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Marketing goals are like a compass – they guide all marketing strategies and are the backbone of any effective marketing plan.
By enforcing a strategic marketing plan, your business will have a clear set of objectives and a defined execution plan.
Achieving your digital marketing objectives takes you a step closer to reaching your business’s overall objectives, such as boosting the strength of your brand.
But how do you set marketing goals?
This blog post covers how to set marketing goals that are aligned with the overall objectives of your business.
What Are Marketing Goals and Why Do You Need To Set Them?
A marketing goal is a well-defined destination or target that you aim to achieve. Having set goals gives your marketing efforts a sense of purpose. In marketing, all your campaign efforts should be guided by your marketing goals.
Goal setting is the cornerstone of effective marketing. Without clear goals, your marketing campaign might be doomed to failure because goals provide focus, and they push you to succeed.
How to Set Marketing Objectives?
Marketing objectives should impact the entire organization. Relevant marketing objectives require support from all departments.
When setting your marketing objectives, you should make sure that they are SMART.
SMART goals allow the marketing department to manage their activities better since they encompass all marketing goals:
Specific
There are two ways to define specific marketing goals. First, there are revenue goals, that is, goals concerned with revenue. An example of a revenue goal is increasing the total sales of your company by 10%.
It would be best if you also defined your brand goals when specifying your marketing goals. You may want to establish your company as the top expert in your industry.
Both brand and revenue goals need to be set to allow you to form a balanced marketing strategy.
Measurable
When making your marketing goals measurable, the first thing you should do is define the key performance indicators (KPIs) you will use to define your success. Defining your KPIs is essential since you want to learn whether your marketing efforts bore fruit and how they affect revenue.
Achievable
Setting goals is a balancing act. On one hand, you don’t want to set goals that are so high that they are unrealistic, while on the other hand, you don’t want to set objectives that are extremely easy to achieve.
Relevant
It would be best if you considered practicality when setting marketing goals. The goals you set should be achievable with your existing resources. Moreover, you should consider how your marketing objectives help you achieve your business objectives.
Time-bound
Make sure that your goals have a clearly defined timeline. Giving your goals a time limit will allow you to evaluate your progress, and it helps you plan on how you will optimize your projects in the future.
What Types Of Digital Marketing Goals Can You Set?
PPC Campaign
A pay-per-click (PPC) campaign is an effective way to catapult your brand presence and acquire new leads. A successful PPC campaign needs a lot of research, consistency, and strategic planning.
Like any other digital marketing strategy, setting objectives is the first and most vital step when launching a PPC campaign because it determines the project workflow.
Examples of PPC objectives include:
- Boosting the traffic of the site
- Increasing brand awareness
- Generating more leads and sales
SEO Goals
SEO (Search Engine Optimization) plays a massive role in the visibility of your website. It communicates with Google and other search engines to highlight the relevance of your site for internet users and their search queries.
There are plenty of benefits to having a sound organic search strategy. Here are a few of the reasons why SEO is vital:
- It is inexpensive
- It brings a great ROI
- It provides actionable data
- It boosts the credibility of your website
- It attracts relevant users
Social Media
Social media marketing goals allow you to monitor the performance of your social media strategy and to plan for future strategies.
Here are a few social media goals to include in your marketing plan:
- Use social media to drive traffic to your website
- Increasing sign-ups
- Boosting brand engagement
- Creating a community around your business
- Implementing social media in customer service
Email Marketing
Including email marketing in your marketing goals is a great way to maintain contact with potential customers. Email lists are a valuable marketing resource. They consist of potential customers interested in our product and have opted in to receive updates from your business.
Here is a list of objectives to consider when setting your email marketing plan:
- Increasing your email list
- Increasing the engagement received by your emails
- Improving email open rates
Video Marketing
Creating clearly defined video goals will help you achieve your marketing strategy and guide you in every step of the video-making process. Video marketing goals should be in line with the overall marketing and business goals.
For example, if the overall goal is to attract new customers by increasing brand awareness, ideal video marketing content would teach customers about the product you offer.
Content Marketing
Content marketing improves brand awareness and consequently boosts sales. You should choose content marketing goals that support increased sales and customer retention.
Here are some content marketing goals to include in your marketing goals:
- Increasing the size of your subscriber audience
- Supporting sales using the content you create
- Increasing customer support and loyalty
Conclusion
As we have established, creating marketing goals is crucial for the success of your business. Without goals, you are setting yourself up for failure since goals serve as a blueprint for your marketing strategies.
When you have well-defined goals, you can monitor the effectiveness of your strategies, motivate yourself, and give you an action plan, i.e. a clear path to follow.
Do you have marketing objectives? Together, let’s determine your marketing objectives and create a framework to follow. We’re standing by to provide a free consultation.
