First Things First – A Marketing Plan’s Goal

An efficient and successful marketing plan consists of several steps. They can vary depending on the plan’s purpose and the product offering. But generally speaking, they can be broken down into seven steps;

  1. Choose your end goal
  2. Set your campaign budget
  3. Identify your target audience
  4. Design your content
  5. Choose your channels of distribution
  6. Launch & Monitor
  7. Analyze results

Let’s take a look at the first step. It may seem like the easiest one, and it often is, but it must still be approached with care. It is not enough to set a vague goal such as “raise revenue,” “increase awareness,” or “decrease costs.” Be specific. When beginning a marketing plan, a good rule of thumb is that the more granular and quantifiable the goal is, the better. How would your plan’s success look like specifically? Raising revenue is great, but determine how much you are aiming for it to increase by. Increasing awareness is a solid goal, but you have to decide on an equally solid way to measure it. Decreasing costs will help your bottom line but take into account by how much, if at all, you are willing to sacrifice quality to do so.

The bottom line here is that being careful in the setting of your goal will positively affect every other step of your plan. On the other hand, carelessness and lack of specificity in goal setting will rear its ugly head at every part of the process. One very important aspect of this is setting good KPIs. Most marketing professionals are intimately familiar with KPIs, but here is a refresher on the process of choosing the ones you will use. 

To recap; when setting a goal for your marketing plan, make it specific and make it measurable. If you do so, you may find that every subsequent step falls more into place.

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