Module 5Stage: Strategize90 min

Goals & Marketing Planning

State a marketing goal in terms of business outcome, not activity.

Jump to lesson:
01Marketing Goals02SMART Goals03KPIs04Marketing Objectives05Building a 90-Day Marketing Plan
1
Lesson 1

Marketing Goals

Objective

State a marketing goal in terms of business outcome, not activity.

Teach
"Post more" is an activity. "Generate 100 qualified leads a month" is a goal. KoraSpace's own Growth Goals system (Section 6.1) is built around this exact distinction.
Real-World Example
More followers, more engagement, more traffic, more leads, more sales, more downloads, more subscribers, more brand awareness — pick one primary goal per period.
Common Mistake
Chasing several unrelated goals at once, which spreads content strategy too thin to move any of them.
Practical Exercise

Pick one primary goal for the next 30 days from the list above.

Lesson Checkpoint

A marketing goal should be stated as

2
Lesson 2

SMART Goals

Objective

Turn a goal into a SMART goal.

Teach
Specific, Measurable, Achievable, Relevant, Time-bound. "Grow engagement" becomes "increase comment rate from 1.2% to 2% in 60 days."
Real-World Example
"Get more sales" → "Generate ₦500,000 in attributed social sales by end of quarter."
Common Mistake
Setting goals with no deadline or no way to measure them, so "success" is never actually determined.
Practical Exercise

Rewrite your Lesson 1 goal as a full SMART goal.

Lesson Checkpoint

SMART stands for

3
Lesson 3

KPIs

Objective

Choose the right KPI(s) for a goal.

Teach
A KPI is the specific number you track to know if the goal is on pace. Match the KPI to the goal type: leads goal → track leads generated, not likes.
Real-World Example
Goal: more website traffic. KPI: link clicks / profile-to-site click-through rate, not "impressions."
Common Mistake
Tracking vanity metrics (likes, views) when the real goal is about leads or sales.
Practical Exercise

For your SMART goal from Lesson 2, name the one KPI that proves it's working.

Lesson Checkpoint

A KPI should be

4
Lesson 4

Marketing Objectives

Objective

Break a goal into smaller supporting objectives.

Teach
Objectives are the sub-steps that add up to the goal — e.g., to hit "100 leads/month," objectives might include "publish 3 educational posts/week" and "reply to every DM within an hour."
Real-World Example
Goal: brand awareness. Objectives: post 5x/week, appear in 2 collaborations, run 1 giveaway.
Common Mistake
Jumping straight to tactics (post types) without objectives connecting them to the goal.
Practical Exercise

Write 3 objectives that support your SMART goal.

Lesson Checkpoint

Objectives are best described as

5
Lesson 5

Building a 90-Day Marketing Plan

Objective

Assemble goal, objectives, KPIs and a rough timeline into one plan.

Teach
A 90-day plan is long enough to see real results and short enough to stay flexible. Break it into three 30-day phases with a checkpoint after each.
Real-World Example
Days 1–30: build content pillars and calendar. Days 31–60: publish consistently, test formats. Days 61–90: double down on what worked, cut what didn't.
Common Mistake
Planning a full year in detail up front, which becomes outdated before it's finished.
Practical Exercise

Sketch your own 90-day plan in three 30-day phases.

Lesson Checkpoint

A 90-day plan is useful mainly because it

Module Template

**90-Day Marketing Planner** — see Templates Library.

Deepen Your Knowledge
  • •HubSpot Academy — Digital Marketing Certification, goal-setting lessons
  • •Semrush Academy — Marketing Analytics courses
Module Checkpoint Assessment

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