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Setting Objectives

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Digital Marketing - Study Notes:

Defining your goals

Before you think about creating a piece of content, it’s important to start by defining your goals. What do you want to achieve with your social media content?

Consider the following objectives:

  • Lead generation
  • Lead nurturing
  • Increased brand awareness
  • Customer acquisition
  • Customer retention
  • Cross-selling or upselling

Your goals might be all of the above or some of the above.  Whatever goals you choose, always make sure that they are SMART: specific, measurable, actionable, relevant, and time-bound.

The importance of KPIs

Establishing key performance indicators, or KPIs, that are aligned to your business objectives will keep your content marketing strategy on track. Monitoring your KPIs allows you to adapt and optimize your campaigns going forward. Benchmarking your results against industry competitors allows you make comparisons, and helps you mature your campaigns. It’s important to always be very realistic when establishing KPIs and not set your sights too high.

Business objectives and goals

The overall business objective of an organization should always be its overarching goal, with the individual campaign, platform, demographic, content, and channel goals feeding into this overall goal.

Example: Coca-Cola

Example: Coca-Cola’s Diet Coke campaign

rsquo;s Diet Coke campaign

Here are some examples of goals within specific areas.

  • Campaign-specific goal: Coca-Cola’s Diet Coke campaign aims to introduce a new occasion of the Diet Coke break.
  • Platform-specific goal: Coca-Cola aims to increase Diet Coke break conversations on Facebook or Twitter by 25% in three weeks.
  • Demographic-specific goal: Coca-Cola wants 80% of consumers who talk about the Diet Coke break to be female.
  • Content-specific goal: Coca-Cola wants to stimulate 100 pieces of user-generated content around the Diet Coke break.
  • Channel-specific goal: Coca-Cola wants to deliver a reach of one million through owned content promotion around the Diet Coke break.

Here you can see one overarching campaign KPI, with individual moments or smaller KPIs underneath this overarching campaign proposition.

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Seán Earley

Creative Director at Teneo PSG Digital

  • Creative Director at Teneo PSG Digital with five years’ experience in Digital Marketing, Social, and PR Agencies
  • Founding member of Teneo PSG Digital
  • Former Director on the Board of the Irish Internet Association
  • Passionate about creating content that captures audience imaginations and delivers business objectives

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

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Content Outreach
Seán Earley
Skills Expert

This module begins by introducing the concept of content seeding and provides insight into how to use content effectively over multiple social platforms. It then looks at the different ways you can promote your content on social media, covering audience profiling, blogging, influencer, and word-of-mouth marketing. It equips you with the tools and techniques needed to analyze the effectiveness of your content, and helps you form a solid content outreach strategy.