Marketing goals – how to set them and what must be included

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In 2023, no one needs to be made aware of the important role the Internet plays in marketing. The average person’s first idea for finding anything – a service, a store, a product, information – is to take out their smartphone and use an internet search engine. For this reason, all entrepreneurs should be aware that presence on Google is extremely important for the potential development of their company.

So what if we offer better products than company X and and yet Company X’s website is displayed high above us in Google search results because it has better advertising? The user is more likely to come across mentions of that competitors products and – as a consequence – they will probably choose them over us. Of course, we want to avoid such a situation. That’s why today we’ll look at how to effectively plan your marketing strategy and goals in the online space.

Marketing goal – how to formulate it?

Let’s start with the basics. If you think that setting a few goals for your company for this year does not require much effort, it would be good to stop at this issue for a moment.

A well-formulated marketing goal has several properties that distinguish it from a concept or vision.

It is specific

“Becoming an industry leader” obviously sounds highly desirable, but we want to be specific. What does “leader” mean? The most recognizable brand? Most frequently purchased product? On what date and for what period? This brings us to the next feature.

It is measurable

Let’s express ourselves with specific values. Quantity. Value. Deadline. Thanks to them, we will be able to precisely observe whether our strategy brings results.

It is in the right place in the hierarchy relative to other goals

It is worth developing our goals with a hierarchy in mind. Some of them may be more urgent, and some may be impossible to implement until we meet the required conditions. Appropriate structure and sequencing of subsequent cells will certainly improve and speed up the entire process.

It is possible to implement

How to understand? Sometimes our goal may be too broad or too general. In such a case, it is better to break it down into two, three or even more components. Less complexity means you can more easily identify potential flaws if something turns out to be off.

Think of it as a ladder metaphor. Precisely defined and clear marketing goals are like rungs on a ladder that will help us climb to the top. The rungs must be solid and placed relatively close to each other, otherwise climbing will be problematic and will take much longer than in the case of well-fixed and stable elements.

What should our marketing goals include?

Armed with theoretical knowledge (and a neat metaphor), we can start taking action. We want to make our company as recognizable as possible on the Internet, which will, of course, bring measurable benefits. However, we may have doubts about what to focus on, or even have a wrong impression of what is important and what is secondary in this matter. Therefore, below you will find the main aspects of website development that are definitely worth paying attention to:

Appearance and functionality

Let’s focus on the visual impressions first. For an average search term, millions of results will appear in the search engine, so if a customer doesn’t like something on our website (even a small aesthetic element, despite a solid substantive website), he or she has hundreds of alternatives at his or her disposal and will disable our website without any qualms. You can’t blame him, but it is worth making sure that our website is both visually attractive and technically efficient. Consumer impression is very important – it is included as one of the 4 most important factors in the 4C formula.


Optimization for SEO/SEM

Key elements when it comes to positioning a website in organic search results.

SEM is search engine marketing, including paid advertising, thanks to which your website appears first in a search for a given phrase. SEO is a part of it that involves creating or adjusting the content on the website (and the parameters of the website itself) to gain greater visibility in Google.

As for the so-called On-site SEO (activities within the website), an important role is played by the correction of existing materials in terms of “attractiveness” to search engine algorithms.

Content Marketing

Content means all the content of your website. Every text contained on it counts as content.

So how do we understand content marketing? Nothing more or less than providing appropriate content in the texts on the website. An interesting description of the products available in your store, engaging blog articles that build your image or effective content encouraging you to use the services provided – this category is extensive and can be approached from various angles.


We have presented several important aspects of website development that you should pay attention to when planning your marketing strategy. With clearly defined goals, there is nothing left to do but start implementing them!

Oluniyi Akande

I'm an AI/SEO copywriter and editor. With over 6 years of professional content writing experience, I've written fresh contents, revamped existing contents, and edited lots of AI-generated contents to drive traffic and sell products across the world. When I'm not working, I love to drive, swim, and watch movies.

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