a) Target definition
Only those who have a clear goal in mind can plan the right measures. Your first task is therefore to clearly define your objectives.
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 option is blurry and not on target. If you would only get one additional reader, you would already have fulfilled the condition.
The second option contains a clear target value and a target date and is therefore precisely defined. Your goals should also be formulated this way.
Your goals can be categorized into 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. Examine which of your goals best support the company's overarching goals and focus on those. That way, all measures are aimed at one overarching goal.