How Do You Set Goals For Your Website?

By 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.

Goals For Your Website

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.

website marketing goals

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 For Your Website

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:

  1. Traffic increase: Check the number of monthly visitors to your website. You can drill this metric further to measure where traffic is coming from, how much time visitors are spending on your site, the most popular pages on your website, where visitors exit on your site, and so on.
  2. Leads generated: Check the number of new leads that join your sales funnel. You can further measure where the leads come from and offers that result in the highest lead conversions for future campaigns.
  3. Brand awareness: Measure the number of mentions your business or product gets on social media sites, relevant blogs, and other online properties.
  4. Engagement: Measure the number of comments on your blog, percentage of interaction with prospects on social media sites, direct inquiries by prospects through email, number of social engagement (Facebook likes, tweets and +1’s) of your content, and so on.
  5. Sales: Measure number of new and repeat sales per month.

website stats

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.


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