How to set marketing objectives you can achieve
Many times business owners will put together a marketing plan that they think will work without really figuring out what they want to achieve with it. This is unfortunate since it really does not give the marketing plan any direction if you don't set some marketing objectives. However, it can seem overwhelming to determine exactly what you want to achieve when it comes to marketing. The good news is that there are some guidelines that can help you in setting marketing goals. Here is what you need to know about how to set marketing objectives you can achieve-
- Consider the overall picture-When you first put your marketing plan together you want to look at the big picture. This will help you to decide what marketing objectives you want to accomplish. You can start by asking yourself some basic questions that will get you on the road to developing a marketing plan. Some of these questions are-
1. How much can I spend on marketing? What will my marketing budget really be?
2. How much do I expect to generate in a rate of return from my marketing?
3. How much time, effort, and other resources do I want to give to my marketing plan?
- Know what the end goal is-It may seem obvious that you want to use your marketing to increase sales. However, you need to determine how you are going to achieve that. The best way to determine this is by doing plenty of market research. You need to have a very clear idea of the customer you are targeting, why they would want to buy your product or service, how they shop, what their income level is, and other factors that will have an effect on how you market to them. This is the point in the marketing plan that after you have done your market research you will be able to set marketing objectives that can be achieved.
- Get the right people working on the marketing objectives-Now that you know what you want to achieve you need to get the right people working on the marketing plan. You may still need to get help from other resources outside of your business. You can network with other business owners to determine what has worked best for them. You can consult with marketing firms and decide whether you need to outsource your marketing. You can also research marketing ideas on your own. However, after doing the right amount of research you will need to determine who will be working on your marketing plan. It can be helpful to look closely at the skills that the marketing people who work for you already have. You want to decide if they have the right skill set in order to achieve the marketing objectives you have set. If they do then get them to work, if you find that certain skills are lacking you will either need to hire new team members for marketing or outsource those marketing tasks that you internal team can't achieve.
- Review objectives on a periodic basis-It is not enough to set marketing objectives and then continue on with other tasks. As a business owner you will need to periodically review the progress of the marketing department and make sure that they are on the way to achieving the marketing objectives. Periodic review also helps to provide an opportunity for making adjustments when problems are small rather then waiting until they become a crisis. Finally, reviewing the progress toward marketing objectives can also determine if they are truly achievable. If you find that there is a lack of progress toward marketing objectives do not be afraid to make the necessary changes.