Defining Your Marketing Objectives

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Alice talking to the Cheshire Cat, in the book "Alice in Wonderland"The second thing I ask new clients is “What’s your objective?”

Most fumble. Some say, “We’re launching this new product next month…” or “I want a social media campaign.”

That’s not an objective. That’s an activity.

Dig deeper. Ask yourself, “Why do I want this?” Or, “So what?”

“We’re launching a new product in December.”

So what?

“We need to get the word out about the product.”


“So people will buy it. Our existing customers, stay-at-home parents, will like this product, but we think working parents can benefit from it too.”

So now you have a primary objective (visibility), a secondary objective (sales), a primary target audience (stay-at-home parents), and a secondary audience (working parents).

Why is this important? You need to define objectives so that:

  1. You know what you’re shooting for. Your messaging, your call-to-action, your design, should all be aimed at advancing your audience towards conversion. What’s conversion? It’s the action you want your audience member to take, like buy your product or forward your newsletter to a friend.
  2. You can measure progress. It’s not enough to just set a vague objective (“I want more sales”): you need specific, measurable targets (“I need to increase sales by 10% every month.”)

Now let’s say you sell handmade jewelry, like Koyri. If your primary objective is increased visibility, you carefully monitor traffic to your website and your blog and impressions of your Facebook posts. You look at which of your blog posts get the most views and write more along the same lines.

But since you are a business, you’re probably more interested in actual sales of your products. So you look at which blog posts and landing pages convert well. What product-related keywords are working well for you, and how you can tweak that. What page visitors are exiting from, and how you can persuade them to stay and buy. Maybe you’ll find your most popular blog post isn’t converting well after all!

Objectives and measurement: that’s the difference between just being a content creator and being a marketer.

So are you just creating content or are you progressing towards your objectives?

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