What are Your Marketing Strategy Goals?

When you think about your marketing strategy, do you know what your goals are? You may be able to recall your most successful campaigns, but not necessarily the purpose of these campaigns.

Marketing Strategy Goals

When you think about your marketing strategy, do you know what your goals are? You may be able to recall your most successful campaigns, but not necessarily the purpose of these campaigns. Was the main aim to attract a larger audience, or to increase your sales? Perhaps the only goal was brand awareness – no matter what the outcome of your campaign, it’s essential to have definitive objectives. 

So what marketing goals are there? There are the straightforward ones, such as conversion rates and website traffic, but not every campaign will have the same purpose. We’ve explored some of the most common marketing strategy objectives below.

What are Marketing Goals?

As the name suggests, a marketing goal is a specific objective, which can be easily measured to determine whether you’re meeting the broader aims of your business. There are countless goals you could be aiming for, as well as a combination of objectives you’re hoping a particular campaign achieves.  

If your campaign doesn’t have goals, it’s essentially a waste of time and money. You won’t be able to measure the impact or success of the campaign, so can’t know how to make improvements moving forward. 

Goals can provide your team with both direction and clarity, and will be what leads your company to success. They are furthermore a way of demonstrating to other people within the business that the work you’re doing has value.  

To help you fully get to grips with marketing strategy goals, let’s take a look at five of the most important aims – increasing revenue, improving brand awareness, boosting your website traffic, getting new customers, and making your internal branding better.

Marketing Goals

1. Increase Revenue

Perhaps the most obvious goal of any marketing campaign is to bring in more revenue, and improve the overall ROI of the business. However, by measuring other goals, you tend to get a good idea of your revenue anyway. More customers and better brand awareness, for instance, should result in more sales and a better ROI. 

In order to increase the revenue of your business, it’s important to target customers at every stage of the sales funnel. So at the start of the funnel, you can build a strong online presence, across a range of channels, while later down the line, you can identify factors that turn prospects into customers. You can do this through things like email marketing, retargeting campaigns, and sharing customer success stories. Then after a purchase, you should ensure that you work on customer loyalty. 

Measuring the success of this goal is fairly straightforward. You can look at metrics such as Win Rate, Annual Recurring Revenue, Average Revenue Per User and Quota Attainment.

2. Boost Brand Awareness

According to a recent survey undertaken by HubSpot, a developer of software products for marketing, sales, and customer service, around half of all marketing campaigns have the primary goal of increasing the brand awareness of the business. If you think about it, this makes sense, as if people haven’t heard of your company, how will they know what products and services you have on offer?

In terms of boosting your brand awareness, the key thing to remember is that you shouldn’t just tell people about your business. Outreach should always be a two way conversation, so make sure you’re always listening to what your audience has to say. There’s a good chance that they’ll have valuable insights into making your brand more appealing for others. And if people feel like they’re being listened to, they’ll be more supportive of your brand, hopefully becoming brand advocates themselves. 

Other things to keep in mind when increasing brand awareness include making your business more human. It’s hard to connect with a faceless corporation, so you need to give the company a face, along with a personality. Storytelling is a good way to go about this – not only do people connect to stories, they’re also an informal and more human method of communication. 

It’s furthermore important to consider where you can reach your audience – where are they spending the majority of their time? Is it a particular social media platform? Or perhaps you need to think about the medium in which you’re communicating – are people in your target demographic accessing information through video or podcasts? Once you’ve determined the answer to these questions, you can start to share content in the right places, in the right format.

Become an Expert in Your Field 

Closely linked with brand awareness is becoming known for your expertise and experience within your field. Once your audience is aware of your brand, you need to ensure that they see you as an industry leader. Perhaps the best way to do this is to publish content that is both informative and inspirational. 

You can also try to make connections with other big businesses in your industry. Guest posting and company outreach are often effective ways to do this, or you may wish to consider hosting a discussion panel or webinar with like minded individuals in your field. 

website traffic

3. Increase Site Traffic

Another popular goal when it comes to marketing strategies is increasing your website traffic. Getting a large number of site visitors is usually a sign of a successful marketing campaign! But accomplishing this goal isn’t always easy, and may not be overly cheap either. You may need to experiment with a few different strategies before you find the right combination.

Common methods of boosting site traffic include increasing your paid ad spend, and focusing more of your efforts on SEO. If you’re able to rank higher in search results, you should see more organic traffic. Starting a blog can be a great way to improve your SEO, as can making sure you use clear and concise calls to action. And don’t forget to point these CTAs at your website!

In terms of measuring your site traffic, this can be done using a number of different metrics. For example, you can look at total unique pageviews or sessions, the bounce rate on your site, the average time users spend on your page, or your conversion by traffic source rate.

4. Acquire New Customers

When it comes to acquiring new customers, it’s crucial to do this in a scalable way. For instance, if your main way of attracting a larger audience is through content, you need to ensure that you have enough resources to make this happen. 
Similar to the goal of finding more customers is that of generating high-quality leads. The hope is that these leads will eventually convert into customers. The best way to do this is to include lots of calls to actions on your landing pages and other platforms, where in order to receive an offer or reward, the user has to provide contact information. This is known as a lead capture form. 
Once you have people’s contact details, you can start marketing to them, through things like newsletters and retargeting ads. And because you know that these people have displayed an interest in your product before, they should be quality leads that may convert later down the line.

5. Improve Internal Branding

While a less common goal than some of the others, some businesses do want to ensure that they are educating their employees about their brand. That way, they know that they’ll get better buy-in, and better overall results. Improving your internal branding also gives employees the opportunity to request any resources they might need to improve their sales rates and customer satisfaction levels. 

Measuring the success of this campaign can be challenging. If you deliver an internal newsletter, you may be able to check the open and click through rates, but if not, you may need to rely on surveys and feedback forms. 

Overall, whatever goal you’re setting, you need to make sure that everyone is on the same page. And then once you’re happy with your aims, don’t forget to measure the outcomes!