{"id":153957,"date":"2023-02-24T00:02:19","date_gmt":"2023-02-24T05:02:19","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=153957"},"modified":"2023-10-05T02:56:48","modified_gmt":"2023-10-05T07:56:48","slug":"marketing-objectives","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/marketing-objectives\/","title":{"rendered":"7 Marketing Objective Examples (+ How to Set Yours&nbsp;Right)"},"content":{"rendered":"\n<div class=\"intro-txt\">The hard truth about marketing objectives is that you shouldn\u2019t look at a few examples and choose those that seem to fit the best. The examples should only be used as inspiration.<\/div>\n\n\n\n<p>It\u2019s on you to set specific marketing objectives because every business is different and the highest priority needs in marketing change over time. Deciding where your marketing focus should be for the year ahead is an essential part of every marketing plan.<\/p>\n\n\n\n<p>In this article, we\u2019ll dive into examples of great marketing objectives, including ways to measure them. It\u2019s then followed by the best practices you should apply to either adjust those examples according to your needs or come up with your own marketing objectives from scratch.<\/p>\n\n\n\n<p>But first\u2026<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"What are marketing objectives?\" data-section=\"what-are-marketing-objectives\">\n\n\n\n<h2 class=\"wp-block-heading\">What are marketing objectives?<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Marketing objectives are specific and realistic outcomes that your company wants to achieve with its marketing efforts over a certain period of time. They guide what you should focus your marketing activities on, most commonly for the year&nbsp;ahead.<\/p>\n\n\n\n<p>Great marketing objectives provide benchmarks to evaluate your marketing performance, which is key to making changes to your marketing strategy and&nbsp;plans.<\/p>\n\n\n\n<p>Let\u2019s dive into the examples.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Seven examples of marketing objectives and how to measure them\" data-section=\"marketing-objectives-examples\">\n\n\n\n<h2 class=\"wp-block-heading\">Seven examples of marketing objectives and how to measure them<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Coming up with a good marketing objective is one thing. Being able to properly track the progress toward it is another.<\/p>\n\n\n\n<p>That\u2019s why each point here contains a short \u201cHow to measure it\u201d section pointing you toward metrics, KPIs, and systems you can use to follow through.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">1. Increase share of voice (SOV)<\/h3>\n\n\n\n<p><strong>Example objective:<\/strong> Increase SOV from 11% to 16% by the end of&nbsp;2023.<\/p>\n\n\n\n<p>Share of voice (SOV) is traditionally a measure of your advertising share compared to competitors. However, with most brands now fighting for visibility on organic channels like social and search, we can broaden that definition to how visible your brand is in the market.<\/p>\n\n\n\n<p>This is an excellent marketing objective because there\u2019s a strong relationship between SOV and market share. Once your SOV is higher than your market share, you create excess SOV (eSOV). Your market share should follow in the same direction in the long&nbsp;run.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"900\" height=\"1055\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-9.png\" alt=\"Relationship between SOV and market share\" class=\"wp-image-153967\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-9.png 900w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-9-363x425.png 363w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-9-768x900.png 768w\" sizes=\"auto, (max-width: 900px) 100vw, 900px\"><\/figure>\n\n\n\n<p>Of course, this is an undeniably tricky metric to track across all channels. The solution is to break the objective down into your most important channels.&nbsp;<\/p>\n\n\n\n<p>Here are a few examples:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Increase organic search visibility in the U.S. from 6% to 8% by the end of&nbsp;2023.<\/p>\n\n\n\n<p>Increase search ad impression share from 47% to 65% in the U.S. among <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a> tool buyers by the end of&nbsp;2023.<\/p>\n\n\n\n<p>Increase marketing podcast audience monthly reach from 300,000 to 500,000 by the end of&nbsp;2023.<\/p>\n<\/blockquote>\n\n\n\n<h4 class=\"wp-block-heading\">How to measure it<\/h4>\n\n\n\n<p>Measuring SOV depends on your choice of channel. For example, for organic search, the simplest method is to track your main keywords in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/rank-tracker\">Rank Tracker<\/a>, add your competitors\u2019 domains, and check the SOV in the <strong>Competitors overview<\/strong> tab.<\/p>\n\n\n\n<p>Here\u2019s what it looks like for keywords we target on our&nbsp;blog:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"982\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15-1.jpg\" alt=\"Measuring organic SOV in Ahrefs' Rank Tracker\n\" class=\"wp-image-153969\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15-1.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15-1-680x334.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15-1-768x377.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image4-15-1-1536x755.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>It shows you the percentage of all clicks from tracked keywords that land on your and your competitors\u2019 websites.<\/p>\n\n\n\n<p>This is a topic on its own, so check the following guide if you\u2019re curious about <a href=\"https:\/\/ahrefs.com\/blog\/share-of-voice\/\">measuring SOV across channels<\/a>.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">2. Increase brand awareness<\/h3>\n\n\n\n<p><strong>Example objective:<\/strong> Increase unaided awareness of our brand among the total market of marketers from 31% to 38% by the end of&nbsp;2023.<\/p>\n\n\n\n<p>Brand awareness represents your brand\u2019s level of familiarity among your target audience. For example, the brand that first comes to mind when you think of electric cars is probably Tesla, not Rivian. That\u2019s because Tesla enjoys a higher level of brand awareness among consumers.<\/p>\n\n\n\n<p>There are multiple metrics that you can investigate regarding your brand awareness:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Aided brand awareness<\/strong> \u2013 The percentage of respondents who are aware of your brand when asked explicitly.<\/li>\n\n\n\n<li><strong>Unaided brand awareness <\/strong>\u2013 Also known as brand recall, this is the percentage of respondents who mention your brand on their own without any prompt.<\/li>\n\n\n\n<li><strong>Top-of-mind awareness<\/strong> \u2013 The percentage of respondents who mention your brand as the first one in your&nbsp;niche.<\/li>\n\n\n\n<li><strong>Brand recognition<\/strong> \u2013 The percentage of respondents who recognize your brand based on your logo, visual identity, or other brand assets.<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">How to measure it<\/h4>\n\n\n\n<p>Measuring brand awareness metrics requires market research resources because you need answers from a representative sample from your market. Market research agencies specialize in this and are your only option to get comprehensive data.<\/p>\n\n\n\n<p>However, if you already measure SOV, you can use it as a rough proxy metric for brand awareness.<\/p>\n\n\n\n<div class=\"further-reading\"><div class=\"reading-title\">Further reading<\/div><div class=\"reading-content\">\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/ahrefs.com\/blog\/increase-brand-awareness\/\">9 Tactics to Increase Brand Awareness (Tried &amp; Tested)<\/a><\/li>\n<\/ul>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">3. Improve brand perception<\/h3>\n\n\n\n<p><strong>Example objective:<\/strong> Increase perception that we\u2019re the best SEO toolset from 44% to 51% by the end of&nbsp;2023.<\/p>\n\n\n\n<p>Familiarity with your brand is one thing, but do people resonate with how you want them to perceive your brand or products? In other words, does your positioning work? Is your marketing communication creating the right associations around your&nbsp;brand?<\/p>\n\n\n\n<p>If you get unsatisfactory answers to these questions, then this objective may be for you. You\u2019ll also likely get other useful information regarding your brand perception. This is all a great starting point to work on your communication and positioning.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">How to measure it<\/h4>\n\n\n\n<p>Similar to brand awareness, this one still requires surveys and likely the help of specialized agencies. But in this case, you\u2019re able to gather a good chunk of the data yourself by surveying your current and lost customers.<\/p>\n\n\n\n<p>You can also monitor your brand\u2019s mentions to see how people talk about it online. Tools like <a href=\"https:\/\/brand24.com\/\">Brand24<\/a> recognize the sentiment, so that may be a good starting point if you\u2019re simply looking to improve your reputation.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1541\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-11.png\" alt=\"Measuring brand mentions sentiment with Brand24\" class=\"wp-image-153971\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-11.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-11-551x425.png 551w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-11-768x592.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image5-11-1536x1184.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">4. Boost sales growth<\/h3>\n\n\n\n<p><strong>Example objective:<\/strong> Increase annual recurring revenue (ARR) from $104 million to $120 million by the end of&nbsp;2023.<\/p>\n\n\n\n<p>Boosting sales growth is the first short-term marketing objective on our list tied directly to revenue or profit. You need to know which financial metrics make the most sense to measure based on your business model and planning.<\/p>\n\n\n\n<p>Sales growth can also be tied to a specific product or service. This makes options for sales growth objectives almost limitless.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">How to measure it<\/h4>\n\n\n\n<p>Simply get data from your Customer Relationship Management (CRM) platform, checkout systems, or other sorts of financial dashboards.<\/p>\n\n\n\n<p>On the other hand, don\u2019t rely on the numbers in your Google Analytics for this. They\u2019re skewed by default and <a href=\"https:\/\/ahrefs.com\/blog\/google-analytics-tracking-mistakes\/\">may not track everything properly<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">5. Acquire more users or customers<\/h3>\n\n\n\n<p><strong>Example objective:<\/strong> Increase monthly active users (MAU) of <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a> from 750,000 to 1.2 million by the end of&nbsp;2023.<\/p>\n\n\n\n<p>Accelerating your user base growth doesn\u2019t necessarily mean more profit, but it has implications that are way beyond any financial metrics.<\/p>\n\n\n\n<p>For example, we launched a free version of our SEO toolset called <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a> in September 2020. <a href=\"https:\/\/ahrefs.com\/blog\/word-of-mouth-marketing\/\">Increasing our word of mouth<\/a>, broadening the user base, and familiarizing more people with our product lead to long-term growth.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">How to measure it<\/h4>\n\n\n\n<p>Use numbers from your CRM. Of course, this is not a worthwhile marketing objective for physical product manufacturers selling in supermarkets.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">6. Generate more marketing qualified leads (MQLs)<\/h3>\n\n\n\n<p><strong>Example objective:<\/strong> Increase the generated number of MQLs from 5,676 in 2022 to 6,500 in&nbsp;2023.<\/p>\n\n\n\n<p>A marketing qualified lead (MQL) is any lead that indicates interest in your brand and products. That can range from downloading an ebook to sending a contact form.<\/p>\n\n\n\n<p>This objective can be a great fit for any subscription-based business with sales reps who\u2019ll be taking over those leads and trying to turn them into customers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">How to measure it<\/h4>\n\n\n\n<p>Tracking MQLs can be quite easy these days. You need to set up a lead scoring system that automatically evaluates your incoming leads based on data points like:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Estimated purchasing power of the company.<\/li>\n\n\n\n<li>User behavior and actions taken in your app or website.<\/li>\n\n\n\n<li>Trial tier and&nbsp;setup.<\/li>\n\n\n\n<li>Anything the lead said to your customer rep or sales team (e.g., that they\u2019re looking for a new solution).<\/li>\n\n\n\n<li>Any other data you collect from forms or <a href=\"https:\/\/ahrefs.com\/blog\/lead-magnet\/\">lead magnets<\/a>.<\/li>\n<\/ul>\n\n\n\n<p>Some CRM platforms like HubSpot have a lead scoring functionality built in, but I suggest you consult this with a CRM analytics expert to get everything right from the&nbsp;start.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">7. Increase customer lifetime value (CLV)<\/h3>\n\n\n\n<p><strong>Example objective:<\/strong> Increase CLV among enterprise customers from $44,500 to $55,000 by the end of&nbsp;2023.<\/p>\n\n\n\n<p>Customer lifetime value (CLV) is a metric that estimates how much money an individual customer will spend on your products or services. Increasing your average customer\u2019s worth not only improves your financial metrics but also allows you to spend more on acquiring new customers.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">How to measure it<\/h4>\n\n\n\n<p>This is the most basic formula to calculate CLV:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Avg. Order Value x Avg. Annual Purchase Frequency x Avg. Customer Lifespan<\/p>\n<\/blockquote>\n\n\n\n<p>If your AOV is $100, customers buy the product four times a year, and they stay loyal to your company for three years on average, the CLV will be 100*4*3 = $1,200.<\/p>\n\n\n\n<p>You work with three different metrics in your CLV objectives. Improve any of those metrics, and your CLV goes up. For example, here\u2019s a whole guide I wrote about <a href=\"https:\/\/ahrefs.com\/blog\/churn-rate\/\">decreasing churn rate<\/a>, i.e., increasing your average customer lifespan.<\/p>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to set great marketing objectives for your business\" data-section=\"how-to-set-marketing-objectives\">\n\n\n\n<h2 class=\"wp-block-heading\">How to set great marketing objectives for your business<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>You should now have enough inspiration to come up with your own objectives, so it\u2019s time to go through three best practices that will ensure they fit well with your marketing strategy and&nbsp;plans.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Start from your most important marketing needs<\/h3>\n\n\n\n<p>Increasing your conversion rates is always nice. But if only 1% of your target audience is aware that your brand exists, you may want to reassess your priorities.<\/p>\n\n\n\n<p>Look, no one but your team can tell what\u2019s your biggest marketing opportunity to tackle. This is why it\u2019s crucial to <a href=\"https:\/\/ahrefs.com\/blog\/market-research\/\">do proper market research<\/a> that feeds into your <a href=\"https:\/\/ahrefs.com\/blog\/marketing-strategy\/\">marketing strategy<\/a>\u2014you\u2019d be playing a guessing game otherwise.<\/p>\n\n\n\n<p>Your brand diagnosis along with all the data from CRM and analytics systems have the answers. You can\u2019t set the best marketing objectives if you don\u2019t look at the big picture.<\/p>\n\n\n\n<p>Well, the big picture can be an actual picture. It\u2019s called a <a href=\"https:\/\/ahrefs.com\/blog\/marketing-funnels\/\">marketing funnel<\/a>, and most of the objectives we talked about here influence its \u201cflow\u201d:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1429\" height=\"1600\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8.jpg\" alt=\"How marketing funnels work\n\" class=\"wp-image-153973\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8.jpg 1429w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8-380x425.jpg 380w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8-768x860.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image2-8-1372x1536.jpg 1372w\" sizes=\"auto, (max-width: 1429px) 100vw, 1429px\"><\/figure>\n\n\n\n<p>People drop off at each of those stages. Not everyone who sees your Facebook ad will click. Not everyone who clicks will sign up for your newsletter. Not everyone who signs up for your newsletter will buy\u2026 you get the&nbsp;idea.<\/p>\n\n\n\n<p>You need to measure where the most drop-offs occur and then take steps to rectify the&nbsp;issue.<\/p>\n\n\n\n<p>But keep in mind that maybe the biggest opportunity lies in feeding way more people into the funnel if we circle back to the brand awareness vs. conversions prioritization I mentioned earlier.<\/p>\n\n\n\n<p>So identify the most significant bottlenecks and choose <a href=\"https:\/\/ahrefs.com\/blog\/marketing-kpis\/\">KPIs<\/a> that will track your progress toward fixing them. Here are a few ideas for each stage of the funnel:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Awareness<\/strong> \u2013 SOV, brand awareness, traffic quantity.<\/li>\n\n\n\n<li><strong>Interest<\/strong> \u2013<strong> <\/strong>Email subscribers, returning visitors.<\/li>\n\n\n\n<li><strong>Consideration<\/strong> \u2013 Traffic quality.<\/li>\n\n\n\n<li><strong>Conversion <\/strong>\u2013<strong> <\/strong>Conversion rates, sales, AOV.<\/li>\n<\/ul>\n\n\n\n<p>Of course, conversion is just the first win. Then comes the retention stage where you may want to improve metrics like <a href=\"https:\/\/ahrefs.com\/blog\/marketing-kpis\/#net-promoter-score\">NPS<\/a>, churn rate, or customer lifespan.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Be aligned with SMART criteria<\/h3>\n\n\n\n<p>You probably noticed a pattern in all the examples\u2014they align with SMART objectives, a widespread management concept that stands for:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Specific<\/strong> \u2013 Clearly state the desirable outcome and answer \u201cwho, what, when, how much,&nbsp;etc.\u201d<\/li>\n\n\n\n<li><strong>Measurable<\/strong> \u2013 You must be able to track progress with&nbsp;KPIs.<\/li>\n\n\n\n<li><strong>Achievable<\/strong> \u2013 Be bold with your goals but also be realistic; use current growth as a benchmark.<\/li>\n\n\n\n<li><strong>Relevant<\/strong> \u2013 Does the objective align with your overall marketing and business strategy?<\/li>\n\n\n\n<li><strong>Timely<\/strong> \u2013 Set up a time frame for achieving the&nbsp;goal.<\/li>\n<\/ul>\n\n\n\n<p>Each objective example from earlier was aligned with all of these criteria. Yours should too. This is best illustrated if we dissect one of our objectives:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1730\" height=\"2032\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/marketing-objectives.png\" alt=\"Example of a SMART marketing objective\" class=\"wp-image-153975\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/marketing-objectives.png 1730w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/marketing-objectives-362x425.png 362w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/marketing-objectives-768x902.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/marketing-objectives-1308x1536.png 1308w\" sizes=\"auto, (max-width: 1730px) 100vw, 1730px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Focus on only one or two strategic objectives<\/h3>\n\n\n\n<p>You can come up with tons of marketing objectives, but that doesn\u2019t mean you should. As <a href=\"https:\/\/en.wikipedia.org\/wiki\/Michael_Porter\">Michael Porter<\/a> would say, strategy is deciding what not to&nbsp;do.&nbsp;<\/p>\n\n\n\n<p>So here are a couple of golden rules for choosing:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>Less is more<\/strong> \u2013 The fewer objectives a marketing campaign has, the more effective it is. In fact, having just one or two strategic objectives works best. This is <a href=\"https:\/\/www.media-marketing.com\/en\/opinion\/mark-ritson-effective-marketing-begins-with-less-strategy-and-more-media\/\">based<\/a> on analyzing campaigns that were submitted for Effies awards, a marketing version of the Oscars.<\/li>\n\n\n\n<li><strong>Focus on both short and long term <\/strong>\u2013<strong> <\/strong>Achieving your marketing objectives should result in improving both short- and long-term marketing KPIs. In other words, have objectives that directly translate into more profit and others that help with brand building.<\/li>\n<\/ol>\n\n\n\n<p>As a general rule, the ideal balance between marketing spend on sales uplift and brand building is roughly 40:60. It\u2019s one of the most important marketing concepts to keep in&nbsp;mind.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1800\" height=\"1790\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/short-long-term-focused-promotion.png\" alt=\"Short- vs. long-term focused promotion\" class=\"wp-image-153991\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/short-long-term-focused-promotion.png 1800w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/short-long-term-focused-promotion-427x425.png 427w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/short-long-term-focused-promotion-768x764.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/short-long-term-focused-promotion-1536x1527.png 1536w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/short-long-term-focused-promotion-120x120.png 120w\" sizes=\"auto, (max-width: 1800px) 100vw, 1800px\"><\/figure>\n\n\n\n<p>There\u2019s a whole <a href=\"https:\/\/www.amazon.com\/Long-Short-Balancing-Long-Term-Strategies\/dp\/085294134X\">publication<\/a> around this concept. The key takeaway is that brand building is <a href=\"https:\/\/www.youtube.com\/watch?v=2LkK-UdbMuM\">proven<\/a> to be the primary driver of long-term growth and success.<\/p>\n\n\n\n<p>So choose and balance your objectives accordingly.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>We\u2019ve got the strategic objectives covered. It\u2019s the main component for planning your marketing activities for the year&nbsp;ahead.<\/p>\n\n\n\n<p>While we talked about ruthless prioritization and \u201cless is more,\u201d remember that this applies only to the big picture. Your strategic objectives should be branched out into many smaller tactical goals, usually per each marketing channel.<\/p>\n\n\n\n<p>This is the way of strategic marketing planning.<\/p>\n\n\n\n<p>Got any questions? Ping me <a href=\"https:\/\/twitter.com\/michalpecanek\">on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s on you to set specific marketing objectives because every business is different and the highest priority needs in marketing change over time. Deciding where your marketing focus should be for the year ahead is an essential part of every<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":149,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[375],"class_list":["post-153957","post","type-post","status-publish","format-standard","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>7 Marketing Objective Examples (+ How to Set Yours Right)<\/title>\n<meta name=\"description\" content=\"Setting marketing objectives is an essential part of every marketing plan. We share how to do it right with seven great examples.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/marketing-objectives\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"7 Marketing Objective Examples (+ How to Set Yours Right)\" \/>\n<meta property=\"og:description\" content=\"Plan ahead.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/marketing-objectives\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2023-02-24T05:02:19+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-05T07:56:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/02\/image3-9.png\" \/>\n<meta name=\"author\" content=\"Michal Pec\u00e1nek\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Plan ahead.\" \/>\n<meta name=\"twitter:creator\" content=\"@michalpecanek\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-objectives\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-objectives\\\/\"},\"author\":{\"name\":\"Michal Pec\u00e1nek\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#\\\/schema\\\/person\\\/b66ba944c48e71d0abac1af2f11265ec\"},\"headline\":\"7 Marketing Objective Examples (+ How to Set Yours&nbsp;Right)\",\"datePublished\":\"2023-02-24T05:02:19+00:00\",\"dateModified\":\"2023-10-05T07:56:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-objectives\\\/\"},\"wordCount\":2277,\"publisher\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-objectives\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/7-marketing-objective-examples-how-by-michal-pecanek-marketing-2.jpg\",\"articleSection\":[\"General Marketing\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-objectives\\\/\",\"url\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-objectives\\\/\",\"name\":\"7 Marketing Objective Examples (+ How to Set Yours Right)\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-objectives\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/marketing-objectives\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ahrefs.com\\\/blog\\\/wp-content\\\/uploads\\\/2023\\\/02\\\/image3-9.png\",\"datePublished\":\"2023-02-24T05:02:19+00:00\",\"dateModified\":\"2023-10-05T07:56:48+00:00\",\"description\":\"Setting marketing objectives is an essential part of every marketing plan. 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