Content marketing creates and distributes valuable, relevant, and consistent content that your customers will enjoy and learn from. It reaches potential customers and builds awareness of your current offerings.
How do you know if you’re reaching potential customers and building awareness of your current offers? By setting and analyzing goals.
Content marketing must have clearly outlined and measurable goals in order to produce ROI. Don’t create content for the sake of creating content - that’s a waste of your time and resources.
3 Tips for Setting Achievable B2B Sales Goals
1. Determine Your Needs & Gaps
When setting goals, first determine what your biggest needs are.
- Do you want brand recognition and exposure?
- Do you want to increase sales?
- Do you want to get more online leads?
- Do you want to prove ROI?
2. Set SMART Goals
A content marketing strategy produces optimal ROI when you set SMART goals.
A SMART goal stands for:
- Your goal should have clear and concise objectives, including why it’s important, who’s involved, and where it’s going to take place.
- Your goal should have trackable criteria to quantify your results.
- Your goal should challenge you, but you also need to have the resources to support it.
- Your goal provides value to your marketing efforts.
- Your goal commits to a specific deadline or designated time frame.
The key to setting SMART goals is to put real, measurable numbers down, then hold yourself accountable for the results.
A vague goal, like “get more leads,” has no real way of succeeding or failing. How many leads is “get more” exactly? One? A hundred? Using the SMART acronym, you can easily turn “get more leads” into a concrete goal. Let’s try “an increase of 15 online leads by the end of next month.”
Your goals should make you push yourself to achieve them, yet be realistically achievable in a chosen time frame. They should also be relevant to the needs you previously determined.
3. Fulfill Your Goals
As you continue to set goals, track what is and isn’t working for your customers and your company. For example, if your audience responds better to social media than email, you might want to focus your efforts on social more than email.
Your continuous improvement toward fulfilling (and surpassing) your goals relies on knowing what works and what needs adjustment.
You can’t have an effective content marketing strategy without a clear understanding of your goals.
If you continuously revisit the original purpose of your content goals, you’ll create more meaningful content. You won’t have to create content just for the sake of creating content. Both you and your prospects will benefit from this.
Do you want to learn more about content marketing? Download our Content Marketing Essentials for Modern Lead Generation guide!