Marketing Goals

Marketing-Goals

If you don’t know where you are going, you will probably end up somewhere else.
~Lawrence J. Peter

When you start building your Marketing Strategy, please feel free to use the example goals below to determine your organization’s goals. I’m hoping this work will help you spend your marketing resources (time and money) wisely and more efficiently:

 
 

    1. BUSINESS GOALS:
      1. Increasing revenue
      2. Increasing profit
      3. Increasing profitability (ratio of profit to revenue)
      4. Increasing Return on Investment (ROI)
      5. Growth
      6. Triple Bottom Line (People, Planet, Profit)
        1. Increasing contribution to society
        2. Investing in sustainable business practices
        3. Improving employee benefits, happiness, comfort, salaries…
      7. Increasing market share
      8. Developing new markets
      9. Optimizing service portfolio structure
        (creating opportunities to offer specific products/services)
      10. Optimizing pricing structure
        (creating opportunities to charge a certain price)
      11. Optimizing distribution structure
        (creating opportunities to use or expand specific distribution channels)

 

    1. PRIMARY MARKETING GOALS:
      1. Increasing brand awareness
      2. Increasing brand recognition
      3. Conveying benefits
      4. Cultivating preference
      5. Lead generation
      6. Image change
      7. Increasing conversion rate
      8. Increasing customer value
      9. Customer retention
      10. Deepening brand loyalty
      11. Differentiation
      12. Collecting customer feedback
      13. Increasing intensity or frequency of use

 

  1. SECONDARY MARKETING GOALS:
    1. Getting permission for continuous contact
      (Facebook, Twitter, email newsletter)
    2. Upgrading permission
      (Twitter follower to email newsletter subscriber)
    3. Building brand ambassadors
    4. Collecting public endorsements
    5. Increasing website traffic
    6. Extending website visit time
    7. Reducing website bounce rate
    8. Increasing Search Engine Ranking
    9. Improving Organic Search Engine results
    10. Increasing number of blog subscribers
      (total or number of target group subscribers)
    11. Increasing number of Facebook fans, Twitter followers, Google+ connections…
    12. Receiving more comments on a company blog
      (or more high quality comments or more comments from target audience members)
    13. Receiving more incoming links
      (or more incoming links from high quality sources)
    14. Getting people to interact with content more
      (sharing, commenting, tweeting, pinning, liking…)