How do I define and achieve my communication objective?
Is your aim simply to increase online visibility or are you also looking to build reputation? Promote an event? Improve search ranking? Generate more leads, sales or followers?
How do I define my communication objective?
The best way to define a communication and marketing objective is using a model. Unlike a methodology, it provides a simple and flexible framework to structure my thinking.
CHOOSE A MODEL
Have you ever heard of SMART goals?
SMART is an acronym for the five parameters used to measure a marketing objective. This model has the key advantage of being easy to verify and replicate.
In general, the world of marketing offers plenty of good models, I just need to find the right balance between theory and practice.
For example, the 5 Whys Model offers an approach to exhaustively break down any strategic decision while the REAN (Reach, Engage, Activate, Nurture) Model covers the key stages of the consumer journey.
In conclusion, any model that challenges my beliefs, without confining me to a purely intellectual exercise, can help me to accurately define my marketing objectives.
Specific
Increasing my profit is a general objective. Specific objectives, on the other hand, include identifying the digital channel (social media, email, or paid), prototype or geographical area I’ll use to test my objectives.
Measurable
If I can’t measure the impact of a decision, what’s the point of asking whether it’s right or wrong? Time to find other battles to fight!
Achievable
Setting unattainable goals is a psychological self-defence mechanism. In this case, by identifying likely pitfalls in advance, I can avoid falling into them.
Relevant
Similarly, setting a realistic goal requires me to analyse my market, competitors, strengths or weaknesses and resist the temptations of wishful thinking.
Time bound
Finally, applying a specific time frame to my target allows me to compare different actions and reaction times, which helps enrich my analysis of communication objectives.
I CAN HELP YOU MAKE YOUR COMMUNICATION OBJECTIVE CLEAR
I have created an online tool that will allow you avoid confusion and choose the right goal for you and your organisation.
Examples of communication objectives
To achieve a communication goal, I first need to ask myself the right questions. I got asked these questions by customers and friends all the time; maybe they’ll give you some inspiration!
Maria / Teacher
How do I increase my online visibility and reputation?
Is it a matter of business or ego? Either way, when it comes to online presence, I need to know the best place to start.
Cleto / Retired
How can I improve my presentation skills?
Since Covid hit, I’ve been doing a lot of Zoom. But how do I make sure people don’t fall asleep while I’m speaking?
Winny & Rob / Business owners
Where should we look for free marketing training, tools, & tips?
We can’t afford to work with a cool video marketing agency, but we’d still like to learn marketing tactics and techniques.
Braus / Consultant
How do I promote my business with YouTube marketing?
Above all, when considering YouTube marketing, the most important factor is familiarity with the platform and its rules.
Géraldine / Business owner
How can I run a marketing campaign on a small budget?
There’s little value to my work if people don’t know I exist. How can I achieve maximum results with minimum effort?
Donald / Former US president
How do I generate more leads, sales, and followers?
Is anybody listening to me? What does it take to create an audience of potential customers and supporters?