How to Set Effective Marketing Objectives

Marketing is the process of communicating with and influencing target customers. It involves choosing the right customer personas, creating messaging that resonates and understanding buyer behavior in order to sell more. 

To achieve these goals, a marketing team needs a clear plan that outlines which customer needs to be met and how best to target those who are most likely to purchase your product. Smart marketing objectives should be measurable and ideally time-phased as well.

Understanding your customer’s needs, their expectations of your brand and the benefits they expect to receive when they make a purchase is imperative. Your marketing objectives will line up with your marketing goals. Read on for more information about how to set marketing objectives for your cannabis business.

What is a Marketing Objective?

A marketing objective is a specific market-oriented goal that a company has set for its marketing campaigns. In order to reach this goal, a company must have identified the right prospects, determine the customers and make an effort to reach them. Marketing objective examples could be to increase brand awareness, gain new customers, reach a bigger audience, customer acquisition or anything else along those lines.

Marketing objectives are one of the most important aspects of marketing. They outline the specific approaches you will use to reach your customers and are key to the success of your business. Setting key performance indicators is a good way to ensure you are on track marketing objectives to reach your goals.

To begin setting a marketing objective, you will first need to know a little bit about your target audience. This will help you create a list of customer personas. Next, you will want to set goals that allow you to be better than your competitors. 

Whatever your marketing objective is, make sure it is realistic and achievable. Finally, implement the marketing strategies that will allow you to meet your objectives. 

Don’t Neglect Offline Strategies

Even though many cannabis businesses are now focusing exclusively on digital marketing strategies, don’t forget about offline tactics. Many people are apprehensive about the idea of marketing to cannabis customers offline, but this is a common mistake. 

You can use offline marketing strategies to help you reach out to potential consumers in places where they are most likely to be exposed to your brand. Some examples include trade shows, industry conferences and networking events. You can also consider running a sponsorship or advertising campaign in publications that are relevant to your target audience.

Establish SMART Objectives

Too many cannabis businesses forget to set measurable and time-phased marketing objectives. If you are looking to boost sales, you need to make sure that you are setting objectives that are realistic and achievable. It may sound cliche, but setting objectives that are too high for your business will only result in failure. 

Whichever marketing objectives you choose to use, make sure that they are measurable. This will help you to understand whether your efforts are having the desired impact on the number of sales you make. Set measurable marketing objectives that are time-phased as well. For example, you might want to increase sales by 20% in the first quarter of the year, or you might want to increase the number of users by 5%.

S.M.A.R.T. goals are a great way to set measurable marketing objectives. These goals should be Specific, Measurable, Achievable, Relevant and Time-Phased.

Specific: Set goals that are specific enough that you know when you have reached them. Did we achieve our objectives?” “Did we get the number of customers we wanted?” 

Measurable: Set goals that are measurable and trackable. Make sure to start by determining the appropriate measurement for your objectives. 

Achievable: Set goals that are realistic. 

Relevant: Make sure that the goals that you establish are relevant to your business. 

Time-Phased: Finally, set goals that are time-phased so that you are not spending too much time on unproductive activities.


Marketing is a crucial part of any business. The cannabis industry is no different. In order to be successful in this industry, you will need to be strategic when it comes to marketing your products. 

Whatever your objectives are, make sure to use a variety of different marketing strategies to reach your target audience. Your marketing objectives will help you to create a strategy for reaching your customers that is tailored toward their needs.

Clout Brands is here to help with your marketing efforts. Contact us today for a free consultation.

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