You need clearly defined marketing objectives to guide your marketing efforts and provide benchmarks for evaluation. It’s all that’s left to do for your strategy now.
Your marketing objectives should align with the widely-used SMART criteria:
Specific - clearly stating the desirable outcome, answers “who, what, when, how much, …”
Measurable - you must be able to track progress with Key Performance Indicators (KPIs).
Achievable - be bold with your goals, but also realistic; use current growth as a benchmark.
Relevant - does the objective align with your overall marketing and business strategy?
Timely - set up a time frame for achieving the goal.
An example of such objective could be:
Grow Ahrefs Webmaster Tools’ verified global user base from 100,000 to 500,000 by the end of 2021.
You should have one or two marketing objectives for each of your target segments for the year ahead. That would be a part of your marketing plan.
Strive for a combination of short and long-term objectives. In other words, have objectives that directly translate into more profit and others that help with brand building.
As a general rule, the ideal balance between marketing spend on sales uplift, and brand building is roughly 40:60. It’s one of the most important marketing concepts to keep in mind.
There’s an entire publication dedicated to this concept. The key takeaway is that brand building is proven to be the primary driver of long-term growth and success.
Here’s an example of a marketing objective with a brand-building KPI:
Increase brand awareness among webmasters in the US from 25% to 40% by the end of 2021.
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If you even remotely follow these steps to develop a viable marketing strategy, you’ll be better off than most marketers. Our industry seems somewhat fixated on pushing enticing “must-try” tactics as strategies. We can do better than that.
Look, if you come across a new cool marketing tactic and it aligns with your strategy, sure, go ahead, give it a shot. But you’ll often find that it’s better to stick with your guns.
Even though creating a marketing strategy is around a third of what marketing entails—along with research and tactics— its output should be brief and easy to understand. It might take you weeks or even months to develop a great strategy, but you can distill that into a shortlist of target segments, positions, brand codes, and objectives.
The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results.
Put simply: doing the research and strategy work sets you up for long-term success. Just revisit it once a year because your business, segments, competitors, and market dynamics evolve. Planning your marketing for the year ahead is also better with fresh data.
I need to give credit where credit is due.
Even though I studied marketing and have experience from strategic marketing positions, it was these four marketing masterminds who shaped my current marketing views the most:
Mark Ritson - marketing professor, brand consultant, columnist, Mini MBA in Marketing lecturer
Byron Sharp - marketing professor and researcher, author of How Brands Grow
Peter Field & Les Binet - marketing effectiveness experts, authors of The Long and the Short of it: Balancing Short and Long-Term Marketing Strategies
This guide hugely drew inspiration from their articles, books, lectures, and talks I’ve studied over the years. If you want to become a better marketer who uses practices based on actual research, follow them and study their work.