{"id":40871,"date":"2020-02-04T00:00:00","date_gmt":"2020-02-04T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/marketing-objectives\/"},"modified":"2025-07-03T02:28:55","modified_gmt":"2025-07-03T09:28:55","slug":"marketing-objectives","status":"publish","type":"post","link":"\/us\/en\/blog\/marketing-objectives\/","title":{"rendered":"How to come up with meaningful marketing objectives"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Small businesses are spoiled for choice when it comes to marketing these days.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Social media. Email campaigns. Blogging and guest posting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And that doesn\u2019t even scratch the surface of all the ways you can get your company in front of modern customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But if you\u2019re a small business, you probably don\u2019t have much wiggle room in your marketing budget to tackle all of \u2018em.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hey, we get it. Picking and choosing the \u201cright\u201d marketing channels for your business can be exhausting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The solution? Don\u2019t put the cart ahead of the horse.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses should figure out their end-game <\/span><i><span style=\"font-weight: 400;\">before<\/span><\/i><span style=\"font-weight: 400;\"> any sort of marketing campaign or push. Hey, it happens more often than you\u2019d think. By nailing down your marketing objectives first, you can focus on campaigns that actually make sense.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This guide breaks down everything you need to know about marketing goals and how to set them, including:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"#What exactly are marketing objectives, anyway\"><span style=\"font-weight: 400;\">What exactly are marketing objectives, anyway?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#8 examples of marketing objectives\"><span style=\"font-weight: 400;\">8 examples of marketing objectives<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#How to set SMART marketing objectives\"><span style=\"font-weight: 400;\">How to set SMART marketing objectives<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#6 metrics that\u2019ll help you monitor your marketing objectives\"><span style=\"font-weight: 400;\">6 metrics that\u2019ll help you monitor your marketing objectives<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"#How to communicate your marketing goals and objectives\"><span style=\"font-weight: 400;\">How<\/span><span style=\"font-weight: 400;\"> to communicate your marketing goals and objectives<\/span><\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><a name=\"What exactly are marketing objectives, anyway\"><\/a><\/p>\n<h2>What exactly are marketing objectives, anyway?<\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s kick things off with a kitchen-table definition of marketing objectives we can work with:<\/span><\/p>\n<p><b><i>A marketing objective is a goal related to a promotional campaign, tool, or tactic. Ideally, these goals are specific, time-sensitive, and measurable.<\/i><\/b><\/p>\n<p><span style=\"font-weight: 400;\">Marketing goals should be clear and easy to communicate to your colleagues, helping you make sure that there is always a \u201cwhy\u201d behind your campaigns before you roll them out.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\">Why marketing objectives are so important<\/h3>\n<p><span style=\"font-weight: 400;\">Goal-setting might not seem like a big deal at a glance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, remember that your marketing objectives have a huge impact on your ability to budget your time and cash.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Imagine trying to run a Facebook ad or cold emailing campaign \u201cjust because.\u201d No rhyme or reason, no strategy or goals in mind.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How would you know if your campaigns were \u201csuccessful?\u201d Did you actually get a return on your investment? Was it all worth the time and money you put in?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your answer can\u2019t just be \u201cUh, I don\u2019t know.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you can\u2019t justify your marketing decisions or hold yourself accountable for your strategy, you\u2019re just setting yourself up for disappointment.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Think about it this way. When you define marketing objectives, you\u2019re also defining a way to stay focused on taking actions that meet your overall goals. From your day-to-day tasks to your budgets, these objectives are what\u2019ll guide you every step of the way.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"8 examples of marketing objectives\"><\/a><\/p>\n<h2 style=\"padding-top: 20px;\"><strong>8 examples of marketing objectives<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Good question! Note that there\u2019s no \u201cone-size-fits-all\u201d approach to setting marketing objectives. A solo business owner on a tight budget is going to have different priorities than, say, a 50-employee company.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, your goals are likely to change over time as your business shifts focus (think: releasing a new product, hiring new employees, and so on).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Below are some marketing objective examples<\/span> <span style=\"font-weight: 400;\">and what you\u2019ll need to do if you\u2019re looking to achieve those goals.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">1. Raise brand awareness<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Spoiler alert: you aren&#8217;t the only company fighting tooth and nail for your target audience\u2019s attention.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is where having brand awareness can give you the edge. To raise <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/brand-awareness\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">brand awareness<\/span><\/a><span style=\"font-weight: 400;\">, you have to introduce your company to potential customers\u2014and make a lasting impression on your current ones. This is definitely a broader marketing objective that you can achieve through a variety of ways:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Earn shout-outs and mentions from relevant industry bloggers.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Publish content and talk to colleagues, <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\" target=\"_blank\" rel=\"noopener noreferrer\">happy customers<\/a>, and industry leaders on social media. (More<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/social-media-best-practices\/\" target=\"_blank\" rel=\"noopener noreferrer\"> social media best practices here.<\/a>)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Rebrand your business with fresh marketing creative, logos, and messaging.<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_2126\" aria-describedby=\"caption-attachment-2126\" style=\"width: 664px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-2126 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image8-10.png\" alt=\"Twitter shout-outs and retweets from fans and customers\" width=\"664\" height=\"655\" \/><figcaption id=\"caption-attachment-2126\" class=\"wp-caption-text\">Being active on Twitter can help pave the way for you to get shout-outs and retweets from your fans and customers.<\/figcaption><\/figure>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">2. Generate more leads<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">The fuller your pipeline of future customers, the better. Generating leads not only means finding new ways to market your business but also makes the most of the channels you\u2019re already active on. You could:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create and promote an eBook to encourage email opt-ins so you can send them nurture emails to encourage them to buy later on:<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_2127\" aria-describedby=\"caption-attachment-2127\" style=\"width: 614px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-medium wp-image-2127\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-15.png\" alt=\"Glassdoor's email opt-in strategy to generate leads\" width=\"614\" height=\"400\" \/><figcaption id=\"caption-attachment-2127\" class=\"wp-caption-text\">Glassdoor has a wealth of resources to share\u2014as long as you\u2019ll part with some of your personal information.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Run a paid ad on Facebook promoting your latest product (with an <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/facebook-audience-optimization\/\" target=\"_blank\" rel=\"noopener noreferrer\">optimized audience<\/a>).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Attend an industry conference, event, or trade show where you can meet leads and collect their contact information.<\/span><\/li>\n<\/ul>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">3. Boost sales<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Some marketing campaigns are focused primarily on making sales and increasing your bottom line. This might mean ramping up your outreach or simply running a sale to reel in new buyers.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Introduce a new product or service for your business.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Send a time-sensitive email coupon to your subscribers to drive short-term sales (maybe it\u2019s the end of the month and you need to hit your quota).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Promote special discounts and products to your social media followers.<\/span><\/li>\n<\/ul>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">4. Retain customers<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Fact: it <\/span><a href=\"https:\/\/www.superoffice.com\/blog\/customer-retention-tips-with-crm-software\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">costs six to seven times more<\/span><\/a><span style=\"font-weight: 400;\"> to acquire new customers than it does to retain the ones that you have. This is why it&#8217;s become so popular for businesses to measure their <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-retention-rate\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer retention rates<\/a>.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Rather than constantly chasing new leads, customer retention focuses on finding ways to keep your current buyers around for the long term.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Conduct more frequent check-in calls, emails, and text messages with your clients (hint: RingCentral\u2019s <\/span><a href=\"https:\/\/www.ringcentral.com\/ca\/en\/office\/features\/click-to-call\/overview.html\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">click-to-call<\/span><\/a><span style=\"font-weight: 400;\"> feature can help here).<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Ask for <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-review-examples\" target=\"_blank\" rel=\"noopener noreferrer\">customer reviews<\/a> and feedback through surveys and social media to understand what you can improve about your product or <\/span><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Prioritize timely responses to customers across all channels.<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_2128\" aria-describedby=\"caption-attachment-2128\" style=\"width: 726px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-2128 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-14.png\" alt=\"RingCentral empowers businesses to instantly prioritize, route, and respond to customer concerns. \" width=\"726\" height=\"601\" \/><figcaption id=\"caption-attachment-2128\" class=\"wp-caption-text\"><em><a href=\"https:\/\/www.ringcentral.com\/digital-customer-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\">RingCentral<\/a> empowers businesses to instantly prioritize, route, and respond to customer concerns. This includes questions via live chat, social media, and more.<\/em><\/figcaption><\/figure>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">5. Increase customer lifetime value (LTV)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your LTV measures how much money the average person spends with your business as long as they are a customer.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Piggybacking on the previous objective, it makes sense to try to sell more often to your current customers, considering they already know and trust you. Raising prices might be an option, but it\u2019s not the only way to make it happen.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Upsell and cross-sell your current customers with new product offers.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Offer longer-term contracts for new customers at a lower initial price point.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Encourage referrals from your current customers (or even people who aren\u2019t customers!).<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_2129\" aria-describedby=\"caption-attachment-2129\" style=\"width: 387px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-2129 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image6-9.png\" alt=\"TIctail offering 10% off for referring a friend\" width=\"387\" height=\"719\" \/><figcaption id=\"caption-attachment-2129\" class=\"wp-caption-text\"><em><a href=\"https:\/\/reallygoodemails.com\/emails\/get-10-off-for-referring-a-friend\/\" target=\"_blank\" rel=\"noopener noreferrer\">Referral emails<\/a> like this one from Tictail are a great example of how to win new business with the help of the customers you already have.<\/em><\/figcaption><\/figure>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">6. Increase web traffic<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">It\u2019s no secret that most <\/span><a href=\"https:\/\/www.bluecorona.com\/blog\/29-small-business-digital-marketing-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">product discoveries and purchases<\/span><\/a><span style=\"font-weight: 400;\"> start with a Google search. By increasing your search presence and rankings, you can poise yourself to be \u201cfirst in line\u201d when your target audience is searching for keywords related to your business. Here are a few ways to get more people onto your website:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Build backlinks by linking to your site on guest blog posts.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Publish more blog content on your website that targets keywords for search engines.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Send traffic to your site by promoting content on Twitter, Facebook, or LinkedIn.<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_2130\" aria-describedby=\"caption-attachment-2130\" style=\"width: 695px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-medium wp-image-2130\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-14.png\" alt=\"Purple targets sleep-related keywords to drive traffic and raise awareness for their product via blogging.\" width=\"695\" height=\"262\" \/><figcaption id=\"caption-attachment-2130\" class=\"wp-caption-text\"><em><a href=\"https:\/\/purple.com\/blog\" target=\"_blank\" rel=\"noopener noreferrer\">Purple<\/a> targets sleep-related keywords to drive traffic and raise awareness for their product via blogging.<\/em><\/figcaption><\/figure>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">7. Boost brand loyalty<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your <\/span><a href=\"https:\/\/www.ringcentral.com\/us\/en\/blog\/6-trends-transforming-customer-experience-in-2020\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">customer experience<\/span><\/a><span style=\"font-weight: 400;\"> is arguably just as important as whatever your business is selling.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Loyal customers don\u2019t happen by accident, though. Today, many businesses have a strategy to regularly educate and talk to customers to create a sense of loyalty. Think about what your business can do to empower your prospects and customers in order to become indispensable to them:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Focus on community-building on social media by asking questions and publishing customer-centric content. Learn more about the <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/social-media-benefits\/\" target=\"_blank\" rel=\"noopener noreferrer\">benefits of using social media in your marketing<\/a>.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Educate your target audience through your email newsletter (here&#8217;s <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/newsletter-calendar\" target=\"_blank\" rel=\"noopener noreferrer\">how to build out a calendar<\/a>), blog, and social posts.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Make stellar <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-service-teamwork\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer service teamwork<\/a> a priority so that you can solve more customers&#8217; problems in less time<\/span><span style=\"font-weight: 400;\">\u2014here\u2019s one way to do it:<\/span><\/li>\n<\/ul>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"Introducing RingCentral Engage\u2122\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/H03asyWzUFM?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p style=\"margin-top: -15px;\"><i><span style=\"font-weight: 400; padding-top: -10px;\">RingCentral\u2019s <\/span><\/i><a href=\"https:\/\/www.ringcentral.com\/engage\/how-it-works.html\" target=\"_blank\" rel=\"noopener noreferrer\"><i><span style=\"font-weight: 400;\">customer engagement platform<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> makes it a cinch to reach and respond to customers quickly\u2014and on the channels they like to use.<\/span><\/i><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">8. Build industry authority<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Competition is fierce in any given industry. To stand out from the crowd, you have to prove your experience and show that you\u2019re the go-to expert for whatever questions your target market has. You don\u2019t always have to talk about topics that are related directly to your product either.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Publish educational content on your website.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Create a client or customer <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/how-to-write-a-case-study\" target=\"_blank\" rel=\"noopener noreferrer\">case study<\/a> that highlights how your product or service has helped someone.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Score press mentions, interviews, and shout-outs from industry players that signal your expert status.<\/span><\/li>\n<\/ul>\n<figure id=\"attachment_2134\" aria-describedby=\"caption-attachment-2134\" style=\"width: 695px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"size-medium wp-image-2134\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-13.png\" alt=\"RingCentral case studies and customer stories\" width=\"695\" height=\"189\" \/><figcaption id=\"caption-attachment-2134\" class=\"wp-caption-text\"><em>RingCentral has published a variety of <a href=\"https:\/\/www.ringcentral.com\/whyringcentral\/casestudies.html\" target=\"_blank\" rel=\"noopener noreferrer\">case studies<\/a> that showcase how our platform helps real-world customers.<\/em><\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<h2 style=\"padding-top: 20px;\"><strong>What are the most important marketing objectives for a new business or product?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s say you\u2019re a totally new business on the block or you\u2019re struggling to bring a new product to market.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Prioritizing your objectives can be tricky when you\u2019re starting from scratch. The good news is that many of the goals above can build upon each other to increase your exposure and generate new business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How so? Here are some marketing objectives for a new product:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Raise awareness<\/b><span style=\"font-weight: 400;\"> by creating content such as blog posts or videos that highlight your product and the pain points that it solves.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Publish that content to social media and include relevant keywords on your website to <\/span><b>increase web traffic and generate leads.<\/b><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Engage with social media communities and industry influencers to<\/span><b> build brand authority<\/b> <span style=\"font-weight: 400;\">while also driving traffic to your site.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Highlight a first-time customer discount on your website to <\/span><b>entice new visitors.<\/b><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">See how that works? This progression is just one example of how you can introduce a new product to prospects. The key takeaway is that you should start with broader objectives like the ones highlighted above before figuring out specific ways to make those goals actionable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And that actually leads us to our next point.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"How to set SMART marketing objectives\"><\/a><\/p>\n<h2 style=\"padding-top: 20px;\"><strong>How to set SMART marketing objectives<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Let\u2019s say that you have a general idea of what your marketing goals should be.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Maybe you want more leads. Perhaps you know that your SEO is lacking, which means you aren\u2019t popping up in Google searches when people are searching for products like yours.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Now what?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As we mentioned earlier, an effective marketing objective needs to tick the boxes of being specific, measurable, and tied to a deadline.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Well, actually, there are two more characteristics of good objectives. You may have heard of the SMART framework for setting goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The SMART strategy encourages you to set up meaningful goals that inspire action. Here\u2019s a quick rundown of what the acronym means:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>S<\/b><span style=\"font-weight: 400;\">pecific: focusing on a single objective that can be summed up in one sentence<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>M<\/b><span style=\"font-weight: 400;\">easurable: your goal can be tied to performance data through analytics and hard numbers<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>A<\/b><span style=\"font-weight: 400;\">chievable: not too far-reaching or outside of your budget<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>R<\/b><span style=\"font-weight: 400;\">elevant: your specific goal is tied to the big-picture goals of your business<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>T<\/b><span style=\"font-weight: 400;\">ime-sensitive: your goal should be completed within a certain time frame or deadline<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">With SMART objectives, you\u2019re forcing yourself to focus on tasks that you and your team actually have a shot of completing and zero in on specific action items rather than broad, vague goals.\u00a0<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">Examples of SMART marketing objectives (and why they work)<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Before writing out your own, check out some sample marketing objectives based on the SMART framework:<\/span><\/p>\n<p><b>Ex: <\/b><i><span style=\"font-weight: 400;\">\u201cWe will increase our organic search traffic by 25% and inbound leads by 10% in six months by publishing and promoting a new blog post every week.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">This goal is ambitious, yet still realistic. Although it might technically be two goals rolled into one, both are tied to the action item of blogging.<\/span><\/p>\n<p><b><i>Ex: <\/i><\/b><i><span style=\"font-weight: 400;\">\u201cImproving upon last year\u2019s numbers, we will achieve a minimum 2% click-through rate for our <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/welcome-email\" target=\"_blank\" rel=\"noopener noreferrer\">welcome email<\/a> campaign by revising our email formats, calls-to-action, and subject lines.\u201d<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Using <\/span><a href=\"https:\/\/mailchimp.com\/resources\/email-marketing-benchmarks\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">industry benchmark data<\/span><\/a><span style=\"font-weight: 400;\">, we can confirm that this is a totally reasonable goal if you&#8217;re <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/small-business-management\" target=\"_blank\" rel=\"noopener noreferrer\">managing a small business<\/a>. This objective is tied to a specific campaign and action items, meaning that the marketing team knows exactly where they need to make improvements.<\/span><\/p>\n<p>While setting SMART marketing objectives is essential for any business, it can be challenging to achieve these goals without the right expertise and resources. This is where <a href=\"https:\/\/accelerateagency.ai\/saas-seo-agency\">SaaS SEO consulting<\/a> can help. A skilled consulting service can provide businesses with the knowledge, tools, and techniques to set SMART marketing objectives that are realistic and attainable.<\/p>\n<p><a name=\"6 metrics that\u2019ll help you monitor your marketing objectives\"><\/a><\/p>\n<h2 style=\"padding-top: 20px;\"><strong>6 metrics to help you monitor your marketing objectives<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">You have your goals and next steps in mind. What\u2019s next?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Before you get into the nitty-gritty, you need to look at your numbers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We can\u2019t emphasize the importance of measurable marketing objectives<\/span> <span style=\"font-weight: 400;\">enough. According to Google, marketers that measure their performance data are <\/span><a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-strategies\/data-and-measurement\/marketing-busines-goal-statistics\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">four times more likely<\/span><\/a><span style=\"font-weight: 400;\"> to exceed their business goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After all, you need some sort of benchmark data to base your goals off of. This is why monitoring your marketing metrics and analytics is absolutely crucial to any sort of goal-setting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Below are some examples of important metrics and tools to include in your <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/marketing-stack\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing stack<\/a> that&#8217;ll help track your progress as you work toward different marketing goals.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">1. Website metrics<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Google Analytics is a must-have for anyone looking to measure their marketing objectives.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tracking everything from total traffic to individual visitor sources, the platform can show you:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What your most popular pieces of content is<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Your biggest sources of traffic<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How long people are spending on your website<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Which keywords you\u2019re ranking for<\/span><\/li>\n<\/ul>\n<p><iframe sandbox=\"allow-scripts allow-same-origin allow-presentation\" title=\"How To Use Google Analytics for your Business | The Journey\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/ppkugm2tbSI?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen sandbox=\"allow-same-origin allow-scripts allow-presentation\"><\/iframe><\/p>\n<p><span style=\"font-weight: 400;\">From running paid ads to building out <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/newsletter-calendar\/\" target=\"_blank\" rel=\"noopener noreferrer\">email newsletter calendars<\/a> and beyond, just about every major marketing activity related to your website ties back to Google Analytics. If you need to know how your site is performing, this is where to start.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">2. Social media engagement<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Beyond Google, social media dashboards can also be a treasure trove of marketing data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, you can figure out your most popular posts and hashtags that drive engagement among your customers. Metrics like mentions and replies are also useful for figuring out whether or not your social efforts are paying off.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You don\u2019t need special apps or tools either\u2014each social platform offers some form of built-in basic analytics reporting for businesses. Here\u2019s a snapshot from Twitter that shows how an individual tweet performed, for example:\u00a0<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2135 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image10-5.png\" alt=\"Snapshot from Twitter that shows how an individual tweet performed\" width=\"485\" height=\"234\" \/><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">3. Email engagement<\/span><\/h3>\n<p><span style=\"font-weight: 400;\"><a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-marketing-examples\/\" target=\"_blank\" rel=\"noopener noreferrer\">Email marketing<\/a> is also a great place to gather data related to your marketing campaigns. (<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-marketing-templates\/\" target=\"_blank\" rel=\"noopener noreferrer\">Here are a few templates<\/a> to help you get started.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, which subject lines resulted in the most opens from readers? Is there a particular type of email or offer that gets more clicks? Does a specific day of the week or time seem to outperform others?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Looking at your current crop of results can help you build more effective future campaigns, set goals, and even let you know if something doesn\u2019t look right (for example, if certain words you\u2019re using in the subject line are setting off spam filters).<\/span><\/p>\n<figure id=\"attachment_2136\" aria-describedby=\"caption-attachment-2136\" style=\"width: 970px\" class=\"wp-caption aligncenter\"><img decoding=\"async\" class=\"wp-image-2136 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image5-12.png\" alt=\"Mailchimp dashboard showing a detailed summary of email metrics including average opens and clicks\" width=\"970\" height=\"627\" \/><figcaption id=\"caption-attachment-2136\" class=\"wp-caption-text\">This dashboard in Mailchimp showcases a detailed summary of email metrics including average opens and clicks, making it easier to pick out top-performing campaigns and understand how they performed against each other.<\/figcaption><\/figure>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">4. Conversion rate\u00a0<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Your conversion rate clues you in on which products, calls-to-action, and pages are resulting in clicks. Conversions happen when someone takes an action on your website (think: purchasing a product or signing up for a newsletter).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Try to find a common thread between your highest-converting pages and links or which ads perform the best. Here\u2019s a <\/span><a href=\"https:\/\/www.hotjar.com\/google-analytics\/glossary\/goal-conversion-rate\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">snapshot of how Google Analytics tracks<\/span><\/a><span style=\"font-weight: 400;\"> pages on your website that get the most conversions (aka the ones that get the most leads or customers):<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2137 size-large\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image9-7-1024x514.png\" alt=\"Snapshot of how Google Analytics tracks pages on a website\" width=\"840\" height=\"422\" \/><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">5. Customer lifetime value<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You may remember LTV from earlier in this post\u2014to make sure you\u2019re building a business that grows, you should have a pulse on how much your customers are worth.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Literally.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To <\/span><a href=\"https:\/\/laptrinhx.com\/customer-lifetime-value-why-it-matters-formula-and-examples-3677309586\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">calculate customer lifetime value<\/span><\/a><span style=\"font-weight: 400;\">, look at how much your customers spend, how frequently they buy from you, and how many unique customers you have within a given time period (such as a year).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your end goal should be to increase this number over time while also ensuring that you acquire new leads over time as well.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">6. Cost per lead<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Speaking of which, you can use this <\/span><a href=\"https:\/\/www.leadfeeder.com\/blog\/cost-per-lead-calculator-and-formula\/#gref\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">cost per lead calculator<\/span><\/a><span style=\"font-weight: 400;\"> to keep in check how much your business is spending to fill its pipeline. This is useful for figuring out not only how you should allocate your marketing resources but also which channels are most effective for getting you leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And now that you have your metrics and goals&#8230;\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"How to communicate your marketing goals and objectives\"><\/a><\/p>\n<h2 style=\"padding-top: 20px;\"><strong>Don\u2019t forget to communicate your marketing goals and objectives<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Unless you run your marketing department by yourself, setting marketing objectives shouldn\u2019t be a solo act.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Communicate with your team before, during, and after the goal-setting process. (<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/effective-teamwork\/\" target=\"_blank\" rel=\"noopener noreferrer\">More tips for effective teamwork here<\/a>.) This is to double-check that you have the necessary resources to reach your goals\u2014and to make sure that you didn\u2019t miss anything. If nothing else, having a second opinion can help reinforce that your goals are on point.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some strategies for communicating your marketing objectives.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">Before<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Meet with your team and propose a SMART goal. Agree on a timeline, specific responsibilities, and deliverables. This is also the perfect time to review your existing marketing data as a group.<\/span><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">During<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Check in and communicate with your teammates regularly about your goals. These check-ins might be part of larger meetings or one-on-one progress reports. (Learn how to create a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/marketing-report-templates\/\" target=\"_blank\" rel=\"noopener noreferrer\">marketing report<\/a>.) And if you don\u2019t have time to have meetings every week, that\u2019s okay. There are collaboration tools like instant messaging platforms that let you and your team chat with each other, share files, and stay connected as you try to hit your goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, <\/span><a href=\"https:\/\/glip.com\/marketing\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">RingCentral Glip\u2122 does exactly that,<\/span><\/a><span style=\"font-weight: 400;\"> letting you share reports, send quick messages, and comment directly on these shared docs. It\u2019s like a supercharged Whatsapp for businesses:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-2139 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image7.gif\" alt=\"RingCentral app report sharing and quick messaging and commenting\" width=\"627\" height=\"300\" \/><\/p>\n<h3 style=\"color: #434343; padding-top: 15px;\"><span style=\"font-weight: 400;\">After<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Debriefing time! After you have reached your deadline, get together and review the results of your campaign. Dig into your data to figure out if your marketing goals really were SMART. Now, it\u2019s time to do it all over again. Start planning what your next move will be and set a course for the next SMART goal. Rinse and repeat.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2 style=\"padding-top: 20px;\"><strong>Which marketing objectives are on the top of your list?\u00a0\u00a0<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Taking the time to put some serious thought into your objectives now will help keep your priorities in order while also supporting your business\u2019s big-picture goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">And don\u2019t let the process overwhelm you! Once you get a handle on setting SMART marketing objectives, coming up with future goals will quickly become second nature.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019ll you tackle first?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Small businesses are spoiled for choice when it comes to marketing these days. Social media. Email campaigns. Blogging and guest posting. And that doesn\u2019t even scratch the surface of all the ways you can get your company in front of modern customers. But if you\u2019re a small business, you probably don\u2019t have much wiggle room &#8230;<\/p>\n","protected":false},"author":29,"featured_media":40882,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901,43335],"tags":[254],"class_list":["post-40871","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","category-marketing","tag-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to come up with meaningful marketing objectives | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Learn how to come up with marketing objectives for a business In this step-by-step guide, along with 8 examples and 6 metrics to track and measure.\" \/>\n<meta name=\"robots\" content=\"index, follow, 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