The digital world is complex. At the same time, it is necessary for the effective development of our business in times where being connected is as natural as breathing. However, if we do not establish a concrete plan, digital success always will be limited. But, how can we avoid digital failure?


The objectives are the key part of any digital media plan. Without goals, it is best not to even have a digital presence. Start promoting your business because not doing so it is not a viable reason in today’s digital world.

Above all, every effort should generate revenue in the short or long term. It is not necessary to establish an objective that does not generate income in one way or another. It can generate revenue while you meet your goals.


Among the most common targets are:

Brand recognition or brand awareness

In this objective, you should educate you audience about your business services, products, vision, values, and connect with the audience through valuable content. That content must be adapted to the profile of your audience, it must be segmented to your target audience.

Similarly, the content should appeal to the user of each social network. You can use the same content, but you must share it differently according to the social network that you use. For example, Facebook users are less sophisticated, they respond better to images and simple language. Twitter and LinkedIn are specialized content platforms, so you can share the content more specific and complex.


Avoid the use of “influencers” or spokespersons in the stage of brand recognition. This may confuse the followers. The “influencers” or spokespeople are used when the brand has already established the recognition. They are used to talk about the brand, not of themselves, or their businesses or projects. It’s not about them, is about your brand and how their figure is related to or contributes to what you offer.

Lead Generation

The lead generation is extremely useful for those companies who want to impact a well segmented market. This is a powerful tool for the sales departments, or just generating sales for your business in case you manage the sales yourself.

Not to mention how successful that would be if you own a CRM (Customer Relationship Management) software.

The CRM has the purpose of lead generation beyond imagination. The person who takes the hassle to fill out your website’s contact tied to your CRM system, are prospects who have shown interest in your products or services and may be ready to buy.


Those should be in a separate list of any campaign of “leads” that you develop. Note that in this objective, the brand must give something back to the prospect to obtain their email address or contact information.

Once established this list of prospects develop email marketing campaigns (without abuse. Avoid spam.) for this segment in order to develop a closer relationship and move prospects to contacts then to customers.

The content shared in these campaigns by email is not shared on social networks. This content is more specialized and must be unique for these leads. People like to feel important for the brand and lead generation is precisely for that.


The goal of conversions is when you want to generate traffic to your website or you want people to visit it to perform specific actions such as: view the contents of the page, click on any content, make a purchase of any product, insert products into the shopping cart, complete a purchase, among others.


In my opinion, and this is how I work with my clients, I consider that conversions should be part of all the objectives. No matter which one you use. There is space to always generate a sale. So, we must always obtain conversions.

Although there are tools for digital ads only for conversions, there are ways to analyze if we obtained conversions by making use of other objectives we choose to work with.

Other objectives

There are other objectives such as: generate views of multimedia content, people visiting our local business, generate calls, download app, etc. It is important to remember that any objective you use for your company has the potential to generate revenue. The key is in how to present each objective to our audience with the appropriate pitch.


Digital strategies are not only related to publishing posts on social media or have a web page, a blog, and presence on social networks. The key is to develop an effective strategy that includes: to have your website optimized for the search engines, developing the SEM (Search Engine Marketing), and develop a plan of action with the results that you are getting from each objective. Above all, your brand should always shine.

The brand must not shine only digitally, but during all the points of contact with the client or lead. The digital effort cannot be separated from the Sales Department or the operation of the company. It is necessary to standardized all efforts on all channels. The effort should be integrated to ensure its success, not only digital, but as a company, and therefore, avoid its failure.

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