Setting Marketing Objectives The Right Way
How to turn your vague marketing aspirations into actionable steps
Imagine this: You’ve poured your heart and soul into a new venture.
The late nights. The early mornings. The countless hours spent refining your ideas. And the excitement of finally bringing them to life.
It’s all there… a reflection of your passion and dedication.
But as the days turn into weeks, a consistent thought keeps creeping in.
Why aren’t things picking up as you expected?
You’ve got the vision. The drive. But something seems to be missing.
But what exactly is it?
You’re not alone.
Many founders and business owners find themselves in this very spot.
It’s like setting out on a journey with a clear destination in mind. But without a roadmap.
That’s where setting precise marketing objectives comes into play.
They act as your guiding star.
They ensure your every effort, every campaign, and every investment is aligned and purposeful.
If this is the first time you’re reading an article by me…
Hi, I’m Rahul Choudhary and I’m the founder of Beef Up Media, the go-to email marketing agency for Solopreneurs & SaaS businesses.
📢 6 core marketing objectives that can be game-changers for any business
These marketing objectives will be the heart of your business strategy.
Trust me, after 6+ years in this field, I’ve seen these objectives make or break businesses.
→ Increasing Sales Volume
- This one is pretty simple. Sell more units of a product or service.
- Example: A shoe store wants to sell 20% more sneakers this quarter compared to the previous one.
- Metrics to track: Number of sales or customers
→ Increasing Sales Value
- People don’t mind paying more if they feel they’re getting their money’s worth.
- So, this isn’t about increasing the number of sales. This is about increasing the value of each sale. Getting people to spend more with each transaction.
- Example: A jewellery shop introduces premium collections to encourage higher spending per transaction.
- Metrics to track: Average order value (AOV) and lifetime value of a customer (LTV)
→ Sales Growth
- Expanding the business size by increasing total sales.
- Example: A local bakery aims to open two more outlets after seeing an uptick in pastry sales.
- Metrics to track: Total revenue, Business valuation, Size of the business
→ Increasing Market Share
- This is the big league. Owning a larger slice of the market pie.
- This is about your positioning and tackling of the competitors.
- Example: A network operator offers unlimited calling and mobile data to capture the market (Reliance Jio did this in India).
- Metric to track: Your market size compared to the overall market size
→ Customer Loyalty
- You must keep customers returning and build lasting relationships. It’s far cheaper to keep a customer than to acquire a new one.
- Example: A coffee shop introduces a loyalty card where the 10th coffee is free.
- Metrics to track: Retention rate, Churn rate
→ Awareness
- Now, this isn’t about plastering ads everywhere. It’s about being where your potential customers are and offering value. Ensuring more potential customers recognize and remember your brand.
- Example: A new skincare brand collaborating with influencers for product reviews to increase visibility.
- Metrics to track: Social media followers, Web visitors, Email subscribers, etc.
As you can see… setting marketing objectives isn’t just about numbers.
It’s about understanding the human element behind those numbers.
With every objective, ask yourself:
How does this serve my customer?
How does it improve their experience with my brand?
Now…
🤔 How to Turn These Objectives into Your Business’s Backbone
Setting SMART objectives.
Now, before you roll your eyes, thinking, “Not this again,” hear me out.
Being so long in the game, I can’t stress enough how crucial this framework is. Especially when implemented correctly.
So.. stick with me.
SMART =
→ Specific
- Here’s the deal: “I want to grow my business” is a dream, not an objective.
- Try this instead: “I aim to increase my monthly online sales by 10%.” See the difference?
- It’s about pinpointing exactly what you want. No beating around the bush.
→ Measurable
- Let’s get real. If you can’t measure it, how will you know you’ve achieved it?
- Tools, metrics, KPIs — these aren’t just fancy terms. They’re your best friends in tracking progress. (That’s why I mentioned the metrics above as well)
- For instance, if your goal is to increase website traffic… Track those visitor numbers, bounce rates, and session durations.
→ Actionable/Achievable
- Ambition is great. But setting a goal to triple your revenue in a month? That’s setting yourself up for disappointment.
- Aim high, but stay grounded. Look at past trends, consider your resources, and then set a target.
- Remember: It’s better to overachieve on a realistic goal than to fall short on an overambitious one.
→ Relevant
- Here’s a nugget from my years in the field: Not every goal that glitters is gold for your business.
- Ask yourself: Does this objective align with my brand’s core values and long-term vision?
- For example, if you’re all about sustainability, pushing a high-sales goal on a non-eco-friendly product might not be the best fit.
→ Time-bound
- Ever heard of the saying, “A goal without a deadline is just a dream?”
- Assign a timeframe. Whether it’s a quarter, a month, or even a week, set that deadline.
- It brings urgency, focus, and a clear finish line to race towards.
See… SMART objectives aren’t just about ticking boxes.
It’s a method to bring clarity, focus, and direction to your marketing efforts.
Don’t sleep on them.
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