It's not always simple to get digital marketing right, especially when it comes to the manufacturing and industrial sector, which sometimes entails high-volume, high-cost transactions and extremely extended purchasing cycles.
Consider the following scenario: you have an Instagram store. You consistently post stuff to your social media accounts. What's the problem if you don't notice any results? The issue isn't so much what you're doing as it is how you've been doing it.
If your marketing efforts aren't backed up by a plan, you're unlikely to see any results. Always start with your marketing strategy before releasing content, and then utilize it to support your marketing plan and efforts.
Industrial marketers typically struggle to engage with their audience in a way that leads them through the purchase cycle while providing them with immediately helpful, engaging content since the decision-making process in this area is inherently sluggish.
What are Marketing Goals?
Definition “Marketing goals are defined as numerous objectives and growth-driven benchmarks that a company aims to achieve by making marketing strategies.
A marketing goal is also understood as a marketing objective that provides clarity to a marketer to focus on what is essential and what is unnecessary.”
Every marketing strategy includes goals that the team will utilize to assess the campaign's performance. Meeting quotas, enhancing audience engagement, and improving key performance metrics are just a few of the objectives.
However, they all have the same goal in mind: to raise brand recognition, boost revenue, and expand the company. Marketing goals are essential since they help us determine how effective we are and keep us focused. Objectives are only valuable if they are well-founded and achievable.
5 important marketing goals
Increase brand awareness
Every brand has a personality, a human voice that is defined by the tone you use, the platforms you use, and the issues or topics you discuss.
Finding out what your brand's personality is and how it sounds are two terrific places to start if you want to improve brand recognition.
Consider the kind of venues where your prospective purchasers spend the most time when developing a plan around this aim.
A social media platform that assists to communicate with your target audience, is almost likely something you should think about. This might be sharing interesting business news, discussing your company's culture, or conducting polls to engage your audience.
Generating quality leads
Individuals that have the potential to become new consumers are considered high-quality leads.
Once you've identified the sort of client most likely to become one, you'll want to acquire their contact information so that the marketing or sales department may send them information and promotions about the company's products or services.
You may also generate leads by employing the following strategies:
Pop-up dialogues and website forms
Newsletters sent by email
Participation in social media
Promotions, discounts, free samples, and other forms of compensation
Webinars and events are excellent resources for learning more about a subject.
Your sales teams rely on you to provide them with constant leads to nurture and acquire new clients.
Increasing customer value
Thought leadership, not to be confused with brand awareness, refers to customers identifying your brand — and the people who work for it — as among the best and most trustworthy in the industry.
Brand awareness, on the other hand, is more concerned with ensuring that your brand is heard, seen, and acknowledged at all.
Establishing and maintaining thought leadership may be done in a variety of ways. One of these tactics is to create and distribute content that motivates your audience and tackles their pain points.
Grow social media presence
For communicating with new and present consumers, educating people about your company, and generating leads, social media is essential. Track gains in followers and interaction rates on each network to gauge social media growth.
Determine which content marketing and methods on which platforms generate the most new followers. You may aid a company's social media growth in the following ways:
Interacting with fans on all social media channels on a regular basis.
Collaboration with other respectable businesses or persons.
Producing and disseminating high-quality, engaging content.
Keywords can help you improve your accounts.
Making use of hashtags.
Polls, quizzes, and competitions may all be shared.
Become thought leader
Individuals and organizations that people respect and regard as experts in their fields are referred to as thought leaders. People will flock to your organization for knowledge and assistance in that area if they believe it to be a thought leader in the sector, which might lead to sales.
Develop thought leadership by doing the following:
Producing and distributing trustworthy and high-quality content that resonates with your target audience
Through webinars and panel discussions, we're collaborating with other industry leaders.
Having your material appear on their favourite websites, such as through guest blogs or guest posts
Track webinar or guest blog traffic and include CTAs with your material to evaluate the performance of your thought leadership approach. (source)
(Also read: 8 Important Marketing Goals that Companies Must Know)
What are Marketing Strategies?
Any company or business's marketing strategy is a long-term, forward-looking approach and overall game plan with the core objective of establishing a sustainable competitive advantage through understanding customers' requirements and wants.
A marketing strategy is a company's overall plan for reaching out to potential customers and converting them into paying clients for its goods or services.
The company's value proposition, core brand message, statistics on target consumer demographics, and other high-level aspects are all included in a marketing plan.
A marketing strategy is a wide approach that includes everything from a company's positioning to its creativity, strategic partners, media relations, marketing mix, channels, and techniques.
Back in the less ambiguous days of marketing, the broad marketing approach was referred to as "branding." It's a realistic description of the strategy's important features, as well as some of the general objectives and strategies for achieving them.
(Suggested read: Explore the Offensive Marketing Strategy)
Characteristics of marketing strategies
The most crucial responsibility for every marketer is to develop and implement a successful marketing plan, and failing to do so poses the biggest risk to corporate growth.
Understanding your company's needs and how to effectively advertise your products and services to your customers is critical to building a successful plan. Individually or together, the characteristics described below can help enterprises achieve outstanding achievements.
Identifying your target market
Your goods or service will vanish into thin air if you don't know what you're selling or to whom you're selling it. Companies must guarantee that their products are in demand and that there are customers to serve.
Knowing your target market's demographics and psychographics, as well as a customer profile, may help you personalise your approach to them.
Definite strategic purpose
The best approach to go about your marketing journey is to start with a strategy. The strategy is a well-planned road map for a company that can easily interact with clients and explain what they do and why they do it.
Being clear and consistent in your messaging across several marketing collaterals may be a useful asset to a successful marketing strategy. Maintain a consistent message across all of your marketing products by keeping your messages basic.
Competition and integrity
It's just as crucial to understand your clients and their journey as it is to understand your market's rivals. An examination of your competitors' strengths and shortcomings, as well as their marketing activities and campaigns, is a wonderful approach to see how you differ from them.
An effective strategy must be credible, which indicates that the company's objectives can be met over time and in the quantity specified.
Friendly to performance and quantifiable
To view the company's success picture, any good marketing plan or campaign must have reactions that can be assessed and monitored. To create numbers in real time, use a suitable analytical instrument.
Furthermore, having data like ROI, traffic, and reach for your website or social media platforms, as well as click through rates or bounce rates, may aid in chasing effectiveness. (source)
(Recommended reading: Marketing Management Goals)
Marketing strategies and marketing goals are inextricably linked, and they cannot function without one another. You can't properly develop a marketing goal without a strategy, and vice versa. They have a symbiotic connection in which they work together to ensure the marketing team's success.
Two things to keep in mind: Marketing objectives answer the “how to” of your strategy, whereas marketing strategy answers the broad aim of your marketing.