Key Goals to Consider When Creating a Marketing Strategy

If, at the point of creating a marketing campaign, you were asked to state your goals, can you explicitly mention them?

Every strong brand narrative begins with clarity of purpose. Marketing today is no longer only about creative campaigns or viral moments; it is about building strategies that align with measurable goals. In 2025, the digital and traditional marketplaces are now moving faster and are more competitive than ever. Brands that win are those that define their goals, set timelines, and plan the right strategies to achieve them.

According to HubSpot’s State of Marketing Report, 72 percent of marketers believe that aligning marketing objectives with broader business goals is the number one driver of long-term success. This means brands can no longer afford to “do marketing” without asking: what exactly do they plan to achieve? Do you need brand awareness, website traffic, or sales? 

If you need help figuring out your specific goals, DottsMediaHouse has a track record of helping top brands achieve result-driven campaigns. We will sit with you to understand your brand and its current positioning.

Each goal tells a different story, which requires a distinct strategy. Below are six key goals that should shape any marketing strategy, along with why they matter and how to approach them.

Understanding Your Brand

If you are just starting your brand from scratch, it may seem challenging to determine the direction you want to take, especially with marketing.

One of the best places to begin is with your brand story. Why did you set up your brand? What do you want to achieve? What problem are you solving? Be honest about both strengths and weaknesses, regarding the things that are working, what is not, and what needs improvement. That clarity will shape everything that comes next. Knowing your story makes it easier to define the business as a whole and align your marketing with the brand’s personality.

You will also need to study your market and the target audience. Market research and competitor analysis show you where your brand stands, help define your USPs, and highlight opportunities to stand out. Observe what others are doing well, then find ways to adapt, refine, or improve those approaches in your own strategy.

Key Goals to Consider When Creating a Marketing Strategy

Regardless of your brand’s phase, these goals will most likely be applied in your marketing campaign. The only difference would be to ensure that the right balance is achieved. 

Take a new brand as a case study. Going all out with brand awareness is recommended to position your brand name and offering at the top of mind of your target audience. However, the approach may differ for an established brand like Pepsi, where a campaign might focus more on driving sales and conversions for an existing product. For a service-based brand like ChipperCash, the objectives would instead center on increasing app traffic, sign-ups, and overall usage.

With these in mind, here are the key goals to consider when creating a marketing strategy for your brand campaign. 

• Brand Awareness

Brand awareness means making sure your target audience recognises and recalls your brand name and messaging. It lays the groundwork for everything else; people can’t consider your product if they don’t know it exists. 

A Nielsen survey found that 63% of marketers say brand awareness is the most important metric for measuring marketing success. High awareness correlates with credibility, and customers tend to trust and prefer brands that are familiar to them. To build awareness, utilise various touchpoints with consistent branding and messaging across advertising, public relations, and social media campaigns. 

For example, running targeted display ads or getting featured in media outlets can increase visibility and trust. Over time, a strong presence in multiple channels makes the brand top-of-mind, so that when customers are ready to buy, your name comes up first.

Although measuring brand awareness can be a challenging metric to track and measure, you can still review the effectiveness of your campaign strategies by checking for quantitative metrics such as reach, brand mentions, website traffic, branded search volume, backlinks for SEO, and follower count on social media.

• High-Quality Leads Generation

High-quality leads are the people most likely to become your next customers. The key is to spot which part of your audience is closest to making a buying decision, then collect their contact details so your marketing or sales team can start building the relationship. 

Some of the ways to achieve this are through creating a pop-up form on your website/blog, sharing resource material, a newsletter, and hosting a webinar. However you reach them, the goal is to offer value or a reason to connect with your brand.

The real measure of lead generation is not only in how many names you gather, but how many of those people can convert into paying customers. This is where tracking matters. By linking sales back to the marketing campaigns that drove them, you can monitor and evaluate your progress. Using this insight, you can re-adjust your strategy and put your efforts where they will make the biggest impact on the customers most likely to patronise you.

• Acquire New Customers

This goal is about moving prospects through the funnel to become paying customers. It encompasses sales processes, onboarding, and reducing friction in the buying journey. Acquiring a new customer can be costly, and studies show it can cost 5 to 25 times more to gain a new customer than to retain an existing one. 

Therefore, ensure to optimise every step, including making sign-up easy, providing exceptional service, and aligning marketing with sales. For example, targeted promotions or free trials can encourage that final leap. 

Also, monitor metrics like Customer Acquisition Cost (CAC) and Lifetime Value (LTV) to ensure profitability. By improving messaging and follow-up, you lower the cost of acquisition and increase conversion rates. Remember, turning a lead into a customer often requires multiple touchpoints, so map out the customer journey and identify any bottlenecks that need fixing.

• Increase Website Traffic

Driving traffic to your website feeds the top of the funnel. More visitors mean more potential leads and customers. Because of this, web traffic is consistently one of the most important KPIs in marketing. For instance, web analytics reports show that web traffic is among the top two metrics for measuring content strategy success. 

To boost traffic, focus on SEO and valuable content, including blog posts, videos, and infographics that answer your audience’s questions and rank well in search. Social media promotion, paid search campaigns (Google Ads), and email newsletters can also attract visitors.. 

The emphasis should be on quality and quantity, so ensure to attract visitors who match your target audience profile. Over time, higher traffic will raise awareness and provide more opportunities for lead generation and sales. Analyze traffic analytics regularly to understand where your audience is coming from, see what works best (organic vs. paid vs. referral), and allocate resources accordingly.

• Establish Industry/Brand Authority

Authority means positioning your brand as an expert or leader in its field. This goal builds trust among your audience and makes your brand more persuasive. Thought leadership is a common approach: publish insightful content (whitepapers, case studies, research) and share expertise at conferences or webinars. Indeed, research indicates 66% of marketers consider thought leadership a top priority. 

Additionally, audiences respond to credibility: surveys show 75% of people find content more trustworthy when it includes data or evidence. To achieve this goal, consistently create high-quality, informative content that addresses industry problems. Seek opportunities for guest articles, interviews, and speaking engagements that amplify your expertise. 

Over time, a strong authority presence leads to better media coverage, more backlinks (boosting SEO), and word-of-mouth referrals. Essentially, by becoming a go-to resource, your brand’s recommendations carry more weight, making other marketing efforts (ads, promotions) more effective.

• Increase Revenue

Increasing revenue is often the ultimate marketing objective, tying all other goals together. It is crucial to connect marketing activities directly to sales. For many marketing teams, the proof of success is in the bottom line, i.e., measuring content marketing success by the revenue it generates. 

To drive revenue, set specific sales or conversion targets for your campaigns. Use analytics to attribute actual sales to marketing sources (for example, using UTM tracking or CRM integration). Focus on conversion optimisation, including improving landing pages, simplifying checkout, and using retargeting ads to recover abandoned carts. 

Also, create upsell and cross-sell campaigns for existing customers. Each awareness campaign or content should have a clear call-to-action that moves prospects closer to buying. By keeping revenue in mind, you ensure every strategy, from social media marketing, influencer marketing to digital ads, is evaluated on its return. This way, marketing becomes a direct engine for business growth.

In a Nutshell

Each of these goals requires its specific strategies, but they support one another. For instance, content marketing can boost both brand authority and website traffic, while lead generation supports the customer acquisition engine. 

At DottsMediaHouse, we believe that by setting measurable marketing objectives for your current needs (awareness, leads, new customers, traffic, authority, and sales), you create a balanced strategy. This comprehensive approach ensures that campaign activities drive growth at every stage of the funnel, from initial awareness to the final sale.