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How Will Your Marketing Plan Support Your Business Goals?
If your business wants to get found in a highly competitive market then you need to create an effective marketing plan around your business goals. Far too many companies look at marketing as a task that will “take care of itself.”
Marketing can take a lot of time and resources, so your company will need to build a marketing plan around your company’s goals to ensure your investment does not go to waste.
Knowing how to conceptualize goals, objectives, and KPIs is vital to beginning to set a marketing objective for your business.
Here is a simple image that sums up each part of the equation. To help make the terms less abstract we will look over some ways that you can build a marketing plan that will support your business goals including:
- Start with SMART marketing objectives to increase sales, build brand awareness, etc.
- Build a marketing plan that is measurable and achievable.
- Write down specific KPIs to track your marketing goals in real-time.
- Align your goals with strategic objectives like market share, conversion rates, and lead generation.
- Create content based on the marketing goals you outlined above.
- Publish content on social media, blogs, and YouTube based on tactics.
- Track content performance and improve as needed.
A marketing plan needs to start from the top and move down toward objectives. You have to start with the overarching marketing objectives to understand why you are building a marketing strategy. Goals that are thought out and executable are SMART Goals.
Let’s take a look at how SMART Goals can fuel your marketing plan objectives, and how they can help your business move toward your ultimate goals.
1. SMART Marketing Strategy Objectives
Goals are the “Why” of a marketing plan. Starting with your business vision and purpose, your goals are the broader results you want to accomplish. Is your marketing goal focused on launching a new product, engaging new customers, or breaking out into a new market?
All of these goals are different, and each one will require a specific type of marketing campaign to accomplish their desired goals in a specific time frame.
An important thing to remember when it comes to setting marketing goals is that it takes a lot of time, resources, and energy to execute goals. This is why planning ahead is vital because it’s difficult to redirect a plan once the goals are in motion.
SMART marketing objectives will help you reduce wasted time and resources for digital marketing and maximize your ability to reach current customers and expand your customer base.
Robust strategies start with specific goals. Don’t waste time or energy by setting a weak goal that serves no purpose. Use the SMART goal method to ensure your strategy gets started in the right direction!
Specific – Need to be real numbers or deadlines. Don’t use abstract or vague terms like “engage customers” or “increase visitors to the site.”
Measurable – Goals should be tracked through some form of analytics system.
Attainable – Make sure the goal is difficult but not impossible. Use historical data to ensure your goals are both enough and achievable.
Realistic – Planning is easy, execution isn’t. Make sure you have the workforce, resources, and produce the goals.
Time-bound – A goal should always be set for a particular time. Choose a realistic date and begin pushing toward completion by that time.
You can think of SMART goals as a shortcut to get to your desired results with limited resources and a small marketing team. Instead of aimlessly wandering between different tactics and ideas, you can use a specific time frame.
2. What Is The Purpose Of A Marketing Plan?
The next step to set up a great marketing strategy is to focus your marketing team and resources on short-term deliverables to reach the ultimate business goals that you outlined in the previous steps.
Marketing objectives are the “How” of the planning process. Instead of the focus on marketing, you can hire a freelance writer to help you craft great content that ranks so you can build your customer service and pay more attention to your purpose! You can outsource marketers and other marketing activities while your leadership team focuses on business objectives, goal setting, and customer retention.
Marketing campaigns are objectives based on marketing efforts are steps that you need to take to achieve the goals you set in the previous step. Your objectives should detail your next steps in some specific areas, including:
- What you will do.
- Who will do them?
- Date of delivery.
Marketing objectives back up your goals and map out the direction your business must take to achieve your goals and fulfill your mission and value. You will need to follow Key Performance Indicators (KPIs) to understand how well your marketing strategy is panning out.
3. KPIs: Ensure Alignment With Strategic Direction
A KPI is a metric that you can use to help you understand how well you are meeting your objectives at each step. KPIs are the “What” of the planning process because they show you how well you are doing on a micro-scale. You can look at a number of different marketing metrics and KPIs to understand how your marketing tactics are performing., like:
- Reach and Impressions for social media marketing.
- Click Through Rate for PPC marketing to understand how your keywords, ads, and optimizations are working.
- Conversion Rates to determine how many new leads are generated for different marketing activities.
- Review Google Analytics to understand website traffic and your CTR.
KPIs should inform your business decisions on the go. It’s important to know what not all KPIs are equal, so be sure you track the right KPI for your needs. Each marketing channel will leverage different KPIs to gauge the strength of each objective.
Among your marketing channels, SEO marketing is one of the most difficult to optimize for but with time and careful research, you can succeed and see long-term growth. Ultimately, the amount of money you invest in PPC, SEO, and social media marketing depends on your profit margin, the number of customers in your market, and how many qualified leads you need to close to grow your business.
KPIs are a lot like the rudder of a ship because they show the course you are on and can help you identify how to steer your objectives.
4. How Do You Set Business Goals With A Marketing Plan?
You can harness the power of KPIs once you know which KPIs are most important for each channel of a marketing strategy. Measurable marketing objectives is where data collection and analytics come into play, but that is a discussion for another time.
Each channel plays a particular role in the success of your business based on your target audience, target market, and even your business plan. Marketing objectives are not meant to work apart from your business goals. Think of each channel as a different position on a football team, and KPIs are the stats and roles of those players.
You wouldn’t judge the performance of an offensive lineman by how many touchdowns they throw because that is not part of their role on the team.
Here is a brief list of the top KPIs for each channel in your marketing strategy.
5. What Is The Main Goal Of A Blog In A Marketing Plan?
Blogging is an excellent way to establish yourself as a thought-leader in your industry. A blog allows you to speak to your customers in a natural and meaningful way.
Do you think a blog is just a place to rant about your emotions? Nope!
While it’s just one type of content marketing, amazing blog posts provide your business with a unique outlet to reach your audience. A great blog also positions your brand as a go-to source for consumers looking for information that you are an expert on.
Your blog is an interactive channel to deliver information to your customers in a fun way. Your blog is a place to produce content that speaks to your audience throughout their personal audience journey. Let’s take a look at how to start blogging for your business!
You can start thinking about all the details once you have a solid body of work to show your readers. Trust me; this is tough. I am the first person to get caught up on the fonts, colors, sidebars, etc. of a blog.
You need to focus on the value you are delivering to your audience through your blog. Think about the content and why they want your information and less on the blog itself.
As you focus on your audience, your blog will become a valuable resource for your content strategy. Don’t let the blog hinder your ability to help your audience. Always benefit your audience.
Use your content through content mapping strategies and build your blog into knowledge that your audience will love!
So get out there, stop making excuses and give your audience the information and insight they need to engage with your products and services!
Bring Different Marketing Strategies Together Today!
It’s not easy to put together a business marketing strategy, but it’s not impossible. The first thing to do is think about your vision and mission. Then create SMART goals based on your mission. Once goals are set you can create objectives that will help you reach your goals. The next step is to identify KPIs for each channel to meet your objectives.
By following these steps, you will be on a great start to a winning marketing strategy! There are plenty of free small business marketing tools that you can use to understand your market, analyze your competition, and optimize your content to drive more sales!
Now it’s your turn. What process do you go through to create winning marketing strategies? Let us know in the comments below!
Marketing Plan Objectives FAQs
A marketing plan is a strategic vision that your business will use when implementing specific marketing channels. Your marketing strategy is based on your goals, timeframe, and customer needs.
You can use KPIs to set incremental goals for your entire marketing strategy. These KPIs will help you measure success and find opportunities for improvement across all marketing channels.
SMART marketing objectives help you define your marketing strategy by creating goals that are:
- Specific: You will use real numbers & deadlines.
- Measurable: You will track metrics through analytics.
- Attainable: You set goals that are difficult but not impossible.
- Realistic: You have the necessary resources and workforce.
- Time-Bound: Finish the goal by a specific time.