Goal Setting for Marketing Campaigns: Your Essential Checklist

March 11, 2019Rob Kane


Marketing without an end goal is like target practice without a bullseye—there’s no way to know if you hit the mark. When it’s time to create a new campaign, there’s so many decisions to make and moving pieces to pull together that you may not know where to even begin. Don’t let that overwhelming feeling let you go into it blind; instead, take the time up-front to fully flush out the key components of your campaign, assign roles and responsibilities, and identify overall objectives.

The result is a more cohesive, refined, and strategic campaign that will be better positioned to achieve the goals you’ve set. But how do you get there? Here are 10 questions you should be asking and clearly answering before setting goals for your next marketing campaign.

𝥀 Which of our audiences are we targeting?

Your campaign may be targeted to multiple audiences, or just one. The first step to identifying your goals is understanding who you’re speaking to—you need to have a firm grasp on the demographics, needs, preferences, and values of your audience before you can determine what you’re trying to get out of them.

𝥀 What end result are we looking for?

Is your campaign meant to simply spread awareness of your brand? Unveil a new product offering? Directly drive sales? Generate leads? Your end goals, the way your approach the creation of the campaign, and the KPIs you measure will look very different depending on what results you’re after.

𝥀 What is our budget?

Even if you have the most innovative, amazing idea in the world for your campaign, it will most likely be shut down if it’s not in the budget. Be realistic about what you can accomplish with what you have to spend.

𝥀 What time frame are we working with?

Your planning and creation process will be very different for a campaign that needs to launch in two weeks compared to a campaign that isn’t going live for six months. Have a clear understanding of timelines, deadlines, and launch dates before you begin — to avoid falling behind later.

𝥀 Which departments are involved?

Will your campaign direct consumers to your sales reps? Will your video team be involved? Do you need copywriters, photographers, or designers to create assets? Be aware of who will need to be brought into the campaign ahead of time so you can brief them on expectations and ensure their availability.

𝥀 Which mediums should we be using?

What will your campaign consist of: emails, blogs, infographics, videos, social posts, or a combination of various mediums? Consider doing market research or participating in social listening to find out which kinds of content resonate best with your target audiences in order to meet your goals.

𝥀 Which of our social platforms are we leveraging?

In today’s digitally driven world, social media should be leveraged in some way for pretty much every marketing campaign. By knowing which of your pages your campaign assets will be posted to, you can ensure they fit the specs and follow best practices for each specific platform.

𝥀 Who is going to own which action items?

Once you’ve gotten to this point, it’s time to start actually delegating tasks. Which team members will be responsible for what, and how will accountability be handled? Make sure everyone involved is on the same page about what their role is and who else they need to be working with.

𝥀 How are we going to track progress?

What KPIs will you use to evaluate if your campaign is actually meeting your objectives? Where will you be pulling data from, and who is responsible for relaying learnings to the rest of the team? Decide on this before the campaign launches so this crucial part of the process isn’t overlooked.

𝥀 What’s our plan if the campaign needs adjustments?

Even with a strategic, well thought-out plan, things don’t always go as expected. Devise a plan for making real-time adjustments to your campaign if you realize through your regular progress tracking that something isn’t quite hitting the mark.

Once you’ve worked your way through this checklist, agreed on the answers as a team, and gotten company-wide buy-in on your campaign objectives, you’ll be ready to start creating—and well on your way to meeting those end goals! For strategic support or assistance crafting a stunning, seamless campaign that will exceed your expectations, get in touch with our team of experts.