As the name of this framework implies, choosing your objective is the most essential step in planning a marketing strategy and campaigns across any channel. A strong marketing objective will answer two critical questions:
- What perception or behavior do you want to change in your customers?
- What will changing this perception or behavior do for your business?
To set up an objective, first consider the following questions:
- What do I or my team specifically want to achieve?
- Why is this goal important to achieve?
- By when do I need to achieve this goal?
- What defines success?
Once you answer these questions, you can determine whether or not your objective is SMART: specific, measurable, attainable, realistic, and time-bound. Just like the acronym suggests, a SMART objective is well thought out and crafted with consideration. It keeps you focused on the path to reaching your goal and helps you avoid logistical or strategic pitfalls.
Here’s a breakdown of the qualities that define SMART objectives.
A good objective should be as specific as possible; this will help you to measure your progress toward reaching it. If your objective can be interpreted in several different ways, it may not be specific enough.
Let’s say you wanted to recruit users for a food review app. Your objective might be, “Attract 200 new users this month.” However, without stating that you want those users to be active contributors to your community, your team might offer a one-time sign-up reward. This may get 200 new users, but they will likely be bargain-hunters who won’t contribute to the community… or return to the app. Make this objective more specific by defining the behaviors users need to take in the app before they can be counted toward your goal.
Could stakeholders disagree on whether or not your objective was achieved? If so, it’s not sufficiently measurable. To make success as unambiguous as possible, think of hard numbers or objectives with “yes or no” answers that remove guesswork from analysis. For example, if your objective is, “Attract 200 new users who will write at least two food reviews in their first month using the app,” you’ve defined a clear “yes” or “no” question with a quantifiable, measurable answer.
People across your organization should also be aligned on the tool(s) you’ll use as a source of measurement — for example, the profit and loss report, a client survey, or sales reports. This establishes a shared vocabulary and ensures that everyone is on the same page (literally) when looking at metrics.
Choose an objective that you know can be achieved but is not guaranteed. This will keep you motivated and creative. If your objective is too easily attainable, there’s no challenge in it and it may not impact broader business objectives in a significant way. On the other hand, if your objective is completely unrealistic, you risk wasting resources, frustrating leaders and teammates, and possibly failing the business.
Don’t set objectives that rely heavily on something that’s outside of your influence or lie dramatically beyond benchmark performance. If your plan requires technologies you don’t have (or don’t exist!), exceeds your budget, or leans on talent that isn’t available, your chances of succeeding will be greatly limited.
Set target dates and key milestones to keep things on track. A realistic time frame provides a finish line to look forward to and creates a sense of urgency for accomplishing the goal. Milestones help organize and streamline key steps in a campaign and hold teams and stakeholders accountable for different components of the project.