How to identify and set effective Business Goals

2 min read

Business Goals are needed to monitor your success

A critical part of your digital marketing plan is establishing clearly defined, quantifiable goals. You should think about exactly what you are looking to achieve from your digital marketing and assign goals that reflect this, which are measurable.

Goal-setting is the process of taking active steps to achieve your desired outcome. Maybe you're looking to achieve more sales, greater conversion rates or a certain number of new clients per month. Each of these desired outcomes involves setting and reaching smaller, staged goals.

Each of these major goals can be broken down into smaller, more attainable goals that will propel you towards success.


There are three types of goals- process, performance, and outcome goals.

  • These are specific actions or ‘processes’ of performing. For example, a Process Goal designed to lead to more clients may be to post 4 times per week on Social Media to raise your exposure. Process goals are easy for you to control and manage.

  • These are based on personal standard. For example, aiming to achieve a reach growth of 1,000 people on Facebook. Personal goals are mostly controllable and driven by the related Process Goals.

  • These are based on success. In this example, it may be gaining 100 business leads or sales from Social Media posts. Outcome goals are difficult to control because they are determined by more outside influences such as people's decision-making, access, exposure, and time.

Each of these 3 types of goals directly feed into the next. With a strong focus on your Process Goals, you influence the success of your Performance Goals. With a high level of success in your Performance Goals, you stand a great chance of achieving those all important Outcome Goals.

So when you are setting your Business Goals, ensure that you look at your primary objectives, and break these down into smaller milestones.


Tips for setting your Business Goals

  • Always include goals which you can clearly monitor and measure. It's important to be able to keep track of our progress, success and equally where improvement is needed. Metrics allow us to adapt our strategies where needed, so be sure to set goals that you can monitor in this way.

  • Give yourself a timescale to work to for each goal. This may be a certain number of sales per month, or an increased social following by a certain date. Whatever your goals, ensure each one has a date to measure achievement.

  • Smart Goals are a well-defined combination of thee above points. So instead of saying "We want more sales". We form a structured goal with a dedicated timeframe. For example; "We want to achieve 100 sales each month".

Be sure not to ignore this important step in your business planning. You can work more effectively with clear, realistic business goals in place.

In the Web Rocket guide, we will look at using these goals to introduce our metrics and defining how each will be measured, using Key Performance Indicators.

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