Types of objectives of a digital strategy

Defining the objectives of a digital strategy is a step that we cannot ignore, and doing it correctly will make our strategy a success or not.

To begin with, we must distinguish 4 types of objectives: Main, Secondary, Micro-Objectives and KPIs.

PRINCIPALS

When it comes to a company, the main objective is usually to generate business, that is, sales.

SECONDARY-

The secondary objective is important, but it is subordinate to the main one. What do I need to get sales? It will depend on the situation of each business and the state of the customer journey: it could be attracting quality traffic to the web, showing interest in products or services, even interacting with the brand.

MICRO-OBJECTIVES

In a more concrete state, secondary objectives must be translated into micro objectives. Micro objectives are actions such as capturing traffic on specific landing pages, increasing paid traffic, increasing subscriptions to the newsletter or increasing referral traffic, for example. Actions that can support secondary objectives

KPI'S

Key Performance Indicators in English are objectives reduced to detail, as specific as possible. They translate into metrics, they are quantifiable.

Types of KPIs in a Digital Strategy

The KPIs that may exist in a digital strategy fall into 4 types: Awareness Objectives, Lead Generation, Sales and Loyalty. Therefore, the types of objectives are related to the stage of the funnel in which our users are.

1. Objectives of Awareness

Objectives related to branding can be related to influencer campaigns, social ads, display, social media campaigns,... Here are some of the KPIs with which they can be measured:

• No. of Impressions
• Number of views
• Number of followers
• Number of likes
• Number of shares
• % of new sessions on the web
• ...

2. Objectives of Lead generation

Get a lead is a more advanced step in the Funnel Of sales. A lead generally becomes a contact information, either an e-mail or a telephone number. Some of the KPIs that we should set ourselves when we want to get a lead:

• Number of subscribers to the newsletter
• number of contact forms received
• Number of calls that have not ended up being sold
• ...

3. Sales Objectives

This is the most objective easy to define If we have done a good conversion tracking. Thus, it will be difficult to measure them if we don't have an adequate configuration of the campaigns, or when we get the sale we don't confirm the conversion path. Key KPIs:

• Number of appointment booking calls
• Number of payment confirmations
• ...

4. Loyalty Objectives

At this stage of the customer journey, online reputation, social media, but also management integrated with the company's CRM and personalized emailing campaigns will come into play. Types of Typical KPIs for this objective:

• Number of repeat sales
• Number of positive customer reviews
• ...

Defining our KPIs is not an easy task, because to do it correctly, the ideal is to be clear about our buyer personas and the customer journey map. We cannot define any objectives without having worked on them first. The objectives of a global digital strategy are aligned with The phases of the customer journey, and they must be analyzed by an expert analyst for them to be effective. At Novicell, we are constantly analyzing our customer data in real time through Marketing Dashboards to know at all times if the defined digital strategy is working as expected or if it needs to be modified.

In addition, defining the objectives of a digital strategy involves planning, configuration, analysis and measurement time. However, if we skip this step, we will have no way of knowing if the efforts we have made have had an impact or to what extent.

The objectives of a digital strategy must be aligned with the business objectives and the digital marketing plan. Do you need help defining your goals? Contact our experts in digital marketing.