7 Goals in Marketing and Why They Are Important
Every marketing plan includes goals the team uses to measure a campaign's success. These goals range from meeting quotas to increasing audience engagement to improving key performance indicators. However, they all share common objectives: to improve brand awareness, increase revenue and grow the business. In this article, we list seven important goals of marketing and how to set them.
Why are goals in marketing important?
Goals in marketing are important because they give the marketing department and company direction, purpose and vision. By setting measurable goals, marketing teams can determine whether their campaign or efforts were effective and what type of impact they had on sales, performance or engagement. With a clear plan, marketing teams know their objectives, the steps they need to take to achieve those objectives and how to measure success. As a result of meeting these goals, the company should see increased revenue and growth.
7 important marketing goals
Your department's marketing goals depend on the industry, the product or service the company provides and what you are trying to improve or achieve. Here are seven important goals in marketing you might to set:
1. Increase brand awareness
Increasing brand awareness is one of every marketing professional's goals, so that when a customer needs the service or product your organization provides, they think of that company first. Brand awareness is an individual's familiarity with a product's name, image and qualities. If consumers associate your brand with positive experiences, they are more likely to be return customers, support your mission and share the marketing content you produce. Branding also gives consumers trust and confidence in your company if they see it as a credible resource or manufacturer.
To increase brand awareness, you should first establish your brand's tone and personality, then connect with your target audience where they spend time, such as on social media. Ways to improve awareness include:
Sharing interesting articles about your company or industry
Creating polls to engage with your audience
Posting on social media about the company's values and culture
Sharing free materials such as videos, guides, e-books and templates
Sponsoring or participating in events your audience attends
Creating referral programs
To measure increases in brand awareness and determine whether you are meeting your goal, look at metrics such as social media traffic and engagement and website or blog traffic.
2. Generate leads
High-quality leads are individuals who might become new customers. Once you identify the type of consumer who is most likely to become a customer, you want to collect their contact information so the marketing or sales department can send them details and promotions about the company's product or services. You might generate leads through:
Website forms and pop-up chats
Social media engagement
Promotions, coupons, free samples or other incentives
Webinars and events
Measure lead generation by assessing the results of your marketing efforts to determine which individuals become customers. Use revenue attribution to track and connect marketing campaigns with sales.
3. Become a thought leader
Thought leaders are the individuals and organizations people trust and recognize as authorities in their field. If people consider your company to be a thought leader in the industry, they will come to it for expertise and advice in that area, which might ultimately result in sales. Develop thought leadership by:
Producing and sharing quality and reputable content that your audience connects with
Partnering with other industry leaders through webinars and panel discussions
Having your content appear on the websites they visit, such as through guest blog or posts
Measure the success of your thought leadership strategy by tracking webinar or guest blog traffic and including CTAs with your content.
4. Increase customer value
Customer value is what your audience believes your product or service is worth to them, compared to your competitors. If they believe your company provides them with a valuable service, they are more likely to become return customers and refer the brand to others. You can increase customer value not only by offering a high-quality and competitively priced service or product but also by providing exceptional customer service, useful newsletters and educational materials and discounts for new products.
To measure increases in customer value, monitor customer habits and metrics such as purchase frequency and referrals. Identify the content or promotions that result in the most sales to determine which ones your customers value most.
5. Improve SEO
Search engine optimization is a digital marketing tool companies rely on to increase web traffic and brand awareness. The better your web content's SEO, the more potential customers you can reach online. Ways to improve SEO include:
Consistently producing new and relevant web content
Creating effective metadata
Optimizing your website for search engines
Finding and fixing site and URL issues
Measure SEO improvements by monitoring where your website and content appear in search engine results and keyword rankings and tracking increases in web traffic.
Related: Definitive Guide to SEO Marketing
6. Grow social media presence
Social media is a critical platform for engaging with potential and current customers, educating people about your brand and generating leads. You can grow your company's social media followings on various platforms by:
Interacting with followers on all social media accounts frequently
Engaging with other reputable companies or individuals
Producing and sharing quality, interesting content
Using keywords to optimize your accounts
Sharing polls, trivia and contests
To measure social media growth, track increases in followers and engagement rates on each platform. Determine which types of posts and marketing strategies using certain platforms result in the most new followers.
7. Increase conversion rates
Conversions are website visitors who become customers by buying something before they leave your company's site. Ways to increase conversion rates include:
Producing targeted content
Adding testimonials and reviews to the website
Writing strong CTAs
Adding a live chat or help function to the site
Making your website clean and easy to use
Offering money-back or satisfaction guarantees
You can calculate and measure increases in conversion rates by dividing the number of people who perform your desired action (making a purchase or clicking on an advertisement) by the total number of website visitors. Monitor whether this percentage continually increases or meets your conversation rate goals.
Tips for setting strong goals in marketing
If your team is going to meet its marketing goals, you need to create a clear plan that outlines what you want to achieve, why it is important, how to achieve it and how to measure success. Here are some tips when setting marketing goals:
Determine who on the team is responsible for setting goals and tracking progress.
Make sure your marketing goals match the company's broader strategic goals.
Set goals you can measure, so you can determine whether your efforts have been successful.
Use historical data, such as the past month or year's performance, to set current goals.
Set short-term and small goals, in addition to long-term and major goals, to keep your team motivated and feeling like they are constantly achieving objectives.
Set key performance indicators so you know which metrics to evaluate.
Measure marketing results weekly, monthly, quarterly and annually so you can track progress, compare data over time and quickly make adjustments.
Clearly state each marketing goal for your team using a template such as: The marketing team will reach [number] [metric] or increase [metric] by [number] by [date] or every [time span].
Example: The marketing team will increase website conversion rates by 5% every month.
Example: By Jan. 1, 2021, The Narotsky Institute will reach 100,000 followers on Facebook.
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