Common marketing plan goals for businesses

by Tom | Nov 14, 2021

time icon 3 mins

A marketing plan is a report that outlines your marketing strategy for the year ahead, quarter or month. Whereas, your marketing plan goals are the outcomes you want to achieve with the strategy you’ve set out.  Most marketing plans include a description of your business’s current marketing position, a description of your business’s target market and customer needs and an overview of your business’s marketing and goals. 

A marketing plan builds upon the marketing section of a business plan, going into further detail into the competitive environment and the tactics used to achieve marketing goals. 

If you’re struggling to see results from your marketing plans, or you’re having trouble outlining your own marketing plan goals, we’re here to help. We’re offering our expert advice to ensure you bring your plans to life and see real results. 

Why should you write marketing strategy goals??

Setting marketing plan goals is one of the most important parts of the entire marketing plan, so it’s important to take your time and make sure they’re as clear as possible. 

These goals shouldn’t be vague, instead, you should identify key performance metrics you want to impact and the percentage you want to increase them by. When developing goals, they must be specific, measurable, attainable, realistic and timely. Marketing goals underpin all marketing strategies. After all, how do you know what you’re working towards without clear, actionable and achievable metrics? Setting marketing plan goals should always be the priority as they will be the basis of your entire strategy.

Examples of marketing plan goals and objectives 

If you don’t know where you’re going, you can’t properly plan. Similarly, without any marketing objectives, it is impossible to optimise your plan to get the best results. The purpose of marketing is to reach your target audience and to communicate the benefits of your product or service. The overall aim is to successfully acquire, keep, and grow your customers. So, your marketing goals must relate to the specific business objectives your company wants to achieve. 

We’re going to share some examples of marketing goals you might use in your marketing plan. 

  • Increase brand awareness – A popular marketing objective, more brand awareness usually means more customers, more sales and, ultimately, more profit for the business. You may want to increase brand awareness overall or focus on this objective when there is a new product launch upcoming.
  • Increase market share – You can measure this by looking at the number of new leads or the percentage increase compared to previous campaigns or the previous month. 
  • Increase website traffic – Your website is a great tool for many of your marketing objectives, like when you’re trying to attract new customers, inform current customers, share offers or launch new products and services. You can increase your website traffic by sharing links from your social platform, paid advertising and writing guest posts on other websites that include a link back to your own.
  • Increase customer loyalty – Loyal customers can provide you with valuable word-of-mouth marketing, which in turn can help you to increase your sales.  It usually costs less to keep a current customer than to gain a new one, so this objective can also help you accomplish any goal that is focused on the budget.

How can OKRs help you achieve your marketing strategy goals?

For marketing teams, you might not see results immediately because success is built over time through multiple actions and long-term strategies. That’s where OKRs come into play. 

OKRs create alignment and encourage and increase engagement. Whether you’re focused on products, content, social media, SEO, a marketing OKR will help you make a focused plan for achieving your marketing strategy goals.

Here are some marketing OKR examples to get you headed in the right direction. 

Content marketing OKRs examples

Objective: Improve blog posts and quality in order to increase readership 

Key results: 

  • Increase the total number of blog subscribers from 1,000 to 3,000
  • Publish two new blog posts per week
  • Increase leads generated by blog posts by 15% 

Objective: Boost email marketing efforts 

Key results: 

  • Boost whitepaper download rate by 10% 
  • Increase newsletter open rate by 10%
  • Optimise email subscription page onsite with 12 new keywords

Social media marketing OKRs examples

Objective: Increase social media engagement on LinkedIn

Key results:

  • Identify and engage with 20 thought leaders through direct messaging 
  • Increase posting frequency to two times per day
  • Increase the total number of followers by 20% 

Objective: Engage with audience members across all key social media channels 

Key results:

  • Spend one hour per day engaging with our audience 
  • Host a monthly giveaway
  • Highlight a top client a month across social media channels 

When it comes to setting OKRs, it’s a good idea to make it collaborative. By being collaborative, it engages your marketing team, gives the team a level of ownership and drives accountability for results. This process encourages creative thinking and informed risk-taking, all to push your marketing team forward.

Where does TBG come in?

If you’re looking for support in outlining your marketing plan objectives and goals, our team of OKR experts can help you get on the right track. Book a call with the team to find out more about how we can help you reach your marketing goals.