17 Goals and Marketing Objectives Examples (2024)

17 Goals and Marketing Objectives Examples (1)

What Are Marketing Objectives?

Marketing objectives are the outcomes a brand wants to generate from its marketing activities. They should be measurable (and realistic) so that you can map out your efforts in a strategic and focused way.Not to be confused with marketing goals, your objectives identify how you’ll know if you’ve reached a goal–i.e. “increase the share of voice by 20% by the end of Q3” (objective) vs “be seen as a leader in the industry” (goal).17 Goals and Marketing Objectives Examples (2)

Why Marketing Objectives Are Important

Ever tried throwing spaghetti at the wall and seeing what sticks? It usually gets messy. Without marketing objectives, you don’t have any concrete way to steer your marketing ship. As well as giving your team a direction and goal to work towards, they also help you track and measure whether yourefforts are paying off.On top of this, establishing clear objectives is important for determining which specific marketing tactics and tasksyou’ll execute to achieve them.When you're ready, you can get your objectives organized with your free marketing calendar.

The following are examples of 17 goals and marketing objectives you can use in your business.

1. Improve Brand Reputation

Improving the way customers see your brand will lead to better reviews, higher customer satisfaction rates, and a more enjoyable customer experience. The happier customers are, the more repeat purchases you’ll secure, and the higher your long-term revenue will be.Example Objective:Gain and retain a 90% positive share of voiceby the end of the calendar year so that prospective customers know, like, and trust us.You can use a social listening tool to track your share of voice.17 Goals and Marketing Objectives Examples (3) Source

2. Increase Brand Presence

The more visible your brand is, the more chances you have to reach potential customers. Increasing your brand presence might look like showing up on different platforms, or posting more on the channels you’re already active on.Example Objective:Publish 4 articles every month on external sources our target audience follows to increase brand presence.SaaSlaunchr ran a guest blogging campaignto dramatically increase traffic to its client’s sites.17 Goals and Marketing Objectives Examples (4)

3. Optimize Brand Positioning

Having a clear path forward means knowing exactly who you are and what you want to say. Identifying your position in the market helps you communicate your USP and attract right-fit customers and clients.Example Objective:Define brand positioning statement and communication frameworks by the end of the month so that our team understands our strategic differentiators from the competition.Mailchimp’s communication and style guide help them maintain consistent messaging within their market.17 Goals and Marketing Objectives Examples (5)

4. Increase Traffic

More traffic means more conversions. When you focus on bringing new leads to your website, you can increase your search engine rankings, improve your industry reach, and access more detailed insights.Example Objective:Test 3 new traffic generation methods every month to increase traffic month over month by 3%.Google Analytics can tell you which sources are driving the most traffic to your site.17 Goals and Marketing Objectives Examples (6)

5. Increase Prospect Pipeline

Increasing the number of potential customers you have in your sales pipeline increases the chance of converting a higher number of people into actual customers. Even adding just one or two new prospects to the mix each month can have a huge impact on your revenue and profit. The more specific you can be with numbers, the better, as it’s much easier to track and measure.Example Objective:Increase website conversion rates by 2% by the end of Q2 so that we increase the number of prospects in our marketing to sales pipeline from 500 to 510.TouchBistro used Facebook adsto grow its prospect line to over 135 demos per month.17 Goals and Marketing Objectives Examples (7)

6. Diversify Lead Sources

Diversifying lead sources means finding new ways to attract and convert customers, whether it’s via social media, paid ads, or guest blogging on external platforms. Doing so helps you reach untouched markets and access customers who might not have found you otherwise.Example Objective:Test 2 new lead generation sources every month in 2022 to find at least 2 successful methods of generating new demand that we will implement by the end of the year.17 Goals and Marketing Objectives Examples (8)

7. Acquire More Prospects From Existing Markets

It’s unlikely you’re tapping out all the potential leads from your currently active platforms. Experiment with different ways to convert more people who already know who you are or who are already in the pipeline.Example Objective: Implement content upgrades into every blog post by the end of the calendar year to turn 30% of our website visitors into prospective sales leads.Shopify has a range of different content upgrades to attract different market segments.17 Goals and Marketing Objectives Examples (9)

8. Launch Product

Launching a new product can bring a number of benefits to your brand–reaching new customers, improving brand awareness, and solidifying you as one of the top brands in your market. However, there are lots of steps involved in launching a new product, so it’s important that you strategically map them out to hit every milestone.Example Objective:Define the go-to-market strategy for Product A by the end of the week so that the team can create all content before the launch date.Eight Sleep partnered up with IFTTT for their go-to-marketing planthat included an initial email, a landing page to educate customers about the new product, and a social media promotion campaign, resulting in wild enthusiasm for the new product.17 Goals and Marketing Objectives Examples (10)

9. Improve Product Quality

Product quality can impact other areas of your business, including brand reputation and customer satisfaction levels. If you can ensure the quality of your product is as good as it can be, you’ll improve the customer experience and generate more positive reviews.Example Objective:Launch Product A by the end of the month with zero bugs.

10. Acquire More Customers From Existing Markets

As opposed to acquiring prospects, acquiring customers involves actually getting people to buy from you. Obviously, the more customers you have, the more revenue you generate, but it also increases brand awareness and your share of the market.Example Objective:Implement off-site tactics to acquire 5% more customers month over month by the end of the fiscal year.Trello encourages its existing customers to share their product with their friends and family to grow its user base.17 Goals and Marketing Objectives Examples (11)

11. Break Into New Markets

Tapping into new markets gives you access to more prospects and helps you create a brand presence in different areas. On top of this, positioning yourself in new markets can separate you from your competitors and ensure you stand out.Example Objective:Research the competition in Market A by the end of Q1 so that we understand how to differentiate Product A positioning to win new market share.

12. Retain Existing Customers

It costs 5x more to attract new customersthan it does to sell to existing customers, plus those that have already bought from you are likely to keep buying from you and spend more on each purchase. Retaining your best customers is crucial for your bottom line and to secure brand loyalty.Example Objective:Reduce bugs to zero for every feature launch so that user churn decreases to 3% by the end of Q4.GrooveHQ managed to reduce customer churn by 71%by simply defining why customers quit.17 Goals and Marketing Objectives Examples (12)

13. Increase Efficiency

Being efficient means you can get more done in less time at (hopefully) a lesser cost. This might include batching tasks so you can create more products, or creating better systems so that you can fulfill bigger orders or target enterprise customers.Example Objective:Publish 4 blog posts every week by the end of the calendar year.

14. Increase Revenue

Of course you want to increase your revenue–who doesn’t? But, as a marketing objective, you need to dig deeper. Think about how you can increase revenue and what activities you can put in place to drive more sales and get more customers.Example Objective:Launch 4 new products by the end of the fiscal year to increase revenue.

15. Increase Profit Margin

It’s all well and good generating lots of revenue, but if your profit margins are small, you might be bringing in less than you think. To increase your margin, you might seek out different manufacturers or switch up your product positioning to give customers more value (and can therefore justify charging more).Example Objective:Improve brand positioning on 10 existing products by the end of the calendar year to increase product value so that we may increase prices for those product lines.Grammarly encourages its customers to upsell to the Premium package where they can unlock more value (and pay more).17 Goals and Marketing Objectives Examples (13)

16. Improve Customer Experience

Customer experience is one of the most important parts of business today. Get it wrong, and customers will quickly hop over to a competitor. But what does improving it look like in action? It might mean making the customer support process slicker or creating a simpler onboarding system.Example Objective: Reduce user experience challenges in Product A to improve net promoter scores (NPS) to 70%+.Skillcorner wanted to improve its customer experience, so they created an immersive website that better showcased the product’s software.17 Goals and Marketing Objectives Examples (14)

17. Increase Customer Advocacy

Your customers are your best marketers. Word of mouth is still an incredibly powerful way to reach new prospects, and getting your existing customers to help out with that will instantly instill trust and credibility in your brand.Example Objective: Implement a customer ambassador program by the end of the calendar year so that our best customers introduce our product to new prospective customers.ConvertKit has an affiliate program its best customers can use to earn a little income while marketing the product.17 Goals and Marketing Objectives Examples (15)

Tie Your SMART Marketing Goals Into Your Marketing Objectives

Marketing objectives are the overarching outcomes you want to achieve, which you set for your team. Marketing goals are the stepping stones you need to complete to reach your objective.You’ve probably come across SMART goals before but, just to recap, they should be:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timely

Your goals should be the specific building blocks that help you reach your initial objectives. For best results, each one should build off the other like this:17 Goals and Marketing Objectives Examples (16)Learn more: How to Set SMART Marketing Goals You Can AchieveIf your marketing objective is to increase your online conversion rates by 25% in one year, you might set a SMART goal to:

  • Increase the ranking of 10 landing pages to the top 3 spots on Google by optimizing them for specific keywords.
  • Decrease abandoned shopping carts by 50% over the next 12 months.

If your marketing objective is to reach more 18-35-year-olds with your brand and product, you might create a SMART goal like:

  • Create an active presence on Instagram and Snapchat with each account having over 1,000 followers by the end of June 2023.
  • Host a book club with topics aimed to entice our target audience with 2,000 active members by March 2023.

Each of your goals and its parent objective should relate back to your overarching business goal. It’s important to get specific here–use specific numbers, set timelines, and highlight the results you want to see come to life.

17 Goals and Marketing Objectives Examples (2024)


17 Goals and Marketing Objectives Examples? ›

Goals can be intangible and non-measurable, but objectives are defined in terms of tangible targets. For example, the goal to “provide excellent customer service” is intangible, but the objective to “reduce customer wait time to one minute” is tangible and helps in achieving the main goal.

What is an example of a goal and objective? ›

Goals can be intangible and non-measurable, but objectives are defined in terms of tangible targets. For example, the goal to “provide excellent customer service” is intangible, but the objective to “reduce customer wait time to one minute” is tangible and helps in achieving the main goal.

How do you write marketing goals and objectives? ›

How to write marketing objectives
  1. Identify your main objective. Begin by identifying the top goal you want to achieve with your marketing plan. ...
  2. Establish benchmarks. Once you know your main objective, establish benchmarks you can use to make progress toward this goal. ...
  3. Plan a marketing strategy. ...
  4. Make adjustments.
Feb 3, 2023

Which is the best example of a marketing objective? ›

Here are a few effective examples of marketing objectives to help you start brainstorming:
  1. Increase Brand Awareness. ...
  2. Generate Leads. ...
  3. Drive Website Traffic. ...
  4. Create an Effective SEO Strategy. ...
  5. Enhance Customer Engagement and Improve Customer Retention. ...
  6. Increase Sales Revenue or Profits. ...
  7. Boost ROI. ...
  8. Expand Market Reach.
Apr 16, 2020

What is the 5 goal of marketing? ›

Keep in mind that when setting marketing goals, you'll want to make sure they are SMART: Specific, Measurable, Achievable, Relevant, and Time-bound.

What are the 5 smart objectives? ›

What are SMART goals? The SMART in SMART goals stands for Specific, Measurable, Achievable, Relevant, and Time-Bound. Defining these parameters as they pertain to your goal helps ensure that your objectives are attainable within a certain time frame.

How do I write my goals and objectives? ›

Writing Goal Statements

Step One: Begin with determining the action verb, “increase, develop, obtain, complete, etc.” Step Two: Answer the question, what it is you will impact? Step Three: Include a time-bound statement of accountability. Step Four: Add a statement about what results will be achieved.

What are SMART goals and objectives marketing? ›

SMART is an acronym that stands for specific, measurable, achievable, realistic and timely. These goals provide a structured guideline for helping a marketing team assess the most effective course of action.

What are the objectives of marketing? ›

A company's marketing objectives for a particular product might include increasing product awareness among targeted consumers, providing information about product features and reducing consumer resistance to buying the product.

How do you identify marketing objectives? ›

To set these goals, review your past sales numbers, your recent business growth in different markets, the size of typical new customers, and how new product introductions have fared. Then use those numbers as a guide for the future. Restrict the number of marketing objectives you set per year.

What is an effective marketing objective? ›

They are specific, measurable, attainable, relevant, and time-based (These are often called SMART goals, an acronym you've likely heard before!). Marketing objectives should be tied to the overall success of the company, not just an arbitrary number.

What are examples of business objectives? ›

15 business objectives examples
  • Increase market share. ...
  • Provide leadership opportunities. ...
  • Improve employee satisfaction and reduce turnover. ...
  • Engage more with the community. ...
  • Maintain or increase profits. ...
  • Improve customer service. ...
  • Implement tools to boost productivity. ...
  • Organisational growth.
Sep 6, 2023

What are business goals and marketing goals? ›

Business goals are high-level objectives that directly affect the entire company. Marketing goals are measurable objectives of marketing initiatives that support your business goals.

How to write marketing objectives? ›

How do you write a good marketing objective? A good marketing objective should be specific, measurable, achievable, relevant and time-bound (SMART). For example: Increase email list subscribers by 15% within the next 6 months.

What is the #1 goal of marketing? ›

The purpose of marketing is to reach your target audience and communicate the benefits of your product or service — so you can successfully acquire, keep, and grow customers.

What is my marketing goal? ›

A marketing goal is a specific and measurable objective that helps you meet your broader business goals. It can be anything from generating high-quality leads and raising brand awareness to increasing customer value and improving your referral rate. A campaign without a clear goal is essentially a waste of money.

What are objective examples? ›

An objective is something you plan to achieve. A military objective is the overall plan for a mission. The objective for a bake sale is to raise money. If your objective is to learn a new word, you have succeeded.

What is an example of aim goal and objective? ›

My aim in this seminar is to fully equip you with all the necessary skills you need to become a critical thinker. Her goal is to have read 20 novels in a year. However, 'objectives' are the actions we take to accomplish our goals. They are measurable and we can multiply them.

What is my goal and objective? ›

A goal is an outcome you want to achieve, while an objective is a specific and measurable action that can be reached in a short amount of time, often related to a goal. When written out, goals are typically broad statements rather than a step-by-step process.

What is an example of a learning goal and objective? ›

Here is an example of how learning goals and learning outcomes relate to each other: Learning goal: “I want students to understand/learn/know the scientific method.” Learning objective: “Students will be able to describe the scientific methods and provide examples of its application.”

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