A marketing goal is a specific, measurable, attainable, realistic, and time constrained goal, that is designed to improve the efficiency and function of every effort in marketing. Every marketing plan and initiative should have a marketing goal. These marketing goals need to be very specific in their intent, each one targeting one singular aspect of the marketing strategy. Next these goals need to be measurable. Creating a marketing goal is useless if you can’t measure how you did. Once you are able to measure how you did, you can figure out what works or what doesn’t. Thirdly that goal needs to be attainable, you have to structure your goal so that you are able to reach it, implementing different strategies may be a part of securing the attainability of one’s specific marketing goal. Next, we look at setting a goal that is realistic. Crunching numbers before broadcasting the goal out, and ensuring those numbers are ambitious enough to encourage hard work, while still being realistic in business and marketing climate. Finally, your goals need to have a time constraint. Similar to the first letter in the acronym (S for specific), Your goal needs to have a start and end date. Having a deadline to reach your goal is an indispensable characteristic of marketing goals.
Before we look at setting a specific intention in marketing, a marketing goal must be identified. For a marketing goal to be effective in any business model, a few things need to be kept in mind when setting them. These are some examples of good marketing goals that meet the SMART standards:
Marketing goals come from a need in the company driven by business goals. This means that to create a marketing goal that drives every marketing effort, it is essential to relate it back to an existing business goal. Each and every business goal has the ability to be strengthened by a cooperative marketing goal. Some business goals your organization may already have are the following:
With the development of good marketing goals, the adjacent business goal will flourish. As a consequence, when done correctly, your marketing and business goals will have a positive reciprocal impact on one another.
There are three main places that you can place your marketing goal along the consumer chain. The first is at discovery, this is the place to put it if you want to improve the discovery of your product, you are going to be focusing on the largest consumer category.
If your company has no trouble appealing to the larger population, you may be more concerned with having customers consider a purchase from your site. You will want to structure your goal in the consideration segment of the consumer chain. Some examples of targets to reach for in the consideration portion are:
Finally, the smallest yet most essential component is conversion. Converting those many consumers into customers. Areas you can can target to improve your company’s conversion consist of:
Your marketing goal should target one of these three sectors with a specific intention and strategy in mind. Additionally, all of the mentioned examples can be measured, allowing for your marketing goals to be tweaked as you are (or are not) seeing results.
You may be thinking, well why do I need a defined marketing goal? What if I’m already meeting my business goals? Why can’t I just have this as an internal goal for myself? Well, let me first begin by telling you that those businesses and companies who set marketing goals for themselves are over 375% more likely to become successful. Marketing goals not only incentivise harder and more diligent work, but studies show that completing outlined goals will boost team morale!
You need to set marketing goals to get things done faster. As previously mentioned, setting a marketing goal involves a time constraint. Setting that formal constraint within the structure of your goal will encourage your team to put up more effort in a shorter amount of time to complete the goals. Which in turn, stimulates success at a much higher rate.
Setting said goals will prevent the aimless team stream from one assignment or task to the next. With these goals in place, you can alter the structure of your team, or adhere to a different strategy within your business. These new strategies would only have surfaced as an option in a setting where this specific marketing goal is present.
Finally, setting marketing goals for each different department in your company means, rather than the teams working independently, they will be able to collaborate in one cohesive unit. Teamwork is a sought after element in strong and successful business models, setting your tams personal marketing goal undoubtedly will expedite such.
Now that you have all the right knowledge to set an amazing marketing goal, go do it! Why not? There are virtually no downsides to setting a well structured marketing goal. Even give yourself some incentive to set one, create a reward for yourself, treat yourself to a coffee when you complete it. These tools can be used with any business model, marketing is not an option, so make it fun, achieve your goals and watch your success grow.