When designing a marketing campaign it’s important to understand that marketing objectives are the goals your team aim to achieve within a set timeframe. This is usually a hard number or metric which can be measured.
With marketing there are numerous metrics which have to be taken into consideration, but it’s also important to consider the reason why a goal is being set. If there is no clear explanation of why, then how can it be meaured correctly.
Settings goals is outcome focused, and this can often times be a good thing, so long as it does not revolve completely around the needs of the business because it is also important to consider the customers needs.
Firstly it’s important to understand the difference between a goal and an objective. A goal is a broader vision, while an objective is a specification of how that goal will be achieved.
Once this has been defined, the next thing is to move on to the SMART goal framework. That means Specific, Measurable, Attainable, Relevant and Time-bound. Using this framework you will be able to define your objectives and goals more effectively.
Some examples of SMART goals include the following
- Increase leads by 25% per month over this year
- Increase website traffic by 40% over the next 6 months
- Increase email open rates by 20% over the next 4 weeks.
Once this has been defined, you can move on to designing a marketing startegy which is goal focused.
