- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
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.