Think Tank

A Guide for Setting and Achieving Marketing Objectives in 2020
Setting marketing objectives is great and all. Goals can incentivize a team and help sustain growth, but at the same time, many people prioritize the company’s needs so much that they lose sight of what matters most… the needs of the customers.

Thus, it’s all about balance. In this post we’ll discuss how to hit your numbers and prioritize your customers’ needs, simultaneously.

First of all, let’s talk marketing objectives, what are they really? Yes, they are goals that typically have a time limit, and they often involve hard numbers or metrics— a metaphorical finish line if you will.

Yet, establishing how you will win the race is just as important as a the photo finish. In order to reach your “what” (aka the goal), you must focus on both the purpose and process— the “why” and the “how.”

For example:

Why- Our blog is educational but it does not resonate emotionally with the audience.

How- Consistently run a blog that people will look forward to reading.

What- Increase subscribers by 25% month-over-month in 2020.

Now that we’ve established the “why” and “how” behind the “what,” let’s discuss how to clearly define your goal(s) using the SMART framework.

Specific

What particular metrics need to be improved upon? Leads, customers, visitors? Establish which member of your team will work on what.

Measurable

In order to gauge progress, each goal should have a quantity (ie a percentage) associated with success.

Attainable

It’s important not to bite off more than you can chew— it could quickly tank team morale.

Relevant

Goals should at least somewhat relate to industry trends, as well as the company’s overall goal. For instance, if you need to boost revenue, will increasing your Instagram following directly correlate to this?

Time-bound

Deadlines equal pressure, and pressure typically equals significant progress. Without a deadline, reaching your goals will take far too long. And as they always say, time is money.
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