Now you have your short-term goals sorted (thanks to part one of our example marketing goals series) it’s time to look at the long-term picture.
Here are a few suggestions for what you should be keeping an active focus on, well into the future of your business.
Example Marketing Goals: Long-Term
- Brand Recognition
This should be a goal for any company. As consumers, we’re more likely to buy from brands we know and trust. Therefore, while this goal may not be a direct “sales” goal, it’s one of the most important goals for driving revenue long-term. You know the saying, “It’s not what you know, it’s who you know.” Get out there – join business meet-up groups in your area, attend networking events, get active in online forums or Facebook groups – and start the conversion about your business.
- Search Engine Optimisation
The most important long-term goal is to rank on page one of Google – organically. SEO is something you should be consistently working on from day dot, so that one day you’ll be able to phase out paid search ads. How Google ranks one website as more desirable than another is determined by a highly complex, ever evolving algorithm which aims to show people the very best, most relevant websites available on the web. Your brick and mortar store may only open 9 to 5 but your online store has the potential to turn traffic into online sales 24/7. Ask Gordon Digital’s SEO experts about our 3-Phase strategic approach to SEO.
- Consumer Retention/Reputation Management
Your loyal customers can be your best (and cheapest) ambassadors, so keeping your existing customers happy is a big part of business. What’s your follow-up process like?
- Do you incentivise your customers to sign up to a database (that doesn’t fill their emails with spam)?
- Do you have an automated “check-in” email, scheduled to send out 3 weeks after purchase to see if everything is going well with each customer?
- Or do you follow up immediately after a service experience with an incentive (like an exclusive discount) to post a Google review? Or alternatively, give them a forum to air any grievances BEFORE they post comments online?
These are just a few ideas. If you need help, ask us how.
Stay tuned for part three, when we discuss how to track and adjust your goals as time goes on.