如何在2021年设定和实现营销目标

在他的insightful blog post about setting goals, Jay Acunzo, the founder of Unthinkable Media, reveals a subtle yet potent problem that has pervaded the content marketing industry over the years — traditional goal-setting lets you measure what you do, but it doesn’t lend itself to gauging how you do it or why which is what ultimately gives your work meaning and resonates with prospects.

在营销中，您显然需要目标实现具体目标。但是，正如我们之前所说，只专注于结果有时可以激励您采取行动，将组织的需求优先于客户的需求。

To help you focus more on your purpose and process instead of just your results, Acunzo recommends considering two additional factors when setting a marketing objective — your hunger and your aspirational anchor.

您的饥饿是您目前对今天工作的不满，或者为什么要实现目标。您的理想锚点是您将来对工作的愿景或如何实现目标。

这两个因素推动了您的动力，并使您有望创建更好地为客户服务的工作。当您将数值目标添加到方程式中时，您将能够同时生产以客户为中心的工作并产生业务影响。

如何设定现实的营销目标

The first thing to understand is the subtle目标与目标之间的区别。一个总体目标是成为您更广泛的愿景，而您的营销目标是对该愿景的实现方式更具体的规范。为了制定营销目标，您必须首先从愿景开始，从而定义三个主要内容：

• Hunger - What is the driving force — or the “why” — behind what you want to achieve? What pain or problem has led you to this point, and why must it be solved?
• 理想的锚点 - 成功是什么样的 - 或“最终视野如何”解决这个问题？
• Goal - What steps must be taken — or the “what” — for that aspiration to come to fruition?

Now that we understand the “why” and the “how” behind setting marketing objectives, let’s go over how you can root the "what" in reality with the SMART goal framework.

SMART goals are realistic, quantifiable, and focused targets that you can easily aim for. If you’re wondering what SMART means, it’s an acronym that helps you clearly define your goals.

具体的

In terms of marketing, you should choose the particular metric you want to improve upon, like visitors, leads, or customers. You should also determine what each team member will work on, the resources they’ll have, and their plan of action.

Measurable

If you want to gauge your team’s progress, you need to quantify your goals, like achieving an X% increase in visitors, leads, or customers.

可以实现

Make sure that X% increase is achievable in your specific situation. If your blog traffic increased by 5% last month, try to increase it by 8-10% this month, not 30%. It’s crucial to base your goals on your own analytics, not industry benchmarks, or else you might bite off more than you can chew.

相关的

您的目标需要与公司的整体目标联系起来，并说明行业中当前趋势。bob全站app例如，在您的Facebook增长后会导致更多收入吗？实际上，您是否有可能在其最近的算法更改之后大大提高您在Facebook上的有机覆盖范围？如果您知道这些因素，则更有可能设定现实，可实现和有益的目标。bob全站app

Time-bound

将截止日期附加到目标上，给您的团队带来了压力，才能实现他们的成就。从长远来看，这有助于您取得一致和重大进展。如果您没有给自己截止日期，那么您很容易陷入拖延动作项目的陷阱，从而导致成功率较慢。

例如，您希望哪个：每月增加5％的潜在客户，导致半年增加30-35％，或者试图将潜在客户提高15％，而没有截止日期，并在一年内实现了这一目标？

By analyzing two different goal-setting frameworks, we’ve learned how to identify the “why,” “how,” and “what” behind your marketing objectives. Now, we can blend the two frameworks to set a realistic goal that fulfills your customers’ needs and helps you hit your numbers at the same time. Check out the examples below for more detail.

现在您知道如何编写营销目标，您可以从一些隐喻样本中获取想法。在下面，我们将从一个漫长的示例开始，逐步淘汰上述方法，然后我们提供其他示例来推动您的灵感。

1.增加博客订户。

In this example, we’ll set a target of increasing blog subscribers by 25% month-over-month this year — it’s a substantive increase, but possible with the SMART framework.

• Hunger (Why) - Our blog educates our audience well but it doesn’t resonate emotionally with them enough.
• Aspirational Anchor (How) - Run a blog that consistently resonates with our audience and that people look forward to reading every time they receive our email digest.
• 目标（什么） - 增加博客订户以表明我们的成功。

有了这个目标设定框架，您可以看到目标背后的“原因”和“如何”如何激励更好地为客户服务和击中数字的行为。

For instance, in the example above, this blog team refuses to just do whatever it takes to boost their blog subscription. They want to craft emotionally resonant stories that their audience actually values or content that’s worth subscribing to, and this is what will lead to their growth in subscribers and create long-term value for their business.

但是，如果这个博客团队没有确定自己的饥饿或设定理想的锚，那么唯一可以指导他们走向终点线的事情就是终点线本身。这可能会激励短视行为，以帮助他们实现目标，而牺牲自己的需求优先考虑。

一旦定义了理想的愿景和一般目标，现在该使用该目标转移到具体目标的时候了智能目标框架:

具体的

我们的博客对我们的听众进行了很好的教育，但对他们的情感并没有足够的情感共鸣。让我们开始运行一个可以始终如一地提供价值的博客，人们期待每次收到我们的电子邮件摘要时阅读，这可以吸引更多的订阅者。

Measurable

今年将月超月的博客订阅者增加25％。

可以实现

去年，我们将月超月的博客订阅者增加了15％，因此我们知道这是可行的。

相关的

If we can craft emotionally resonant stories that our audience actually values, we can build deeper relationships with them, attract more subscribers with whom we can also build deep relationships, and hopefully do business in the future.

Time-Bound

Monthly over the course of a year.

2. Reach more visitors with organic search traffic.

假设我们组织的目标是在今年年底之前每月通过有机搜索吸引更多的潜在客户，以吸引更多的潜在客户，并吸引35,000名访客。这些都是饥饿和理想的锚，因此，如果我们想采取措施实现目标，则必须将它们转化为明智的目标：

• 具体的- Increase website visitors from organic search.
• Measurable - Reach 35,000 visitors monthly.
• 可实现的 - 必须确保通过增加或改善我们控制中的变量来达到数字。
• 相关的- Must be the right traffic since the ultimate goal is to increase leads.
• 时间限制 - 到年底。

3. Improve the mobile traffic conversion rate site-wide.

Traffic alone is not enough to generate leads and, ultimately, revenue. We need mechanisms in place to convert the traffic we're already getting.

Let's say we notice that our site converts a lot better on desktop than mobile. This means we could be losing a ton of lead opportunities who arrived at our site on a mobile device. That's why we decide to enhance the mobile experience and set a goal of improving mobile traffic conversion rates site-wide from 2.3% to 5% by Q3 Here's how we turn that goal into an objective:

• 具体 - 提高移动流量转换率。
• Measurable - From 2.3% to 5%.
• 可以实现- Must identify roadblocks to conversion and how we plan to remove them.
• 相关 - 实际上必须有足够的移动流量来证明这项工作是合理的。
• 时间限制 - 第三季度。

4.增加MQL转换。

借助入站营销，很容易被博客，提供创建和铅转化。同时，如果我们没有适当的机制将这些潜在客户移至采购决定附近，那么这些努力就不会付出任何回报。Part of our jobs as marketers is to foster relationships with our leads while qualifying them so that the sales team focuses on prospects who are ready to buy.

假设我们有一个顶级潜在客户生成引擎，网站访问者在电子书和指南上进行了转换。现在，我们的目标是弥合他们在旅途中的位置与我们希望他们去的地方之间的差距，因此我们的目标是在今年年底之前将500条线索转换为MQLS。我们决定通过正在进行的教育电子邮件滴灌序列来做到这一点，我们从目标开始：

• 具体的- Convert Leads to MQLs.
• Measurable - From the existing number to 500.
• 可以实现- Must ensure we already have a large enough pool to extract those MQLs from (or a fast-enough lead generation engine to supply them).
• 相关的- Must have a clear definition of what constitutes an MQL and a plan to obtain those parameters.
• Time-bound - By the year's end.

5. Boost the average monthly open rate.

为了使我们有效地培养潜在客户，我们希望人们阅读我们的内容……如果他们不超过电子邮件的主题行，他们将不会做。这就是我们将这个概念定位在一个具体目标中的方式，即在一季度将月度开放率从25％提高到40％：

• 具体的- Increase average monthly open rate.
• 可衡量 - 从25％到40％。
• 可以实现- Must analyze existing email tactics to identify gaps.
• 相关 - 必须仅在指标中包含最相关的营销电子邮件，以避免偏斜数据。
• Time-bound - In one quarter

6. Increase our MQL to SQL conversion rate.

Never forget the primary goal of marketing, which is to promote an organization's goods or services in the effort of generating more sales. At the same time,不到一半的营销人员认为其部门与销售保持一致。

A relevant goal might be to improve the effectiveness of our marketing efforts by solidifying the marketing to sales hand-off. Specifically, we’re aiming to increase MQL to SQL conversion rate from 25% to 35% by Q2. Our concrete objective might break down like this:

• 具体的- Increase the MQL to SQL conversion rate.
• 可衡量 - 从25％到35％。
• 可实现的 - 必须确保我们已经有足够大的游泳池来从（或快速生成的潜在客户生成引擎提供）中提取这些SQL。
• 相关 - 必须在营销部门和销售部门之间就构成SQL的内容达成明确的协议。
• Time-bound - By Q2.

7.提高整体NPS分数。

营销doesn't end once the prospect becomes a customer, and that means also working on ways to fuel the flywheel i.e. turning customers into brand advocates who purchase from us and tell their friends to do the same.

NPS is a solid measurement of customer happiness, so improving that score — from 31 to 35 within 6 month — is a solid place to start building our objective:

• 具体 - 提高NPS分数。
• Measurable - From 31 to 35.
• 可实现的 - 必须分析现有的NPS障碍以识别差距。
• 相关 - 必须确保有收集和分析NPS输入的机制。
• 时间限制 - 6个月内。

8.增强Facebook参与度。

呈指数增长品牌营销工作的最佳方法之一是投资其客户和潜在客户社区。目标可能是保持头脑上的头脑，并通过在每个社交媒体平台上提高标准来激发社区。例如，我们可能希望将Facebook参与度提高30％以上：

• 具体的- Improve engagement on Facebook.
• 可衡量 - 比30％。
• 可实现的 - 必须确定吸引我们现有用户群的内容，并查看30％是否是合理的数字。
• 相关的- Must ensure that there's a solid definition of what metrics are being counted as engagement.
• 时间限制 - 每月滚动。

9.增加市场份额。

随着数字市场变得越来越拥挤，对公司来说，要尽可能多的市场份额至关重要 - 从竞争中将几个百分点远离的点数也可以为您的底线带来重大好处。

Let’s set a reasonable goal: Increasing total market share a 5% by the end of the year:

• 具体 - 提高市场份额
• 可衡量 - 乘以5％
• 可达到的 - 必须确定潜在损失的领域，例如客户流失和收益领域，例如有针对性的广告
• 相关 - 必须确保有一种可靠的方法来定期衡量市场份额
• Time-bound - By the end of the year

10.评估广告影响。

Advertisements help your brand get noticed — but are your ads doing their job? Here, our marketing objective is to compare the cost-per-click and conversion rate of two different ads using A/B testing on social media over the period of a month to determine which one drives better ROI:

• 具体 - 确定广告最高影响
• Measurable - Evaluated using cost-per-click
• 可实现 - 必须评估每个广告的影响以及它产生多少点击
• 相关的- Must ensure the same metrics are used for each ad to ensure an accurate comparison
• 时间限制 - 一个月内
• 营销目标：指标和KPI

Once marketing objectives have been established, companies must identify and track specific metrics and key performance indicators (KPIs) to provide both immediate insights and set the stage for long-term strategic planning. Some of the most common metrics and KPIs include:

Sales Growth

销售增长是使用总收入量，销售单位数量或两者兼而有之衡量的。数量增加意味着增长的销售额 - 为了获得最佳效果，将销售增长作为基准，然后在新的营销活动中评估您的影响。

利润差异

利润 - 也称为投资回报率（ROI） - 不仅仅是销售和收入的因素。取而代之的是，这取决于您的品牌赚取物料成本，营销费用和其他支出的金额。例如，如果材料成本增加但销售保持稳定，例如，利润将下降。监视利润方差有助于确保产品价格推动ROI。

总市场份额

您的市场份额越大，越好。为了计算此指标，您需要本地行业的市场规模及其大约总收入。

Multiple your brand’s revenue by 100 and divide by the market’s total revenue to get a percentage market share. Recalculate this regularly to see if your share has improved.

新客户数量

更多的客户意味着更多的销售额和更多的收入。Along with measuring the total number of new customers over a specific time frame, it’s also worth evaluating customer increases in comparison to other time frames — such as when you’re running a sales or marketing event — along with considering the cost per customer, which is the total amount of money spent to acquire a new customer.

终身客户价值

寿命较高的客户价值意味着更可靠的收入流。要计算此指标，请将回报客户在特定期限内进行的平均购买数量乘以这些购买的平均总价值。这提供了终身客户价值的近似值，以帮助持续的营销策略告知。

转换率

转换率衡量选择选择销售通知，电子邮件新闻通讯，免费试用或最终决定进行购买的人的百分比。bob官网官方网站值得跟踪网站各个方面的转换率，以查看哪些营销工具正在提供可靠的结果。

SEO Impact

搜索引擎优化（SEO）可以帮助您的品牌使用诸如Google之类的流行引擎排名更高，从而使客户更容易找到您的网站。

工具，例如Google的关键字计划者can help you identify ways to improve your SEO, and you can quickly test how you stack up by searching for your brand’s target keyword and seeing where you show up in current search rankings.

Social Media Performance

社交媒体营销现在对于生成有机参与和客户推荐至关重要。结果，值得跟踪指标，例如特定时期内特定平台上的追随者数量的增加，帖子中剩下的评论数以及您的帖子的次数共享。

跟踪营销目标的工具

You’ve got the model. You’ve identified the objectives, and you’ve defined the metrics. Now you need the right tools to track marketing objective success across your organization.

1.集线器营销中心

HubSpot营销枢纽提供了您需要的所有营销工具和数据，并且都在一个屋顶下。从SEO策略工具到广告跟踪，社交媒体管理和实时聊天支持以及强大的内容创建平台，HubSpot可以帮助您的品牌更快地吸引更多的人并提高总ROI。

2. Real-time Dashboards

实时仪表板工具提供份临时single-pane-of-glass analysis of current sales performance, KPI progress, and other key metrics. Often hosted in the cloud, real-time dashboards make it possible for everyone in the organization to view current marketing goals and ensure business operations are aligned with specific outcomes.

3.电子表格

与更强大的营销工具相比，电子表格通常被认为是相对较低的技术和传统部署，但它们仍然提供可行的价值。诸如Google表和Excel之类的工具易于使用，易于查看，并一目了然地了解特定的度量性能，可以帮助当前的营销工作。

4.网站分析跟踪器

诸如WebTrend和谷歌分析提供有关访问您网页的用户数量和类型的深入统计信息，以及关键数据，例如它们停留多长时间，单击的内容以及采取哪些操作（如果有）。

虽然仅网站分析不足以为营销工作提供信息，但它们对于帮助营销团队完善总体策略至关重要。

开始聪明

Once you understand the importance of vision, identifying broad goals, and using the SMART goal framework to make concrete marketing objectives for those goals, it’s time to identify the gaps in your marketing and begin outlining your objectives.

一旦这样做，重要的是要写下这些目标并致力于制定实现这些目标的扎实行动计划。

Editor's note: This post was originally published in [Insert original publish date] and has been updated for comprehensiveness.