Web3 Marketing

8Set Key Metrics

At the beginning of every project or marketing campaign, marketers and their teammates should define success according to clear metrics. These should keep teams focused on achieving outcomes, rather than overthinking inputs. For example, “Publish three blog posts this quarter” isn't a very good marketing goal, because it could be achieved without driving meaningful results for the project if the blog posts don't get distribution and no one reads them. The point of a blog post is to drive traffic to a website or to convert users to download a product or join a community. The blog post isn't published for its own sake. With a goal such as “Publish three blog posts this quarter,” teams start to confuse inputs and outputs. Eventually they'll wonder why marketing isn't working.

A better goal is “Bring in 10,000 website visitors from blog posts this quarter.” This is what we call a SMART goal: specific (not vague, clearly identifies what we want to accomplish and the steps involved); measurable (includes quantitative/qualitative metrics for determining success); ambitious (not too easy); realistic (not too hard); time‐bound (a definite period of time in which to assess/accomplish the goal). There are many different but related versions of what the letters in SMART stand for with respect to goals; these are the ones we use. This type of goal fits into the objectives and key results (OKRs) framework we use at Serotonin to articulate goals and the measurable outcomes ...