Digital Marketing Goals: Tips for your early stage goal setting, channels, and team structure in your small business

Description

Goal setting is so important and you have to know and be clear about what your desired outcome is before you can map out a plan of action to get there. It is important that you don't have unrealistic expectations for the different digital marketing channels and know exactly which channels support which part of your funnel.

For example: PR is great for awareness because you get lots of eyeballs but it's not great to get purchases. Ads are great for consideration because there is a high intent and not so great for awareness.

So in which channels should you invest? You can't do everything at once. And you also don't want to put all of your eggs in one basket. You need to decide on a few channels and go all in on them and really focus all of your energy on them not to dilute the effectiveness of your marketing as a small business with limited resources, since as a small business, you likely don't have someone working in every channel. You need a roadmap of where to send your resources, especially now in these unprecedented times when you have to work extra cost-effectively.

With the goal setting framework I explain in this episode, you can do it.

Transcript

Time Stamps

• 00:00
  Intro
• 02:40
  What is the marketing funnel?
• 07:26
  The OKR goal setting framework
• 11:53
  Summing up

Links, Mentions and Resources

• Learn more about all the Digital Marketing Channels in this blog post
• Have a look at the illustrations below visualizing the concept of the marketing funnel:
  
  You can start setting your marketing goals with a simplified marketing funnel in mind that has 3 stages: awareness, consideration and purchase. (As I explain in this beginner-friendly episode.)
  
  When you become more advanced, you can work with a marketing funnel in mind that has 6 stages: awareness, interest, consideration, intent, evaluation and purchase.