The 9 Goals to Consider When Creating a Marketing Strategy

The 9 Goals to Consider When Creating a Marketing Strategy

If someone asks you to list a few marketing goal examples, could you?

When many think of marketing, they go to the big flashy examples – like SuperBowl commercials and Spotify’s annual “Wrapped” campaigns. But the truth is, that’s likely the result of months of strategizing.

Before you can build your strategy though, you first need a clear goal. What does your business want to accomplish? Maybe you need more traffic to your website or perhaps you want to generate more leads.

If you need help figuring out what that is, we’ve got you covered.

What are marketing goals?

A marketing goal is a specific and measurable objective that helps you meet your broader business goals. It can be anything from generating high-quality leads and raising brand awareness to increasing customer value and improving your referral rate.

A campaign without a clear goal is essentially a waste of money. Because you won’t know how to measure the impact or value of the work you’ve put in.

Goals are there to provide clarity, purpose, direction and vision. Whether personal or commercial, they are what lead to success for you, your department, and the business as a whole. Hitting your goal proves you’re making an impact. We all want to feel like we’re contributing, right?

Here, we’re going to explore the major goals you should consider when creating and implementing a marketing strategy. These goals should help you achieve maximum results in 2022 and beyond.

Marketing Goal Examples

  1. Increase brand awareness.
  2. Generate high-quality leads.
  3. Acquire new customers.
  4. Increase website traffic.
  5. Establish industry authority.
  6. Increase customer value.
  7. Boost brand engagement.
  8. Increase revenue.
  9. Improve internal brand.

1. Increase brand awareness.

In 2021, we surveyed over 1,000 global marketers – 48% of marketers surveyed said their primary goal when running marketing campaigns was increasing brand awareness.

Brand awareness is key to gaining customers because after all, if consumers don’t know you exist, how will they know what you have to offer?

Every brand has a personality — a human voice shaped by the tone you strike and the platforms you’re using and the subjects or topics you’re talking about. If your goal is to raise brand awareness, figuring out what that personality is and how that voice sounds is the place to start.

From there, here are some tactical steps:

  • Tell a story – Consumers engage with brands they feel connected to and storytelling is an incredibly powerful tool to do it. To craft your narrative, think about your origin story and what adds humanity to your brand.
  • Consider where your target buyers spend the most time – Online, this might look like a particular social network like Instagram or TikTok. It could also be a specific channel like email and podcasts. You want to meet your audience where they are
  • Share and engage constantly – Once you know what story you want to tell and where your audience is, all that’s left is to engage with them. This can look like posting interesting content on social media, having a blog or guest blogging to share industry insights, and conducting polls.

You’re more than a business that sells a product or service. As you have a positive impact on your audience, they’ll likely turn into advocates of your brand, sharing your content and passing along their positive experiences to friends, family, and colleagues.

Top brand awareness tip: It’s not all ‘me me me’. A conversation goes two ways, so don’t forget to stop and listen to what the people you’re trying so hard to reach are saying back to you. You never know — they might just have some valuable insights or great ideas.

How do you measure brand awareness?

Although brand awareness can be a hard metric to track and measure, you can review the effectiveness of your activities by looking at your quantitative metrics such as:

  • Brand mentions, reach, follower count for social media
  • Branded search volume, website traffic, backlinks for SEO

To learn more about increasing brand awareness, read this Ultimate Guide to Brand Awareness.

2. Generate high-quality leads.

Your sales department depends on a consistent stream of leads to nurture and turn into new customers.

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