How Business Goals Align with Marketing Strategy

In order to obtain efficient marketing results, it’s crucial to keep in mind that the overall picture aligns with your business objectives. When your goals are aligned with your marketing strategies, it becomes easy to communicate and create a great experience for your clients or customers.

In this blog post, we’re going back to the roots and basics of marketing focusing on the importance of aligning your business goals with your marketing strategy in 5 simple steps.

Step 1: Be Very Clear on Your Business Goals & Objectives

Be it small or a large-scale, the smell of success is the same for every business and its stakeholders. From increasing revenue, generating leads to ranking at the top in customer service, it’s crucial for every business to breakdown and create specifics in setting their business goals.

The first step is to successfully identify 3 to 5 important metrics that you want to achieve and categorize them under short- or long-term goals. Then create a well-outlined action path to chase these objectives for your actions, while having the bigger picture in mind. Prioritise them in the order of importance and align relevant stakeholders to carry out daily tasks while monitoring them in real time.

Example – If your aim is to build an inside sales team with specialized roles, then the natural course would be to hire new people.

Step 2: Be SMART

An effective marketing strategy thrives on two simple rules, one is to create your goals targeting the right audience and second is to follow the SMART goal framework that covers all the aspect of setting realistic objectives.

Specific: Be as specific as you can with your goals. Deep dive into what the desired outcome you wish to achieve from your marketing strategies. Example – event attendees, click through rates, new leads can be termed as specific goals

Measurable: Always set measurable goals while setting up your realistic marketing objectives. If you’re looking at an increase in sales, have a number attached to it. For example – increase in new customers by x% or xx number of new followers on social media channels.

Achievable: For realistic outcomes of your marketing strategy, it is equally important to set up attainable goals. The achievability of the goal should be enough to make you feel challenged, but defined carefully so that you can achieve it

Relevant: Identify how relevant your goal is, are you using the right social media platform, is your campaign reaching the right segment of audience at the right place and time. Keeping these factors in mind and carefully monitoring your marketing action plans, will help you understand the relevance of your strategies.

Time-Bound: No one can deny the importance of defining your goals based on timelines. This practise will help you measure results and make you plan better in the future. Setting all your action plans for certain periods of time can also help you analyse any pain points that you may face during the tenure of your marketing campaigns.

Step 3: Take the Right Action  

If your goals don’t tie into the overarching strategy, should you be doing them at all? As a marketer or business owner, ask yourself this question to ensure you’re taking the right actions.

In this step, you must implement the necessary efforts to chase those goals you’ve aligned for your business. For instance, ensure you have the sufficient funds to get your campaign started, keep your website updated, build a team of specialized roles and so on. Only after having all your goals aligned, can you draft the necessary action plans and steps towards accomplishing them.

Step 4: Measure the Impact

Measuring the impact in real-time, daily or weekly is a great way to understand if your marketing campaign is scaling or underperforming. Modern-day marketing comes with easy to access and use digital selling and marketing tools that can help you track, analyse and measure the impact of all your marketing strategies, right from the time they go live till the very end.

Step 5: Adapt, Analyse, Repeat 

Marketing can be an extremely dynamic and volatile function, hence its essential to have an open mind and keep up with the ever-changing trends and algorithms. Watch out for what’s new, what’s changing and what’s not working and implement them in your campaigns.

All the data gathered from the analysis you carry can be then used to fine-tune your future campaigns. This practice will help you derive better results that align to your business goals, and we are most certain about that! 

In conclusion, business goals should always be aligned with your marketing strategy. At Marketing Eye, our team of skilled marketing consultants aim to deliver the most effective and result-driven marketing strategies while keeping your business goals in mind. Get in touch with us to help you transform your business and marketing.

Author: Gwen Periera 
Image source: Shutterstock (1240127524)