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  • Writer's pictureGemma Crosby

Charting a course for success: setting your Marketing objectives

Setting Marketing objectives for the next financial year is an essential part of any business planning process regardless of the size of a company or the industry it operates in. It enables businesses to set clear goals and objectives for their marketing efforts, which can help drive growth and profitability & here's how you can get started.


1. Review last year's marketing performance


Before setting objectives, it's helpful to review your previous year's Marketing performance. This includes analysing your marketing metrics such as website traffic, leads generated, conversions, and revenue generated. This review can help identify strengths and weaknesses and determine what marketing strategies worked and what didn't. You can use this information to develop new marketing objectives that build on last years successes and address possible weaknesses.


2. Define your business goals.


Marketing objectives should be closely aligned with business goals. Before setting marketing objectives, you should have a clear understanding of your business goals for the next financial year. This may include increasing revenue, improving profitability, expanding into new markets, or launching new products or services. Your marketing objectives should support these broader business goals.


3. Develop SMART Marketing objectives (Specific, Measurable, Achievable, Relevant & Time-bound)


Specific means focused and well-defined, with a clear and concise definition of what is to be achieved.

Measurable means that you should have a metric that can be tracked to assess progress.

Achievable objectives are realistic and attainable within the resources and constraints of the business.

Relevant objectives makes sure that they are are aligned with the broader goals and mission of the business, and are focused on achieving meaningful outcomes.

Time-bound make sure that objectives have a deadline for completion, so it's achieved within a specific timeframe.


For example, a SMART marketing objective might be to increase website traffic by 25% in the next financial year through a targeted content marketing campaign.


4. Consider your target audience


Your marketing objectives should be designed to reach and engage your target audience.

But first you need to be sure who your target audience is, what their needs and pain points are, and how you can address those needs with your marketing efforts.

Marketing objectives should aim to provide value to your target audience and build relationships with them.

5. Set a budget


Your marketing objectives should be realistic and achievable within your budget. Determine your marketing budget for the next financial year and allocate resources accordingly. Your marketing objectives should be aligned with your budget to ensure that your marketing efforts are cost-effective.


Setting marketing objectives for the next financial year is a critical part of your business planning process. By reviewing your previous year's marketing performance, defining your business goals, developing SMART marketing objectives, considering your target audience, and determining your budget, you can create effective marketing objectives that drive growth and profitability. Remember to regularly review and adjust your marketing objectives as needed to ensure that you are on track to achieve your business goals.

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