Marketing Goals 101: What to Prioritize

In marketing, there’s always more you could do than you should do.

For small and mid-size businesses, prioritizing your efforts can feel like trying to choose between saving for retirement or going on vacation. Both matter. One drives long-term success. The other makes the journey more enjoyable.

Let’s break it down into four core marketing goals. These are the common compass points guiding your strategy and your budget:

1. Brand Awareness: Think of this as the handshake before the conversation. It’s all about making your business known in your market. Ads, content, and social engagement help you stand out. But remember, awareness is only step one. Like knowing a restaurant exists doesn’t mean you’ll eat there—it takes more to close the loop.
2. Lead Generation & Customer Acquisition: This is where awareness turns into action. Here, you’re giving potential customers a reason to start a relationship with you—through offers, webinars, or irresistible content. Think of it like a first date: you’re building interest and trust.
3. Revenue Growth through Upselling/Repeat Business: Did you know it’s 5x cheaper to keep a customer than find a new one? If awareness is the handshake, and lead gen is the first date, this is the long-term relationship. It’s about keeping customers happy and introducing them to more of what you offer.
4. Market Penetration & Community Building: This is your deep dive. It’s about expanding to reach new customers in your market while turning them into loyal friends. Imagine running a referral promotion to attract fresh faces and then hosting community events so they feel like they're part of your inner circle.

So, What Do You Prioritize?

Picture your marketing as a ladder. The bottom rungs (awareness and lead gen) are where most new businesses focus. But as you grow, higher rungs like repeat business and community building drive the biggest returns.

Here’s a rule of thumb:

• If people don’t know you yet, start with awareness.
• If they know you but aren’t converting, focus on leads.
• If you get customers but can't keep them, double down on customer engagement and driving repeat business.
• If you’re looking to deepen your foothold in your market, invest in community building.
• If you want to expand your reach, explore strategies for market penetration.

The key is knowing where your business currently stands—and not trying to climb the entire ladder at once.

On the flip side, it’s important to remember that marketing isn’t about choosing one goal and forgetting the rest. They feed into each other, so it’s a balance. While you might prioritize one area, the others still need attention to keep your strategy running smoothly. Think of it like maintaining a car—you might focus on oil changes, but you can’t ignore the tires or brakes.

Connecting the Dots to Revenue

Every marketing goal ties back to growth. Awareness brings potential customers in, lead generation turns them into paying customers, and engagement keeps them spending.

By prioritizing the right goal at the right time, you’re not just marketing—you’re building momentum toward lasting success.