What are Internet Marketing Goals?
Most small business internet marketing goals are to increase sales, to increase leads and customers, and to increase visits to brick and mortar stores. Other goals might be to provide fast customer service after the sale, to promote follow-on business and to keep current customers engaged over time.
Marketing Goals for Each Stage of the Buying Cycle
Not all sales are made in a single click. People are increasingly researching purchases before they buy, and this provides an opportunity for small businesses to educate prospective customers about products and services in general – and about the advantages of purchasing from a particular business.
Providing helpful content at each stage of the buying cycle helps keep site visitors engaged and interested – and thinking of you when they’re ready to take the next step.
Examples of Helpful Content for Buying Cycles
| Informational content for early in buying cycle | Content more specific to business for later in cycle | |
| Dry Cleaner | How to care for garments between cleanings | View before and after photos; Download coupons |
| Paint Store | View this season’s colors; How to prepare a room for painting | Request a complimentary color consultation |
| Restaurant | View menus, location, phone & hours | Make a reservation; Join our loyalty program; Attend an event; Share with friends |
| Dentist | How to avoid gum disease | View before and after photos of smiles; Explore financing options |
| Electrical Equipment Manufacturer | View images and download technical specifications | Find phone numbers of customer service representatives by region; Submit a form with ordering options; download maintenance recommendations |
| History Museum | View latest event photos, Read unique editorials about latest events | Like us on Facebook; Purchase a DVD; Join as a member |
Essential Content
Keeping content interesting and even humorous is a great goal because it helps keep site visitors coming back for more. But if the only advantage to posting content otherwise unrelated to your goals is because it’s amusing or the latest awesome widget, then resist the temptation. Every piece of content, every image, every interactive feature on your website should be essential to meeting your goals.
Content that doesn’t help you meet your goals costs time and money to create – and may distract a site visitor from content that is important to their next step in the buying process – or discourage them from recognizing your unique ability to provide what they’re looking for.
Why is this important to Effective Internet Marketing?
- Goals are used as input to the next step in creating an effective internet marketing plan – and over the life of your business on the internet.
- As you approach each decision about your online marketing, ask the question: “Does this help us meet our marketing goals?”
- Avoiding unnecessary content helps your site visitors focus on your unique ability to provide what they’re looking for.
- Maintaining a focus on goals as you create your online marketing helps you use precious time and money wisely – in ways that are profitable and provide a good return on investment.
Images thanks to Wikimedia Commons:
Wikipedia Art Historian image by Mike E. Perez.
Sextant photo in the public domain: originally from the US NOAA, taken or made during the course of an employee’s official duties.