Set the right goals for your 2024 marketing strategy

By Sean White

Content Specialist

January 2024

It’s that time of the year when we’re (most of us) trying to eat fewer snacks, exercise more, and set some personal goals. Are you taking that same approach with your 2024 marketing efforts?    

With everyone refreshed, now is the time to review last year’s marketing efforts and set new goals for your marketing strategy to lay the foundation for a successful 2024.

Understand your business goals


Before you start thinking up grand plans to go viral on social media or come up with an award-winning advertising campaign, it’s important to understand your business goals. 

Knowing what your business objectives are for the year will help you develop marketing goals and a strategy that aligns with what you want to achieve. These goals might include reaching out to more customers, launching a new product or service, improving your database, or another goal that is suitable for your business.   

Having your business goals will give you a reference point to help steer your future marketing efforts. 

Look at the year that was

I know you’re keen to start putting together your marketing goals but before we put pen to paper, we need to assess your 2023 marketing efforts. 

Reviewing last year’s efforts, you should be looking at everything from analysing website traffic, evaluating promotional outcomes, measuring social media engagement, and any other metric recording leads. 

This data will provide you with invaluable insight into where your marketing succeeded and where it came up short, which will help guide your marketing decisions for the next 12 months. 

Utilise outside help

Developing marketing goals and strategies can be a difficult task which is where reaching out to a marketing agency can help you. A marketing agency can help you develop a marketing strategy that aligns with your business goals. 

Partnering with an agency gives you access to a team of experts who have specialised skills, knowledge and experience to implement your marketing plan. By being outside the business, an agency can objectively review your brand, goals, and strategy without existing bias and assumptions.

Hone your target audience

While you’re looking back through your 2023 marketing efforts, refining your target audiences will help you develop a greater understanding of your intended audiences for your new plan. 

To get a better understanding of your target audience, you will be looking at details such as demographics, interests, ideals, and pain points. It can be a challenging exercise to do, and collaborating with a marketing agency can help guide you through the process. Do you continue marketing to your current primary audience, or target a sub-audience with a lot of potential?

Understanding your target audience will allow you to tailor your marketing plan to include communication formats and messaging to resonate with these intended groups. 

Create your strategy

With your goals now on paper, it’s time to plan how you will go about achieving your goals. 

This includes thinking of tactics for generating leads and increasing brand awareness, how to retain customers, scheduling, means of communication and more. 

Establishing a strategy to achieve your goals will help guide your marketing efforts while getting results.  

Final thoughts


Doing this work now will help you pave the way for your marketing for the year. It’s important to remember that any plans you make shouldn’t be set in stone—allow yourself flexibility to adapt your goals or strategy in the future. 

Putting together your marketing goals for the year can be a difficult task. This is where we can help guide or enact your marketing plans for 2024. 

If you need help with your marketing strategy for 2024, chat with our team.

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