Aligning Digital Marketing With Business Goals And Objectives

“To succeed in your mission, you must have single-minded devotion to your goal.”
– A.P.J. Abdul Kalam

The new year is a good time to set goals. Roughly half of us make personal resolutions when the calendar changes and unfortunately, most of us don’t follow through. The number one reason for failure? We focus on too many goals.

The same is true in digital marketing, especially social media marketing. Our intentions are good but in our enthusiasm to fix everything (drive more traffic to the site, increase sales, encourage engagement, generate more likes) we accomplish nothing.

Throwing the “kitchen sink” of goals at a single project or campaign isn’t achievable, strategic or realistic. When you try to do too much your message gets lost in the crowd and you’re setting yourself up for failure.

Facebook and Instagram actually try to help you solve this problem. Their systems force you to choose a single objective per campaign. There are a wide variety of objectives to choose from, but you can only select one. Take your time. Choose carefully. Once you make your selection, don’t ignore that choice or try to pile other objectives on top of it. Keep your focus on that goal and shape your creative around it.

Tips to stay on track:

  1. Make sure your objective ties directly back to your goal.
    Want to drive traffic to your site? Your objective should be a click to website (CTW) campaign
  2. Choose how you’ll measure your success and make sure it matches your goal.
    Increased likes are not a measure of traffic to your site, click-through-rate (CTR) is a more accurate measure
  3. Your creative and message must focus on your goal and objective
    An eye-catching image and a strong call to action like “Contact Us” or “Learn More” will increase your CTR

Also remember that the old KISS rule applies for both digital marketing success and sticking to your personal resolutions: Keep It Simple, Stupid.



Nicole Wetwiski
Director of Digital Marketing