What Marketing Objectives Should You Set for Your Team?

By on November 15, 2018

 Image Source: Pixabay

What’s your first thought when you realize that your marketing team is not performing at its best? You invested a lot in a campaign, but you’re not seeing the results you expected. Most business owners and team leaders tend to think they hired the wrong people. That’s not necessarily the case.

Maybe your team should not take all the blame. Maybe the overall strategy has a flaw. Maybe it’s the marketing objectives?

You can take charge of your team by setting realistic and achievable marketing objectives. First of all, it’s important to know the difference between a goal and objective. Goals are broad and general, whereas objectives are narrow and specific. Goals are more abstract. For example, you may have a goal to develop a successful business in the tourism industry. An example of an objective would be: “I’ll gain 100K Instagram followers by the end of May.” The objective is measurable and short-term.

Marketing objectives are crucially important because they provide a direction for your team. They also enable you to measure the results the team is achieving, so you can know for a fact whether they are effective or not.

So yes; you absolutely need marketing objectives for your team. But what precise objectives should you set? We’ll get there.

  1. Determine Your Starting Point

What’s the point of setting marketing objectives? You want to set a precise direction where you want to head. To make that happen, you must identify your starting point.

How well is your team performing at this point? You’ll need to engage in a marketing audit process to figure that out. This is a comprehensive and systematic analysis of the brand’s marketing environment, its goals, objectives, and strategies.

  • How many Instagram followers does your brand have at this point? That’s your starting point. How many brand new Instagram followers do you want to have in two months? That’s your objective.
  • How many brand mentions do you currently have on social media? How many would you like to have in a month?
  • Evaluate your current budget, team resources, software, and social media tools. Pay attention to the current promotional materials, too.
  1. Analyze the Competitors

Uma Kabba, head of the marketing department at Careers Booster, explains that analyzing the competition is a crucial step before you start setting marketing objectives: “Your competitors’ strengths and weaknesses can help you set objectives. If a competitor has a huge following on Instagram and you consider that to be strength, you should also aim in that direction. If you notice they are not using Snapchat, that might be a weakness and you could set an objective that would set your brand on higher ground.”

  • What objectives and marketing strategies can you identify when analyzing your competitors?
  • What are their strengths and weaknesses?
  • What’s their target audience and what makes people buy from them?
  1. Always Start from the Mission Statement

Before you start setting objectives, you have to remind yourself and the entire team of the brand’s mission statement. All goals and all marketing objectives should be in line with that mission statement.

This is Apple’s current mission statement: “Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App store, and is defining the future of mobile media and computing devices with iPad.”

When you check out Apple’s marketing objectives, you’ll realize they are focused on reducing the prices and selling the products directly to the customers, as well as an expansion of the Apple network across the world. These marketing objectives are derived from the brand’s current objectives, which are derived from the mission statement. That’s the way it goes.

  1. Set the Marketing Objectives for Your Team

When you evaluate the current situation, you analyze the actions of your competitors, and you remind everyone of the brand’s mission statement, you’re ready to start setting some marketing objectives. Your entire team should be involved in this process. If you turn this into a team effort, everyone will be more inspired to work towards those objectives.

Here are examples of marketing objectives you could set for your campaign:

  • Improving customer retention rates within a given period of time. You’ll estimate the realistic potential and you’ll set specific objectives, such as improving the customer retention rates by 40% within three months. Then, you’ll identify specific steps that will guide the team towards that objective.
  • Raising brand awareness. You can make this objective more specific by measuring the brand mentions and setting a higher limit for your team to reach.
  • Increase average in-store spending from $20 to $35 in six months.
  • Boosting the email subscriptions. Again, you need precise numbers, since these should be specific objectives. For example, the objective may be “getting 10K email subscribers within three months.” When you have such a precise objective, you can identify steps that lead to it, and you can measure it in a realistic manner.
  1. Your Objectives Should Be SMART

When wondering what objectives you should set for your marketing team, you should always think of the SMART concept. This is what a SMART objective is:

  • Specific – you can pinpoint the starting point and the objective in detail.
  • Measurable – since the objective is specific, it’s easy to measure.
  • Actionable – you can identify clear steps that will lead the team towards that objective.
  • Relevant – the objective is relatable to the brand’s mission statement, and you can apply it to a specific issue the marketing team is facing.
  • Time-bound – you’re setting a specific time frame for the objective, so you can evaluate the team’s effectiveness in achieving it.

Each marketing objective you set should be SMART. Keep those aspects to mind and you’ll be setting the right objectives for your team.

Clearly set and well-communicated marketing objectives can boost the effectiveness of your team’s efforts. It’s important to invest in this process and measure the performance along the way. Take the suggestions of all team members into consideration during the planning process, so you can set objectives that are close to their vision of the company.

Are you ready to tackle this challenge?

About Eugene Eaton

Eugene is an Australian-based blogger for Careers Booster. He is into stand-up comedy. His favorite comedians are Louis CK and George Carlin. A good morning laugh is what keeps Eugene upbeat and motivated throughout the harsh day.
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