Why have marketing objectives?
This week I’ve had several conversations with clients about the role of objectives in successful marketing and creating a strong brand. In this fast moving world where everyone wants everything instantaneously, it’s tempting to skip the planning stages of marketing and get right to the exciting stuff. But hold fast you must!
Marketing objectives are important because they give you a goal to work towards. As humans we need the purpose that striving for goals gives us, since they drive us and provide us with momentum. Goals also motivate the ‘what if I’m outdone by my competition?’ insecurity that we all have inside us.
What are marketing objectives?
Put simply, marketing objectives outline what you want to achieve. Make them smart: specific, measurable, achievable, relevant, and time-bound to get the most out of them.
Here’s some example smart marketing objectives:
~ Get 5,000 likes on our Facebook page by 31st October 2016 using a Facebook fan page campaign
~ Achieve 100 book sales in the next 30 days through online promotion and advertising
~ Secure £10,000 worth of contracts from existing customers by the end of the financial year by offering services and products which complement their previous purchases
Once you have your objectives, all you need to do is decide on the marketing mix to deliver them. This is the interesting part: deciding how best to achieve your goals using the most suitable message, medium, and channel. So if you want to boost your Facebook page likes, you need an online engagement strategy which will peak the interest of your target market. You might consider a short video, great photography, or creative posts to illustrate your product or services. Or you could offer fans little perks such as competitions and discounts.
How do objectives boost your brand?
Having a clear idea of what you want to achieve, and how you’re going to achieve it gives your brand strength because you’re thinking carefully about how you market your business. Your marketing becomes structured, well-timed, and focused because you know what you’re working towards.
5 Top tips for getting the most out of your marketing objectives
1) Make them smart - specific, measurable, achievable, relevant, and time-bound.
2) Review them regularly – are you getting closer to achieving them? If not, try to understand why.
3) Share them – whether you’re a solopreneur or part of a larger business, share them with your peers and colleagues to get their ideas, feedback and buy in.
4) If you don’t achieve them, investigate the reasons behind this. Failing is the most important part of learning. Understand, then fix.
5) Build on them – if you’ve achieved your objectives – hurrah! You’re ready to set a bigger, better goal that you can smash all over again.
What's your experience of setting and achieving marketing objectives? Do you find they help or hinder? Tell us about your successes or failures.