OKR, in general, and marketing OKR are pretty hot topics right now. A lot of companies talk about how important it is to set the right goals. However, setting OKRs is a challenge for many companies. What marketing OKRs should we set? What key results should we set for SEO and content marketing? And so on. 

We gathered the best practices for setting OKRs for marketing teams all in one place. In this article, you will find OKR examples for the main marketing areas: 

• High-level marketing OKRs
• Inbound marketing OKRs 
• Brand marketing OKRs
• Content marketing OKRs
• SEO OKRs
• Advertising OKRs (PPC marketing)
• SMM OKRs
• Product marketing OKRs

Before we start, here is a brief refresher about OKRs.

What is OKR?

OKR (Objectives and Key Results) is a goal-setting framework that is used by high-performing companies like Google, Netflix, Twitter, and many others.

The main benefits of OKRs: focus on top priorities, alignment of the team, increase employee engagement, and connect strategy with tactics.

An objective is WHAT we want to achieve. It’s an ambitious goal, which motivates and inspires the team. 

Key results are metrics that track HOW we get to the objective. Are we in the timeframe? Should we increase the velocity or change the goal? Are we going in the right direction or are we losing the focus?

If you want to know more about OKRs, you can read this article on how to set powerful OKRs.

OKR example

Objective: Achieve record marketing metrics  
Key results:
– Boost the number of visitors from 10,000 to 20,000 
– Increase the number of signups from 1,000 to 2000
– Increase the visitor to lead conversion rate from 5% to 10%

Our favorite marketing OKR examples

High-Level Marketing OKR Examples

Objective: Achieve marketing record by the end Q3
Key results:
– Boost the number of visitors from 10,000 to 20,000 
– Increase the number of signups from 500 to 1,000 per month
– Increase the number of MQL (marketing qualified leads) from 50 to 100
– Keep customer acquisition cost of $20

Objective: Increase brand presence on the new market
Key results:
– Hire 1 local contractor for improving marketing materials
– Increase the monthly visitors from a new country from 500 to 1,000 
– Increase the number of leads from a new country from 5 to 25 per month

Inbound marketing OKR examples

Objective: Build a new inbound campaign
Key results:
– Increase monthly visitors from 25,000 to 50,000
– Increase DA score from 30 to 60
– Increase visitor to trial conversion rate from 3% to 10%

Objective: Boost Influencer Marketing
Key results:
– Get product reviews from 10 industry experts
– Run 5 webinars with leaders in the industry
– Increase influencer’s referral traffic from 2,000 to 4,000 per month

Objective: Increase conversion rate on the website
Key results:
– Run 20 split testing experiments on the website
– Increase the conversion rate on the main page from 5% to 10%
– Increase the average session duration from 2 minutes to 5 minutes

Objective: Create an amazing YouTube channel
Key results:
– Achieve 50,000 subscribers in Q2
– Get an average view duration per video at 10 minutes
– Achieve 100,000 hours of watch time on the channel
– Achieve 10% of Impressions Click-Through Rate
– Average 10,000 referral traffic from YouTube  

Objective: Build an industry-leading community
Key results:
– Achieve 5,000 members in the Slack community in Q2
– Achieve a 25% DAU (Daily Active Users)
– Achieve a 20% conversion rate from community member to paid customer

Brand marketing OKR examples

Objective: Boost the brand presence
Key results:
– Get published in the news about us in 3 mainstream media channels
– Run campaigns with top 3 industry influencers 
– Increase the number of followers on social media by 100%
– Increase the traffic from social media from 10,000 to 20,000

Objective: Create a leading industry brand
Key results:
– Get publications in top 10 industry media
– Speak as a partner in 10 industry conferences
– Get 50,000 visitors from industry-related keywords (organic)
– Increase the average brand mentions from 50 to 100 per month on the web

Objective: Improve brand communication
Key results:
– Boost the number of community members from 10,000 to 20,000
– Reduce the first response time from 1 hour to 10 minutes
– Increase customer satisfaction (CSAT) from 40% to 80%

Content marketing OKR examples

Objective: Create a content machine
Key results:
– Create a content strategy for the next quarter
– Choose top 5 writers regarding long-term partnerships
– Increase visitors from 5,000 to 10,000 per month
– Increase visitor to trial user conversion rate from 2% to 5%

Objective: Improve our content strategy and its distribution
Key results:
– Implement 10 new channels/blogs to post our content
– Increase the blog subscribers from 5,000 to 10,000 by the end of Q3
– Increase the referral traffic from 30,000 to 60,000 visitors per month

Objective: Make a great weekly newsletter
Key results:
– Create a content plan for the next quarter
– Achieve a 35% open rate
– Get 20,000 email subscribers

SEO (Search Engine Optimization) OKR examples

Objective: Increase SEO ranking
Key results:
– Increase domain authority (DA) from 50 to 70
– Increase the number of backlinks from 1,000 to 2,000
– Increase monthly organic traffic from 30,000 to 60,000
– Keep the visitor to lead (organic) conversion rate at 3%

Objective: Improve website engagement
Key results:
– Improve organic conversion rate from 3% to 6%
– Decrease organic bounce rate from 90% to 60%
– Increase the number of time visitors spend on the website from 2 minutes to 4 minutes

Objective: Become a significant player on Google search
Key results:
– Achieve a top-3 position on Google for 7 main keywords
– Decrease organic bounce rate from 90% to 60%
– Increase organic traffic for 3 main keywords from 20,000 to 60,000 per month

PPC marketing OKR examples

Objective: Increase ad campaign outcomes
Key results:
– Increase the average CTR of ad campaigns from 2% to 4%
– Reduce CPC (cost per click) from $3 to $1.5
– Increase conversion rate for paid traffic from 5% to 10%

SMM (Social Media Marketing) OKR examples

Objective: Be bold on social media
Key results:
– Increase followers on Twitter from 1,000 to 2,000
– Increase followers on Instagram from 5,000 to 10,000
– Increase leads from social media from 500 to 1,500 per month

Objective: Increase engagement on social media
Key results:
– Increase average shares from 50 to 100
– Increase average comments from 10 to 20
– Increase average clicks per post from 100 to 200
– Increase the traffic from social media from 5,000 to 10,000

Product Marketing OKR examples

Objective: Clarify our positioning
Key results:
– Run 40 customer development interviews to identify why they buy our product
– Get 1,000 responses on an online survey about our positioning
– Run team brainstorm session meeting to determine our positioning and messaging
– Run 30 customer interviews to validate the new positioning
– Achieve 30% sales conversion rate with the new positioning

Objective: Optimize marketing funnel
Key results:
– Run 20 user interviews with the target audience
– Increase visitor to trial conversion rate from 5% to 10%
– Increase trial to paid conversion from 15% to 40%

Summary

You can copy the examples or create your own based on these. By making your own OKR, you create goals that fit your needs much better. These current OKR examples help you to avoid the most popular OKRs mistakes that companies make. 

At Focus, we believe that using OKRs is the process of continuous improvements. OKRs can bring your team significant benefits like focusing on top priorities, alignment in your organization, synchronization, and much more. For using and tracking OKRs, you can use Focus. It allows teams to keep the focus on top priorities for daily operations. Start working smarter with Focus.