Setting and Smashing Your Online Marketing Goals

Online marketing is a necessity when you want to grow your business. It ensures that consumers can find you and customers don’t forget about you. Setting marketing goals will make it easier for you to have a plan of attack so that you’re not wasting marketing dollars. With a little help, you can learn how to smash through those goals, too.

Set Goals

The only way for you to smash through goals is to set them. We’re always surprised to find out that many businesses that are spending good money to launch online marketing campaigns have yet to sit down and write out the goals that they want to achieve.

SMART goals can make it easier for you to know that you’re setting goals that are capable of being reached.

  • Be SPECIFIC with your goal.
  • Ensure that you can MEASURE your goal.
  • Ensure that your goal is ATTAINABLE.
  • Keep your marketing goals REALISTIC.
  • Have your goal set in a TIMELY manner.

It might take some time to set goals that will work for you. However, any campaign that you launch should be focused on a specific goal. Follow some digital marketing tips so that you don’t fall into the same mistakes that you may have made in the past.

Implement Different Types of Online Marketing Strategies

Not all consumers respond to the same types of campaigns. Additionally, you’ll find that some of your target audience is on Facebook while others are not on social media at all. It only makes sense for you to have different online marketing strategies using some of the different platforms that are out there.

  • Facebook advertising
  • PPC campaigns
  • Content marketing
  • Search engine optimization
  • Email marketing

By taking the time to get to know your target audience and what motivates them, you can decide which campaigns will get the job done. You also have to look at why you’re marketing to them. For example, are you looking to increase your leads? Are you trying to keep your existing customers? Do you want your leads to convert? Once you can identify the ‘why’ behind your reason for marketing, you can decide what method is best to use.

You may also want to have several campaigns running at the same time. This will allow you to drive more traffic to your site, engage your existing leads, and keep your current customers engaged so that they don’t forget about you.

Track Your Progress

Tracking your progress is an important part of the puzzle. If you don’t know how you have improved, is it possible to know if you have improved? This means that you need to set some benchmarks for yourself. As we mentioned before, SMART goals can make a big difference. If you’re focusing on attainable and timely goals, you will have a timeframe associated with a goal. You also need to be able to measure that goal.

Let’s talk about search engine optimization. You may not have any SEO keywords on your website right now. As a result, you’re not showing up on enough search engine result pages. The website traffic being generated from Google is low because of all of it. As you put campaigns into motion, track what happens. You can start to see your rank for different keywords improve. You will also see the traffic to your website start to increase.

Don’t be afraid of analytics as they can help you to stay on track. Otherwise, you could be wasting marketing dollars because of not knowing whether something’s working for you or not.

Constantly Adjust

If you ran a sale that no one responded to, you would work to make adjustments, right? The same thing is true about internet marketing. Adjustments are needed based on how people respond and how things change over time.

Remember that there are different types of digital marketing campaigns. You will need to adjust based on what your current goals are.

  • Generate new leads
  • Monetize existing customers
  • Build engagement

As your business changes, your marketing goals have to change, too. Additionally, some campaigns may stop working for you. Rather than continuing to pay for a Facebook ad that’s no longer resulting in traffic, change it up. You don’t want to waste money simply because you’re not engaged in what’s going on with your marketing.

Marketing would be a lot simpler if you could set it up and forget about it. Unfortunately, it’s an ongoing process. When you’re more actively involved in the online marketing campaigns, you can set more effective goals and smash through them on a regular basis.

If you need guidance, a digital marketing agency can help you to set various marketing goals and campaigns for you. Contact us to set an appointment.

Article by Phil Fisk
CEO Coastline Marketing Group, Inc.

Why Online Reviews Are Critical for Your Local SEO

It’s important that your business gets the attention that it deserves. More importantly, you want consumers to feel comfortable reaching out to you. Online reviews can enhance your business and your local SEO. Understanding why you need them will make it easier for you to focus on getting them.

Boost Your Rankings

Your goal is to become more visible in the search engines, and online reviews can help. If a consumer is searching for a product or service that you offer, you want to come up at the top of that search. SEO algorithms are put in place to establish who gets to be at the top. When you have a lot of positive reviews it establishes a positive sentiment.

Additionally, you want to make sure that you’re in all of the local directories. Yelp and others are localized. People may go right into Yelp to find a restaurant or into Angie’s List to find a contractor. As such, you need to make sure that you’re pushing people towards those sites to leave their online reviews for you.

It Establishes Trust

When people do a search for a business, they actively look for online reviews. People love reading reviews before choosing a business because it establishes a level of trust. You want people calling you because they’re already confident in what you have to offer. They’re getting this trust because of what past customers have said in the reviews.

In order for you to establish trust, you need to know how to get reviews. The simple answer is to ask. Don’t hesitate to ask customers to follow a specific link (that you provide) to leave you a review. If they really loved the service or product, they will be happy to leave you a review. If they didn’t, it might be a time to find out what happened so that you can turn it around.

Positive Sentiment is Established

The search engine algorithms are constantly searching for positive sentiment. Essentially, they don’t want to recommend websites at the top of their search engine result pages with negativity because consumers will, then, lose their faith in Google, Bing or another search engine. Where do they get the sentiment from? Reviews.

One of the top questions we’re asked here at Coastline Marketing Group is, “How do I get more positive reviews?” This comes down to the kind of service that you provide. Your goal should be to actively become customer-centric so that the customer feels as though they come first. It will lead to a better experience that they will want to share with others.

If you notice that there are negative reviews about your business, use it as a teaching lesson. Reputation management is critical when you want to manage your reviews. If you don’t know what’s being said about you it’s impossible to change. Read into the reviews so you know what is going on. If there is an employee that needs additional training, train them. If there are constantly poor reviews about a particular way that you do business, look at making some adjustments to the way that you do things.

As you get more positive reviews, it will push the negative ones down to the bottom. When you have more positive sentiment available for the search engine spiders, it will allow you to rank better in local SEO. You may, then, start to see more traffic to your website and more leads pouring in.

You’re Actively Involved

Another way that online reviews can help with your local SEO is to be actively involved. People want to know that you’re active in your business. If they go to your website and see outdated information or can’t find you on Facebook, they may assume that you’re not active. The search engines want up-to-date and relevant information out there to help you rank, too.

When it comes to digital marketing, you want to have plenty of reviews in place. Facebook advertising can get you a significant amount of visibility. However, it’s all for nothing if you don’t have a lot of reviews on Facebook.

Additionally, if you see negative reviews, respond. It’s okay to acknowledge that something negative happened. It shows that you’re active. Simply don’t get into the habit of fighting with customers or constantly defending yourself. Apologize. Others will see that you have at least acknowledged that a person had a bad experience and that you’re willing to do something about it.

It’s easier to reach your marketing goals when you have a digital marketing agency to guide you. If you’re feeling lost with reputation management or local SEO, let us help.

Enhance your online reputation today by starting a conversation with us. You can set an appointment for a consultation so that we can get to know your business a bit better. From there, you can be on your way to building trust with potential customers.


Article by Phil Fisk
CEO Coastline Marketing Group, Inc.