September 29, 2021 by Michael Diez
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.
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.
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|
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
|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|
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
|Key Result||Showcase 5 testimonials|
|Key Result||Create 5 Case Studies|
SEO OKRs to increase to increase Desire
|Key Result||Get 100 reviews on Google Business Listing|
Social Media Marketing OKRs to increase to increase Desire
|Key Result||Get a review from from top 5 influencers in the market|
|Key Result||Get customers to share 100 branded posts|
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.|