In an ideal world most advertisers will know what their marketing goals are before they set up and launch an online marketing campaign. However, when push comes to shove, most marketers don’t have a clear goal when they set up and launch a campaign, and this is a big mistake because according to coschedule.com marketers who are organized and have clear targets are more likely to reap better results when compared to other marketers who do not set objectives when launching an online marketing campaign. ‘Goal-setting marketers are 376% more likely to report success. 70% of the most organized marketers achieve their goals Most of the Time, while an elite 10% of organized marketers Always achieve them.’
Setting up marketing strategies prior to outlining your marketing goals is the best way to start a marketing campaign.
Luckily for you Ben Givon has all the latest tips and tricks that you need to know to ensure that you are giving your brand the best start with relevant and effective marketing objectives. In this article we will look at:
- The meaning of marketing objectives
- Marketing objectives vs marketing goals
- How to set up and develop marketing objectives for your brand
Let’s dive straight in.
What is a marketing objective?
A marketing objective is an actionable target which attempts to provide both general directions and clear and concise plan of actions. Commonly known as SMART goals, online advertisers use marketing objectives to help optimize their overall marketing campaigns. SMART goals stands for specific, measurable, attainable, relevant and time-based.
Marketing objectives need to correspond with the general performance and success of the business, rather than a random set of targets.
For instance, a marketing goal could include increasing the conversion rate by 60 percent.
But how will you achieve this goal and what will the purpose of those conversions be? What sort of deadline will you give yourself to reach this marketing goal?
Marketing objectives, on the other hand, highlight more than just a target, but also the method behind achieving those goals and what influence and effect the outcome could have on the brand.
Marketing objectives vs marketing goals
Marketing objectives and marketing goals are very similar yet very different at the same time. They are both similar in the sense that they work towards boosting a brand’s awareness and results. Simply put, marketing goals outline a specific outcome, whereas marketing objectives are more focused on exactly how you can achieve and reach those marketing goals. Essentially, they go hand in hand.
Why are marketing objectives so important?
If you do not outline your marketing objectives, it will have a knock on effect on your marketing goals in the sense that they will be unclear and lack follow-through.
What are the basic elements of SMART marketing objectives?
Marketing objectives that follow the SMART concept are typically working towards relevant and effective results. But what exactly do the key elements of the SMART marketing objectives mean?
Specific metrics are a must when it comes to creating marketing objectives. Avoid generic things like “I want to increase the number of leads and conversions”, you need to outline a specific metric that you want to increase your leads and conversions by, such as I want to increase my leads and conversions by 35 percent in the next month.
Measurable marketing objectives need to show how you will be measuring and calculating your performance and results. Your marketing goal could be to increase sales, however, your marketing objective needs to outline exactly how you will be measuring it.
Attainable marketing objectives – a business could create a marketing goal to boost conversions by 300 percent, is this a reliable and attainable goal though? You need to ensure that the targets you create are realistic and reachable.
Relevance – one of the main disadvantages of marketing goals is that they highlight the endpoint, but they do not outline how achieving that benchmark will affect the general marketing campaign. Marketing objectives must be relevant to your business needs and targets.
Time-Based – last but not least marketing objectives need to leave enough time to reach the specific goal. In general nearly all marketing benchmarks are given around a yearly or financial quarter time frame to achieve but this depends on the size of the business and the type of objectives that are set.
Create a marketing strategy
So, you know what your ideal outcome is, but by what means will you reach that outcome? This is where you need to create and define the marketing strategies that you will employ to achieve your marketing objectives.
Therefore, if your marketing objective is to increase clicks by 15 percent in two months, your marketing strategy could look something like this:
- Come up with and develop an SEO-focused content marketing plan.
- Create and post guest content on other relevant, popular sites.
- Use Google ads to funnel traffic to your brand.
Successful marketing begins with relevant, measurable marketing objectives that are focused on business goals and connected to marketing strategies. If you know what your destination and outcome is, your marketing campaign will be a lot easier to manage and optimize.