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SMM strategy: How to set the right objectives

Every successful business begins with skilled planning. The same works with SMM, you won't get anywhere without a strategy. This article gives you a better understanding of the fundamentals of strategy and teaches you to set the correct objectives.

SMM Strategy

A strategy is a plan for getting from A to B. The key responsibility of a successful company is to identify these elements correctly and build a viable method for achieving the intended objective.

The long-term (strategic) and short-term objectives can be (tactical). Use the "goal tree" technique to accurately formulate them. This strategy has proven to be quite popular with managers and business people.

The "goal tree" is a plan to define a global objective and goals, i.e. tasks that contribute to it.

This structure is as follows in marketing:

Target Tree

The overarching objective is broken into smaller objectives, which will eventually include a single strategy.

There are a few rules that will allow you to effectively set these goals.

Rule 1: Formulate "SMART" goals

Every objective you establish should be:


Once you set the goals according to this template, you will understand that "sales growth" or "consciousness increase" is not the aim. However, they are merely declarations that do not bring you closer to the desired outcome.

Rule 2: divide objectives into layers

We may emphasise three tiers of objectives while building a strategy:

Business objectives;

Marketing objectives;

Targets for communication.

Each objective is significant and should be taken carefully.

Business objectives

These are the company's financial aspirations.

You may not believe this, yet we often hear customers declare, "We came to the market to do good."

Guys, be honest, be honest! Any businessman who owns a small service centre or a restaurant chain wants to make money. The difference is solely in the profit you want. It doesn't mean business, but charity to bring goodness, joy, expertise, achieve your artistic aspirations, etc.

Business objectives are always the market or sector in which the organisation works. Imagine the circumstances below:

Fedor has an ice cream company. His company already has an audience in the big cities, but a newcomer appears abruptly on the market. He began an aggressive policy to win the same audience. What will Fedor's business goal be?

There may be different business objectives: higher profit, retention of the market, new clients, etc. But it always has the same meaning – to earn more.

Marketing objectives

This is the target audience's desired action. What should a customer do to help an enterprise reach its commercial goals: buy a test or raise the frequency of consumption?

After the marketing objectives branch is developed, it will be easier for you to establish the communication objectives. They are a logical complement to the two prior levels.

Communication objectives

This is how the brand is seen by the public, that is, the image of the company that works to increase revenues. Nike pushes the audience, for example, to run and present itself as a mentor and expert.

After the objectives are determined, it is easy for a company to form campaign KPIs. For example, Fyodor can refer to the audience's reach between 25 and 45 years of age. The KPI will therefore be developed as follows: to cover 90 percent of the brand target demographic (women between 25 and 45 years of age).

Having worked through these layers of objectives, we have a ready-made strategic decision how to get the desired result from the present situation.

The "goal tree" principle is universal. You can define goals for business development in general and for the campaign in a particular advertising channel with its assistance.

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