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Marketing goals – what are they and how to set them?

Marketing goals support the functioning of every company. They bring order to the structure of the organization, allowing you to save a lot. They are also the starting point for optimizing work time and efficiency, additionally increasing the comfort of the designated specialists. In today’s article, we’ll tell you what your marketing goals are and how you can set them efficiently. We invite you to read!

Marketing goals – what is it actually?

Marketing goals are specific assumptions described numerically and in time in such a way that their achievement is as easy as possible. They are clearly formulated to meet specific needs. They are challenging, but 100% measurable and achievable at the right time.

>> Marketing goals and strategies <<

What should the goals of your marketing activity be?

Your marketing goals should be strategic. Focus primarily on the possible quality to be achieved in the near or more distant dates. It is worthwhile for them to focus on current market events and, as we mentioned before, be achievable – otherwise the business partners or employees with whom you are implementing the plan may simply get discouraged.

Why are strategic marketing goals important?

Strategic marketing goals are a key aspect of the functioning of any brand. Why? Because, similarly to SEO (Search Engine Optimization) – they increase awareness of a given brand, help generate valuable leads, and thus increase the conversion rate (e.g. in the form of purchasing a product, receiving a free e-book or booking training). However, what are the most important marketing goals in 2022? What is worth betting on to develop your company and attract additional customers? The key information is presented below!

Improving the ranking in organic search results

The main goal of modern marketing activities offering specific products or services operating, for example, in the e-commerce industry is to improve the positioning of your website. In this case, it is about adapting the website to the latest SEO and UX (User Experience) standards, that is SXO (Search Experience Optimization).

>> What to consider when planning SXO site optimization? <<

A higher position in search engines will have a positive effect on the recognition of your website. It will place your company in the form of an industry leader and make potential customers trust it, which will translate into additional leads. To improve SEO, first of all, perform an SEO audit, which will indicate the strengths and weaknesses of the website being verified. Audit specialists in Paraphrase Online also point out the necessary elements for improvement to clients.

The next step is to optimize your website for technical SEO and content optimization. In addition, you should take care of acquiring valuable outbound links in order to authenticate the quality of your website from the point of view of Google robots.

Technical SEO

Technical SEO is usually activities carried out within the website code. Depending on the requirements of the optimized website, we take care of the reconstruction of title tags (meta title) and descriptive tags (meta description), creating and editing a robots.txt file, as well as a site map (sitemap.xml). Technical SEO also includes activities such as:

– improvement of the HTML and CSS code of the website;
– verification of the correctness of redirects and their possible optimization;
– URL reconstruction (to be user-friendly);
– adapting the website to mobile devices; – website speed analysis;
– indexing broken (and needed) subpages;
– implementation of internal navigation.

In general, technical SEO activities are designed to eliminate any shortcomings that adversely affect the user experience they experience while using a given website. Experience shows that Core Web Vitals (FID – First Input Delay, LCP – Layout Contentful Paint and CLS – Cumulative Layout Shift) are also important. They measure the interactivity factor of your website.

Content optimization

Content optimization, i.e. improving the structure of headings (H1-H6) in such a way that they are more user-friendly. We also verify the quality, uniqueness, content and volume of content available on your website. We pay attention to its readability and overall appearance, because we want everything to be adapted to the latest UX standards. The content optimization also includes the following elements:

– content saturation with keywords – we use general phrases (usually one word), chunky middle phrases (consisting of two or maximum three words) and long tail words (containing more than 3 words) for the “workshop”;
– correction of existing content – we expand the content with additional bullets, lists and tables (so that the content is attractive to users);
– we verify duplicate content – we check that no one has used the content developed by our clients without adding a canonical link.

It is also worth mentioning that we saturate the content with keywords that is below TOP 10 in order to increase the probability of “ranking” individual subpages. To create content and optimize it, we recommend using Surfer SEO and Senuto (to search for additional keywords to the text).

Acquiring valuable outbound links

Acquiring valuable outbound links is link-building, i.e. off-site activities (off-site) aimed at obtaining links that improve the website’s ranking in SERPs (Search Engine Results Page). The most popular ways to diversify external links are, among others:

– case study – develop a valuable case study, link your client’s website and ask them to link you as well (mutual benefit that allows you to obtain a valuable link);
– guest posts – if you have friends with creators in the industry, ask them about the possibility of placing a guest post on their blog in exchange for a dofollow link (in addition to a quality link, you will increase your audience and perhaps gain additional customers);
– viral blog content – currently the most “salable” way to diversify the highest quality natural links (create catchy content and then share it, because perhaps this is what will maximize outbound links);
– expert statements – if you are an expert in a given industry and you feel capable of educating potential customers, apply to an expert portal with a proposal of statements on a specific issue (ask for your signature to be linked);
– local sites – a great way to build a natural profile of outbound links (ask the local site that raised the topic of your company for the possibility of including the dofollow link in the name of the company).

Of course, there are also other, more demanding ways of link-building, such as creating a backend, capturing domains, or analyzing backlinks. However, they require a lot of practice in SEO and appropriate financial resources. As an experienced SEO agency and a company that creates software based on artificial intelligence, such as the paraphrasing tool, we believe that when starting your adventure with link-building, it is worth diversifying external links using paid, nationwide portals (e.g. WhitePress), and leave advanced methods of obtaining links to specialists.

Increasing your presence in social media

What are the goals of marketing? In our opinion, apart from SEO, it is also important to increase your presence in social media. Suppose you run an extensive e-commerce online store. Then you should invest in the so-called influencer marketing involving cooperation with well-known people. They will advertise your products, creating trust among potential consumers who will decide to buy the product at the appropriate “instigation”.

Cooperation with influencers is not everything. It is also worth making regular posts (at least 3 times a week) containing information, interesting facts, surveys and contests aimed at building engagement among Internet users. Also, remember to regularly verify the effects of your actions. Check how the actions taken influenced the conversion (whether it improved it), and regularly verify the increase in the number of followers and other engagement indicators (in terms of reactions to publications).

Maximize your conversion rate

Your core marketing goals should also include maximizing your conversion rate. We can achieve this by creating blog content, sponsored content or social media posts targeted at a specific target group. It is also worth developing CTA (Call to Action) buttons that encourage action, including:

– “Click here”;
– “Check now”;
– “Read on”;
– “Try it today”;
– “Sign up”.

To maximize your conversion rate, it’s also a good idea to guarantee your satisfaction or your money back. This, of course, mainly applies to the service sector, as this is not the practice of products (unless they are unused).

Experience shows that the conversion rate is also increased by reviews and testimonials added to the website from satisfied customers. Implementation of a live chat may also be helpful (e.g. within the home page) – then the internet user will be able to ask about any matter and get an answer in less than a minute.

Sales funnel optimization

Sales funnel optimization significantly affects sales – both in e-commerce and service websites. What is it about? Well, a properly designed sales funnel should lead the user from “A” to “Z”, that is, from entering the website to purchasing the product.

For this purpose, it is worth adjusting the page in such a way that it contains only the necessary elements (users interested in purchasing do not like to click through a pile of unnecessary functionalities and close intrusive pop-ups). Let’s also take care of the attention-grabbing CTA and no additional costs when adding products to the cart (then there is a much higher probability that the potential customer will complete the purchase). The website should also be responsive (according to the mobile-first principle), and each subpage should load up to 2-3 seconds.

Generating leads

The goals of the marketing strategy may also be based on generating leads, i.e. potential customers, whose actions will result in an increase in the purchase conversion rate or other actions taken, i.e. subscribing to a newsletter or registering on the website in order to receive attractive discount coupons. What’s the best way to generate leads?

– engaging Internet users in social media (e.g. through competition posts);
– creating substantive webinars targeted at a specific target group;
– developing high-quality sales content.

Currently, a popular solution is also to build relationships with users by offering seasonal promotions and coupons, providing them with additional free samples (e.g. perfume) for larger orders – it will also make them more willing to buy again and recommend your company to friends.

How to set goals for your marketing activities?

Strategic marketing goals should be a plan of what exactly we want to achieve and at what time we want to achieve specific goals. In order to set marketing goals, it is also necessary to estimate the budget that we will spend on a given project and other available resources necessary for the implementation of individual tasks (e.g. team availability).

In our opinion, the goals of marketing activities should be carefully defined using the SMART method:

S (Specific) – clearly defined;
M (Measurable) – measurable;
A (Achievable) – motivating and possible;
R (Relevant) – improving the performance of your business;
T (Time-related) – preceded by specific terms.

The observations of Paraphrase Online experts show that setting marketing goals using the SMART method allows you to accurately plan the schedule of activities, and additionally instruct specialists exactly how to implement each stage of the chosen strategy.

Marketing goals – what are they and how to set them? Summary

Setting marketing goals is a key element of the functioning of any enterprise – we are talking about both online stores and service websites.

This will allow you to more efficiently pursue the chosen direction of development, save a lot of “wasted budget” and realistically assess the chances of your company for development in a given industry. It is worth planning them using the SMART method that we discussed in the previous paragraph. Thank you for taking the time to read today’s post. Good luck in setting your marketing goals!


What are the most common questions and answers about setting marketing goals?

1. Why is it worth setting goals for a marketing strategy?
Marketing goals are a great opportunity to increase revenues and automate company activities that have been neglected in the past. It will also allow you to more realistically assess the prospects of your company, and most importantly – avoid the so-called burning through the budget for ineffective activities.

2. How often to set marketing goals?
It is worth setting your marketing goals at the beginning of a given quarter and stick to them scrupulously. You can possibly make changes if the situation requires it, but then you need to re-verify the available budget, the availability of specialists and the dates of specific projects.

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