The Worst Content Marketing Is What Everybody Else Is Doing: How to Get Ahead and Stay ThereContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the PlatformRise of Social Media in Ecommerce [INFOGRAPHIC]How eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
How Marketing Agencies Set Goals for Inbound Marketing Campaigns
Posted on March 10th 2014
When asked about goal-setting, top marketing agencies will say, "If you don't know where you're going, any road will take you there," and never has than been more true than in the world of inbound marketing.
Having a clear, specific goal will keep you on the right path. I like S.M.A.R.T. goals--Specific, Measurable, Action-Oriented, Realistic, Time-Specific.
- “By Dec. 31, 2014 5% of visitors to our website will turn into a brick-and-mortar customer within a 6-month time period.”
- “Starting 12 months from now, our website will generate 10% of retail revenue.”
- “80% of people surveyed within a 10-mile radius will be able to correctly identify and describe our primary business.”
These are just some ideas to get you started...
Outputs, Outgrowths and Outcomes
Ultimately, any effort to measure the Return-on-Investment of your social media marketing program will come down to a combination of closed-loop customer data tracking, customer surveys and/or specific behaviors such as number of downloads or expressed interest in offers and trials. Each marketing tactic must have a specific goal in mind and linked to it's own measures of success. Be clear about what you are trying to do, and link your initiatives to the audiences and metrics you care about most. For a sample ROI metric dashboard, send me a tweet at @lkinoshita.
With your marketing dashboard, you will be able to measure:
- Outputs (clicks, followers, retweets, website traffic, likes, etc.)
- Outgrowths (cost savings, engagement, word-of-mouth, influence, reputation)
- Outcomes (change in sales, change in behavior, change in opinions or values
Marketers have direct control over outputs, but outgrowths and outcomes will also be influenced by other factors – like the responsiveness of your staff, the quality of your customer service, your level of consistency, effectiveness of your sales team, etc.
Even factors such as consumer confidence, seasonality and what your competitors are doing (like outspending you in advertising) will affect your overall marketing outcomes.
But one factor will always hold true—the more power you put into your marketing effort, the more you will get out of it.