17 Goals and Marketing Objectives Examples (2023)

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).

(Video) How to Write Marketing Objectives | Talent and Skills HuB

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 (2) 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 (3)

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 (4)

(Video) Setting SMART Marketing Objectives and Goals

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 (5)

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 (6)

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 (7)

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 (8)

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 (9)

(Video) The Goal of Marketing Objectives

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 (10)

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 (11)

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.

(Video) Marketing Objectives

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 (12)

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 (13)

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 (14)

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:

(Video) Goals and Objectives Examples: Employee Performance Management

  • 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 (15)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.


What are marketing goals and objectives? ›

A marketing goal is a broad target that you hope to achieve. A marketing objective is an actionable short-term step that you execute. You will need to design and implement several objectives to achieve your overarching marketing goal.

What are the 7 goals of marketing? ›

7 important marketing goals
  • Increase brand awareness. ...
  • Generate leads. ...
  • Become a thought leader. ...
  • Increase customer value. ...
  • Improve SEO. ...
  • Grow social media presence. ...
  • Increase conversion rates.
22 Feb 2021

What are the 5 objectives of marketing? ›

Top 5 Marketing/Advertising Objectives
  • Drive customer satisfaction.
  • Identify high value audiences.
  • Increase customer leads.
  • Increase customer retention/loyalty.
  • Drive first purchases.

What are goals and objectives give 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 are the 5 smart goals examples? ›

5. SMART goal example for increasing sales
  • Specific: I will learn new sales techniques to increase sales at work.
  • Measurable: My goal is to double my sales in four months.
  • Attainable: I've been a sales associate for two years now. ...
  • Relevant: I want to feel more confident at my job and learn new skills.
5 Aug 2022

What are the 6 objectives of marketing? ›

Typically, clients marketing objectives include some or all of the following:
  • Increase sales.
  • Build brand awareness.
  • Grow market share.
  • Launch new products or services.
  • Target new customers.
  • Enter new markets internationally or locally.
  • Improve stakeholder relations.
  • Enhance customer relationships.

What are the 4 marketing goals? ›

The four Ps are a “marketing mix” comprised of four key elements—product, price, place, and promotion—used when marketing a product or service. Typically, businesses consider the four Ps when creating marketing plans and strategies to effectively market to their target audience.

What are SMART goals examples in marketing? ›

10 SMART goals for marketing teams
  • Introduce new products and services. ...
  • Increase website interaction. ...
  • Use social media marketing strategies. ...
  • Find new leads. ...
  • Maintain customer satisfaction. ...
  • Get more online reviews. ...
  • Increase in-person promotions. ...
  • Build an email audience.

What are the 10 main parts of a marketing plan? ›

Learn about the 10 basic components of a marketing plan here.
Marketing Plan Basics
  • Market Research. ...
  • Target Market. ...
  • Product. ...
  • Competition. ...
  • Mission Statement. ...
  • Market Strategies. ...
  • Pricing, Positioning, and Branding. ...
  • Budget.
1 Sept 2022

What are the 3 main goals of marketing? ›

There are actually 3 big goals of marketing which include:

Acquiring customers. Retaining customers. Turning customers into brand ambassadors.

What are some examples of objectives? ›

An Objective has to be quantitative to be effective. For example, 'Make a lot of Money' can't be objective, whereas 'Increase Profit by 20%” is an effective objective as long as it is time bound.
For example,
  • Increase customer retention by 80-90%.
  • Reduce distribution costs by 10%.
  • Seize into the Gartner Magic Quadrant.

How do you list goals and objectives? ›

Tips for writing good goals and objectives

Tie your goals and objectives directly to your need statement. Include all relevant groups and individuals in your target population. Always allow plenty of time to accomplish the objectives. Do not confuse your outcome objectives for methods.

What are the 8 personal goals? ›

There are 8 IPC Personal Goals:

Resilient = I can try again / I never give up. Collaborator = I can work together / I can take turns / I can share / I help. Communicator =I can listen / I can say/show. Respectful = I am caring / I can agree and disagree / I can look after my things / I can tidy up.

What are the 7 smarter goals? ›

The process of S.M.A.R.T.E.R goal-setting follows the acronym, which stands for Specific, Measurable, Achievable, Relevant, Time-Bound, Evaluate, and Reward.

What are 3 good smart goals? ›

Specific: The goal should be very precise with no room for misinterpretation. Measurable: The goal should be quantifiable, and progress should be easy to track. Achievable: The goal should be attainable — not outlandish or unrealistic. Relevant: The goal should contribute to your broader, overarching goals.

What are the 5 of most powerful marketing tips? ›

5 Most Powerful Marketing Strategies That You Should Steal in...
  • Set a Goal and a Budget. ...
  • Leverage Influencer Marketing. ...
  • Focus On a Single Social Channel. ...
  • Leverage Email Marketing. ...
  • Focus On SEO and Content Marketing.
2 Feb 2022

What are short term marketing goals? ›

In general, short-term marketing goals are goals you hope to reach within the next 6 months, and are often ones you hope to achieve within even less time. Long-term marketing goals are the ones you hope to reach within the next 6 to 18 months (And sometimes even longer).

What are the 12 steps to a marketing plan? ›

12 Step Marketing Plans
  • Purpose. ...
  • Describe Product or Service and Market. ...
  • Identify the Competition. ...
  • Setting the Price. ...
  • The Advertising and Promotion Mix. ...
  • Develop a Budget. ...
  • Location. ...
  • Estimate Your Sales.

What are the 8 elements of marketing? ›

The eight elements of service marketing are place, people, knowledge, value, relationships, problem-solving, specialization and product.

What are the 5 most common business objectives? ›

The five key business performance objectives for any organization include quality, speed, dependability, flexibility, and cost. When it comes to business performance objectives you're likely aware that efficiency and productivity are crucial.

What are the 4 types of objectives? ›

In summary,
  • Cognitive objectives emphasize THINKING,
  • Affective objectives emphasize FEELING and.
  • Psychomotor objectives emphasize ACTING.
11 Sept 2018

What are examples of objectives in business? ›

Common examples include:
  • To use profits to raise capital or strengthen the business.
  • To use growth models to contribute to business's success.
  • To drive innovative ideas through focused activities.
  • To improve brand and reputation.
  • To grow production size to meet demand.

What are the 4 common marketing goals? ›

Five of the most common marketing goals are:
  • Generating leads.
  • Building brand awareness.
  • Increasing website traffic.
  • Converting leads into customers.
  • Developing customer loyalty.

What are 5 examples of marketing? ›

  • Get on the Phone and Cold Call. Whether they call current customers or members of the general public, companies often simply call people up on the phone and offer them services. ...
  • Send a Punchy Newsletter. ...
  • Search Engine Marketing. ...
  • Meeting Customers at Trade Shows. ...
  • Product Placement in Entertainment.

What is an example of a smart goal in marketing? ›

SMART Goal: To boost sales numbers for the next quarter by 10%. Consistently publishing promotional posts on social media can drive more organic traffic to the website. Specific: I want to increase the number of sales conversions on our website from 2000 purchases to 2200 through social media marketing.

What are the 7 types of goals? ›

All right, now that you know how to set goals, it's time to think about the seven types of goals you need to set.
  • Spiritual Goals. ...
  • Financial Goals. ...
  • Career Goals. ...
  • Intellectual Goals. ...
  • Fitness Goals. ...
  • Family Goals. ...
  • Social Goals.
8 Nov 2022

What are the 6 types of goals? ›

Six Types of Goals Everyone Should Consider Making
  • Financial. Financial issues are a major source of stress. ...
  • Career. Most of us spend 40+ hours each week at a job of some sort. ...
  • Adventure. ...
  • Self-Development. ...
  • Health. ...
  • Long-term.
11 Apr 2021

What are the 6 main marketing objectives? ›

Typically, clients marketing objectives include some or all of the following:
  • Increase sales.
  • Build brand awareness.
  • Grow market share.
  • Launch new products or services.
  • Target new customers.
  • Enter new markets internationally or locally.
  • Improve stakeholder relations.
  • Enhance customer relationships.

What are the 10 marketing activities? ›

Here are common marketing activities you can use in your promotional efforts:
  • Conduct market research. ...
  • Segment your customers. ...
  • Enhance customers' experiences. ...
  • Create engaging and informative content. ...
  • Target customers with high bounce rates. ...
  • Distribute newsletters. ...
  • Budget for more ads. ...
  • Develop an effective pricing system.
26 Oct 2021

What are the 8 marketing activities? ›

The 8 Ps of marketing is product, price, place, promotion, people, positioning, processes, and performance. The goal is to get them working together for your marketing mix. If you can you'll have a much better chance to attract and convert your potential customers.

What are the 7 functions of marketing with examples? ›

What are marketing functions?
  • Promotion.
  • Selling.
  • Product management.
  • Pricing.
  • Marketing information management.
  • Financing.
  • Distribution.

What are your goals examples? ›

Career Goals Examples (Short-term & Long-term)
  • Gain a New Skill. ...
  • Boost Your Networking Abilities. ...
  • Intern with a Large Company to Gain Experience. ...
  • Start Your Own Business. ...
  • Improve Your Sales or Productivity Numbers. ...
  • Earn a Degree or Certification. ...
  • Make a Career Switch. ...
  • Become an Expert in Your Field.
8 Sept 2022


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3. Digital Marketing Objectives Goals | Objective Goals | Learn Digital Academy 2021
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