This week on Marketing O’Clock, hosts Greg Finn, Mark Saltarelli, and Christine “Shep” Zirneheld are bringing you all of the digital advertising and marketing information you want to know. Apple’s Mail Privacy Protection function is […]
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Having a marketing plan isn’t enough for success. You need strategic marketing objectives to help you set, plan for and achieve your business goals. And you need to have them not just for your overall marketing plan but also for specific portions, such as paid social media marketing.
This guide will offer you a detailed breakdown of what marketing objectives are, what are the best practices for creating effective marketing objectives, and a few examples of what successful marketing objectives look like.
We have also included tips, tricks, and strategies to make your marketing plan more efficient with tried and tested marketing objectives.
What Are Marketing Objectives?
Marketing objectives are a set of trackable, measurable, clearly defined goals to help you expand your business. These can include, but aren’t limited to:
- Profit-based goals: making sales
- Growth-based goals: increasing subscribers, fans, etc.
- Awareness-based goals: gaining unique visitors
Such marketing objectives often use a popular method of goal setting known as SMART. SMART stands for:
You should tailor your SMART goals to your unique situation, but here’s an example to get you restarted on your marketing objectives:
Smart Goal Structure
S – Specific: Visits, Leads, or Customers
Do you want to increase traffic, nurture traffic into leads, or convert leads into customers?
M – Measurable: Provide a Number
Decide on an exact number to measure and increase.
A – Attainable: Understand Benchmark
Research your past analytics to make sure the goal is realistic with your resources.
R – Relevant: Relates Back to Overall End Goal
Make sure each goal relates back to overall end goal.
T – Timely: Include a Time Frame
Pick a date that is realistic to reach your goal.
Why Is It Important to Set Paid Social Marketing Objectives?
For example, if you want to increase your newsletter subscribers, focus on building a robust email sequence and craft marketing content in a way that should convince your audience to hit subscribe. Having this marketing objective clarifies your key goals and can help you build an effective social media marketing strategy.
If you don’t have any marketing objectives, you may end up wasting time, money, and effort on the wrong marketing campaign (for example, increasing passive visitors instead of engaged subscribers).
To better direct your resources toward building successful ad campaigns, you need to understand the types of marketing objectives you can set and what they mean for your business.
10 Types of Paid Social Media Marketing Objectives
Marketing objectives are crucial to clarifying and meeting your business goals. This section is here to help you narrow down your choices and dig deeper into what each type of marketing objective looks like in practice.
1. Marketing Objectives to Increase Brand Awareness
This is one of the most common types of marketing objectives. No matter how great your business is, if customers don’t know about you, they can’t buy from you. That’s why paid social media marketing objectives aimed at increasing brand awareness often come first, especially for new business owners.
Like other marketing campaign metrics, these can be customized and measured according to your key business needs. For example, if you’re a new brand looking to increase brand awareness, you need to tailor your social ad campaigns to attract new visitors.
Here are a few examples of what a brand awareness-based marketing objective could look like:
- Increase social media visitors by 25 percent.
- Improve page visits by 50 percent.
- Increase the number of target demographic visitors by 20 percent.
Your website’s analytics page will offer you all the details about your progress (or decline in growth) so you can adjust your marketing objectives and strategies accordingly.
If you notice you’re falling short of the goals too frequently, it may be a sign you’re setting unrealistic goals. Try to reduce the number and see what happens.
2. Marketing Objectives to Increase Repeat Visitors
Attracting new visitors isn’t enough; you must find a way to make them stay (and eventually convert). If you’re at that stage, you can create marketing objective plans to improve on-page retention and increase your number of regular visitors.
Here’s what that goal could look like:
- Improve click-through rates from existing visitors.
- Increase social media engagement among regular users.
- Reduce bounce rates to retain customers.
This graphic by CXL explains how to calculate your click-through rates.
Fortunately, most websites today track visitors, making it easy to see if your marketing objective plan is working. If you find a particular metric is hitting the mark, regroup and consider what needs to be fixed.
3. Marketing Objectives to Increase Subscribers
Once somebody starts visiting your page regularly, that’s a great time to ask them to subscribe to a premium level of whatever you offer. They’re already a free subscriber showing interest in your products, so they may be more likely to subscribe to your paid service than new users who don’t know or care about your business.
Marketing objectives to increase subscribers could look like:
- Increase subscribers by 15 percent over the next month.
- Reduce unsubscription rates by five percent over the next three months.
You can track these metrics from your subscription services’ analytics page to see what is working and what needs to change.
4. Marketing Objectives to Promote a New Product
When you launch a new product or service, you have an opportunity to create a timely and relevant paid social media marketing campaign.
If you’ve just launched (or are planning to launch) something new, here are a few marketing objectives you can set:
- Increase new product landing page visits to 100,000 per day.
- Boost social media engagement related to the new product by 40 percent.
- Sell 25 new units per day through organic traffic.
Such marketing objectives and strategies are often time-bound and only last for a few weeks or months, but you should track them like you would a long-term campaign to learn what works and what needs to be improved upon for the next time you run a short campaign.
5. Marketing Objectives to Increase Sales
Now that you’ve launched your new product and successfully promoted it, it’s time to focus on increasing sales. Most companies across several industries think of increasing sales when they discuss marketing.
Although marketing can serve several purposes, most businesses primarily use paid social media campaigns to boost sales, so this step is quite important.
If you’re at a stage where you’re prioritizing sales, here are a few examples of marketing objectives aimed at boosting sales:
- Increase conversion rates by three percent in the next three weeks.
- Connect with 25 influencers to increase social media sales.
- Increase affiliate sales by 12 percent in the next month.
These marketing objectives can be directly tracked by how many units or subscriptions you sell. We recommend keeping track of your results to know which marketing objectives and strategies work best for you.
6. Marketing Objectives to Increase Revenue
Even if your sales have increased, it doesn’t mean your revenue necessarily has. If you notice you’re not meeting your revenue goals, it’s time to devise new SMART goals, such as:
- Increase profit margins by 1.5 percent.
- Reduce marketing costs by two percent per month.
- Bring down customer acquisition cost to $5 per new buyer.
Here’s an example of how these marketing objectives can be tracked, explained through a graphic by Chorus.ai.
7. Marketing Objectives to Optimize the Conversion Funnel
Once you’ve set practical marketing objectives and begun working on your paid social media marketing campaign, you may notice the customers still aren’t converting. Maybe you’re attracting ample visitors, but your repeat customers are low. Perhaps you have a growing number of subscribers, but your customer acquisition cost is too high.
In these cases, it helps to set marketing objectives to optimize your conversion funnel. Here are a few examples:
- Identify and fix one weak spot in the conversion funnel per month.
- Increase conversion by 15 percent by spending a fixed sum on marketing.
- Reduce customer acquisition cost by three percent per month.
8. Marketing Objectives to Grow Your Digital Presence
Today, 2.14 billion people shop online, making digital marketing essential. If you have a successful brick-and-mortar business and want to expand your digital reach, this marketing objective could be right for you.
Here are a few helpful examples of what digital reach marketing objectives could look like:
- Post four blog posts per month to drive audience engagement.
- Increase social media followers by 25 percent.
- Reach 150 new users daily.
These marketing objectives can be tracked by recording and comparing your social reach.
Most social media platforms like Twitter and Instagram offer free analytics to help you understand how your audience interacts with your content. Use this data to adjust your marketing objectives and strategies.
9. Marketing Objectives to Reach International Audiences
If you’re launching a new product or service that could benefit users abroad, create a marketing objective to reach geo-targeted audiences. Once you’ve defined the demographics you wish to reach, you can set the following marketing objective plans:
- Reach users in 10 countries over the next six months.
- Convert three international users daily.
- Increase social engagement among international visitors.
Understanding international markets can be tricky, so you may have to experiment with marketing objectives and strategies before finding something that provides the best return on your investment.
10. Marketing Objectives to Increase On-site Time
Once you have an effective conversion funnel that meets your sales, revenue, and engagement goals, you can look for ways to increase each users’ on-site time. The more time somebody spends on your page, the more they’re likely to come back and buy something from you.
For this, you can set marketing objectives like:
- Reduce bounce rate by 4 percent every month.
- Increase user reading time up to 30 minutes per visitor.
You can track how long visitors stay on your page through your website’s built-in analytics tool. Measuring your marketing objectives solely through on-site time can be tricky, though, as many people leave their tabs open or are too busy to give their full attention to your page. So, we recommend you don’t focus on this objective too heavily unless you’ve completed all the others we discussed above.
How to Pick Your Paid Social Marketing Objectives
Now that you understand the 10 essential marketing objectives, it’s time to choose one for your company.
- Consider your business goals
When selecting a marketing objective, consider your business goals. Ask questions like: Do you need to increase sales, or should you prioritize social engagement?
- Get perspective
Consider the entire team’s perspectives before honing in on one goal.
- Narrow it down
Narrow your options to the top three choices you can work with.
- Test your goals
Start with one to see what works and what needs to change. If your goals aren’t supporting your overall growth plans, tweak and try again.
- Repeat the process with new objectives
Setting goals should be an on-going process, not a one-time deal.
Tips to Help You Meet Your Paid Social Marketing Objectives
If you want to increase the effectiveness of your paid social media marketing objectives, make sure you:
- Periodically check in with your team members to make sure everyone’s on the same page.
- Track your progress toward SMART goals to identify problems and possibilities for growth.
- Include external experts’ suggestions to improve your process.
FAQ about Social Media Marketing Objectives
This guide covered a ton, but you’ve still got questions. Here’s a quick FAQ to help you get started.
Can my business have more than one marketing objective?
How many marketing objectives you set depends on your business goals and planning capacity. Larger businesses with bigger teams may be able to plan and execute multiple marketing objectives and strategies at once. In comparison, newer businesses with smaller teams might perform better by working on one goal at a time.
Who should set the marketing objectives for a successful social media ad campaign?
When you launch a new social media ad campaign, involve everyone in the decisions about marketing objectives. The leaders and managers should specify the big-picture goals, while the marketing team can dig deeper into the details of how to execute your businesses’ marketing objective plans.
What are the most important marketing objectives?
Every company prioritizes different goals at different stages of its growth. Creating brand awareness and expanding your digital reach could be solid marketing objectives to aim for if you’re a new business. If you’re an established company, increasing sales and profits may better serve your key business goals.
What to do if my business isn’t meeting any marketing objectives?
If you notice your company is consistently falling short of your marketing objectives, it’s a sign warning you to change strategies. If you’re significantly behind your goals, it may be better to change your marketing objectives entirely. Track your goal metrics, see where your plan is failing, and set SMART marketing objectives to improve accordingly.
How often can you change your marketing objectives?
For your marketing objectives to succeed in accelerating your business growth, they have to be effective and profitable. If you notice you’re spending increasing time and effort trying to meet your goals without seeing great returns, reconsider your marketing objectives and perhaps swap them for new ones.
Social Media Marketing Objectives Conclusion
Setting SMART marketing objectives can truly change the way you reach your target audience and encourage them to do business with you.
You need to be especially SMART about your objectives when creating paid social media marketing campaigns, as you’re spending money regardless of how well things go.
Marketing objectives help clarify your message and simplify your goals while making them more effective in the long run.
Which marketing objective will you choose for your business today?
Twitter is including a ‘Subscribe’ button to peoples’ profiles that can enable customers to rapidly join newsletters. The signup and distribution course of shall be facilitated by Revue, a publication publishing firm Twitter acquired again […]
- what information you collect from website visitors
- how and why you obtain this information
- details about how you store the data you collect
- to whom you give access to the information collected (third party applications, newsletter services, analytics software, etc.)
Not only are privacy policies mandated in most countries, but they’re also a great way to build trust by keeping your marketing tactics transparent. Even if you’re not required to have one, it’s a good idea to do so anyway.
Regardless of whether you operate on a desktop, mobile app, or website, you need to have accurate and honest privacy policies in place to guide your users.
1. Privacy Policies Are Often Required by Law
Many countries mandate privacy policies be available to help citizens understand their information rights.
Here is an example of Disney complying with this law.
Here is an example of this from the Wells Fargo website.
In the U.S., the Gramm-Leach-Bliley Act mandates any businesses in the financial sector to provide honest statements about their collection and use of personal information.
Additionally, the Health Insurance Portability and Accountability Act (HIPAA) requires healthcare service providers to give written notice of their privacy practices.
Across the globe, many similar laws exist to protect the privacy of specific areas’ citizens. For example:
- Europe: The European General Data Protection Regulation (GDPR) protects data collected within the European Union.
- Canada: The Personal Information Protection and Electronic Documents Act (PIPEDA) governs any collection, use, storage, and disclosure of data collected from Canadian citizens.
2. Customers Expect Honesty and Transparency About Privacy
People care about their privacy and want to be in charge of their information. This is especially true online, where information is often collected and stored without a user’s knowledge.
It also shows you have procedures to handle their information properly, which can help them trust your business.
3. Privacy Policies May Be Required by Third-Party Services
This ensures they are also compliant with any international laws while you use their services.
4. Privacy Policies Can Show Your Brand Personality
With this tool, you can also generate terms and conditions, cookie tracking policies, refund and return policies, disclaimers, and more.
You can also update your policy later if your terms change.
2. Shopify Policy Generator
You can also create a refund policy or terms of service policy with this same tool.
3. Privacy Policies
It also creates policies meeting leading advertising networks’ and third-party applications’ requirements.
With this tool, you can also generate terms and conditions as well as disclaimer notices.
It’s effective for GDPR, CCPA, CalOPPA, Google Analytics, AdSense, e-commerce laws, and more.
You can create multiple policies for different platforms, helping to ensure you’re protected no matter where your services exist.
Hiring a lawyer, using legalese, and adhering to global marketing laws is no easy feat.
What do backlinks, reverse image search, and your business have in common?
Your bottom line.
Sure, you can blog until you have hundreds of posts on your site, but it takes time.
Can your business afford to wait? Probably not.
This is where a backlinks strategy comes in. Not only can it help with boosting your domain authority (DA), but it could expose your business to a new audience who may want to buy from you if you target the right sites.
How do you find these sites? Reverse image search. When done correctly, you can use it to snoop on your competitors and find the backlinks boosting their DA and profits.
Here’s how to turn their backlink success into yours.
What Is Reverse Image Search?
A reverse image search uses an image in place of a text-based query.
All you need to do is upload an image onto a search engine, and you’ll get a list of information. These details usually include:
- file type
- source of the original image
- image size
- other sizes of the same image
- websites using the image
- related images
While many people use reverse image search to check if someone is stealing their content, it’s a powerful tool in the hands of a savvy digital marketer.
I’ve used reverse image search to grow my backlinks by 26 percent, but it can do so much more than find unclaimed backlinks. When done right, it can give you the upper hand over your competitors while growing your authority.
Why Would You Use a Reverse Image Search for Competitor Research?
Using reverse image search on your competitors is one of the best link-building strategies most people skip.
Not having any backlinks is a reason more than 90 percent of websites don’t get traffic from Google.
By uploading a photo of a competitor’s headshot or company logo, you can see at a glance where their inbound links are coming from and start building a list of backlink opportunities.
Why is this important?
Backlinks are a valuable Google ranking factor. The search engine uses links from other sites as a vote of confidence.
According to a study by Backlinko, the site holding the #1 spot on Google has, on average, 3.8x more backlinks than those in positions two through 10.
By analyzing where your competitors are getting links, you can determine what sites are helping grow their authority and get a slice of the pie for yourself. Getting those backlinks could help grow your traffic, build your authority, and potentially one-up your competitor.
For example, let’s say you’re competing with me. If you reverse image search my headshot, you’ll see results like these before the fold:
When you scroll down past this, you’ll see a few more pages:
If you continue to scroll through the results, you’ll see I’ve been featured on sites like:
- Searchengineland.com (DA 91)
- Meltwater (DA 77)
- Forbes (DA 95)
- Getresponse.com (DA 81)
These are all powerful backlinks helping me grow my domain authority, website traffic, and sales.
How to Do a Reverse Image Search to Track Your Competitors
Ready to uncover those hidden link-building opportunities that lurk behind your competitor’s images? Here’s a step-by-step guide on how to do it.
Step 1: Find a Photo
What photo should you use for your reverse image search to track your competitors? I’d recommend using a headshot of the person who would be credited as the author.
Use their LinkedIn profile picture. They’ll likely use the same headshot for their guest blogging bylines, just like I do.
In addition to searching for a competitor’s headshot—or if your competitor doesn’t have a “face” attached to it—search for the brand’s logo.
Step 2: Use Reverse Image Search
You can’t upload a photo on the standard Google homepage.
Click on “Images” in the top right-hand corner to load the reverse image search feature or go to images.google.com.
Next, click on the camera icon.
Choose the headshot or logo you downloaded in step 1 and click on the blue “Upload an Image” tab. Google will then return a results page that looks like this:
Step 3: Start Looking for Opportunities
If we use the example of my headshot, you’ll see the first result points back to this blog.
Scroll down further, and you’ll see my author profile for CoSchedule. The blog has a DA of 57 and is a popular tool for content marketers. As a competitor, this is the kind of site you want backlinks from or to write guest posts for.
Having a guest post on a high authority site like CoSchedule could add to your credibility. You can use it to establish yourself as the go-to expert in your niche and get your message in front of your target audience.
Don’t forget to reverse image search your competitor’s logo! It can help you find opportunities to get listed on resource pages or niche directories.
How to Find Guest Post Ideas Once You’ve Completed the Reverse Image Search and Competitor Research
Now that you’ve completed your reverse image search, you should have a master list of websites your competitor uses for backlinks. Now what?
It’s time to come up with guest post ideas, start pitching, and, when a site agrees to your guest post, deliver compelling content to drive traffic back to your business.
You’ll have a much stronger pitch if you have a few blog post ideas. Here’s how to make sure you come with content the website will love.
Read Their Blog
You don’t want to make the mistake of pitching a blog post that’s already on your target’s website or won’t add value to their audience.
Editors receive an average of 10 pitches per day, and 20 percent of them don’t thoroughly read 90 percent of those pitches because they can tell at a glance they’re not worth the time. Make sure yours is in the 10 percent that the editors read.
How? By thoroughly reviewing the website you’re targeting. After reading the site’s content, you should be able to answer the following questions:
- Who is the audience? B2B, CEOs, moms working from home, etc.
- What is the level of the audience? beginner, intermediate, advanced, etc.
- What type of content do they post? 3,000+ word tutorials, quick tips and tricks, narrative essays, etc.
- What are the content gaps? Are they missing a comparison between two popular tools? Can you offer a different perspective on a hot topic?
- What topics do best? Use Buzzsumo to see what posts get the most shares on social media.
Once you have a few topic ideas in mind, tie everything together with keyword research.
Presenting a unique guest post idea backed with a strong long-tail keyword shows you know how visitors reach the site and, therefore, can write for their audience.
Plus, you want people to read your post. Choosing a keyword with a decent amount of traffic ensures you’re writing a blog your target audience will find and consume.
Use Ubersuggest to find high traffic, low competition keywords. Remember to check your chosen site’s DA so you can target the right keywords.
How to Pitch Your Guest Post After Doing a Reverse Image Search on Your Competitors to Find Potential Backlink Opportunities
I have an in-depth guide on becoming a successful guest blogger, but here are the pitching basics to follow every time:
- Read the Guidelines
Always check to see if the site has guest posting guidelines. If they do, follow them to make sure your post doesn’t get rejected. According to research by PointVisable, 22 percent of guest posts are rejected for not following the guidelines.
- Personalize the Email
Hop onto LinkedIn or read the “About” page and find the exact person you need to email. If you can address the blog owner by name, you’ll have a higher chance of success than starting an email with “Dear Sir.”
- Introduce Yourself
Include your industry expertise, accolades, and link to other places you’ve been published. You want the person to understand you’re not a generalist. You’re an expert with something valuable to add.
Reverse Image Search FAQ
Go to images.google.com and click on the camera icon. Upload the image and click on search.
Download or take a screenshot of your chosen image, then open the Google (not the Chrome) app on your phone. Tap the rainbow camera icon, allow any permissions it asks for, then tap the gallery icon. Select an image from your phone, and Google will display the results. You can also use Google Lens to take a photo and search for it.
If you’re using the Chrome browser (again, not the app), you can reverse image search by right-clicking on any picture and selecting “Search Google for an image.”
Yes. It’s a free tool you can access via Chrome.
Reverse Image Search Summary
As you can see, reverse image search is a powerful backlink tool. It can help you identify the best sites to target for backlinks and go after the sites giving your competitors results in their business.
However, searching for an image is only the start. Once you have a list of sites, do your due diligence and pitch blog post ideas to establish your business as the go-to expert.
Only compelling blog posts will get you the backlinks you need to rank higher on search, attract the right people onto your website, and into your sales funnel.
Do you think reverse image search is a good way to gain an advantage over your competitors?
As we anxiously await the return to in-person conferences, with just a little ingenuity and digital elbow grease, we are able to nonetheless forge new skilled relationships over an web connection somewhat than a cocktail. […]