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How to Write Goals and Objectives

Clearly defined goals, objectives and a vision are the bedrock of any good business and marketing plan. These enable you to stay the course, identify your “one thing” (more on that later), and determine what you need to do to achieve your desired outcomes.

Many often use goals and objectives interchangeably, not knowing the difference between the two. There are a number of definitions out there for goals and formulas for constructing them. If you find one that works best for you, use it. If you  haven’t found one yet, below is a definition and process we like.

For business: goals, not to be confused with objectives, are broad achievements you have your sights set on reaching. A goal is an intention or purpose behind a specific achievement and is in place to keep you on track with your vision. List 3 to 5 short- and long-term goals.

For marketing: what are your marketing goals? Also not to be confused with marketing strategies. These should support your overall business goals and marketing strategies. Goals should be as short and specific as possible and include the elements: vision, a target and a way to measure it. A few tips for crafting your marketing goal:

  • Focus your goal on a single aim
  • State the goal in one sentence and avoid repeating what has to be done to achieve it (this will come with the objectives)
  • Don’t use a strategy or objective as a goal.

Examples:
To be recognized as the go-to source for content marketing solutions for business owners by increasing our media coverage by 25% in the next 6 months.

To increase our Facebook following by 1000 followers by the end of the year.

To build brand awareness among men living within 50 miles of our spa to increase sales of men’s facial treatment by 10% in the next year.

Objectives: for the objectives, you will simply specify the actions that must be taken and the desired outcomes. Examples of objectives for the above goals include:

Establish relationships with magazine editors during the first quarter of the new year to secure coverage about our solutions in their publications.

Create a gender and geographically targeted Facebook ad campaign to increase our fan base and awareness among women living within 25 miles of our spa. (women will urge their men to get a facial)

Hope this this helped give you some ideas for creating your roadmap. Once you’ve got your goals and objectives in place, remember to revisit them regularly to be sure you are on track and evaluate if you need to update them. If you ever have any questions, feel free to drop us an email.

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