Episode 5: Marketing Goals aur KPIs
Vague “sales badhao” ko clear, measurable goals mein badalna, aur sahi numbers (KPIs) choose karna.
Agar GPS mein destination daale bina gaadi chalao, toh petrol khatam ho jayega lekin pahunchoge kahin nahi.
Goal destination hai. KPI woh meter hai jo batata hai ki sahi raaste par ho ya nahi.
Goal aur objective kya hai?
“Sales badhani hai” ek wish hai, goal nahi. Goal clear, measurable aur time-bound hota hai.
Vague
“Instagram grow karna hai.”
Clear
“90 din mein Instagram se monthly orders 25 se 60 karne hain, ₹15,000/month budget mein.”
SMART goals
| Letter | Matlab | StyleStreet |
|---|---|---|
| Specific | Kya exactly chahiye? | Online orders badhane hain |
| Measurable | Number mein | 25 → 60 orders/month |
| Achievable | Budget aur team mein possible? | Haan, stock aur team sambhaal sakti hai |
| Relevant | Business ke liye matter karta hai? | Revenue directly badhega |
| Time-bound | Kab tak? | 90 din (Jan–Mar) |
25 se 60 orders achievable kaise check karein?
Peeche se hisaab lagao. 60 orders ke liye, agar 30% DMs order banti hain, toh ~200 DMs chahiye. Abhi 80 aate hain. Kya ₹15,000 ke ads aur better content se 120 extra DMs aa sakte hain? Agar ek DM ~₹60–80 mein aata hai, toh haan, possible hai. Is tarah ka reverse calculation goal ko realistic banata hai.
KPI kya hai?
Woh important number jo batata hai ki goal ki taraf progress ho rahi hai ya nahi.
Har number KPI nahi hota. Likes ek number hai, lekin agar goal sales hai, toh likes key nahi hain.
Socho cricket mein: total runs (goal), run rate (KPI), aur ball ki speed (sirf ek metric).
Funnel ke hisaab se KPIs
| Stage | Kya naapein | Example KPI |
|---|---|---|
| Awareness | Kitne logon tak pahunche | Reach, impressions, new followers |
| Engagement | Kitna interest | Saves, shares, engagement rate |
| Leads | Kitni inquiries | DMs, WhatsApp chats, cost per lead |
| Sales | Kitni kamaai | Orders, revenue, conversion rate, ROAS |
| Retention | Kitne wapas aaye | Repeat purchase rate |
Zaroori formulas (simple maths)
| Metric | Formula | Example |
|---|---|---|
| Engagement rate | (Likes+comments+saves+shares) ÷ reach × 100 | 240 ÷ 8,000 × 100 = 3% |
| Conversion rate | Orders ÷ leads × 100 | 25 ÷ 80 × 100 = 31% |
| Cost per lead | Ad spend ÷ leads | ₹6,000 ÷ 90 = ₹67 |
| Average order value | Revenue ÷ orders | ₹24,000 ÷ 25 = ₹960 |
| ROAS | Revenue from ads ÷ ad spend | ₹30,000 ÷ ₹10,000 = 3x |
Ghabrao mat. Yeh sab Stage 7 mein phir se, detail mein aayega.
Vanity metrics se bacho
Vanity metrics woh numbers hain jo achhe lagte hain lekin business nahi badhate.
Vanity
Followers, likes, views (akele)
Actionable
DMs, orders, conversion rate, revenue, repeat customers
Views bekaar nahi hain. Lekin views ko hamesha agle step se jodo: “50,000 views se kitne profile visits aur kitne DMs aaye?”
StyleStreet ki real problem
Neha har din likes ginti thi
Ek Reel par 1,200 likes aaye, Neha khush. Lekin us hafte orders 5 hi aaye. Doosri simple post par 90 likes aaye, lekin 14 DMs aur 6 orders.
Likes ke hisaab se pehli post winner thi. Business ke hisaab se doosri. Bina sahi KPI ke, galat content ko double kar dete.
Practical example: StyleStreet ka goal tree
| KPI | Abhi | Target (90 din) |
|---|---|---|
| Monthly reach | 40,000 | 1,50,000 |
| DMs / leads | 80 | 200 |
| Lead → order conversion | 31% | 30–35% |
| Orders | 25 | 60 |
| Reply time | 4–24 hrs | < 1 hr |
Ab har hafte Neha sirf 5 numbers dekhegi, aur turant pata chalega ki kahan atak rahe hain.
Aapka mission: Goal sheet banao
StyleStreet ke liye ek 1-page goal sheet tayyar karo:
- Ek SMART goal likho (S, M, A, R, T alag-alag check karo)
- Reverse calculation se leads aur reach target nikalo
- Har funnel stage ke liye 1 KPI choose karo
- Current number aur target number ka table banao
- 3 vanity metrics list karo jo aap “report” mein highlight nahi karoge
- Weekly review ka din aur time fix karo
Quiz
-
Inmein se SMART goal kaunsa hai?
- A. Brand ko famous banana
- B. Zyada sales
- C. 90 din mein monthly orders 25 se 60 karna
- D. Instagram grow karna
Answer dekho
Sahi jawab: C. 90 din mein monthly orders 25 se 60 karna
Specific, measurable aur time-bound hai.
-
Goal sales hai. Sabse kam important KPI?
- A. Conversion rate
- B. Likes
- C. Orders
- D. Cost per lead
Answer dekho
Sahi jawab: B. Likes
Likes vanity metric hai jab goal sales ho.
-
₹6,000 ads se 90 leads aaye. Cost per lead?
- A. ₹15
- B. ₹67
- C. ₹540
- D. ₹90
Answer dekho
Sahi jawab: B. ₹67
₹6,000 ÷ 90 = ₹66.67 ≈ ₹67.
-
₹10,000 ad spend se ₹30,000 revenue aaya. ROAS?
- A. 0.3x
- B. 3x
- C. 30x
- D. ₹20,000
Answer dekho
Sahi jawab: B. 3x
ROAS = revenue ÷ ad spend = 3x.
Client project mein output
Project file mein ab Goals & KPI Sheet hai:
- SMART goal: 90 din mein 25 → 60 orders/month
- Goal tree: reach → profile visits → leads → orders
- 5 weekly KPIs: reach, DMs, conversion rate, orders, reply time
- Review: har Monday 15 min
Golden rule: Jo naapa nahi jaata, woh sudhara nahi jaata. Lekin galat cheez naapoge toh galat cheez sudharoge.