Within the world of marketing and branding the KPI’s and campaign goals can be extremely fluffy or slurred within feelings and emotions. But as soon as we make it digital we can start various tracking methods and benchmark campaigns to previous work, competitors and market in general. In my everyday work at Kadaver I handle various tools to measure online engagement, web site traffic, conversions to shop or conversion to a lead.
But how to set goals correctly for yourself or your campaign?
First and far most, my experience and recommendation will be to write down the goals in one way or another. It can be a part of the contract or it can be an email within your team. Most important in my eyes is to take a stand from the beginning in order to have a clear goal from the get go. Later you will be able to adjust your ongoing activity based on that prediction.
So in order to get out that negative loop – my recommendation is to involve others in one way or the other. You know best how that can be done for your goals.
Be aware of the ambition
The past two years I tried to make and publish one photo every single day, as a part of the Flickr community– One photo a day. Unfortunately, that goal was too ambitious for me. It took away the fun part of a side project and after 119 days I had to give up. So setting goals is also about being realistic for how the goal can keep you going – without stopping you or your project.
So far I have listed my goals like this:
(xxxx Half marathon, don’t know which one yet)
– To meet with 50 new connections
That´s my goals for now – I might think of other goals along the way. If you have any hints or thoughts, then please feel free to ping me. I would love to talk/chat more about this.