Whether you're working on a team project or defining goals for the entire company, it's important that your employees have the same definition when it comes to terms.
“Goals” and “Objectives” often seem like two interchangeable terms. “We have ambitions” goals for 2019,” (We have the orientation ambitious for 2019), you might say to your marketing team, followed by, “Target Ours is very high, but it is entirely possible.” (Our objectives are aggressive, but entirely possible.)
When used in a marketing context, it's easy to misinterpret goals and objectives. Then, to ensure efficiency and consistency, keep your staff up to date with two terms you can use when drafting your quarterly and annual strategy.
Here, we will explain the difference between purpose and objective to ensure there is no ambiguity when it comes to your long term and short term marketing plan.
Goals with Objectives Goals – goals, are the end results you want to achieve, usually broad and long term. You can use the company guidelines to inform your annual strategies and guide your marketing efforts. On the other hand, an objective (Objective) defines specific, measurable actions that each employee must take to achieve a common goal and direction. For instance, if your overall goal is to increase brand awareness, one goal might be to increase 10% blog traffic. |
Goals is certainly crucial to the success of the business. Ultimately, the direction of the company needs to align with your vision and purpose, and drive the individual actions and decisions of each employee.
For example, say this year your leadership team outlined three broad goals for the company:
- Create a more inclusive workplace culture
- Increase international brand awareness
- Increase customer retention rate to 40%
Great… now what?
This is the time target work – goals are basically measurable actions you can take to achieve your overall goal. Normally, you would use SMART criteria scale to define and measure specific goals.
“Creating a more inclusive workplace culture” is a great and important direction to have, but it is vague and too broad to measure – “more inclusive” means a broader diversity and inclusion, or does it mean an increase in 10% numbers female leader for balance?
Ultimately, goals will help your employees understand exactly what you expect from them.
For example, let's say you inform your marketing department that your overall direction is “Developing international brand awareness”.
Now, when your media marketing manager is doing her quarterly video campaign, she will think to herself – Hmm. How can I increase international brand awareness?
She can align her goals to align with the overall company goals, as well as her own personal vision. Maybe she will decide: “To demonstrate my success in raising international brand awareness, my goal for my video marketing campaign will be a) 10% of all sample submissions coming from outside the US and b) increase by 5% the Hispanic group of people on Facebook”
Your social media marketing manager can then use her unique goals to measure whether she contributes to the company's larger goal of increasing international brand awareness. economic or not.
As you can see, the goals can be tailored to fit the needs of each department and allow for a large amount of autonomy. By instilling clear and firm company directions, you can feel confident that all of your employees are working in the same direction, but taking different steps (e.g. goals target) to end up at the same destination.
Strategy and Objectives A goal is a specific, measurable action that an employee or team needs to take to meet the needs of the company's larger purpose. A strategy, on the other hand, defines how each employee or team will accomplish a goal. A strategy can change over the course of a campaign, while goals should remain the same. For instance, your goal is to increase website traffic by 10%. The strategy to ensure success could be to focus heavily on your SEO efforts, redesign your website, or put more money behind your paid advertising approach. |
There is one more terminology difference that you need to know – goal versus strategy.
Continuing with our example above, let's say your social media marketing manager decides one of her goals will be to "increase engagement from western-speaking Facebook fans." Spain adds 5%”.
This aligns with your company's goal to increase international brand awareness.
A strategy, then, tells your employee or team how she can accomplish her goal. For instance, your social media marketing manager might decide to focus her work efforts on Spanish-speaking countries, using Facebook's location targeting features. . Alternatively, she may decide to strengthen cooperation with international companies and post videos in Spanish on Facebook that specifically highlight the work of those international organizations.
Both of these are examples of strategies.
Her strategy may change over time. She might decide her paid efforts aren't working, and try something else. In the end, however, her goal (increasing engagement from Spanish-speaking Facebook fans to 5%) remained the same.
Reference source: Caroline Forsey – HubSpot
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