In order to deliver effectively on your long-term marketing objectives and goals, it is important to have identified and actioned key targets that can become core performance metrics for your day-to-day operations. Developing these short to medium term targets should involve harnessing your previous marketing activity and be able to encompass developments if your situation changes.

However, far too often businesses neglect targets as being a non-essential activity and do not refer and reflect back on them until year end procedures and performance reviews are conducted, at which point it is impossible to change business course to try and hit under-performing targets.

However, it is also possible for businesses to forgo setting appropriate targets due to the fear of failure. When this happens, companies are often stunted and unable to establish a clear plan for growth through marketing and sales activity and it is difficult to trace accountability if there are any issues. Marketing targets should be viewed in a positive manner as a goal for the business to achieve and success should be celebrated when these outcomes are met. On the other hand, struggling business performance should viewed with a critical, rather than negative perception.

In order to help you set appropriate business development targets, BOSS DIGITAL have a clearly defined procedure to establish these metrics. By focusing on the business case, we’ll outline your plan to achieve your marketing objectives and help to create relevant benchmarks to help monitor these targets. The process is also grounded in constant communication with our clients to ensure that performance is tracked and regular updates are made to key stakeholders.

All of our targets fulfil the SMART criteria – Specific, Measureable, Achievable, Relevant and Time-Constrained, but we are happy to adapt specific targets if necessary, to give a greater chance of a successful outcome. Our team members will also attend weekly, monthly or quarterly meetings or reviews if required to update on marketing and sales targets and assess if any changes need to be made i.e. re-allocation of budget in order to ensure maximum benefit is achieved for your business.

To find out how you can kickstart your target-setting process and reap the benefits, contact hello@boss-digital.co.uk.

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The first step is to perform in depth research into your business, target audience and competitors to develop a complete strategy for your brand and content, along with all paid and organic channels.

If required, we will then use our research to propose a complete brand identity, including your brand core, product features, organisational values and visual identity.

Before starting any content development, it’s essential that the technical foundations are in place, including domain health, site speed and mobile compatibility.

In order to differentiate the brand we need a number of big ideas to spearhead the content activity, driven by influencer engagement. There must also be a clear content framework that defines the subject and format of content within the monthly calendar.

once the content strategy is defined we need to be clear on the role and objective of each channel, including the search engines, email, blogging and social media sites.

Alongside the brand strategy there should be a targeted advertising campaign focused on lead generation within an agreed CPA (Cost Per Acquisition). Common channels for a CPA campaign include PPC, remarketing and social direct response.

We believe in rapid iteration and that requires regular analysis and reporting focused on a small number of key performance indicators, with the primary emphasis always on sales.