What are some digital marketing goals that will help your business?

And I don’t just mean the general structure of the goal. You know, SMART goals. Specific, Measurable, Achievable, Relevant, and Time-bound. You’ll find plenty of information about setting SMART goals on the internet.

No, I mean what specific Objectives and Key Results (OKRs) should you strive toward.

In this article, I want to provide you with some general OKRs to use in your next Website, SEO, Google Ads, or Social Media projects.

Prioritize your objectives using the AIDA model

AIDA stands for Awareness, Interest, Desire, and Action. It is a marketing model that makes the assumption that customers move through these stages before deciding to buy your product or service.

In practice, customers could skip some of these stages, but when it comes to prioritizing your marketing objectives, AIDA proves useful.

Should you work on optimizing conversions before you have enough traffic?

Should you work on getting testimonials before qualifying your audience?

Well, in order to answer these types of questions, it is useful to organize your OKRs using the AIDA marketing funnel model.

The following are templates of Digital Marketing OKRs organized using the AIDA model.

Every business is under different circumstances, so modify them to fit your needs.

Digital Marketing OKRs to increase Awareness

At this stage you are looking to figure out your audience and whether they care about what your product or service does.

So how do you find your audience and make them aware of your brand, solution, product, or service?

Website OKR to increase Awareness

Objective	Clearly introduce our brand, solution, product, or service
Key Result	Create pages for each product or service
Key Result	Setup blog CMS

Google Ads OKR to increase Awareness

Objective	Reach target audience on related websites and Google search
Key Result	Create two ad campaigns that get 1000 impressions per month
Key Result	Create 5 Adgroups for campaign #1
Key Result	Create 5 Adgroups for campaign #2
Key Result	Create 2 landing pages for each adgroup
Key Result	Create 2 ads per landing page

SEO OKR to increase Awareness

Objective	Establish a presence in Search Engine Result Pages (SERPs)
Key Result	Distribute Name, Address, Phone to top 50 listing directories
Key Result	Make a list of branded keywords to rank for
Key Result	Rank on the first SERP for branded keywords
Key Result	Make a list of question snippets to generate content for
Key Result	Get at least one page featured in a question snippet appearing on SERPs

Social Media Marketing OKR to increase Awareness

Objective	Identity audiences that engage the most with our product, service, solution, or brand
Key Result	Create 5 audiences in Facebook Ads
Key Result	Create a pair of ads for each audience to A/B test
Key Result	Reach 10,000 accounts
Key Result	Select audience with the highest engagement

Digital Marketing OKRs to increase Interest

Alright, so you found an audience, but how interested are they in your brand, solution, product, or service?

Are they interested enough to follow you and learn what you have to say about it?

Website OKR to increase Interest

Objective	Improve navigation
Key Result	Show related articles at the bottom of articles
Key Result	Use tags to associate articles in different categories

Google Ads OKR to increase Interest

Objective	Improve click-through rate and subscriber conversion rate
Key Result	Take the click-through rate from the Awareness campaign and improve it by 50% bi-weekly until we reach 10% click-through rate
Key Result	Take the subscriber conversion rate from the Awareness campaign and improve it by 50% bi-weekly until we reach 10% click-through rate.

SEO OKR to increase Interest

Objective	Get 100 subscribers to your newsletter
Key Result	Make 2 Lead-magnets
Key Result	Plan 100 articles for the year
Key Result	Automate delivery of articles to newsletter subscribers
Key Result	Get 10,000 visits from blog articles

Social Media Marketing OKR to increase Interest

Objective	Get 1000 highly active social media followers
Key Result	Make a list of cities or countries to use when calculating the number of followers
Key Result	Make a list of top 3 competitor accounts to beat
Key Result	Beat competitors in the average number of likes/post over a 28 day period
Key Result	Beat competitors in the average number of comments/post over a 28 day period
Key Result	Plan 48 Carousels for the year
Key Result	Plan 48 Reels for the year
Key Result	Plan 144 Image posts for the year

Digital Marketing OKRs to increase Desire

By now you have an engaged and informed audience, but how many of them actually desire the outcomes your brand, solution, product, or service will give them?

Website OKRs to increase to increase Desire

Objective	Highlight results
Key Result	Showcase 5 testimonials
Key Result	Create 5 Case Studies

SEO OKRs to increase to increase Desire

Objective	Increase Reviews
Key Result	Get 100 reviews on Google Business Listing

Social Media Marketing OKRs to increase to increase Desire

Objective	Increase Reviews
Key Result	Get a review from from top 5 influencers in the market
Key Result	Get customers to share 100 branded posts

Digital Marketing OKRs to increase Action

OK, now you have the audience right where you want, ready to take action.

Website OKRs to increase Action

Objective	Optimize the UX of the Website
Key Result	Get all landing pages Web Vitals Score above 80%
Key Result	Improve the Click-Through Rate of the Call-To-Action by 25%
Key Result	Test current design with people from sales
Key Result	Test current design with 10 external users

Google Ads OKRs to increase to increase Action

Objective	Optimize Cost-Per-Acquisition (CPA)
Key Result	Reach target cost per acquisition of $X
Key Result	Increase budget to reach target acquisitions per month of Y/month

SEO OKRs to increase to increase Action

Objective	Increase Goal Conversions
Key Result	Get 100 Consultation Form submissions
Key Result	Get 3 backlinks from prominent content creators to our top converting entry page.