Managing a huge digital strategy with endless stakeholders can be chaotic and doesn’t leave much room for creativity. Organise your digital plan to reclaim your “digital zen” and get back the headspace to focus on the fun stuff.
We recently helped a client create their KPI plan which made us realise we had a really handy template, one that we’d like to share with you.
To help you I’ve created some super easy instructions to follow but first you’re going to need to download this KPI template.
Setting KPIs in 5 steps
These steps will ensure you have your digital KPIs neatly in one place as well as help you and your team understand how everything you do tracks back to your organisation’s key goals.
Step 1: Define your organisation’s key purpose.
In every annual report there are 2-3 major goals that every organisation is working toward. Dig these out and plant them right at the top of your plan. It may sound basic, but it’s amazing how quickly everyone’s perception of the organisation’s key purpose gets muddied.
Keeping your organisation’s key objectives within sight forces everything else in your plan to contribute to achieving these goals.
Step 2: Plot your digital objectives.
Dig out your digital plan and jot down your digital objectives (remember those?).
Step 3: Define the actionable goals that will help you to achieve your objectives.
Actionable goals should start with a “doing” word – increase, decrease, improve etc. Keep away from vague goals like optimise – these goals should instead set the direction for any optimisation strategies you plan in the future.
You might also have anecdotal metrics that you could include here. Things like feedback from customers, customer service queries etc. This stuff is great to feedback to stakeholders as it gives your data a little more of an emotional storyline.
Step 4: Define your metrics.
Determine what actual metrics you will measure – # views, # clicks etc.
Step 5: Set your targets.
Be careful with this as you’re setting the expectation for what you’re realistically able to deliver.
We recommend running monthly averages across each metric for the past year so you have a realistic benchmark to set your target on (tip – remember to allow for seasonal variances!).
Congratulations – you’re done!
When you’re ready to share your KPIs with your stakeholders or manager, whittle down your report to just a few metrics that you think show progress (or lack thereof) toward your key digital objectives.
What might be an excel spreadsheet of beauty to you, is just a whole bunch of data to someone else’s already busy day. Provide the complete plan to your stakeholders, but don’t expect they’re going to read it. Give them the top-line indicators and tell them what the numbers mean.
Now you’ve got your digital zen back, you can get back to the fun, creative side of digital planning!
Want to see more?
See more marketing resources on our Stuff to Steal page.