Let's suppose one of your organizational goals is to increase revenue this year. To determine if communication efforts are successful, an organization/company needs to measure progress. However, vanity metrics—such as the number of Facebook followers—do not provide much intel into how valuable communications are overall in reaching this goal. So how do you know which metrics to track and how do you measure for success?
To ensure that an organization is successful in reaching their goals, SMART objectives are essential. SMART objectives are specific, measurable, achievable, relevant, and time-bound.
Here's a sample SMART objective:
Increase return traffic to the website by 10% by December 31, 2023
Once you've created a SMART objective, tie it to a desired business outcome. Did you know that return website visitors are much likelier to participate in revenue-generating activities? A return visitor has demonstrated their interest in your organization/company. So, increasing the number of return website visitors means the organization is engaging with those who are already past the awareness stage and are ready to take the next action step (signing up to receive emails, making a donation, etc.). Regular review of Google Analytics can help you monitor progress.
By proactively linking communication outreach with strategic organizational goals—and monitoring data regularly—an organization sets itself up for future success. In addition, SMART objectives help keep teams engaged and clarify how their work directly impacts the organization.
I can help determine which objectives work best for your organization/company, as well as create plans for how best to measure your efficacy. Please get in touch today!
Often, we get caught up in our day-to-day work and forget to take a strategic, big picture approach to our communications and marketing. Is current outreach working? Are audiences resonating with current messaging and communications? Before I start designing a strategic marketing or fundraising plan for clients, the first step is often to create a communications and marketing audit.
A communications and marketing audit is an in-depth, comprehensive look at an organization’s current marketing and outreach to determine if efforts are effective and to see what can be improved. Think of a communications and marketing audit as an annual physical; a doctor needs to see the state of your general health in order to make recommendations. In an audit, I review an organization’s website, social media platforms, email marketing tools, CRM, online ads, and recent press coverage. I look through an organization’s Google Analytics, Google Ads data, email marketing metrics, social media analytics, and press coverage links. In some instances, I create surveys to get external audiences’ feedback. I determine who the target audiences are, which channels are most effective to reach them, whether or not the current cadence works, and write recommendations based on findings. An audit provides an overall look at an organization’s health.
Measurable objectives and recommended ways to measure success are included in the audit. Aligning marketing or fundraising efforts to the greater organizational goals is essential for success. I can walk organizations through best practices when it comes to analyzing data and determining whether or not it’s time to pivot in the future.
To schedule an introductory call and see if a communications and marketing audit is right for you, please get in touch today. I look forward to hearing from you.