Marketing Objectives

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Instagram photo posted by company (The Bead Hold, 2018a).

These Marketing Objectives aim to help grow The Bead Hold both online and for their brick and mortar store. 


Increase Brand Awareness.

Specific: Using a mix of curated content, video content, and (a small amount of) boosted posts on social media platforms aimed at specific Buyer Personas, increase follower count across Facebook and Instagram.

Measurable: Gain 100 new followers on Instagram, and 100 new likes on Facebook.

Achievable: Current engagement rates, (likes, reactions, comments) show that posts such as beautiful beading artwork, and Works in Progress gain the most attention, using video content, and curated content sources it is possible to gain more reach - especially with instagram video content (reels).

Relevant: increasing brand awareness will help improve gain a bigger pool of potential customers, and help to keep existing customers engaged with the brand (Andrei, 2021).

Timely: Timeframe for this goal to be achieved is over 8 weeks, or 2 months. 


Increase Conversion Rates.

Specific: increase web traffic, in order to make more conversions, using curated content, and social media to drive traffic back to website. 

Measurable: increase traffic on website by 10%. Tracking a number of different web metrics to see which conversions are made, which part of the funnel they are made in, and by who. 

Achievable: using a mix of platforms and highlighting specific products with specially curated content to reach specific buyer personas and push them down the buyers funnel. 

Relevant: increasing conversion rates are one of the best ways to achieve a boost in sales, and bring in more profit for the business (Boada, 2021).

Timely: Timeframe for this goal to be achieved is 12 months, or 1 year.


Increase Customer Loyalty.

Specific: increase number of returning customers by posting "bead with me" blog posts once a week, with a focus on themed/seasonal bead kits sold on the website. 

Measurable: have at least 15% of customer base return to website/blog multiple times, tracked using metrics such as Repeat Purchase Rate, and Unique Visitors to help measure this.

Achievable: many of our current clients are loyal to the bead hold as they are a local business, and using Social Media to connect with, and foster a community of crafters will help achieve this goal. 

Relevant: Loyal customers on average, will spend up to 15% more on each purchase, and drive up Customer Lifetime Value. Repeat customers are also more likely to be easily converted (ShopStorm, 2016). This goal will help the previous 2 SMART goals nicely. 

Timely: 15% increase in returning customers over the course of 6 months. 



References:

The Bead Hold. (2018a). Queen Bead. Instagram.com. https://www.instagram.com/beadhold/

Andrei, I. (2021, December 7). 8 examples of marketing objectives for small businesses. TechRadar; TechRadar. https://www.techradar.com/nz/features/8-examples-of-marketing-objectives-for-small-businesses

Boada, N. (2021). 10 Examples of Marketing Objectives. Cyberclick.net. https://www.cyberclick.net/numericalblogen/marketing-objectives-definition-10-examples#n

ShopStorm. (2016, July 19). 3 key repeat customer metrics. ShopStorm. https://shopstorm.com/blog/3-key-repeat-customer-metrics/





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