How do you structure your target list

Marketing goals help you to use resources effectively within a clearly formulated marketing strategy and thus work on the success of your company in a targeted manner. The prerequisite for this is that the desired results are precisely structured, scheduled and just as realistically realizable.

In the course of this article, we will explain to you which types of marketing goals can be distinguished, how they interact and which approach you can use to really achieve your goals.

What are Marketing goals?

A Marketing goal defines the result that is to be achieved by implementing the marketing mix. Essentially, a distinction must be made between qualitative and quantitative, strategic and tactical goals. These are formulated in terms of content, timeframe and degree of target achievement. This should create comprehensible, achievable and measurable goals that ideally complement each other.

The definition of fixed goals enables a clear orientation. Only when it is clear which goal is to be striven for can specific, strategic measures be derived from this. Therefore, a sensible use of human and financial resources is not possible without clear marketing goals. A structured approach, clearly defined milestones and their measurability support a targeted approach.

Marketing goals: examples

Whether sole proprietorship or large corporation - every company can and should Marketing goals put. However, depending on the industry, orientation and market position, goals and implementation can vary.

In the following you will find an exemplary selection of possible general marketing goals:

product

  • Increase the number of new products every year
  • Increase sales with newly introduced goods
  • Reduce time-to-market
  • Expansion of the range

distribution

  • Increase in weekly customer visits
  • generate increased customer inquiries
  • Increase the number of leads generated each month
  • get more completed bids

online marketing

  • Expansion of the presence to channels relevant to target groups
  • Improve search engine ranking
  • more traffic to your website
  • longer stay on your blog

communication

  • Increase your level of awareness
  • Optimize advertising budget
  • Strengthen customer satisfaction
  • Improve your image

Psychological and economic marketing goals

Concrete Marketing goals will be in psychological (or qualitative) and economic (or quantitative) goals.

The upper management level, such as the managing director or the company owner, is interested in the economic goals. They mainly describe economic aspects and are easy to measure.

Image: HubSpot

The economic goals are passed on to lower management, for example the department head. This now deals with the psychological goals that should lead to the achievement of the economic goals.

These successes can usually only be quantified indirectly and are therefore difficult to measure. But by means of surveys and market research, conclusions can be drawn about the approximation of the target.

Tactical and strategic marketing goals

You should also set your goals in strategic and tacticalMarketing goals split up:

The upper management level deals with the strategic goals. They describe long-term goals, mostly to be pursued over several years.

The lower management level, on the other hand, deals with the tactical, i.e. short to medium-term marketing goals. Ideally, the total tactical successes lead to the achievement of the strategic marketing goals.

The relationship between different marketing goals

Usually not just one Marketing goal defined, but companies pursue several goals at the same time. In this case, it is important to consider how the goals relate to one another:

  • Target indifference: Goals are completely independent of each other, so they can be viewed in isolation.
  • Target harmony: In this case, the goals are mutually beneficial. The goal of generating more website visits can have a positive effect on the goal of achieving more conversions. This scenario is the ideal case that should be targeted when formulating goals.
  • Conflict of objectives: Here the different goals are mutually exclusive or at least make it more difficult to achieve the other. The goal of reducing the marketing budget tends to run counter to the goal of gaining more new customers.

A conflict of goals should be avoided when setting marketing goals if possible. However, conflicting goals can also stimulate innovative solutions. A conflict of objectives could lead to cheaper yet effective instruments for gaining new customers being developed.

Define your marketing goals correctly

Now it's yours Marketing goals to be formulated in such a way that they are unambiguous and unambiguous. Only in this way is implementation realistic, concrete measures can be derived and the degree of target achievement can be checked.

When defining your goals precisely, use the SMART method as a guide, for example, which specifies that goals should be specific, measurable, achievable, relevant and time-bound.

How to achieve your marketing goals

1. Define the marketing goal

First, define your goal using the SMART method explained above. As an example, we focus on the goal of increasing sales by ten percent within one year.

Image: HubSpot

2. Derive the required paragraph

Now derive your sales by calculating and analyzing the average price of your products. Here you determine the average expenditure of your customers and thus calculate the number of customers that you need within a year in order to achieve the sales target.

3. Define psychological goals

Then you set psychological goals with which you can achieve the overarching goal.

For example, you plan to increase your level of awareness or improve your image in order to win more new customers.

4. Develop marketing ideas

In the next step you deal with the question of how you can achieve the psychological goals. Think about specific measures and instruments to acquire new customers.

To increase your profile, you can, for example, regularly publish competitions on social networks and invest in influencer marketing.

5. Set milestones

Your goals now relate to a period of one year. In order to be able to regularly check the approach to goals and to maintain your own motivation, you should set intermediate goals.

So break down your goals, for example into these milestones:

  • In one month the first marketing measures are said to have been implemented.
  • In three months your sales should already have increased by at least X percent.
  • In six months your turnover should already be value X.

6. Controlling

After all goals and interim goals have been set, you should measure your success on a regular basis. Depending on your specific goal and the key figures you are looking for, you can use analysis tools such as Google Analytics (see HubSpot's guide), surveys or sales reports. If it becomes apparent that you are not getting any closer to your goal, you can adapt your approach in good time.

Marketing goals are indispensable in order to be able to take clear measures and evaluate their success.

Formulate goals that are specific, measurable, realistic and related to a specific period - for example, use the free template from HubSpot.

Derive tactical goals from the overarching strategic goals and quantify psychological goals. This lays the foundation for targeted, strategic marketing.

Header: masterzphotois / iStock / Getty Images Plus

Originally published October 28, 2019, updated 25 March 2021

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