Skip links
3 Goals to Consider in Your Marketing Efforts 3 Goals to Consider in Your Marketing Efforts 3 Goals to Consider in Your Marketing Efforts Paradigm Marketing and Design
3 Goals to Consider in Your Marketing Efforts

Marketing Tips, Insights, and Trends

3 Goals to Consider in Your Marketing Efforts

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

3 Goals to Consider in Your Marketing Efforts

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.

Have questions? Contact us

  • This field is for validation purposes and should be left unchanged.

You may also like

Laptop computer displaying Brand on screen
Author: Eileen Boh
Date: October 17, 2018
Understanding the value of your nonprofit branding There is no shortage of benefits to be gained from establishing strong nonprofit branding for your organization. Of course, businesses of all types can use their branding as a way to leverage sponsorships and generate revenue, but for nonprofits in particular, it’s an especially important point. Because as nonprofit entities you rely heavily on outside... CONTINUE READING
coin and sprouts representing growth
Author: Rachel Durkan
Date: September 13, 2018
Marketing on a Wish and a Prayer Part 1: How to prevent a business growth plateau Building and growing a small to mid-size business is a complex undertaking – one that requires a commitment to the basic, universal tenets of marketing: Attract your customers with a promise that your product or service delivers a benefit, deliver on that promise, remind them you delivered, encourage them to keep coming back for more,... CONTINUE READING
Return to top of page
Paradigm Marketing and Design Over the past 7 years, Paradigm Marketing and Design has evolved into a complete turnkey agency, but this award winning shop is still small enough to give clients the individual attention and hands-on, detail oriented services they need to be confident in their marketing effort and competitive in their industries.
330 Changebridge Rd. Suite #101 Pine Brook, NJ 07058, USA
Rachel Phone: 973-250-4995