What you will learn
- Write SMART marketing goals linked to business outcomes
- Choose KPIs for each stage of the funnel
- Work backwards from a lead target to traffic and budget targets
A plan without a measurable goal cannot succeed or fail; it simply happens. Turn the owner's wish, such as "more customers", into a SMART goal: specific, measurable, achievable, relevant, and time-bound. For example: "Get 60 qualified enquiries a month for the clinic's dental implant service from online channels within three months." Everything else in the plan should support that goal.
Next, choose key performance indicators, or KPIs, for each funnel stage. Awareness might use reach and branded searches. Consideration might use website visits and engagement rate. Conversion uses enquiries, conversion rate, and cost per lead. Retention might use repeat purchases or new reviews. Pick a small set you can actually measure with the tools you will set up, rather than a long list nobody checks.
Then work backwards to targets, clearly labelled as estimates. As an illustration: if 60 enquiries are needed and the landing page converts around 5 per cent of visitors, the plan needs about 1,200 targeted visits a month. If paid search is expected to supply half of those at an assumed PKR 50 per click, that channel needs roughly PKR 30,000. Note every assumption so it can be checked once real data arrives.