When you are working on a project at work, of course you would want to deliver results. Good results, that is. However, as an online marketing professional, do you have a primary goal? When you are delivering results, it’s imperative to have that one goal in mind.
This list shares what online marketers have in mind when they are working on a project. What do they want to achieve and what are their end goals? Read on to know what they are! Do you have similar goals as well?
That should depend on the business owner, really. It’s understandable that most businesses would focus on bottom-line; lead generation. But sometimes, business owners want to just get their brand out there (brand awareness) or have a better relationship with their customers to keep them (customer retention and reputation management). It really depends on what they want to happen.
On a personal level, I just want my clients smiling because of the amount of opportunities I’ve helped create for them. I’d also want them to know how and why we do the things we do with social media marketing. It’s what I call my crusade. – Carlo Angelo Gonzales
Generating more leads or sales is always our number one priority. With that in mind, we don’t limit ourselves to increasing traffic we also leverage testing to improve conversions. – Eric McGehearty
When it comes to delivering results, my primary goal (which maps to my clients’ goal) is to drive revenue, whether it by via online leads or sales. We build campaigns with conversion optimization in mind, and manage towards a target we set with our clients. – Kent Lewis
Revenue. If I can’t deliver revenue for a business, then I won’t work with them. The name of the game has been always revenue and return on investment. The profits must always outweigh the costs. – Jey Pandian
This might differ depending on the campaign goals, but driving more relevant, converting traffic is our primary goal. We’ve found in our own business this is the best way to grow, so we like to help our clients do the same. – Frank Scharnell
We like to ask that of our clients, and then make them our own. Usually it’s a conversion of one sort or another. I would always hold myself to page or aggregate organic traffic and conversions/sales before rankings. It’s fairly easy to reasonably correlate efforts to a page, and the most honest way to show if your work is having an impact or not. – Bill Sebald
I always start by discussing with my clients what their primary goals are. Normally though, the over-riding goal is to grow sales and revenue. Sure, we do try to grow rankings, but rankings aren’t the end goal in their own right, improved rankings are only helpful if they bring more (targetted) traffic and conversions – whatever that may mean for a given client. – Alex Johnson
Right now I work in a high growth VC funded Software as a service (Saas) company who provide data to fortune 500 companies and free users alike. In the startup tech world, your goals can be slightly different depending on what stage you are at.
Last year while we were in the seed phase, proving the market and driving a story around traction with users, it was all about driving massive growth in user numbers via SEO, Best Digital Marketers and paid media.
Now we are moving into our next phase where revenue is more important, we use a different mix of metrics/goals. Within sales and marketing we use four main marketing goals which drive all the others: Visitors to Site, Signups, Raw Sales Leads (MQL) and Sales Qualified Leads (SQL).
It’ a nice mix of leading and lagging metrics which gives me a mix of instant and slightly longer term feedback on how we are doing.
Specifically SEO feeds up into these numbers directly, andgood metrics to measure are Organic search visitors who become users, to whom we can market via their email address and in app messages. – Danny Cave
I always ask my clients what their business goals and key performance indicators are and then I focus on that. Let’s say that their primary goal is to have more leads on their website, I’ll make sure that I will be able to meet their expectations. – Valerie Joy Deveza
In the projects that I produce now our main goal is changing the world for the better. So even though I still think about things like organic performance, and still do a lot of analysis, if I don’t see that the project is having any impact on the outside world…or the non digital world then it is not working. – Stuart McIlreavy
Enquiries and sales. I ask clients to keep me updated with how things are going at their end, and to ask their customers/clients how they found them – so if they say “Google,” we know that the SEO efforts are paying off. Not all of my clients remember to do this, so I also go by the classics: rankings and traffic from search. – Steve Morgan
Driving conversions from organic search that matter to clients. At Equator we focus our efforts on activities that will provide the greatest impact and long-term ranking stability and growth for our clients. – Andrew Steel
Identify the KPI’s and only worry about those. Most of the time, results equate to tangible numbers. Either more visits or better conversions (a result of more targeted visitors) are the main ones we’ll see. But sometimes we have to take sites that don’t rank at all. In those cases, it’s more about measuring the movement in rankings for certain queries. – Logan Lenz
Provide leads (and sales). Yes, that’s possible and that is where most SEO and online marketers should specialize in the future. SEO are often quoted as dying industry. What most SEOs don’t know is that they could use lead generation to boost their rapport as an SEO. – Gary Andrew Lacanilao
Depends on the client. Different clients have different objectives and are in different SEO maturity phases. We try to look beyond the keyword ranking and focus more on the actual objectives of the client. By the end of the day, to reach an objective is much more important than the rank. – Max Tandefelt
My primary marketing goal is almost always increased leads or sales at the lowest possible cost per acquisition (CPA). Month to month and year over year, I strive to deliver better results for our clients. – Pashmina Lalchandani
My primary goal is to make sure that my customer makes more money than I do. Customers often come to me and want to pay me for ranking higher on 3 specific keywords.
But when I ask them if they can make money on those keywords, they often don’t know. So my goal is to find hundreds of keywords that are valuable for the site, and create more traffic to the right pages on those keywords. – Lars Bachmann
My main goal is to inform and influence my audience, typically through my writing. – Greg Strandberg
It’s all about calculating and achieving ROI. For PPC, this is very straightforward – you work out your cost per acquisition and the value of a sale to establish your margin. Figuring out ROI in SEO is a lot harder, and in many cases trial and error. There are many things you have to consider: keyword traffic, competition and commercial value, and the competitor landscape, amongst other things. – Samuel Miranda
Most of my experience is in lead generation for long sales cycle products or services. My job is to get contact info for the salespeople to follow up with, and to put a positive impression in the mind of the prospect to influence either short term or long term purchases. I’ve also worked on Ecommerce sites where we are trying to generate sales. – Dan Crean
Our clients come in with all age old demand of digital marketing: they want to be ranked number one for their main keyword. Our first job is to do some digging and discover what it is they really want. Is it improving brand recognition? Is it driving conversions? Is it enticing users to sign up?
That means our primary marketing goal has to be pretty flexible, but we always match it up to what is most beneficial to our clients. That said, it usually comes down to cold hard cash. How many users are you attracting to the site and how many of them are converting into customers? – David Vallance
Each client is unique, which means their goals are also unique. For some clients, it’s a simple as driving traffic that converts into leads or sales, for others it could be newsletter sign-ups, product sample requests or ticket sales.
This is why it is important to set clear goals with your clients from the very start, particularly during the sales and on boarding process. Understanding the value of each goal, while also identifying secondary goals that contribute to their overall success is key.
Assisted conversions are also something we like to focus on. Not every visitor is going to convert the first time they come to your website. The key is to be memorable, be easy to find through search and social and to create multiple touch points during the “research and buying” process.
This ensures that when the visitor is finally ready to “convert” our clients are positioned as not only the best choice, but one that is familiar and easy to find. – Chris Lister
Different clients have different needs and goals, so the first priority is understanding what the client wants to accomplish, and figuring out what opportunity really exists for them. Usually the goal is to bring in more revenue or more and better leads, but sometimes we have a reputation-oriented goal. As a boutique firm, we are able to be selective about the clients we work with. We only take on projects where we believe that we can bring about a great value for the client. – Gradiva Couzin
Providing an ROI for clients and generating value. We always try to be very clear with our clients at the start of a campaign – what is your objective? Whether this is increasing Ecommerce revenue by 50%, securing target rankings or generating 50 leads a month – it’s important to have a single clear objective.
We have also seen a lot of clients looking for consultancy and knowledge transfer for their internal teams so we also provide training, workshops and onsite support. This year we launched a set of masterclass workshops with City University London all about digital marketing which the agency is really excited about. – Colin Cheng
The primary goal is always providing a positive ROI to our clients for the investment in our services. When it comes down to it, links don’t matter, content doesn’t matter, rankings don’t matter. What they need to see is a positive ROI for their spend and then we’ve done our job. – Aaron Agius
It has to be the ultimate goal of the client or the company you’re working for, which the majority of the time will be either sales or leads. From my past experience, it’s also crucial to fully educate clients about SEO so that they don’t get tied up with performance indicators such as rankings and vanity metrics; help them see the bigger picture and you’ll always be rewarded for it. – Daniel Morgan
It depends on the clients. Some clients just want to increase organic traffic while others need to increase profits and sales. So there is no one marketing goal while doing SEO, although, generically, one could say that the main objective of any SEO campaign would be to increase qualified traffic to a site or online property. – Nuno Hipólito
I want to deliver what the client wants, whether it’s leads, traffic, sales, and my goal is to give the client a great ROI on their local search budget.
Today, with 50% of all mobile searches are conducted in hopes of finding local results, and 61% of those searches result in a purchase. So it’s important that our clients are poised perfectly to take advantage of these statistics and deliver. – Bernadette Coleman
It’s really conversions to sales. Everything else, from rankings, to traffic, to bounce rates–these are all factors in the overall equation. But the real measurement that matters is whether your web marketing brought you customers. – Michael Cottam
The goals keep varying depending on which SEO phase we have reached for a particular website. Initially for a new website our primary goal is that the website gets regularly crawled, indexed and gets correlated correctly to the relevant content and search queries. This can be easily monitored via the Google/Bing Webmaster Tools (now called the Search console). – Bharati Ahuja
My primary goal is to make the company money. I want to test and iterate fast, double down on the things that are working and give up on those that aren’t, and keep a close eye on the numbers to know which efforts are driving revenue as opposed to just traffic. – John Doherty
The primary goal always has to be to generate a positive ROI for customers. Every customer will have different Marketing strategies, goals and expectations but no matter what they are, as long as they can turn a profit from them then the exercise has been successful. – Jonathan Guy
At some point everything has to tie back to revenue. So in that regards, the high level goal is increasing company revenue. How that is measured, however, can become much more complicated. Do you only look at first click attribution? Last click? Do you split the revenue between all touch points? This is something I don’t feel anyone has really nailed yet and is still being “finessed” to this day. – Peter Attia
Lead Generation is our focus. – Carla Dawson
It really depends on the client. While sending tons of additional Organic traffic to a site is great, the real win comes when that new traffic converts. Whether that conversion is purchasing a product, joining an email list, requesting information, etc. it is all dependent on the client’s goals. Most businesses run on money, so in most cases, a true success is when you can start to make more money for that business based on the traffic you drive from search engines. – Alex Ramadan
With PPC, we’re investing budget in keywords and clicks, so we have to see a strong ROI, otherwise the investment isn’t worth it. For e-commerce clients we want to see an increase in revenue many times more than the media spend. For lead gen clients we want to increase lead volume at a lower cost per lead. Ultimately we are always looking to scale along the way, to increase the investment or become more efficient for even greater returns. – Amy Hebdon
The ultimate goal is usually to reach new customers. There is a long line of goals that have to be achieved to meet the ultimate goal, though. To reach new customers, we need to increase traffic. To increase traffic, we need to build rankings. To build rankings, we need to build a brand and create and promote stand out content (I could keep going). So at the high level we always measure success by how well we reach new customers, but there are dozens of sub-goals we have to meet to achieve that ultimate goal. – Adam Thompson
The most important goal is to deliver understanding. My job is to make sure my clients clearly understand where their marketing (SEO and more) is performing well and where there is room to improve. From there, we help our clients figure out what their biggest opportunities are and how they should move forward given those opportunities.
As well, there is a lot of confusion around what makes for “good” SEO and confusion around how SEO should work alongside other types of marketing. Given that, part of my job is helping to educate clients about how search marketing works and what the best ways to utilize search marketing are to achieve their goals. – Matthew Edgar
Revenue. My clients are all nonprofits trying to raise money. While better awareness, more traffic, etc all help, they have to at the end of the day raise more money as a result of my efforts. – Eric Pratum
I want to entertain our current customers and blog subscribers with a combination of practiced, evergreen content and the latest opinions of opinion leaders, focusing on digital trends. Additionally, I want to bring in new readers by expanding our coverage to include tech, entertainment, and more.
Along with the managers of our social channels, my goal is to better engage with our readers and let them know all about the people behind the brand. We’re an international brand with offices in multiple countries, so there’s a lot of territory to explore. – Tara Clapper
This all depends on what the goal is of your marketing campaign. Is it to increase email subscribers? Is it user and revenue growth at your SaaS startup? The most impactful growth goal that I’m working on at When I Work is to maximize revenue by increasing trial to paid user conversion rates. – Jason Delodovici
My marketing efforts are mainly divided between social media (Facebook, Twitter, and G+) and building an email list (currently just shy of 8,000). I also am a freelance writer, which serves as a great cross-pollination tool between my site and my client websites.
Using these platforms, I can effectively market content on my website, books I’ve written, etc.
Having a strong social media presence, email list, and third-party website platform exposure is also very effective in procuring sponsors, sponsored trips, and other collaborative ventures with complementary brands. – Nora Dunn
To generate as many leads as possible for our SEO agencies as possible by making sure our auditing tool is solid and up to date with all SEO industry trends and updates. – Marvin Russell
Revenue. The primary marketing goals differ from client to client, but at the end of the day this is primarily what we judge the success of a campaign on. In an ideal situation, we’ll integrate our client’s CRM with their marketing initiatives so we can actually report to them which marketing channels are bringing in the most money. – Chris Long
Main goal is conversions.
A. Phone calls
B. Quote requests
C. Products bought
D. Email subscription
Goals are all specific to clients, based on what they need as a business, and what their website needs to achieve those goals. Although there are general best practice guidelines for SEO, not all websites and industries are created equally.
My personal opinion is more traffic and improved ranking is a solid foundation to most SEO campaigns. I feel agencies take a risk when they decide to be accountable for conversions as there are many factors out of their control.
Conversion optimisation is all well and good, but if your client is being outpriced by a competitor or have poor stock they’re not going to see the best ROI, even if traffic and visibility in search has grown. – Dan Callis
Delivering results is the marketing goal. Every client is different, of course. We work for a major global healthcare provider whose primary online interest is in improving engagement with the website, which is quite different from our e-commerce clients who measure our digital performance in terms of revenue.
So perhaps the primary marketing goal is keeping the client happy. If you jointly set the expectations, the objectives and the measurements, you have a consistent discussion about where you are and where you’re going. Without that, you tend to get lost in the muddle and even if you’re pulling in great results, the conversation doesn’t have the right framework. – Gareth Cartman
I love this industry. I love making websites, optimizing them, buying traffic, and so much more. Answering this question is really difficult because I really take a holistic strategy to delivering results. SEO is definitely my pick. It isn’t always the right choice for customers, in fact many times I will tell paying customers that it isn’t the way to go.
There is no better feeling than when a client calls us up and tells us that not only do they see themselves ranking, but their phone has been ringing all month. It is one thing to do this with paid advertising, but with SEO it really feels like magic sometimes. – Patrick Coombe
It is hard to define a single goal that encapsulates every single project that comes through the doors. Goals range from awareness to clicks to engagement to good old fashioned sales and leads. What we like to do is help the business evaluate the proposed goals and ensure the campaign goals are well aligned with the business goals. We like to advise and really nail the strategy first. At the end of the day it is all about increasing revenue and cutting costs – keyword rankings and traffic mean little without results. – Marcus Miller
My primary goals usually relate to traffic and conversions. – Kathryn Aragon
I’ve always been a performance-based marketer and my main metric is to have a positive ROI on all activity. For most websites, you need to know the LTV (life time value) of a typical user and monitoring that on a campaign or project level. For things like content marketing initiates, it’s a bit harder to get a quick ROI analysis but you can gauge it from a historical perspective and a little faith. – Rick Ramos
It varies for us from client to client. But all of our campaigns are typically centred around online sales or leads. And that’s the real indicator of success – a client that’s making a cracking ROI on an SEO campaign. – Stacey MacNaught
Good question! It depends. In an ideal world I ask the clients what they want and then we decide which KPIs to look at. Sadly, most clients are rather interested in specific tasks and pretty short-sighted results. For example, when it comes to outreach everybody is only interested in immediate links.
Nobody cares about long term relationships that usually yield many more links in the long run.
Personally I always consider some sort of ROI I think. For example a recent client paid me 1100 Euro for outreach and got 7 editorial links from genuine quality blogs and sites.
In case you’d pay for such links to rent them you’d need to pay around 50 Euro monthly for each. That means that by sheer market monetary link value the client has his money back within 3 months. Given the fact that he earns a lot of revenue with his site the ROI is probably much higher. – Tadeusz Szewczyk
I believe one should always have one metric in mind: profits. Sure, increasing traffic is nice. Having a popular Facebook fan page is nice. But at the end of the day, it’s profits that matter, so you need to increase your revenues while keep your costs at a reasonable level. Whenever I do marketing campaigns, I keep that in mind as a goal. – Daniel Scocco
Deliver new customers, revenue and customer retention. Anything else is meaningless to a company. Some people will argue branding, but if those people don’t come back and shop or spend money, the “branding” was useless. Everything, including branding, can be placed back to revenue or customer acquisition and that’s what our goal is. – Adam Riemer