Marketing objectives are basically a defined, clear-cut version of your brand’s goals. If you are to have an effective marketing plan, then you must have through and through strategic and distinct marketing objectives. In other words, we can say that marketing objectives make sure your teammates are given clear directions to follow. A straightforward marketing plan makes sure you’re far more likely to reach your goals.
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What Is A Marketing Objective?
Any plan or idea that assigns values to the goals of a company to make sure a team better understands how exactly their work is having an impact on the overall outcome can be called a marketing objective. These are a kind of deadlines to improve work ethics and taking the fame of the company further.
We can give an example of a Chocolate brand of a random country. The VP of marketing in that brand wants to expand to newer markets. To reach this goal, he needs to create marketing objectives like these:
1. Ensure an online presence in the new country
2. Translate the marketing materials to the local language
3. Create online promotions and awareness campaigns
4. Make sure you make X sales by Y weeks.
Marketing objectives are like these to-do-lists for companies.
Steps to create marketing objectives
In this write-up, we’ll provide you with five easy steps to create marketing objectives.
Step One: Clarify the goals of your company to the team
Before we begin anything, we need a good briefing. Your team needs to know about the ultimate goal of your company, or what you plan to achieve from them in the days to come. For example, if we’re talking about that very chocolate brand mentioned above, the common goal should be to make sure the brand is a success in the new lands.
Keeping the goals in mind, you need to brief the team about how and when you plan to do it.
Step Two: Set the goals right with overarching marketing objectives
While setting the marketing goals the first thing you need to ensure is the overarching marketing objectives. Overarching means an end goal that your team will be expecting to achieve after a certain period. When you’ve set an end goal, it will definitely work as a driving force for your team.
Setting the goals also means that your objective needs to be broad and detailed so that you can actually have ample time to plan the marketing strategy as a whole. Once that is done, marketing objectives are almost ready to go.
Step Three: Initiate the S.M.A.R.T. marketing goals on your marketing objectives
Marketing goals and marketing objectives are slightly different but interconnected. In order to fulfill a marketing objective, you need to complete a few milestones, which are also known as goals. A marketing objective can have as many goals as possible, and once all of them are reached in time, you can put a tick mark on that specific objective.
Now the SMART procedure is very simple. It goes like so:
So, whatever goals are included in that objectives list, they have to go through this procedure. They need to be very specific, have to be measurable and attainable, they have to have relevance and last but not the least, they need to be done in a timely manner.
For example, in the chocolate brand scenario, for the objective of ensuring an online presence in a new country, the goals can be creating advertisements, having a social media presence on that country and so on.
Step Four: Time to set up the marketing strategy
You have set and incorporated the goals into your objectives. The next step is definitely preparing or setting up the marketing strategy. It is very essential because a decent strategy can, indeed make sure your objectives are met.
These strategies can include anything creative, anything that is feasible to reach the goals. For that chocolate brand, some strategy can be like creating campaigns to promote the brand or maybe free trials in super shops. When you’ve got the attention of the audience, now it’s time to focus on building upon the success.
Step Five: Make sure the objectives match the marketing funnel
The marketing funnel is basically a series of marketing goals that will guide potential customers to choose your product. If you are to have a successful objective, it has to go through the funnel and match the goals in the funnel.
The funnel consists of a few very essential stages. They are:
Awareness: This stage is basically about making your presence known to the audience. It can be done through advertisements, blogs, and promotional activities.
Interest: Interest stage involves the customers getting more and more interested in the product. They do it through following social media sites or newsletters.
Consideration: This is the part where you carefully nurture the audience into buying your products. It makes sure your audience is connected to a personal level to your brand. This is where you make sure you have the right solutions to the problems faced by consumers.
Intent: The first base of sales is intent. Here, you pitch the idea of your solutions and convince the audience to buy the products. The sales team has a big part in it.
Evaluation: At this point, your target audience will evaluate the work you’ve done so far. They might take your product on trial and give reviews. This is where you have to make sure your product is top-notch and is the one to buy.
Purchase: The audience finally buys your product.
Don’t Forget To Keep Track!
Now that the objectives are all set and your company is ready to go, here comes the overseeing bit. This is where you measure and make reports on the progress. Progress can be reported weekly, bi-weekly, monthly or however you want to. But keeping track of the progress is very essential.
Finally, if you work hard and use your abilities to the fullest, you can easily go through these steps and create a fool-proof marketing objectives list!