Ask this question: Why does your website/campaign exist? (Think of acquisition, behavior and outcomes.)
This is a difficult question to answer because it requires more thinking that you might anticipate. If you do it right at the end of step one you’ll have something that looks like the picture.
Identifying the business objectives mandates a discussion, multiple discussions, with the senior-most leaders in your company and working with them / sweet-talking their egos and hearts with gentle encouragement, to identify why the site / campaign / digital marketing invitiative exists.
Based on those discussions, in our case, we’ve identified three objectives:
1/ Create awareness
2/generate leads for the builders
3/ and highlight community events.
Here’s a great test. Your objectives should be DUMB:
If they are too out there, you'll never get anywhere. If they are too vague, nothing will get done. If they are too lame, they'll inspire no one. Go for real world, clear, executable and those that deliver value to the company (short term and long).
Are your objectives dumb?
lightbulb_outlinePro Tip: One way to ensure success is to forget that you are creating a set of videos or that you are building a site to host downloads of pdfs or that you are trying to mimic a campaign from Europe.
Really, really, really think hard about why you are doing what you are doing. Get the answer from your executive/client.