The First Step for Any Marketing Campaign: Setting Goals
Companies often adopt a haphazard approach to marketing campaigns, drawing inspiration from competitors or well-known brands. Phrases like, “My competitor is on TV; I want to be there too” or “Apple uses billboards; I want to do the same as Apple” are frequent mantras in the marketing world.
However, it’s essential to understand that just because a specific marketing technique works for one company, it doesn’t guarantee success for your organization. Different businesses have unique goals, target audiences, and budgets, which means that marketing strategies should be customized to fit each company’s specific needs.
In this article, we’ll discuss the importance of setting goals, the most common types of marketing objectives, and the role of accountability in marketing campaign success. By the end, you’ll learn how to hone and strategize your marketing campaigns.
Don’t Overlook the Obvious
When it comes to launching a marketing campaign, the first step is often overlooked: defining your marketing goals. Establishing clear objectives and key performance indicators (KPIs) is essential for creating a successful campaign.
Instead of simply replicating the marketing methods of others, focus on determining the goals for your business. That involves defining your marketing strategies, understanding your target audience, and evaluating which channels will be most effective for achieving your desired outcomes.
For instance, a well-established brand aiming to allocate 30% of its yearly marketing budget to a long-term branding strategy needs a different approach than a small plumbing business looking for quick lead generation.
A large-scale branding campaign might use broadcast television to deliver a powerful message at a low cost per thousand impressions. Conversely, a smaller lead generation campaign could focus on a pull marketing strategy, targeting customers searching for services like emergency plumbing on Google.
Choosing the right marketing channel requires understanding your goals and the desired outcomes of your campaigns. But one step is the same for everyone — having a clear understanding of your marketing goals.
Establishing Marketing Goals
Before developing a marketing strategy or considering which marketing channels to use, you must first define the outcomes you want to achieve. Whether you’re planning a high-budget branding campaign or a targeted lead-generation campaign, understanding your desired results is essential.
Establishing goals not only helps you choose the best marketing strategy but also allows you to optimize the placement of your advertising dollars based on each channel’s effectiveness. The ultimate objective is to utilize your advertising budget as efficiently and effectively as possible to achieve a better return on investment (ROI).
Reviewing Marketing Goals and Objectives
The following are some common marketing goals and objectives:
Often referred to as cost-per-lead goals, these objectives require defining a lead goal completion. Examples include phone calls over 60 seconds, form fills, emails, or website chats. The specific definition of a lead goal completion depends on your business and KPIs.
Branding and Engagement
These objectives focus on growing brand presence and engagement over time. Common KPIs include:
- Click-through rates
- Time spent on a website
- New user growth
- New customer growth
- Information downloads
- Post shares
- Social actions
- New direct website visitors
Once you’ve established your goals, it’s essential to monitor your marketing campaign’s performance or work with an agency that prioritizes marketing accountability.
Prioritizing Accountability in Marketing Campaigns
When launching a marketing campaign, accountability is essential. After defining your goals, it’s time to establish a system to track those goals. That can be a complicated process, but it is crucial for evaluating the success of your marketing efforts.
Before diving into marketing options and crafting a marketing strategy, ask yourself, “What result am I hoping to achieve from this marketing campaign?” Having a clear answer to that question and establishing your KPIs will prepare you to explore and compare various marketing options.
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