Not all traffic to your site is equal

Not all traffic to your website is equal

Looking for online marketing campaign goal and objective examples and ideas? Below are a few common goal and objective instances with some notes to help you get started with your Internet marketing campaign.

Increase Traffic = Increase Targeted Traffic

Traffic does not equal traffic. Your campaign’s goal is to get visitors to your site who actually care about what you offer and will want to be there. There is no sense in putting in time and effort to drive traffic to your site that will then bounce (come to a page of your site and leave without visiting any other pages of your site).

Increase Sales

Before you start putting effort into your off-site Internet marketing campaign (meaning activities not on your site but throughout the Internet; like link building, social media marketing, digital advertising, etc.), make sure you do some obvious but more often overlooked than you would believe housekeeping work on-site;

Increase sales through strategic online marketing

Increase sales through strategic online marketing

  • evaluate your site usability,
  • review/optimize the code,
  • make sure your information architecture (IA) is well organized and makes sense for your industry and users,
  • review conversion funnels for user-friendliness,
  • constantly test to find the best performing content, layout, call to action, etc.
  • enact a standard for the content and voice,
  • make sure search engine optimization best practices are in place,
  • have a strong call to action,
    • constantly test to find the best performing content, layout, call to action, etc.

If your site’s usability is poor even the best planned and thought out marketing campaign can fail.

Become a Resource / Authority

Become an authority online

Become an authority online

How will you become a trusted resource in your industry? How will

you become a recognized thought leader? The answer is; build up your website and your company’s authority and trust, both on and off-site. One of the important elements in this is having a blog where your experts can establish themselves as thought leaders in your industry by regularly creating unique and highly valuable content for your target audience. Some of these articles might inspire you to find topics.

Increase Your Online Visibility

Just like in quantum physics, if nobody sees you, you do not exist.  In the Internet world you do not exist if people can’t see/find you online. Set up specific goals on how, where, and what you want to be visible for online and then work hard on planning an online marketing campaign to achieve those goals. Having a just a website is not enough in today’s market so make sure to spread out your wings and strategically grow your digital footprint off-site. This should include setting up clear social media marketing objectives and goals; more on this below.

Establish Your Company in Local Search

Increase your online visibility

How, where, and what do you want to be visible for on the Internet?

Being found in local search is increasingly important. Even if you are a national or international brand, your market is a local segment in one or multiple locations. With blended search there are many opportunities to help your business be visible. Create a thorough plan for your local marketing campaign. Define your goals and targets, and work out a strong strategy for building up your local search presence by utilizing various platforms including, local listings and maps, news, review sites, social media, etc.

Establish Your Brand/Business in Social Media

Build up your social media presence and develop a strategy for integrating it into your marketing efforts. Social media is exciting and powerful but it needs a strong SEO foundation for ultimate effectiveness. And don’t forget; people are talking about you whether you are listening or not.

Social media sites

Integrate a social media marketing strategy

You should know what they are saying; it will help you develop strategies and tactics for your social media, SEO and other online marketing campaigns.

Some basic ideas/places to get you started with building up your campaign to meet your social media objectives and goals:

  • Video sites
  • Photo sharing sites
  • Event listings
  • Blogs
  • Twitter
  • Facebook
  • Find the niche communities in your industry

Get involved, listen, participate in conversations, share and help; be a good citizen. Start small and then expand.


How will you let the online world know about your tremendous brand? How will you build up your image so the Internet world sees you the way you want them to see and conceive your brand? Make sure your marketing goals and objectives strongly support the brand image you are building. Once again… listen to what people are saying about you. Listening and engaging should be part of your branding campaign.

Competitive Review and Analysis

Competitive review and analysis are crucial

Know what your online competitors are doing

While not directly an online marketing campaign, it is an important part of planning and building your marketing efforts. Know who your online competitors are; they might not be the same as your off-line brick and mortar challengers. What are your competitors up to? What are they doing on and off-site, on and off-line? Regularly keep an eye on them and perform audits – and then be ready to quickly adjust your own strategy to stay a step ahead of them.

Online Reputation Management

It is easier than ever to let the world know about a company, website or person you are dissatisfied with. People tend to voice their complaints a lot more readily than their satisfaction. What are people saying about you online? Are there negative posts, comments on the Internet about you? How will you deal with them? What will your online reputation management strategy be? Set up your strategy for managing your online reputation.  Monitor what is being said about you/your brand, address the concerns and participate in the conversation.

Plan Your Goals and Get Started with Your Campaign

Manage your online reputation

Manage your online reputation

In Review:

  • Take the examples above and develop your SMART marketing goals and objectives;
  • Follow the 4 steps outlined in Planning Your Internet Marketing Campaign Goals and Strategies to work out your specific strategies and tactics;
  • Benchmark where you are starting from AND get started with implementing your online campaign.
  • Make sure you work out an  integrated online marketing strategy that combines SEO, Social Media Marketing and PPC to work together toward achieving those goals you set.
  • Make sure to have fun. Building up an digital marketing strategy is hard work but it is also fascinating and rewarding. Our DragonSearch Marketing team often raves about how we have the best and most fun jobs in the world.


Internet marketing campaign goals require thorough planning. Be specific when you decide on your marketing goals, objectives and strategies to build a winning marketing campaign.

This entry was posted on Wednesday, May 19, 2010 and is filed under Integrated Marketing.

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