3 Goals to Consider in Your Marketing Efforts

Author: Rachel Durkan Category: Branding, B2B, B2C, E-commerce & Retail, Marketing, Nonprofit Date: September 14, 2017

While creating your company’s marketing strategy you must take a look at what your goals are, who your target market is, your differentiators and your value propositions. While determining how you are going to market your business, brand or organization, each action, task or strategic move should achieve one of three marketing initiative goals: building brand awareness, creating the next touch in your touch process strategy or a direct return on your investment. Let’s take a closer look at what these mean:

The 3 Goals of a Marketing Initiative

Each initiative should have at least one of these goals but does not have to incorporate all three.

Brand Building

No matter whether you are a professional service, a product,  brand, local business, e-retailer, or non-profit, you are trying to create brand awareness when you market your organization.

One example of a great marketing initiative that helps to create brand awareness is a social media marketing advertising campaign on Facebook, Instagram or Pinterest. By budgeting for advertising on a social media platform, you are able to get your brand name out to a targeted public audience.

Direct ROI

As a for-profit business, you are hoping to create a profit. Therefore, all of your marketing activities should help drive a positive bottom line. Not every single marketing initiative will create a direct ROI, such as social media marketing. But, your overall marketing strategy should incorporate initiatives that do create a direct ROI.

An example of a direct ROI marketing initiative is running a LinkedIn Sales Navigator campaign to generate new leads and converting a lead to a sale. You must take into consideration the cost of Sales Navigator and the time it takes to run the lead builder, connect with leads and communicate with each lead. Converting one or multiple of these leads to a sale could lead to a positive ROI.

Touch Process

What is the touch process? Here’s a great explanation. It takes 7-9 touches to really reach your target audience in a marketing campaign. Each marketing initiative that you embark on should be considered a touch, but some of your marketing initiatives should enable your audience to reach the next touch. So, your goal should be to create a touch that sends your audience to the next touch.

An example of a marketing initiative that takes the touch process into consideration is an email drip campaign that automatically sends e-mails to an audience because they complete a task either on your website or in a previous e-mail. The first touch is the website, then the form, then the e-mail sent to their inbox.

Do the marketing initiatives in your marketing strategy each take on one of these three goals? Is your marketing strategy lacking in a structure to attain these goals? Contact Paradigm Marketing and Design and we’d be happy to walk through your marketing strategy with you.