We cover a lot here on the Helix House blog. Staying productive amidst working from home, tips to run a great blog, understanding Google Analytics – a whole bunch of useful marketing know-how. We do our best to make sure all of this advice is actionable, that you could pick up our blog on creative briefs and start working on your own! But there’s one crucial piece missing in this puzzle: understanding your marketing objectives. Not every piece of marketing is the answer for every objective. Know your goals and leverage the right tools to meet them!
In working with digital platforms, there are quite a few common marketing objectives that you might have. Here are some of the Big Ones.
Your business may be branching out, opening a new location, or offering a new product. This is pretty self-explanatory.
To promote new services or products you’ll want to get immediate contact with your consumers. That means social posts, paid ads across multiple platforms to draw immediate attention to The New Thing. For this use Facebook and/or an emailing list, targeting your already existing customers with the new hotness.
If your brand is new to the online landscape you might want to start out by building your presence and increasing your footprint!
There are a few ways to accomplish this objective. One is getting business-relevant content rolling out on your blog. Performing search engine optimization work will improve your visibility through Google. Build robust social media accounts on Facebook, Instagram, and Twitter to start engaging with your audience directly. SEO and Social pushes working in tandem can turbocharge your digital presence.
Perhaps the most common marketing objective out there to get leads!
Depending on your business what it means to generate new leads can differ. It might mean calls, growing your email list, or foot traffic. Each one of these would require a different tactic. Not all Lead Generation is handled the exact same way! To grow your email list you’ll want to develop an enticing lead magnet and give it prominence. If you’re looking for calls, a stellar performing Google Ads campaign will drive traffic to your number and get that phone ringing. Lead generation is one of the largest, most common objectives, and it can be met any number of ways.
Rather than building new leads, you may find that your business does better when you hold on to those you already have.
Keeping customers coming back can be just as difficult as getting them in first place. One way? Don’t let them ever forget about you in the first place! Build an email list and campaign that sends out monthly offers, links to new products, anything to act as a touch in. This will help your brand stay front of mind. Have a Facebook account? Make sure you’re regularly posting and engaging to show up on your fan’s feeds.
Just starting out in the marketplace? Well, building brand awareness should absolutely be on your To-Do List. So where do you turn to get your name out there? Build a social presence. Create a Facebook, Instagram, and Twitter. Offer freebies for potential customers to try out. If you have an existing customer base offer a referral program to get more people through the door.
And of course advertise, advertise, advertise! Every Google display ad gets your brand out there!
Those are just five of the more common goals, but there are dozens out there! We didn’t list them all on purpose. When people see a list of 15, 20 marketing goals they might think, “Yes! Absolutely, we need to do all of this!” Trying to do all of these at once is a surefire way to fail.
The other important thing to take away from these different marketing objectives is how they have clearly different plans to reach them. If your goal is to get new leads, you shouldn’t focus your time and marketing dollars on building a robust email campaign. Knowing what your marketing objective is will help you focus your efforts on what’s important, what will get you the results you’re after.
Of course, that advice only applies if you’re going solo. Working with an expert marketing company *ahem* can help you tackle a multi-objective campaign and get you the results you need. That’s why in every meeting, every document, every campaign we do at Helix House we lay out the intention, or objective, of it. Knowing the objective, knowing the goal, allows us to navigate towards it, even when the path there gets obscured. It’s the difference between saying, “Do X” and “Do X with the intention of getting Y” The end product for the latter task will be better for it, every time.