Each marketing plan contains goals that the team uses to measure the success of the campaign. These goals range from meeting quotas to increasing audience engagement and improving key performance indicators. However, they all have the same goal: to increase brand awareness, revenue and business expansion. In this article, we list seven important marketing goals and how to set them.
Marketing goals are important because they set the direction, purpose and vision for the marketing department and the company. By setting measurable goals, marketing teams can determine whether their campaigns or efforts are working and what impact they are having on sales, performance or engagement. With a clear plan, marketing teams know their goals, the steps they need to take to achieve them, and how to measure success. As a result of achieving these goals, the company should see increased revenue and growth.
Increase brand awareness
Increasing brand awareness is one of the goals of every marketing professional, so when customers want services or products offered by your organisation, the first thing they think of is the company. Brand awareness is a person’s familiarity with the name, image and quality of the product. If consumers associate your brand with a positive experience, they are more likely to return, support your mission and share the marketing content you have created. Branding can also inspire trust in your company if consumers see it as a trusted resource or producer.
To measure increased brand awareness and determine whether you are achieving your goals, look at metrics such as traffic and engagement on social media, as well as website or blog traffic.
Quality leads are people who are likely to become new customers. Once you have identified the types of consumers who are most likely to become your customers, you will need to gather their contact information so that marketing or sales departments can send them information and promotions about your company’s products or services. You can generate leads with:
Website forms and pop-up chat
Social media participation
Promotions, coupons, free samples or other incentives
Webinars and events
Measure lead generation by evaluating the results of your marketing efforts to determine who is becoming your customer. Use revenue attribution to track marketing campaigns and link them to sales.
Customer value is the extent to which your audience believes your product or service is more valuable to them than your competitors. If they trust your company to provide them with a valuable service, they are more likely to become repeat customers and recommend your brand to others. You can increase customer value not only by offering high-quality services or products at competitive prices, but also by offering excellent customer service, useful newsletters and educational materials, and discounts on new products.
To measure increased customer value, track customer habits and metrics such as purchase frequency and recommendations. Identify the content or promotions that drive the most sales to determine what your customers value most.
Increasing your social media presence
Social media is an important platform for interacting with potential and existing customers, informing people about your brand and attracting potential customers. Here’s how you can increase your company’s social media presence across different platforms:
Communicate frequently with followers across all social media accounts.
Collaborate with other well-known companies or individuals
Create and share high quality, interesting content
Optimise your account with keywords
Share polls, quizzes and contests
To measure social media growth, track the growth of followers and engagement levels on each platform. Determine which types of posts and marketing tactics using a particular platform are generating the most recent subscribers.
Increase conversion rates
Conversion is the visitors to a website who become customers by buying something before leaving your company’s website. Ways to increase conversion rates include:
Create targeted content
Add testimonials and reviews to your site
Write a powerful call to action
Add a chat or help feature to your site
Make your site clean and easy to use
Offer a refund or satisfaction guarantee
You can calculate and measure the increase in conversion rate by dividing the number of people who took the desired action (made a purchase or clicked on an advertisement) by the total number of visitors to your site. Observe whether this percentage is increasing steadily and whether it is consistent with your communication rate goals.