There is no one way to create a marketing objective plan. How many of us have set goals and never accomplished them? How do we prevent this from happening in our work lives? 

This is done by changing our focus slightly. Jay Acunzo from “make what matters”, talks about setting aspirational anchors that become the backbone of the marketing objectives. He goes on to say, aspirational anchors, focus on team-based mission statements that promote a change in behavior. 

Aspirational anchor: So let’s show the world how fun and relevant we really are!

(Acunzo, 2019)

This change in mindset can set you apart from your competitors because there is no one like you. Using this mindset and putting the customer first is the backbone of goals and marketing objectives. 

“We’re not focused on the numbers. We’re focused on the things that produce the numbers.”

(Tim Cook, Apple’s CEO)

Using your aspirational anchor will help you keep your vision of the future and help you stay on track with the company goals. Creating a strategy that has clear marketing objectives based on how to support the customer is synergy. 

• Marketing objectives  Provide instruction and targets 
• Marketing goals are the bigger picture of the digital marketing campaign. 

Marketing is not about who arrives, it’s about who stays.

(Acunzo, 2019)

Marketing objectives give clarity. 

Marketing objectives need to have an impact. What problems need to be solved? How do you define marketing objectives?

Specific

• Increase leads
• sales objectives 
• Grow brand awareness
• Reach more customers through organic traffic
• Social Media Awareness
• SEO Performance

Measurable

• New customer Aquisition
• Lifetime Value of a Customer
• Convertions 

Achievable

• Are the goals realistic
• Do we have the resources

Relevant

• Why should you clients care about your product
• Why do you care about your product

Time-Bound

• How long will the campaign run for?
• What are ongoing campaigns to help brand awareness?

Use the outline to create a summary that coordinates the objectives with long-term goals to further define your goals and objectives. Having a direction better prepares a marketing team to be successful. It also allows for you to set up KPI goals to know if the team is being successful and meeting its goals.

 “You can go ahead and create more content. Or you can create something special that stirs hearts and engages minds.

(A Handley, MarketingProfs)

Understanding the company vision, creating SMART goals, marketing objectives then a marketing campaign can be created. 

MAKE WHAT MATTERS

References

Acunzo, J. (2019). The Problem with Setting Goals (and What to Set Instead). Jay Acunzo. https://jayacunzo.com/blog/problem-with-goals

Chi, C. (2021). How to Set & Achieve Marketing Objectives in 2021. Blog.hubspot.com. https://blog.hubspot.com/marketing/marketing-objectives

https://www.facebook.com/VanessaRodriguez. (2019, March 11). Your Ultimate Guide to Marketing Objectives (What, How, Examples, and Tracking). Uhuru Network. https://uhurunetwork.com/marketing-objectives/

Smith, B. (2020, June 15). Everything You Need to Know About Marketing Objectives. www.wordstream.com. https://www.wordstream.com/blog/ws/2020/06/15/marketing-objectives