“Setting goals is the first step in turning the invisible into the visible.” – Tony Robbins
Marketers who realize the importance of goal setting in inbound marketing can achieve great results for their clients.
Inbound marketing techniques are by far the most preferred and trusted means for marketers to reach the desired audience and generate leads.
The HubSpot report below lists some of the most popular inbound marketing tactics.
In layman’s terms, inbound marketing is all about creating valuable and engaging content, and providing better experiences for your target audience. These techniques are more effective compared to outbound marketing and more budget-friendly.
But the success of inbound marketing rides greatly on the goals you set.
You should know where you are headed with every inbound marketing campaign.
Businesses that fail to align their inbound marketing strategy to specific goals find it hard to achieve sustainable growth.
An inbound marketing expert follow the right SEO strategies to get desired results for their goals.
Let us dig deeper and understand the importance of goal setting in inbound marketing and the best practices you need to adopt for successful goal setting.
Understanding the Importance of Goal Setting in Inbound Marketing
It’s possible for businesses to set a variety of goals for inbound marketing right from generating organic traffic to improving conversion rate and improving customer experience.
Here are 7 ways goal setting can contribute to the success of inbound marketing and help your business grow.
1. Goal Setting Promotes a Focused Approach
The wide array of inbound marketing tactics gives marketers plenty of room to experiment and exhibit their creativity. When choices are numerous, your marketing team may easily get distracted into trying them all.
The importance of goal setting in inbound marketing is that it helps marketers to focus their efforts on the few tactics that will help them achieve those goals.
Let’s say, your goal is to increase the conversion rate for a B2B client.
When you’re clear on your goal, you’ll take the right steps like investing in a marketing tool like ClickFunnels or any of the alternatives. The tool will help you with email marketing, building landing pages, or sales funnel creation—all effective in boosting conversions for your client.
So, the importance of goal setting in inbound marketing is that it helps to create a clear road map for marketers to select specific tactics and streamline their efforts to go after the intended results.
2. It Helps Set Actionable Guidelines
Another importance of goal setting in inbound marketing is that it helps to set relevant and actionable guidelines.
As mentioned above, goals can help you focus on the right tactics. In addition, your inbound marketing goals can help you determine guidelines for each stage of the campaign.
Guidelines will define broader boundaries and a framework for your team to work within.
They still have the liberty to experiment with innovative ideas like influencer marketing and other revolutionary strategies in contactless marketing. But they’ll operate within the set boundaries and guidelines.
3. Helps Establish Collaboration Between Internal Teams
For a B2B or B2C business to successfully generate revenue and grow consistently, its marketing, sales, and customer service team have to work cohesively.
That’s another area we see the importance of goal setting in inbound marketing shining.
Once you specify the company’s long-term and short-term goals, it sends a clear message to every department about what their responsibilities are.
The shared objective acts as a platform on which all the planning, execution, and communication will be based.
For example, Sales teams use the right sales CRM tool to manage and provide easy access to all sales team members.
It promotes transparency and open communication, leading to successful collaboration
When the teams are in sync with each other, they can work faster and achieve greater results.
4. Effective Goal Setting Improves Productivity and Quality of Work
Marketers should always work towards optimizing their time and resources to generate the best results.
And according to research by Databox, 80.4% of professionals say goal setting is important for improved performance.
Image via Databox
The importance of goal setting in inbound marketing is that it acts as a driving force for employees.
Goals or targets motivate professionals to push themselves and go after the results with a focused mind. As a result, your team members can outperform themselves and be more productive.
In addition, goals also are a constant point of reference for the marketing team as they execute SEO, content marketing, social media marketing, or any other campaign. This greatly helps in maintaining the quality of work throughout the project.
5. Specific Goals Eliminate Unnecessary Tasks
When it comes to marketing, time is money, and as a marketer, you wouldn’t want to waste even a few hours doing unnecessary tasks.
But how do you determine which tasks are necessary and which ones are a waste of valuable time? That’s where the importance of goal setting in inbound marketing comes in.
Once you know what you want to achieve and work out your goals in detail, you can eliminate the tasks that are irrelevant to the project at hand.
Goal setting helps you work smart. You’re able to save time by avoiding unnecessary lengthy processes.
6. Goal Setting Helps in Budget Optimization
Irrespective of the size of the budget a company may have, it is the responsibility of the marketer to optimize the marketing budget to provide the best results.
The importance of goal setting in inbound marketing is that it can help marketers work within the given budget and generate better ROI.
Goal setting helps you specify which tactics will lead to the desired results and how much should be spent on each tactic.
It removes guesswork out of the equation and helps you create a clear blueprint for the budget.
This eliminates unnecessary expenses, and every penny saved is profit for you.
As you achieve better ROI you also boost client experience.
7. Goals Help Measure Marketing Success
Without setting a benchmark, it is very difficult to quantify and measure the success of your marketing strategy.
Looking at it from a marketer’s perspective, a major importance of goal setting in inbound marketing is that it helps you envision success right from the beginning of the project.
As you set realistic and achievable goals, it becomes easy to evaluate the results of your inbound marketing efforts and quantify ROI.
5 Best Practices for Goal Setting in Inbound Marketing
Now that we know the importance of goal setting in inbound marketing, we should understand how to set the right goals to reap all its benefits.
Whether digital marketing is a side hustle or a full-time job for you, here are 5 best practices you can apply for setting your inbound marketing goals.
1. Define Your Inbound Marketing Goals Based on Business Goals
Successful inbound marketing goals are reflective of what the business wants to achieve.
That’s why business owners need to work with marketers to define marketing goals based on their business objectives. They need to work together to summarize the path they want to take to achieve the set goals.
For instance, if you define how much revenue you want to generate, you can set goals accordingly and focus on relevant inbound marketing tactics that’ll generate the right amount of sales.
2. Create SMART Goals
Take time to create goals that are SMART:
- Specific – Your goals should be clear and well-defined. It’ll help you create a detailed roadmap with specific guidelines
- Measurable – Mention the targets, amounts, and deadlines which can be measured to determine how successfully you have achieved the goals
- Achievable – Be realistic and set goals which your team can confidently achieve
- Relevant – Let your inbound marketing goals be relevant to your business.
- Time Bound – Every goal that you set should be time-bound. Setting a deadline will create a sense of purpose and urgency in your team.
3. Choose the Right KPIs
The importance of goal setting in inbound marketing can only be realized if you can measure how successfully you have achieved those goals.
One of the best practices for setting goals for inbound marketing is by determining the right KPIs for your goal.
In other words, you should specify the metrics that you’ll need to measure to determine the success of your project.
4. Get Your Sales Team Onboard Early
It’s best for the sales team to work hand in hand with the marketing team to plan and execute a comprehensive inbound marketing plan.
That’s why it is crucial to onboard the sales team early while you are setting the goals.
When sales and marketing teams collaborate, they can not only share plenty of valuable insights but also join hands to convert clicks into customers.
5. Be Flexible
The goals you set for inbound marketing should have a certain amount of flexibility.
When too many dynamics are involved, there will be stages in the project where you might have to adopt new tactics and realign your goals.
This flexibility makes it easy to confidently face unexpected roadblocks while executing the campaigns and ultimately deliver great results.
Get Ready to Make the Most of Inbound Marketing
We can easily conclude that goal setting is critical to inbound marketing and that marketers who realize the importance of goal setting in inbound marketing will stay ahead of the curve.
The key to your success lies in setting the right goals and adopting the best techniques to achieve them.
Go ahead and work with your clients to set smart goals. Use those goals as a driving force to execute highly successful inbound marketing campaigns and make your clients happy.
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