Marketing objectives are business goals related to selling products and services and they apply to both B2B and B2C organizations. While the specific purpose of your marketing goals might change, all marketing objectives have identical "SMART" principles: they are specific, easy to measure, attainable, relevant to your business and industry, and able to be accomplished within a specified time period. The more specific you can make your SMART goals, and the more you can customize them to your particular industry or business, the more effective they will be. Some good examples of marketing objectives are the following:
- Increase leads
- Increase organic website traffic
- Improve web traffic conversion
- Write an eBook
- Differentiate brand from competitors
We'll explain each one with an example so you can see how to model your own objectives.
1. Increase Leads
Increase leads from 150 per month to 190 per month, adding 10 new leads per month until our goal is reached (by the end of month 1 we will have 160 leads and by end of month 4 we will have reached our goal of 190 leads generated). The primary source of these new leads will be from generating great content for our potential customers so that we have more market presence.
2. Increase Organic Website Traffic
Increase organic web traffic from 6.5k visits per month to 8k visits per month within 4 months. We will create targeted content and promote the content on social media every 2 business days. Each team member (8 total) will write one 1000-1500 word article per month to be submitted to the marketing editor for review.
3. Improve Web Traffic Conversion
We currently have 10k monthly web traffic visits per month with 3% converting into marketing qualified leads (MQLs). We will improve our content over the next 5 months to be more targeted without losing current web traffic, eventually converting 5% into leads.
4. Write an ebook
My team will write an eBook about quick and effective exercise techniques for busy people. I will start by writing the outline, then each team member will write between 1 and 3 pages on a chosen chapter per week for a total of 16 chapters by the end of the month. After that, it will be handed off to the editing and design teams to finish the process. The eBook will be live within 2 months.
5. Differentiate Our Brand from Competitors
We will create a unique identity in a crowded market for our product 1 month from now. We will measure this by asking current customers what makes us different. We will promote our new, differentiated brand for 6 months and ask new customers what makes us different.
Notice, "improve revenue" is not a marketing goal because, ultimately, that is up to your sales team. We, as marketers, can improve the quality of our leads, get more leads, and make it easier for the sales team, but increasing revenue is up to the sales team.
To meet these marketing objectives, you will need to define your customer lifecycle stages. Shockingly, 68% of B2B organizations have not identified their marketing-sales funnel. Don't be one of the 68%. Once you've defined your leads and MQLs, you can easily track conversions between the different stages.
As you dive deeper into your marketing objectives, you will find that the more context you have and the more specific your goals are, the more likely you are to reach them. Define what your best customer looks like (a buyer persona) and use this description as a starting point to work backwards from. Once you know what your very best customers are looking for, don't stray from what they need. You'll often find others looking for the exact same thing.
Schedule your digital marketing audit today and one of our digital marketing experts will sit down with you and take a comprehensive look at your marketing strategy. By the end of the call, you'll have a better idea of what your marketing objectives should be and how to set SMART goals to meet your objectives.