Total Guide to Creating Marketing Goals in a Marketing Plan

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Have a great idea for a new marketing campaign? It can be tempting to jump right in and start sharing it with your audience. But not so fast! First, you need to set clear marketing objectives to keep you and your team honest along the way.

This becomes even more crucial when you begin partnering with more and more influencers with a wide array of skills and interests. Having clear marketing objectives in a marketing plan in place for each of them makes sure everyone is paddling in the right direction toward a common goal. 

Why clear marketing objectives are critical to success

Marketing objectives serve as a guiding light when making strategic decisions for your business. They provide clarity and direction, ensuring your efforts align with your overall goals. Here’s how marketing objectives guide strategic decision-making:

Improve focus and prioritization.

With clear objectives in place, you can identify the strategies and tactics that will have the greatest impact on achieving your goals. This prevents you from wasting time and effort in areas offering little value toward your main objectives.

Allocate resources.

Marketing objectives help you determine where to allocate your budget, time, and staffing. By understanding your objectives, you can take the guesswork out of budget planning and focus solely on your highest-impact areas.

Align with your target audience. 

Your marketing objectives help you define your target audience and tailor your messaging and campaigns accordingly. They guide you in understanding your most likely buyers’ needs, preferences, and behaviors, enabling you to create more relevant and compelling marketing strategies.

Guide success measurement and evaluation.

By aligning your tactics with your objectives, you can establish key performance indicators (KPIs) to track progress and measure success. This data-driven approach helps you identify what’s working and what needs adjustment.

Adapt and pivot.

As the landscape evolves, you can refer to your objectives to assess whether your strategies need adjustment or if new opportunities align with your goals. That way, you can make informed decisions and respond effectively to changes in the market.

Hold your team (and yourself) accountable. 

Clear marketing goals ensure everyone is aligned and working towards a common goal. Decision-making becomes more cohesive and collaborative when there’s a shared understanding of the desired outcomes.

Two women discussing marketing objectives in a marketing plan in front of a board with sticky notes

Understanding influencer marketing objectives

Influencer marketing objectives are the specific goals that brands aim to achieve through campaigns with content creators. They’re there to guide you as you plan and execute influencer collaborations, ensuring campaigns align with desired outcomes.

Let’s start with some basics:

Influencer marketing’s role within digital marketing

Influencer marketing plays a vital role in digital marketing by harnessing the influence of online content creators to endorse brands, products, or services. By collaborating with creators with a dedicated following, businesses can authentically reach their target audience, ultimately boosting brand visibility and conversions. It also provides an opportunity to tap into niche markets, generate user-generated content, and establish long-term partnerships with influencers for ongoing collaborations.

How influencer marketing objectives differ from traditional marketing objectives

Influencer marketing objectives are often similar to traditional marketing objectives but with a few subtle differences. For example:

Target niche audiences.

Influencer marketing focuses on leveraging the influence and reach of specific individuals to target niche audiences. Traditional marketing often employs broader targeting strategies to reach a wider audience.

Establish trust and credibility. 

Influencer marketing aims to leverage the trust and credibility that influencers have built with their audience. Traditional marketing may rely more on advertising and promotional messaging.

Win with authenticity. 

Influencer marketing prioritizes authentic content creation and storytelling, aligning with the influencer’s personal brand and style. Traditional marketing often involves scripted advertisements or marketing messages.

Nurture engagement and long-term relationships.

Influencer marketing emphasizes fostering engagement and building relationships with the influencer’s audience. Traditional marketing may focus more on generating one-time sales or immediate conversions.

Collect user-generated content (UGC). 

Influencer marketing often involves the creation of user-generated content, where influencers and their followers actively participate in content creation. Traditional marketing typically relies on company-generated content.

Common types of influencer marketing objectives

There’s no limit to the number of objectives you can achieve with influencer marketing. As you get more comfortable with your strategy, you’ll develop more unique use cases. But for the sake of this blog, we’ll go over the most common goals influencer marketing can help with. 

Brand awareness

Most brands leverage influencers to introduce their products and services to a wider audience. The goal is to generate buzz, increase visibility, and create a positive association (halo effect) with your brand in the minds of consumers. 

If brand awareness is your goal, avoid getting too hung up on partnering with big-name influencers. Often, partnering with several micro or nano influencers can be as effective (and cost-efficient) as collaborating with a splashy name.

Audience reach and engagement

Influencer marketing is a powerful tool for reaching and engaging specific target audiences. Brands collaborate with influencers whose followers align with their target demographic, allowing them to tap into an engaged community more likely to be interested in their offerings. The goal is to extend the brand’s reach, spark meaningful conversations, and foster authentic engagement with the audience.

Product or service promotion

This goal involves working with influencers to showcase and highlight specific products or services to their audience. By leveraging the influencer’s expertise, credibility, and personal experiences, brands can create compelling product promotions that drive interest, consideration, and potentially lead to sales.

Lead generation and conversion

Influencer marketing helps generate leads and conversions by encouraging followers to take action, such as signing up for newsletters, downloading content, or making purchases. Collaborate with influencers to drive traffic to your website, landing pages, or ecommerce platforms, with the ultimate goal of converting interested leads into paying customers.

Content creation and user-generated content (UGC)

Influencers are masters at creating engaging and visually appealing content that can showcase your products authentically. They can also encourage their audience to do the same. You can repurpose UGC from these efforts across various marketing channels to enhance brand storytelling, boost engagement, and provide social proof. Just make sure you have all the necessary content rights first. 

Tips for developing marketing objectives for influencer campaigns

Ready to create some marketing objectives for your next influencer campaign? Let’s take it from the top. 

Define overall campaign goals. 

First things first, let’s establish your goals. You can use the SMART goal formula for the best results. 

  • Specific: Ensure your goals are specific and clearly defined. 
  • Measurable: You should be able to easily track the progress and success of each goal you set. 
  • Achievable: Think big but not too big. Your goals should be realistic and attainable within the given resources and timeframe. 
  • Relevant: Make sure your goals align with your overall marketing strategy and target audience. 
  • Time-bound: Set a specific timeframe or deadline for achieving your goals. 

SMART marketing objectives examples

If you need some help getting the gears turning, here are a couple SMART goal examples based on the common objectives listed above:

  • Brand awareness: Increase brand mentions by X% within a specific timeframe
  • Audience reach and engagement: Achieving X number of video views and X engagement rate on influencer content within a specific timeframe.
  • Product or service promotion: Generate X number of conversions or sales from influencer-driven promotions within a specific timeframe.
  • Lead generation and conversion: Obtain X number of leads or email sign-ups through influencer campaigns within a specific timeframe.
  • Content creation and UGC: Encouraging X number of user-generated content submissions related to your brand within a specific timeframe.

How to write marketing objectives (free SMART goal template)

If you need a little help visualizing how to organize your SMART goals, feel free to check out our free SMART goal template to start getting everything down on paper. 

Free Download: SMART Goal Template

Conduct audience research.

You’ll need to learn everything you can about your audience before you can set objectives to help you effectively reach them. Here are a few thought-starters:

Define your target audience.

Start by clearly defining your target audience based on demographics, interests, behaviors, and psychographics. Consider factors like age, gender, location, hobbies, lifestyle, values, and preferences. 

From there, you can break your audience down into unique buyer personas. Having a persona for each member of your target audience helps you tailor your messaging and speak to their individual goals and pain points. 

Utilize analytics and insights.

Gather data from your existing customer base, website analytics, social media insights, and other relevant sources. This data can provide valuable insights into your audience’s demographics, online behavior, interests, and engagement patterns. Analyze this information to understand who your current customers are and identify potential gaps or opportunities.

Conduct surveys and interviews.

Conduct surveys or interviews to gather direct feedback from your target audience. Ask questions about their preferences, needs, pain points, and interactions with influencers or social media. This qualitative data can provide deeper insights into their motivations, decision-making process, and preferences regarding influencer content.

Analyze competitor data.

Study your competitors and their influencer marketing strategies. Identify influencers they collaborate with and analyze the audience engagement and response to their campaigns. This can help you understand what resonates with your target audience and uncover potential gaps or opportunities in the influencer landscape. 

Collaborate with content creators. 

Consider involving your content creators in the goal-setting process rather than just delivering a list of predetermined objectives. Getting their input beforehand ensures you’re setting goals that align with their strengths so they can provide the most possible value to your campaign. 

Set key performance indicators (KPIs).

KPIs are all the little stepping stones along the way to achieving your big-picture goals. They will help you know you’re on the right track and identify any roadblocks in your strategy before it’s too late to pivot. 

If your goal is to improve brand awareness, some KPIs might include:

  • Engagement rate: The number of post engagements divided by the number of followers. Multiply that number by 100 to get a percentage. 
  • Impressions: The total number of times people see the content.
  • Reach: The number of unique people who see your content.

If your goal is to encourage a specific action (sales, newsletter sign-ups, etc.), some KPIs might include:

  • Conversions: The number of times a prospect completes the desired action. 
  • ROI: The value earned from conversions divided by the cost to get them. 
  • CVR: The dollar amount spent per customer to earn a conversion.

If your goal is to generate content, some KPIs might include:

  • Number of pieces: How many repurposable pieces of content you receive. 
  • Engagement: How the creator’s audience responds to the content. 
  • Ad metrics: How well content performs when repurposed as paid media. 

If your goal is to improve website traffic, some KPIs might include:

  • Total visitors: the number of people coming to your site thanks to your creators. 
  • Time on site: How long someone spends navigating your website. 
  • Pages per session: How many pages visitors look at when they come to your site. 

 Track and evaluate objective performance.

Tracking and evaluating the performance of your influencer marketing objectives is crucial. It helps measure effectiveness, optimize strategies, determine ROI, identify opportunities and challenges, make data-driven decisions, and provide accountability. By analyzing the data, you can refine your approach, allocate resources effectively, and demonstrate the value of influencer marketing to stakeholders. It ensures continuous improvement and maximizes the impact of your campaigns on your overall marketing goals.

Marketing plan objectives: examples from brands that got it right

True Citrus

Drink mix brand True Citrus recently set a lofty goal to increase its creator roster from zero to 300 in just one quarter. Through careful planning and some help from GRIN’s Creator Discovery Suite, True Citrus accumulated 300+ net new content creators within the set timeframe and collected over 1,000 pieces of creator content. 

Orangetheory

In November 2022, Orangetheory’s small influencer marketing team ran a month-long campaign to capture leads and promote brand awareness. They aimed to work with at least 20 creators and accumulate no less than 1 million impressions. With a strong set of clear goals, Orangetheory shared its vision with brand-aligned content creators who soon became passionate advocates for the studio. 

Key takeaway: Clear marketing objectives are the North Star for your influencer campaigns.

Successful marketing campaigns begin and end with clear objectives. For influencer marketing, be sure to get your influencers involved in the planning process. Pay attention to their performance as the campaign plays out, keeping a close eye on ways you can optimize your approach.  

Learn more about influencer marketing: Influencer Marketing 101

Frequently Asked Questions

Some of the most common marketing objective examples include:

  • Improving brand awareness
  • Driving website traffic
  • Generating leads
  • Increasing sales
  • Promoting a new product launch
  • Improving brand reputation
  • Expanding into new markets

When writing marketing objectives, be sure to use the SMART goal formula—specific, measurable, attainable, relevant, and time-bound. 

Some examples include: 

  • Increase brand mentions by X% within X amount of time.
  • Achieve X number of video views and X engagement rate on influencer content within X amount of time.
  • Generate X number of conversions or sales from influencer-driven promotions within X amount of time.
  • Obtain X number of leads or email sign-ups through influencer campaigns within X amount of time.
  • Encourage X number of user-generated content submissions related to your brand within X amount of time.

There is no one best marketing objective. The best objective for your brand will depend on your unique goals. However, some common ones include:

  • Generate brand awareness.
  • Increase conversions.
  • Drive sales.
  • Collect content. 
  • Improve web traffic.

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Written by Quinn Schwartz

Quinn studied journalism at the University of Kentucky and now lives in Portland, Oregon. He’s particularly interested in storytelling in digital marketing and cost-effective creator strategies for smaller brands. When he’s not writing, you can find him at a concert, dog park, or debating whether or not to go on a run.

All-in-one creator management platform helping ecommerce companies build more valuable brands through the power of creator partnerships.

© Grin Technologies Inc. 2022. All rights reserved.

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