How Setting the Right Marketing Goals Helps You Achieve Short-Term and Long-Term Success


Settings goals. It sounds like a simple-enough task, but we see it as something of an art, especially in marketing. It requires practice, constant refinement, focus and a little bit of creativity. How do you set goals that are challenging yet still achievable? What forms of measurement should you use? And how will setting the right goals achieve success?

Goals will no doubt help you move you along, however, if not done correctly, goals can become burdensome and cause you to lose sight of the real objective. 

We recommend doing a little research, asking the questions "who, what, when, why, and how". Asking the right questions will help you ascertain what will be needed to accomplish your objectives.

According to Shanelle Mullin, a Director of Marketing at Onboardly, setting goals starts first with figuring out where you are now.

"The key to setting achievable marketing goals is to spend time evaluating your current position. Many startups set lofty, unattainable goals and end up discouraged, which can be detrimental in the early days. On the other hand, some startups set easy, insignificant goals and end up missing out on growth potential."

"Take the time to really understand your growth levels to date. If you run a popular blog and traffic has increased by 8-10% for the last four months, you know that a 12-15% month-over-month increase in blog traffic is a challenging yet attainable goal. Don’t be the startup that shoots for 20% or the startup that considers anything above 8% a win."

"The single most important thing to remember about marketing goals is to stay focused. Choose 1-2 core goals that impact the bottom line and 3-5 supporting goals. Anything more than that will distract you from what’s most important (as will changing goals too often)."