Join me as we set out on a Digital Marketing Journey with Monique Idemudia, Founder of Dragon Digital Marketing.
This was a great interview and Monique was such a generous guest by giving us some great tools below:
A great Buyer Persona Template here and
How to effectively set and measure your marketing goals
Marketing goals are specific objectives described in a marketing plan. These goals can be tasks, quotas, improvements in KPIs, or other performance-based benchmarks used to measure marketing success. When explicitly set, measurable goals are key to be successful.
Once you have your goals, don’t forget that measurement is key. Do this yearly, quarterly, weekly, and get your entire team involved. Set Key Performance Indicators (KPIs) which provide metrics to evaluate success factors enabling you to track progress.
You can also create custom goals in Google Analytics to fit your company’s unique needs. Tracking how each marketing campaign or piece of content contributed to these custom goals empowers you with the right data to prove and improve your marketing strategy.
It’s helpful to have the marketing funnel in mind when setting your goals.
I’d like to introduce you to the goal setting methodology that I successfully use in my own business.
The OKR methodology:
O = objective
KR = key result
How it works:
Assign objectives and key results (OKRs) to every part of your marketing funnel rather than assigning them by channel.
As a small business owner, you likely don’t have someone working on every marketing channel. It’s faster to build one channel at a time than multiple channels at once. Plus, you can move one community to another once you have loyal fans and customers. Remember: Focus and finish is better than say and spray.
How to get started:
Your objective (O) is a qualitative goal.
Your key result (KR) is a quantitative measurement you use to track your progress on your objective.
Next, you define marketing tactics to reach your KRs.
Now, you align the marketing channels and your resources to hit your OKRs.
O = I want to increase my brand awareness.
KR 1 = I need to reach 20 PR placements in relevant media publications.
KR 2 = I need a 10% increase in my social following on LinkedIn.
KR 3 = I need a 20% increase in traffic to my blog content.
Tactic 1 = I need to reach out to 45 publishers in my industry next week.
Tactic 2 = I need to engage more with people’s content on LinkedIn that are in my target audience. I need to share 10 posts a week, comment on 15 posts a day, react to 20 posts a day and private message 5 connections a week to build deeper relationships. I need to post more often and higher-quality content on LinkedIn and in addition to posting on 9AM on Mon and Wed, I’ll post on Fridays too.
Tactic 3 = I need to promote my blog articles more. I will include a link to one blog post in every other email newsletter of my weekly newsletters and share one blog post a week on each of the social networks I am on. Additionally, I will boost these posts for $10 a day for 28 days.
Implication = I will invest 40% of my marketing budget to reach my objective of getting more brand awareness which serves the awareness stage of the funnel; of which I will invest a third each in the tactics that serve my KRs.
The top 4 marketing goals small businesses like yours have:
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