Examples of marketing objectives
- Increase qualified leads from the website by 30% within six months.
- Grow revenue from repeat customers by 15% this year.
- Rank on the first page of Google for five priority service keywords by the end of the year.
- Lower the cost per acquisition in Google Ads to under 400 kr.
- Raise brand awareness in a new region, measured by branded searches.
How to set good marketing objectives
- Start from the business goal: revenue, profit or growth targets.
- Make them SMART: specific, measurable, achievable, relevant and time-bound.
- Choose KPIs for each objective, so progress can be tracked.
- Keep them few: three to five objectives are easier to focus on than twenty.
Objectives, strategies and tactics
The objective is what you want to achieve, the strategy is how you will get there, and the tactics are the specific actions. For example, the objective is 30% more leads, the strategy is to rank for local service searches, and the tactics are new location pages, more reviews and an updated Google Business Profile.