On a few different occasions in recent months, we have suggested that readers focus their marketing efforts and distill them down to what is important, specific, and achievable. In this post, we’d like to go a bit further and recommend that you come up with a marketing objective – or at least a primary marketing objective – that can be summed up in a single phrase or sentence.
For example, your goal might be look something like one of these:
- “We want to increase foot traffic in a retail store by 30% this holiday season.”
- “Our goal is to have our website generate 15 new sales opportunities per week.”
- “The target is to have 200 new customers take advantage of our discount offer in July.”
Each of these is simple and time-sensitive, but more than that, they all point to the single direction. That makes it a lot easier to decide which activities matter more than others, and how to measure the results.
Can you sum up your marketing objectives and one line or less?