a) Target definition
Only if you have a clear goal in mind, you can plan the right measures. Your first task is therefore to clearly define your goals.
The following two examples show what constitutes a clear definition:
Option 1: "We want to attract more readers to our blog.
Option 2: "We want to gain 30% more leads for the heat pump product group by December 31, 2020."
The first variation is wishy-washy and not on target. If you would only get one additional reader, you would have already fulfilled the condition.
The second variant contains a clear target value and a target date and is therefore precisely defined. Your goals should also be formulated in this way.
Your goals can be categorized in terms of brand or revenue:
Revenue-related goals: Leads, contracts, sales, cross-selling & upselling
Brand related goals: Brand awareness, loyalty, reach
Don't set too many goals. Check which of your goals best support the overarching goals of the business and focus on those. This way, all measures are aimed at one overarching goal.