Whether you’re starting your first marketing campaign or have recently noticed that your impact just isn’t what you wanted it to be, listen up.
If you’re not setting the right, targeted marketing objectives for both your overall brand and your more specific campaigns, your numbers are either going to stay stagnant – or decline.
You need to learn how to set marketing objectives that are realistic, in line with both your short and long-term goals, and that will help your brand to grow consistently.
In this post, we’re showing you how to make it happen.
If you don’t want to waste time and money investing in your next campaign, you need to keep reading.
Marketing Objectives: A Quick Refresher
Before you start setting your objectives, you need to take the time to really evaluate the essence of your brand.
Unfortunately, over 50% of people today say that they don’t generally trust brands.
Good, consistent branding won’t just help you to gain your customers’ trust – it will also help you to define the perfect marketing goals.
When you get ready to define yours, ask yourself the following questions about your brand:
- What’s your ideal customer?
- Why did you start your company?
- How does your brand reflect company values?
- What do you want people to associate with your brand?
- What problem(s) are you solving?
- What makes you different?
Don’t just answer these questions on your own. Ask your team, your employees, and even poll your customers.
Clear branding is the best possible foundation to clearly defining – and achieving your marketing goals.
Look At The Four Main Points Of A Marketing Strategy
Next, you need to think about what you want your campaign to achieve.
In general, there are four broader categories when it comes to why people create campaigns.
1) To get more leads
2) To increase brand recognition
3) To get more sales
4) To make your target market consider your brand
But as you know, thinking in broad terms isn’t the best way to define your concrete marketing goals.
While it’s important to understand which of these four umbrellas your current campaign falls under, it’s just as crucial to…
Step One: Get Specific
For example, recent research shows that now, more people access the Internet on their mobile devices than on desktop computers.
So, let’s say you know that your current website isn’t exactly optimized for mobile web users.
Instead of a broad goal like, “I want my mobile site to work,” get specific.
Try something like, “I want to create a better mobile layout for my website by the end of this month.”
You may even break this initial goal of mobile optimization down into several smaller goals, like:
- I want to get rid of mobile pop-up ads
- I want my mobile website to load faster
If your goals are specific, they’ll seem much more achievable – because you know exactly what you have to do.
It’s not a vague and general idea, but rather a targeted set of steps you need to take to reach your overall marketing objective.
Step 2: Know How You’re Going to Measure Your Success
Of course, you can’t just set your marketing objectives and then walk away. You need to know what system you’re going to use to measure the success of your marketing campaign and strategy.
Many marketers say that the quality of the leads they get from their campaigns is the number one metric of digital and content marketing success.
While your metric might be different, what’s important is that you clearly define it.
First of all, make sure you look at how much of your current revenue is a result of this specific campaign.
Then, ask yourself how this campaign is effective in both the long and the short-term. How does it pay your current bills while also providing you with future growth?
What is the overall conversion rate of your current campaign?
What is the average cost of each lead this campaign has generated?
If you’re unhappy with any of these numbers, or just don’t think your campaign is helping you to achieve any of the marketing objectives you outlined, then you need to have a re-adjustment plan in place.
Of course, the most efficient way to keep track of all this data is to set up your brand’s Google Analytics account.
Step 3: Make Sure Your Objectives Are Realistic
It’s easy to get ahead of yourself when it comes to setting marketing objectives.
But shooting too high ultimately just ends up wasting your marketing revenue and distancing you from your target market.
Instead, make sure the goals you’re setting are realistic for your current business phase.
To help you, make sure you list what could potentially prevent you from achieving your current marketing goals.
If those obstacles seem too big to overcome based on current sales or business phase, you need to readjust. This isn’t failure – this is ensuring that you will be able to achieve your long-term goals in the future.
Step 4: Set a Time Limit
You’ll know if you’ve set too broad or too unrealistic of a goal (or simply that your current campaign isn’t working) if you haven’t gotten what you wanted by a certain date.
Step 5: Interrogate Yourself
Finally, before you launch your current campaign, ask yourself the following overall marketing objectives questions:
Is my campaign relevant to my target market?
Will I be consistent in data collection?
What is my campaign offering to my market?
How is this campaign different than others?
Am I ready to handle the success this campaign may bring my business?
If you’re satisfied with your answers to these questions, you’re ready to launch!
Set the Perfect Marketing Objectives
Now, you’re ready to set:
Looking for more awesome digital and overall marketing strategies to take your brand to the next level this year?
That’s where we come in.
Get in touch with us to learn more about the incredible digital marketing services we can bring to your brand.