By Joel Black on 03/18/2014
How do you set the goals you want to achieve for your website and with your inbound marketing campaign. First, you will identify Key Performance Indicators (KPIs) that will gauge the performance of your campaign.
The goals of your campaign will vary from time to time. Generally, you can initiate a campaign to increase your company’s brand awareness, increase traffic to your website and/or other online properties, generate more leads, increase sales and so on.
It is important to set specific goals for every campaign. For instance, don’t just indicate you want to increase traffic. Rather, mention how much traffic you want to drive to your site. You could say, “My goal for this campaign is to increase traffic to my website to 1000 visitors per month”. Here, you can see we have identified a number that we can refer to when we will be analyzing the performance of the campaign.
Benchmarks are the KPIs for the campaign and are tied to your goals. Below is an overview of the benchmarks you can use to measure your goals:
If you have a long-term inbound marketing campaign, you should review and refine your KPIs over a specified schedule. The performance of your KPIs will help you know which strategies are helping you achieve your goals and which ones need to be refined for better performance.