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Are you setting achievable Buzz Marketing Goals?

March 5, 2008

I have worked with a lot of people that come to us and say, “I want buzz!”

Some succeed, and some fail.  Buzz itself is not an acceptable goal.  If you just know you want buzz, you are dooming your effort.  The success factor has little to do with buzz, and everything to do with understanding what a reasonable goal is in the first place.

So what are some examples of good buzz goals I have seen?

Goal:  Increase search engine saturation for our brand.

Goal:  Increase local word of mouth to pass a levy that is too close to call.

Goal: Increase website traffic by creating links and referrals.

Goal:  Establish our expertise over the next 24 months in the ______ industry.

Goal:  Generate 10% more referrals by facilitating word of mouth on the web.

Goal: Build an audience that wants to hear from us – add a minimum of 500 names per month.

Goal: CEO to be interviewed by 4 bloggers per month.

Now some examples of bad goals:

Bad Goal:  I want to create buzz to blow the sales off the roof.

Bad Goal:  I want to be #1 in Google for a general term.

Bad Goal:  I want to have a blog/myspace page/facebook profile because I read about it and I have to.

Bad Goal:  I want people to go into Walmart and demand that they carry my product.

The list goes on.

Here is the simple key:  It is great to have long term goals that are big, but your short term buzz efforts must be achievable steps to realizing those dreams, not the dream itself.  Focus on things that will interest your target audience and be valuable (and/or) easy to pass on.

- Thank You!

Posted by Ron McDaniel | Filed Under Blog, Marketing ROI, Small Business 

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Comments

2 Responses to “Are you setting achievable Buzz Marketing Goals?”

  1. Say what I don't believe you said that on March 6th, 2008 12:35 am

    If you mean you want real search traffic that my friend is impossible unless you can outrank big brother and wikipedia

  2. Ron McDaniel on March 6th, 2008 9:09 am

    Saturation - what I am saying is when someone searches on your name or company name, the things that come up are the things you want to - that is what I mean by brand saturation.

    Search on my name or Buzzoodle and you will see what I mean.

    That does not ensure me millions of hits, but it does help me control my image.

    Hope that clarifies

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