To improve the chances of hitting your marketing goals in 2020, please double up in using social media marketing for your business.
There are many ways to cut it online, from business listings/ directories (like Google My business) Press Releases, Digital Outreach, Paid and social ads, SEO etc But all these tactics needs the foundation of your website and/or social profiles to get the max out.
The guides I just shared should give you enough juice to put your plans for the new year into broader perspective.
To cap out the third P and C, you have to continuously measure your product specifications against the mood of your market place and to recommend required changes as needed – doing this will help you to stay on top of things, maintain discipline, and focus.
It’s advisable, before going full throttle in promoting your brand, to know how to carry out a detailed market research of your industryYou must prove to your audience, or ideal customers that their opinion is important to your brand. Click To Tweet
4. Place and Convenience
“Loyal customers, they don’t just come back, they don’t simply recommend you, they insist that their friends do business with you.”– Chip Bell
In our final ‘P’ – Place refers to where the product will be sold. This may be your office, store, a retail establishment, the customer’s home or office (as with direct and digital marketing), Make things easy.
And the C for Convenience is a much more customer-oriented approach to this marketing strategy. This allows you to evaluate different possible places that makes it easier for your customers to do business with you. You must be concerned about how the needs of your customers will be met.
Once you have analyzed your customer’s habits, you should be able to know whether they prefer to shop online or in stores as well as what they are willing to do to buy your product.
Where will your market find it most convenient and how can you use this as a big edge?
For instance, if your place of business is remote from your major markets, a key issue to address is shipping.
Are you dependent on distant suppliers? Is your product seasonal or vulnerable to whether condition?
Acknowledge the limitations and strengths of your location. While there is no need to overstate the uncertainties, list your deepest concerns and your awareness of the level of risk.
In this case, it makes sense to explain shipping procedures, rates, economic order quantities, breakage concerns, competitive advantages and disadvantages, carrier options as reliability, and payment policies.
It’s advisable to consider all options on the table, especially – to a greater extent – digital platforms, because sometimes the place which is the most obvious to meet your customers is not the place they need you the most.
Furthermore, in life as well as in business, it’s not the best product that gets sold the most, but the most well-marketed one. Then settle and focus on the best channels that brings the most valuable responses.
So all your web properties must be are designed to convert website visitors into customers. These conversions occur all over the website, that is on the homepage, pricing page, blog, and landing pages, or other page you want to use in turning web users into customers – and all of these can be optimized to make it more convenient for your customer to do business with you.
using my homepage as an example again.
As i mentioned earlier, your basic goal is to drive website traffic to your website, people who then converts into leads for you to close.
So as part of your quest for making the new year go as planned, make it a priority to make it easy and convenient for your customers to find, contact and interact with your brand.It’s not the best product that gets sold the most, but the most well-marketed one. . Click To Tweet
To strike this section out.
Ultimately the ‘four Ps’ and ‘four Cs’ are two sides of the same coin, one seen from the seller and the other seen from the buyer’s perspective. You need to consider both side of the marketing mix in order to maximise the possibility of success. While you must structure the product offer to serve your own interests, often you will find that looking at the deal from the customer’s perspective allows you to find the most effective solutions.
So far, you’ve just succeeded in systematically reviewing your expectations and assumptions about your business venture. It is my humble belief that you now have a good idea of what you plan to achieve in the new year 2020.
What remains now, is your ambition, your personal initiative, your self-determination, your optimism, and your hard work.
Make things happen for you in 2020.
To help maintain momentum, fuel your motivation, and to help in articulating your ideas to those around you – you have to get SMART.
MAKE YOUR GOALS SMART!
SMART is an acronym that stands for Specific, Measurable, Achievable, Realistic, and Timely. Therefore, a SMART goal incorporates all of these criteria to help focus your efforts and increase the chances of achieving that goal. SMART goals are: Specific: Well defined, clear, and unambiguous. (Corporate Finance Institute)
Simply stated: employing this small business friendly goal setting tool in your planning exercise can help clarify your ideas, focus your efforts, use your time and resources productively, and achieve what you want in the years that follows.
Here’s why; SMART goal setting helps you go far beyond the realm of wishful thinking by bringing structure and trackability into your marketing goals and objectives.
No doubt about it: SMART goals can help you visualize your intended outcome, provide direction, motivate your employees, and inform the right actionable steps required to achieve results.
How can you get “smart”?
I’m here for you.
Be very clear about what you want to achieve with your online marketing efforts.
Replace vague terms like “increase sales” with maybe “generate $50,000 in sales from real estate companies”.
On the other hand “improve website traffic or brand awareness” can become “generate 12000 unique website visits from my 2020 inbound marketing campaign.”
This is simply knowing when you have achieved your specific goal.
For instance; you might be unable to generate $50,000 in sales within your first month. But in a year, why not?
You can now, for the sake of measurement, break your goal into 12 months , which will now be $4,167 a month.
You can now use this monthly figure to track your specific marketing goals.
So your measurable goal will now be “generate $4,167 a month to meet my revenue goal of $50,000” or “1000 monthly unique site visits to ignite my brand’s visibility.
Aspirational is something that is realistically achievable.
If you currently have no website traffic 1000 monthly website visits might just be another day dream, maybe a hundred or two monthly visits can be more aspirational.
All things being equal, I recommend adding 20-25% onto what you think you can achieve and you ll find you are hitting goals faster than ever.
Don’t aim for what is beyond your reach, it might do more harm than good.
By the same token as your aspirational goal. know what’s within the reach of your time and resources.
Landing $50,000 worth of work probably won’t happen in your first month. But over 5 years why the heck not?
Set a clear specific time frame to achieve your goal.
Depending on the goal in question this can be short, medium or long term.
Our focus so far has being on just a year, so let’s leave it at that.
We’re not through yet; after researching and analyzing based on the sum of all the exercises you just covered your brand’s SMART online marketing goal (conversion) can become:
“Get $50,000 worth of services contracts from real estate clients within 12 months from all my online marketing efforts”.
As part of your planning process, your SMART business marketing goals should describe what your company expects to accomplish over a specific period of time. Usually outlined in your business plan, they can be tasks, quotas, improvements in KPIs, or other performance-based benchmarks used to measure marketing success.
When explicitly set, SMART goals are keys to becoming successful in business and life.
Moreover what better tool is there to maintain a positive attitude through the inevitable obstacles bound to show up?
So on a final note be SMART to get “smart“.As part of your planning process, your SMART business marketing goals should describe what your company expects to accomplish over a specific period of time. Click To Tweet
A casual life can turn you into a casualty.
Now; you have it and the year is in full swing, the ball is in your court.
I typically take an entire day (or as many hours as I can block out) to myself. This way, I’ve got plenty of time to think and reflect on the outline of my plan.
I’ll usually go for a walk in nature, or go somewhere that’s far from my normal day-to-day environment.
The main question I meditate on is: “What would make for a meaningful business a year, 5 or 10 years from now?”
I like to use a longer time range simply because it gives me the time I need to make serious operational and/or habit adjustments.
Plus, when you use shorter time frames – say like 3 months – it creates needless performance anxiety or pressure, that can negatively impact productivity.
So I recently wrote down that in 5 years I want to have more fulfillment, more connection to the people I care about, and be the ‘numero une’ SEO Specialist for free business-focused digital marketing tips in the African sub-region.
Impossible doesn’t exist.
The point is to think about what would make an awesome and fulfilling life for you.
You can use these tips as pointers – of all you just learned – as a reminder in your brainstorming sessions.
- The direction you want to take your business in this new year or decade.
- What you want to achieve
- What it would involve
- What it would look and feel like when you have achieved your vision
Nothing is impossible, don’t be scared as you match into 2020. Everything is possible if you believe.
On A Personal Note
Am suppose to end at the conclusion right?
Sorry for breaking the rules; this being my first post in the new year and decade, I just want you to get fueled up for anything you want to achieve.
If you win, I win. Period!
And even without a deep purse, if you can access the web, you can sell and achieve anything. It just requires effort, patience, and sweat on your part.
I often wonder why people, when we can analyze our situation and position ourselves in the market , would attribute success to luck.
And the answer for it is this, we tell ourselves that other people are lucky for the same reasons we take a pill, instead hitting the tracks, when we have a weight problem.
We hit the bottle when life seems overwhelming, instead of taking time out by ourselves to meditate, rejuvenate, and refocus.
We know we have a problem and are looking for a solution, and this one is easy, it’s fast and effortless, but the bad news is; it’s also a dead-end.
Because rather than tackling the root cause of our dissatisfaction, the cause of our problems. We just swallow a pill and numb ourselves to all the symptoms.
That’s not all; with this luck pill we also numb ourselves to all the great opportunities this world has to offer and we constrain ourselves in developing our personal best.
I was at this point about a decade ago, I was just as dissatisfied as all my colleagues at the construction site we worked, by which time I had become hooked on going higher, and swallowing the luck pill.
With help and guidance from trusted friends and a mentor, I analyzed my situation, figured out my strengths and weaknesses, and made a stern resolution to position myself differently.
At the beginning of the decade, I moved to Accra, the internet capital of Africa, to enhance my skills, expertise and primarily to get away from the toxic environment I found myself. I met many great like-minded people, and got inspired, as well as inspired others.
After a decade of falling and rising, following and leading, and failing and succeeding, I ’ve gone from being this poor, sad and aimless young guy assisting a site engineer, to helping entrepreneurs with my digital marketing blog, and sitting with top business executives to help map out their companies online marketing strategies.
What a decade!
So if you really want to achieve your dreams, business marketing goals, or you are not happy with your relationships or the direction your life is going. You have the power to do something about your situation.
Don’t forget though; you have two options, you can call into action a quick relief pill, drown in a brewery or buy a lottery ticket and just go on casually with life as usual.
Or you can use this guide to step back, analyze your situation, take action and truly change the game in your favor.
I bet you can agree it’s not a complicated process, and it won’t change your life or business overnight. But it DOES allow you to create meaningful and substantial change over time.
I hope you appreciate my new year’s present to you?
To pull down the curtain, the next step, after setting your marketing goals, is to get optimize your customer journey within all your web properties.
So while you’re battling this exercise, I will be putting finishing touches to our next practical guide “tested and proven content tips for the new year ” am going to put 2020 in your very hands.
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And if this guide has positively impacted you please share on all your social platforms to help your family, friends, and partners build the world we all dream about.
To help serve you better, I will appreciate your questions, suggestions and comments below. And let me know what you plan to achieve this year via marketing your company online.
From the bottom of my heart, wishing YOU A HAPPY AND PROSPEROUS NEW YEAR AND DECADE AHEAD.
Eko Odinta is a creative, SEO-focused, online marketing strategist in Accra, he helps business owners, start-ups, and mid-sized companies grow and retain customers with actionable insights and humanistic automation. A chess enthusiast and passionate Arsenal fan, he’s open to marketing-focused guest posting and speaking engagement opportunities.