Your 1st Step: Defining Your Digital Marketing Goals and Objectives

The first step is to define your Digital Marketing goals and objectives. The establishment of goals is essential in order to define what marketing content you will need and then determine what you want to achieve with that content. The major digital marketing platforms, Facebook, and Google, each have unique characteristics and objectives which orient their advertising campaigns.

Facebook: With Facebook, the emphasis is on brand or company awareness achieved through powerful audience targeting. You can reach people who aren’t necessarily searching for your product or service, but they still get exposed to your advertising. This makes Facebook an excellent way to generate awareness and interest in your product or service.

Google: With Google Ads, you bid on terms (keywords) that allow you to target people at a specific stage in the buying process. Google Ads is “Search” based. The advantage is that you capture people who are actively searching for your product or service and are therefore high conversion prospects.

Considering that you will be using one of these platforms to distribute your content, you can make use of those unique characteristics in order to plan the structure, type of production (photo, video, web, or application), the conversion stage of your customer (recognition, consideration, conversion) to then make the proper advertising decision.

Once you are clear about the variables described above, ask yourself the following questions:

  • What goal or objective do I want to achieve with this content campaign?
  • What is the reason for conducting the campaign?
  • What criteria will be used to measure the success of the campaign?
  • What will be the end-date of the campaign?

With the answers to the above questions, you should be able to establish the goals or objectives that you want to achieve with your content campaign.

Below we provide you with digital resources for your reference to assist you in defining your digital advertising goals and objectives.

1. Objectives of Facebook – Reference site
2. Objectives of Google – Reference site
3. Trello – Website for team and activity planning.
4. Bitrix – Website for team and activity planning.
5. Asana – Team and activity planning website.