Build Your 2025 Marketing Strategy: Week 2, Strategic Goals
Week 2: Strategic Goals
Introducing the Next Step in Your Marketing Strategy
Planning your marketing strategy for 2025 is no small task, especially when you’re a business owner or part of an under-resourced marketing team. You’re busy delivering campaigns, managing content calendars, and trying to get ahead of January so you can actually enjoy a bit of a festive break!
That’s where this mini-series comes in. If you missed last week’s post, we started with vision and purpose — the foundation of your strategy. You can catch up on that here and download the Strategy on a Page template to follow along.
This week, we’re focusing on the next step: strategic goals. These are the measurable targets that will give your strategy direction and help you stay on track throughout the year.
What Are Strategic Goals?
Strategic goals are what connect your vision and purpose to the actions you’ll take in 2025. They help you move from the “big picture” to clear, actionable priorities. Each goal should be SMART - specific, measurable, achievable, relevant, and time-bound - to ensure you can monitor progress and stay accountable.
How to Set Strategic Goals
Here’s a simple process to define your goals:
Start with your vision and purpose: Reflect on what you want to achieve in 2025 that aligns with your long-term aspirations.
Make them SMART:
Specific: Define exactly what you’re aiming for.
Measurable: Decide how success will be tracked.
Achievable: Be realistic about what’s possible with your resources.
Relevant: Ensure the goal aligns with your business priorities.
Time-bound: Set a clear deadline to achieve it.
Focus on three priority key goals: Too many goals can dilute your focus - pick the ones that will have the biggest impact on your success.
Examples of SMART Strategic Goals
Here are some examples based on different types of businesses to inspire you:
Online Store (Eco-Friendly Soap)
Increase online sales by 25% by Q4.
Launch a customer loyalty program by March, aiming to increase repeat purchases by 15% within six months.
Grow website traffic by 20% by December to reach more eco-conscious customers.
Local Cafe
Host six community events between January and June to strengthen your local presence.
Increase weekday footfall by 15% by September with creative offers and initiatives.
Refresh branding across menus, signage, and promotional materials by April.
B2B Company (Accountancy Firm)
Sign five new clients in a new market by September.
Publish one blog or whitepaper each month, positioning us as thought leaders and generating 20% more website traffic by December .
Attend eight industry events by Q3, with the goal of converting at least three leads into clients.
Charity
Raise £50,000 by mid-year through a focused fundraising campaign.
Recruit 10 new volunteers by Q2 to expand operational capacity.
Build partnerships with three new community organisations by October to broaden reach.
Lifestyle Business (Yoga Studio)
Launch an online yoga course by March, achieving 50 sign-ups in the first three months.
Increase brand awareness by 25% by July through partnerships and collaborations.
Reduce membership cancellations by 10% by Q3 with personalised engagement initiatives.
Hints and Tips for Setting Goals
Think beyond numbers: While metrics are important, consider qualitative goals too, like improving customer loyalty, enhancing brand positioning or strengthening community engagement.
Involve your team: If you have a team, ask for their input. Their perspectives can bring fresh ideas and ensure buy-in.
Start small if needed: If big goals feel overwhelming, break them into smaller milestones that build toward the larger objective.
Align with your resources: Ambitious goals are great, but make sure you have the budget, time, and tools to achieve them.
Take Action: Download the Strategy on a Page Template
Marketing strategy on a page
Ready to start setting your goals? Download the free Strategy on a Page template from our marketing resources area on the website. It’s an easy way to organise your ideas and ensure your goals align with your vision and purpose.
Need a Sounding Board?
Sometimes it helps to talk things through. I’m offering a limited number of free 30-minute calls if you’d like help refining your goals or getting a bit of clarity. Book your spot now - it’s amazing what a quick chat can do.
What’s Next?
Next week, we’ll move on to audience insights and competitor analysis to help you identify the opportunities and challenges in your market. For now, take some time to define your goals—they’ll guide every decision you make in 2025.
Let’s make 2025 the year your business shines.