August 22nd, 2018

How Setting Goals Determines the Metrics of Success

by Katelynn Watkins

Picture a roadmap, liberally sprinkled with marks denoting prominent stopping points and landmarks between points A and B.

Whether those locations were highlighted by a marker in your hand or by the GPS you used to plot your route, it’s easy to track your journey’s progress when it’s all laid out in front of you.

The same can be said of an ongoing digital marketing campaign; when you give meaning or measurable quality to your goals, you can decide whether or not your strategy is successful, or needs reevaluation.

Begin with the End in Mind

When you know where you want to eventually end up, the points in-between tend to fall in line with less effort on your part. When we put together a marketing strategy for your brand, we always want to start with general, overarching concepts at the forefront. This way, no matter how we choose to get there, we know exactly what we need to accomplish when all is said and done.

Plan Your Route

After you know where to go and where your starting point is, you can dive into the finer details. In marketing, these include more basic goals you can attain along the way and exactly what those will mean for you and your brand. It’s all well and good to say you’d like 1,000 more page likes on Facebook, but what does that mean in terms of quantifiable value and return on your investment? There are a lot of great tools out there that can help you get started on this part of the planning process, but we generally recommend discussing these goals with an experienced marketing team to get a better idea of what is attainable in a certain timeframe as well as what you’ll need to do in order to reach them.

To Avoid or Embrace Side-trips

We’ve all been in the car, on our way to a new vacation hot spot or attraction, when a flashy sign or advertisement catches our eye and we just have to pull over and check it out. There’s nothing wrong with a quick divergence from the route – in fact, sometimes we recommend it! But especially at the initial launch of a marketing campaign or strategy, it’s usually better to stick to the plan, see how well it guides you in the right direction, and reevaluate after it’s had time to show more definitive signs of sinking or swimming. It’s a continual process, and while trying something new can boost your results, it can also stretch your brand’s marketing efforts thin, skew your perception of the value of your goals, and make your destination harder to reach.

It’s true what they say; it’s about the journey, just as much as it is about the destination. So whether your map has dozens of pit stops or only a handful, it’s good practice to know just how important each one is to the trip as a whole. If you’re ready to begin assigning values to each of your marketing goals and work toward your brand’s highest aspirations, contact Sage Island’s crew!

It's more than a message in a bottle.

Subscribe to our newsletter to get all the latest from the island sent right to your inbox