You require strategic marketing objectives to set, plan and obtain the goals you have for your business. They are needed not just for your marketing plan but also for certain portions like paid social media marketing.
Now, you may wonder what marketing objectives are. Let us define it for you. They are a set of measurable, trackable, clearly defined goals which you use for business expansion. Some examples of marketing objectives are:
- Growth-based goals: for increasing fans, subscribers, etc.
- Profit-based goals: for the purpose of making sales.
Marketing objectives often use SMART, a famous goal-setting method that serves as a fantastic guide at the time of defining your goals. SMART stands for Specific, Measurable, Attainable, Relevant, Timely.
- Specific: The objectives must be concrete and detailed. Try to answer questions of who, what, when, where, why, and how.
- Measurable: It is important to measure an objective precisely. Doing so will ensure that you know if you have reached it.
- Attainable: The objectives should be attainable and not impossible to achieve.
- Relevant: The goals set by you should be relevant, and they should align with other goals.
- Timely: Give a deadline to your goal. It should have a start date and a finish date.
Note: You must tailor your SMART goals as per your situation so that you can get started on your marketing objectives. Let’s check out an example:
Specific - Customers, visits, or leads?
Do you want to turn leads into customers, increase traffic, or nurture traffic into leads?
Measurable - Decide on a number
Think about and determine an exact number
Attainable - Fathom benchmark
Go through previous analytics to ensure your goal is realistic with your resources
Relevant - Connected to the overall end goal
Ensure each goal is connected to the overall end goal
Timely - Pick a realistic date
Select a realistic date to achieve your goal
The Need for Setting Paid Social Marketing Objectives
It is VITAL to follow social media trends when you begin a paid social media marketing campaign. Doing so helps you craft a robust strategy to achieve your marketing goals. If you don’t have any marketing objectives, you may waste money, time, and effort on the wrong marketing campaign.
Types of Paid Social Media Marketing Objectives
To direct your resources towards creating successful ad campaigns in a better way, you need to fathom the marketing objective types that you can set.
This section provides a closer look into the types of marketing objectives and what they look like in practice:
1. Brand Awareness-Based Marketing Objectives
Paid social media marketing objectives that aim to raise brand awareness are among the most common types of marketing objectives. Irrespective of how good your business is, if customers don’t know you, they will not purchase from you. Therefore, these types of objectives come first, particularly for new business owners.
Similar to other marketing campaign metrics, these objectives can be customized and measured as per the key needs of your business. For instance, if you are a new business looking to increase brand awareness, you need to tailor your social ad campaigns to attract fresh visitors.
Some examples of marketing objectives to increase brand awareness are:
- Improve page visits by 40%.
- Increase the number of social media visitors by 20%.
- Increase target demographic visitors by 20%.
2. Marketing Objectives To Increase the Number of Repeat Visitors
We all know that getting fresh visitors is not the only thing required. There should be a way to make them stay and (ultimately convert). If you require help with the same, you can craft objective marketing plans to improve on-page retention and increase the count of regular visitors.
See how this goal can look:
- Improve CTR (click-through rates) from existing visitors.
- Raise social media engagement among regular users.
- Decrease bounce rates for retaining customers.
Note: Today, most sites keep track of visitors, making it convenient for you to see the working of your marketing objective plan.
3. Marketing Objectives For Increasing Subscribers
If a person visits your page on a regular basis, that’s a good time to ask them for a subscription to a premium level of what you offer. They are more likely to opt for a subscription to your paid service as compared to a new user who doesn’t care about or know your brand.
Marketing objectives for the purpose of increasing the numbers of subscribers could be something like:
- Decrease unsubscription rates by 5% by the end of the next 3 months.
- Increase subscribers by 20% by the end of next month.
4. Marketing Objectives For Promoting A New Product
If you are planning to launch or have just launched something new, some marketing objectives which can be set are:
- Sell 30 new units every day via organic traffic.
- Take new product landing page visits to 95,000 a day.
- Increase social media engagement associated with the new product by 30%.
Tip: These marketing objectives and strategies last for some weeks/months, but you should track them just as you would track a long-term campaign to see what you can improve upon in the future.
5. Marketing Objectives For Increasing Your Sales
After you launch a brand new product and promote it successfully, you can concentrate on increasing sales. A lot of businesses use paid social media campaigns to increase sales.
Some examples of marketing objectives to increase sales are:
- Get in touch with 20 influencers to increase social media sales.
- Increase conversion rates by 4% over the next three weeks.
Note: You can track these marketing objectives by the number of subscriptions or units you sell.
6. Marketing Objectives To Increase Revenue
It is important to know that an increase in your sales doesn’t necessarily mean an increase in your revenue. If you are not meeting your revenue goals, you can create new SMART goals to achieve them. Some examples of these goals include:
- Decrease the costs of marketing by 1.5% a month.
- Increase profit margins by 1%.
7. Marketing Objectives To Expand Your Digital Reach
If you are running a successful brick-and-mortar business and wish to increase your digital presence, this objective can be right for your business.
Let’s discuss a few examples of these marketing objectives:
- Reach 100 new users on a daily basis.
- Increase the followers on social media by 20%.
- Post 5 blogs in a month for the purpose of audience engagement (know the best time to post on social media)
How to Select Paid Social Marketing Objectives For Your Business
To choose paid social marketing objectives for your company, follow these steps:
- Consider your business goals (for example - increasing sales, social engagement, etc.)
- Listen to the perspective of your team
- Select the top three choices you know you can work with
- Test your goals
- Repeat the entire process with a fresh new objective
Tips to Increase the Effectiveness of Paid Social Media Marketing Objectives
Some tips to help meet your paid social media objectives are:
- Keep track of your progress towards SMART goals to recognize problems as well as growth possibilities.
- Periodically check in with your team members to ensure that each and everyone is on the same page.
- Include suggestions from external experts to improve your process.
Listen Up: Every business puts different goals on priority as per its stage of growth. If your business is new, increasing your digital reach and creating awareness can be solid marketing objectives to aim for. On the other hand, if you run an already established business, increasing profits and sales may better serve your primary business goals.
Bigger businesses with larger teams may plan and implement many marketing objectives and strategies at a given time. On the other hand, new businesses with small teams can show better performance by working on a single goal at a given time. Irrespective of the size of your business, the bottom line is that marketing objectives are important to meet your business goals.
When you set SMART marketing objectives, you get the opportunity to change how you reach your potential customers and encourage them to purchase from you.
At the time of crafting paid social media marketing campaigns, be especially SMART about your objectives. This is because you are spending money irrespective of how well things go. Read the latest social media statistics to get a grasp of what’s going on different social media platforms.
Now, let us ask the most important question - which of the marketing objectives mentioned above would you choose for your company?