The world of digital marketing is full of terms, some that may sound completely alien to those who are not used to the jargon of this world (such as, for example, KPI). Others may come from everyday language. If you personally saw a phrase like “SEO Austin,” you would know right away that it has something to do with digital marketing. However, you may think everyone knows what they mean, but many people don’t really understand it completely. This can lead not only to misunderstandings in conversation, but also totally wrong communication policies. That is why today, we want to talk about the differences between the concepts of objectives, strategy and tactics.
The first thing to be clear about is the objectives. There are two main types of objectives; the first is ‘quantitative objectives.’ Quantitative objectives are always measurable since, as their name indicates, they are set in quantities.
- Increase our blog traffic by 20%
- Increase web traffic by 100,000 visits per month
- Get 1000 followers per month on Twitter
- Make 200 monthly conversions
- Increase 25% in annual sales
Qualitative objectives are more subjective and therefore more complicated to measure. Whenever possible, set quantitative objectives (since they are easier to measure) and use qualitative ones in a complementary way.
- Improve public perception of our brand
- Increase brand awareness on social media
- Improve the image of our product or service
It is essential, to establish our objectives, to have a great knowledge of your business and its environment (the market, the potential client, and the competition). For this, it is essential to carry out an internal and external analysis of strengths, weaknesses, opportunities, and threats (SWOT analysis).
These objectives should be divided into small intermediate goals, which are known as SMART goals.
Specific: clear and concrete, all members of the team must understand and be on the same page.
Measurable: it has to be measurable, even qualitative ones. If it can’t be measured, it can’t be reached.
Achievable: if we set ourselves an unreachable goal, the team may fall into frustration.
Realistic: in addition to being achievable, it must be realistic with the means at your disposal and considering the current situation of your company.
Timely (limited in time): you have to set a deadline to reach them.
For example, if you want to reach 30,000 visits to your store per year, they could be divided into 10,000 each quarter. This makes it easier to evaluate the results and maintain or correct the course if necessary.
When you work with SEO and marketing professionals like MOTOZA Digital Marketing, objectives are essential to control and measure both strategy and tactical actions and allow you to achieve larger goals. For this reason, it is vital to define short, medium, and long-term objectives.