We all know that setting goals is the first step in developing a marketing plan. If you don't know where you are going, it doesn't matter how you get there.
But how do you know where to start with your marketing goals?
A useful tool for diagnosing your marketing problems and determining your marketing goals is a channel for marketing effects. You can know more about smart marketing objectives at https://www.rcbryan.com/importance-of-marketing-objectives-and-goals/.
The main premise of this model is that customers move from an unconscious state to the purchase of your product and eventually become a loyal defender.
With some impulse products, people go through this funnel very quickly (a good model for products with low participation is AIDA – attention, interest, desire, action), and in other cases, usually with more expensive or complex products. However, this is a logical process. It is impossible for someone to buy your product without knowing it before (even when buying impulses).
Therefore, typical marketing goals must follow the funnel.
However, before setting goals with the funnel tool, you must ensure that your goals follow the SMART model:
Specific – Use the model to indicate the problem you want to solve
Measurable – your goals must be measurable. Each level of the funnel can be measured.
Accessible – Can you do something about your problem?.
Realistic – do you have the necessary resources? What is needed?
Time – Sometimes it will not work in the future. Set a deadline.