Setting marketing goals is equally as important as performing the tasks that will help you succeed. Your goals should drive your business forward and allow you to hold yourself accountable for your digital marketing efforts.
These five goals will allow you to maximize the ROI for your website, using it as a well-developed tool that will enhance your customers' experience. As you evaluate your marketing plan each quarter, consider incorporating some of these key goals if you aren’t already doing so.
1. Set S.M.A.R.T. Goals
S.M.A.R.T goals are:
- Specific
- Measurable
- Attainable
- Realistic
- Time-based
When you take the time to clearly define your goals, including describing how they will be measured and how long you have to accomplish them, it makes it easier to stay on track. You can also measure the success of your website based on those specific goals, allowing you to more easily see if progress is being made.
2. Establish KPIs
A KPI, or key performance indicator, is the measurable value that determines whether or not your company is reaching its targets. Decide what targets you're trying to track, then find ways to quantify them so that you can observe the success of your business over time.
Each department in the business may have different metrics that they want to consider. Make sure you're establishing KPIs that will allow you to effectively monitor how well your website is performing on a monthly basis.
3. Optimize Conversion Rates
Ideally, you want passive visitors to your website to convert to more active visitors who are interested in making purchases from your business. Your conversion rate is the number of conversions divided by the total number of visitors to your site. There are two different ways to measure your total number of visitors: you can count them based on the total number of visits to your site or based on the number of unique site visitors.
Whichever method you choose, be consistent, then use a few key techniques to optimize your conversion rates. Make sure your calls to action are clear, make sure that your site is intuitive and easy to use, and perform regular A/B tests to ensure that you're making the best choices for your audience.
4. Optimize Your Keywords
Customers can't visit your building materials website if they can't find it. You need to be searchable—and that means optimizing your keywords so that search engines will send interested customers straight to your business.
This includes researching relevant keywords, learning what your customers are searching for, and then creating the content that will help move your website up in search engine rankings. Your site structure, content strategy, and link building efforts all play into the ultimate success of your keyword optimization.
5. Update Your Design
Are you using the same old website that you've always used? If your graphics are stale and unoriginal, your content is lacking, or you haven't updated your website since its creation ten years ago, it's time to update your design.
Your design should reflect the tone that you want to set for your building materials business: you want customers to have the same experience with your website that they'd have if they were interacting with you personally. Avoid clutter: white space helps direct customers’ eyes where you want them to go and makes your key content stand out.
By implementing these five marketing goals, you'll discover that your website looks better than ever and turns visitors into leads. If you're ready to do more with your building materials website, contact us to learn how we can help you make the most of your marketing efforts.
