So, you have set up a beautiful website that has powerful and informative content for your prospects and other relevant visitors. You have added contact forms, explained your services clearly, and added important links. This should do just fine, right? Unfortunately, the answer is “no”.
Your marketing efforts must not stop at merely creating and hosting a quality website. The Internet is a big platform where a number of IT companies are vying for the same spot that you are after. Thus, traffic gets distributed unevenly, and if you want more of that to reach your website, then you must establish concrete IT marketing goals, and measure them for evaluation.
An ideal website for an IT business must have SMART goals, which are Specific, Measurable, Attainable, Relevant, and Timely.
Creating the SMART goals
With SMART goals you can cover all the major aspects of your marketing campaign, and make sure you are on the right track.
Goals that are vague have no value. Thus, if your marketing team needs to focus on creating a “good” website, and drive “excellent” results, then you must revise the entire strategy altogether. “Good” results don’t mean anything. Even if you want “good results”, you must be able to put it into numbers that define how “good” it is. Will you consider a 1,000 unique visitors per day good? Or do you need higher numbers to qualify as “good”.
Borrowing the previous example, you must be able to measure your goals. This allows you to track your progress, and take actions accordingly. So, if it was your goal to convert at least 10 leads per week through your website forms, and if you are getting 5-6 leads conversions, you can make adjustments in your marketing campaign for improvement.
It goes without saying that the marketing goals that you have set must be realistic and attainable. Goals that are not practical will not only waste time and resources, but also hurt the morale of the marketing team.
A lot of thought and planning must go into creating the goals so that the team’s efforts are not in vain. For example, while a huge amount of brochure downloads might be good for business, but if the majority of these downloads are through bots, then you might need to revise the assets you have uploaded for downloads.
Each goal must have a fixed timeline. It doesn’t matter if a goal is to be attained within a month, a year, or more, a deadline is a must. This helps in keeping your team focused, and also increases the overall productivity.
To be continued in Part II.