Every successful business also has a successful marketing strategy. But what is the secret behind that success?
The best place to start is learning how to set smart marketing goals. Your goals and objectives provide a way to assess and manage your risk, implement more effective strategies, and measure your marketing efforts. They don’t just point you in the right direction—they create a roadmap for you to follow.
Knowing how to set the right type of goals and objectives is the key to building a focused, resilient, high-performing business.
Goals vs. Objectives: What’s the Difference?
Simply put, your marketing goals define “what” you want to achieve, while marketing objectives explain “how” you will achieve them.
- Marketing goals are centered on broad outcomes and long-term results. They’re the “big picture” results you want to achieve.
- Marketing objectives are the specific, actionable steps you need to take to achieve your long-term goals. They act as benchmarks so you can see your progress toward your goals.
For example:
Your marketing goals may be to increase brand awareness, build an engaged community, or establish more authority online.
Your marketing objectives could include increasing ad conversions by 10% over the next six months, gaining 10,000 followers on social media in the next year, or ranking in the top 20 search results by 2027.
There are three main types of marketing objectives:
- Time-based objectives focus on the specific timeframes in which your marketing efforts should achieve results.
- Outcome-oriented objectives help you stay focused on what matters most, so you can keep your marketing efforts in line with your priorities.
- Process-oriented objectives focus on the steps you need to take to achieve long-term success. They help you identify actionable steps and measure your progress.
The types of objectives you should set for your business will depend on your broader goals, as well as your target audience and the marketing strategies that work best for them. Using SMART objectives will help you make your goals actionable.
How to Set SMART Marketing Objectives
Setting SMART marketing objectives is the best way to meet your long-term goals. They are specific, measurable, actionable, relevant, and time-bound. You need to incorporate all five aspects into your objectives to create a marketing strategy that will bring you success.
Specific
You want your objectives to be as specific as possible. Clearly define what you want to achieve and the steps you need to take to get there.
Measurable
Setting measurable objectives helps you track your progress and tell you how close you are to meeting your goals.
Achievable
Make sure the objectives you set are realistic, and that you have the means to achieve them. Accomplishing a big goal means making many small achievements along the way.
Relevant
The objectives you set need to be relevant to your long-term goals as well as your budget. If you’re questioning whether an objective is relevant or not, ask yourself how achieving it will benefit your business.
Time-bound
All of your marketing objectives should have a deadline. Even if you do not meet the deadlines you set, they still serve as a checkpoint where you can measure your progress and set new objectives.
Set Marketing Goals That Align with Your Mission
First, you will want to make sure that all of your marketing goals are in line with your mission statement. Your ads and content marketing aren’t just a way to draw in more business, they’re also a way to reach more people who need the services you offer.
For example, if you’re a veterinarian, your mission might be to provide the highest quality of care to animals in your area. Your ads and online content can help pet owners find you when they need you most.
Track Your Progress and Adjust Your Strategy
Next, pinpoint the areas where you want to see improvement, and perform regular evaluations to check on your progress. Set a timeframe for assessments that you think is fair to yourself and your team.
For example, you can evaluate your progress weekly, monthly, or quarterly. But you also need to be flexible. If you find that a certain strategy isn’t working the way you hoped, you may need to find new strategies or shift your focus to what’s already working.
Let New Wine Digital Help You Reach Your Marketing Goals
Hiring an expert marketing team can help you set smarter objectives and grow your business. If you are struggling with your marketing goals and objectives, we are here to help! As a full-service digital marketing agency, we can craft a detailed strategy that is perfectly curated for your business. Contact us today to discuss your marketing goals with our strategists.
Images used under creative commons license – commercial use (04/22/2025) Image by Gerd Altmann from Pixabay