• Marketing

How to set goals in internet marketing

  • Felix Rose-Collins
  • 5 min read
How to set goals in internet marketing


How often a great business idea or a promising start-up goes bust in one year. It would seem that everything is there - a unique product, and an Internet site created using modern technologies, and offline resources. But without clear goals, the owner did not correctly define the strategy. Thus lost time and capital.

An effective business is built not only, and not so much on what is now, but also on the goals that determine the development in the future. How to Create Successful Campaigns through Email Marketing?

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"Matryoshka principle"

Matryoshka principle

The "Matryoshka principle" will help to correctly determine the goals of online marketing service. The essence of this principle is the separation of concepts from the general to the particular.

  1. Understanding the business model.
  2. Definition of a general development strategy.
  3. Formulating a marketing strategy.
  4. Tasks of Internet marketing.

How to understand the essence of the business model?

The standard business model consists of the following elements:

  • the product you offer to customers;
  • the audience to which you offer this product;
  • the channels through which you interact with this audience;
  • system of key processes (production, logistics, sales);
  • resources (warehouse, customer base, transport);
  • list of partners;
  • list of basic income and expenses.

Having understood your business model, you need to determine the overall development strategy.

Determining the overall strategy

Business is an ongoing process that needs to be managed. That is why it is necessary to prescribe the mission, goals and objectives of the business.

In essence, the mission is a text document , which spells out the benefits of the company for social significance and the values ​​that this company adheres to. Business owners don't always see the point in defining a mission. Someone is sure that it is important, but someone thinks that this is just a formality. But without the mission of the company, it is easy to lose the course set at the start, and without values, it will lose the trust of most of the audience.

Based on the mission, strategic goals are also determined . Suppose the company's mission is to provide quality services to the public. This means that the company must take care of the competence of its employees. Financial, logistical and marketing indicators depend on it. These are the goals. 5 Ways Social Media Can Help You Find The Right Talent.

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Achieving strategic goals is impossible without setting specific goals for each of the goals. For example, to provide quality services you need:

  • draw up a training schedule for employees;
  • monitor the technical condition of the equipment;
  • monitor transactions and identify strengths and weaknesses.

Formulating a marketing strategy

On the one hand, the marketing goal of any company can be formulated in one phrase: "Making profit by satisfying the needs of the client."

The marketing strategy consists in determining the main directions of the company, and drawing up an action plan that will help achieve the private marketing goals set for the company:

  • increase sales growth;
  • launch new variants of goods (types of services);
  • become a market leader in your field;
  • expand the network of suppliers and dealers;
  • expand the client base, etc.

Strategic goals are difficult to evaluate in numbers or other specific indicators. Their achievement is determined by tactical plans.

Goals and objectives of Internet marketing

The classic goals of Internet marketing can be described as follows:

  • Bringing goods to market. First sales, getting to know the audience and customer needs.
  • Increasing sales. Growth of direct sales at points of sale and / or on the Internet, indirect sales offline and online.
  • Growth in secondary sales. The task is to return the client, to set him up benevolently towards the company.
  • Strengthening the brand in the market. Prescription of values, mission, increasing customer loyalty.
  • Market expansion. Expanding the sales territory or providing new types of services and goods.
  • Success. Increasing the customer satisfaction index.

The goals of Internet marketing depend on the image of the company in the eyes of the buyer. Here it is very important to first of all understand what is unique about the product and convince customers that they need to buy this product and buy from you. How To Create a Modern Marketing SEO Strategy in 2022.

To promote this unique product, you need to understand who might need it, i.e. define the target audience and divide this audience into segments. Then you need to answer the following questions:

  • Why is this product needed for this audience segment?
  • What types of services and products does a particular segment need?
  • What region does this segment live in?
  • What industry is the target audience from?
  • Who makes the purchasing decision?
  • How often and in what quantities do they buy this product?
  • What objections can this segment give to buying your product?
  • What myths, standards and superstitions can exist?
  • Why is this audience buying your product?
  • Is it profitable for your company to sell goods to this segment?

We figured out the audience, now you need to understand what your competitors offer. Examine the assortment, prices and methods of promotion. Pay attention to the way you work with clients.

Pay attention to the way you work with clients

After the analysis of the audience and competitors, you can impartially look at yourself. It is necessary to analyze your actions, identify strengths and weaknesses. For this you can use:

  • audit of advertising campaigns on the Internet (if any);
  • site audit;
  • checking the correctness of web analytics;
  • checking leads for quality;
  • analysis of the work of the sales department in processing applications;
  • analysis of technical systems: telephony, CRM.

To create an Internet marketing strategy, it remains to understand what your company can offer customers at each stage of the sales funnel. 15 Best Marketing Tools To Boost Your Brand Engagement.

  1. Attracting a client. By this point, you have already decided on the target group of customers, now you need to understand the places where they live. The main goal: to bring the site to the TOP of search engines, the growth of CTR and traffic.
  2. Client engagement. It’s not enough just to bring an audience to your site, you need to interest it. There is fierce competition on the Internet, and here it is necessary that the web resource does not fail technically, this is the first thing. And secondly, the visitor must find interesting content and be interested in the offer.
  3. From visitor to lead. The purpose of this stage is to turn a visitor into a potential client, to achieve a targeted action: leave a request, fill out a feedback form, subscribe to news. That is, to force the visitor to leave their contacts.
  4. Customer retention. How do you get a customer to come back for a repeat purchase? This is the main task of this stage of the funnel. With the help of retargeting tools, mailing lists, etc., you need to unobtrusively remind customers about your company and inform them about new products and services.

Ideally, all these steps should be written for each individual segment of the audience.

Marketing steps


The "matryoshka principle" allows you to analyze all aspects of the business, move from the general to the particular and build clear goals. At the same time, it should be remembered that the goals must be smart:

  • it is necessary to abandon non-specific, streamlined words - the goal should be clear, measurable and specific;

  • the goal should be achievable - do not try to "jump over your head", develop gradually and smoothly;

  • set specific deadlines.

Felix Rose-Collins

Felix Rose-Collins


is the Co-founder of Ranktracker, With over 10 years SEO Experience. He's in charge of all content on the SEO Guide & Blog, you will also find him managing the support chat on the Ranktracker App.

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