OKRs for marketing give your strategy purpose and direction.
🔑 Key takeaways:
📈 Clear objectives and key results make progress easy to track.
✏️ Writing strong OKRs means thinking about outcomes, not tasks.
💬 Even a single objective with two key results can change the way you work.
Before I was a freelancer, I’d juggle multiple projects without an organized way to measure progress. I’d launch campaigns, tweak copy, and test new ideas, but unless a team member explicitly said, “This worked,” I never really knew the full impact I was making.
That changed when I started using OKRs.
OKRs, or objectives and key results, provided me with a system for setting measurable goals, staying focused, and helping clients understand the underlying rationale behind my work. If you’re running your own marketing efforts or helping others grow their business, OKRs can help you stop reacting and start leading with purpose.
In this article, I’ll walk you through what OKRs are, how to write strong ones, and how to use them to move your marketing efforts forward. I’ll also share real-world examples from my projects to illustrate how this goal-setting methodology comes together.
What are OKRs?
OKR stands for objective and key results. It’s a simple yet powerful goal-setting framework popularized by companies like Google and Intel. But you don’t need to be a tech giant to use it. OKRs work exceptionally well for solo marketers and freelancers because they keep you focused on outcomes, rather than tasks.
Objectives are what you want to achieve. They’re high-level, ambitious, and qualitative.
Key results are the metrics by which you’ll measure success. They’re specific, measurable, and time-bound.
Here’s a basic OKR example:
Objective: Grow my freelance marketing business.
Key result 1: Sign three new retainer clients by the end of Q3.
Key result 2: Publish six blog posts that rank on the first page of Google.
Key result 3: Increase email list by 40% (from 500 to 700 subscribers).
Why OKRs work so well for freelancers and DIY marketers
Freelancers and DIY marketers often wear too many hats. Content strategy, SEO, social media, outreach, reporting; you name it. It’s easy to get pulled in 10 different directions and end the week wondering what you accomplished.
OKRs help you:
- Prioritize work that moves the needle
- Stay aligned with client goals
- Measure what matters
- Tell better stories about your impact
They’re also flexible. You can set OKRs for your own business, for specific clients, or even for one-off campaigns.
When I first started using OKRs, I was surprised at how much more organized I felt just after writing them down. Suddenly, I had a North Star I could return to every time a shiny new tactic tried to distract me.
How to write OKRs
The most challenging part of setting OKRs is wording them precisely. I’ll walk you through a step-by-step process that works whether you’re creating OKRs for yourself or a client.
Step 1: Start with a clear objective
Your objective should be ambitious but realistic. It should describe a meaningful outcome, not just a task. It shouldn’t contain numbers; that’s what the key results are for.
Weak objective: “Run email campaigns”
Strong objective: “Improve subscriber engagement through targeted email marketing”
Think about what outcome you’re aiming for. More sales? More visibility? Better retention? A stronger brand?
Here are a few objective examples from my own work:
- Position my client as a thought leader in the B2B fintech space.
- Build a repeatable lead generation funnel for my services.
- Increase organic traffic to the client’s product pages.
Step 2: Define 2-4 key results
Each objective should have 2 to 4 key results. Any more than that, and it becomes hard to focus. A good key result:
- Has a number
- Is specific
- Can be measured consistently
- Tells you whether you’re making progress
Here’s one I used for a startup client that wanted to build authority:
Objective: Become a go-to voice in the industry.
Key result 1: Secure two podcast guest appearances in Q1.
Key result 2: Publish five LinkedIn posts with at least 100 engagements each.
Key result 3: Increase direct traffic to the blog by 30%.
Avoid writing key results that are vague, like “create a landing page” or “post more on Instagram.” Ask yourself: How will I know this worked?
How to use OKRs in marketing
OKRs aren’t just for planning. They’re for running your projects, too. Here’s how I integrate OKRs into my freelance workflow.
1. Set OKRs quarterly
I typically plan OKRs every quarter (January–March, April–June, etc.) for both myself and my retainer clients. A three-month window is long enough to see results but short enough to pivot if needed.
For new clients, I’ll often suggest OKRs during the kickoff phase to help guide our first 90 days of work. It shows initiative and helps define what success looks like.
2. Connect OKRS to your weekly tasks
Once you’ve set OKRs, break them into weekly tasks. If one of my key results is to publish five blog posts, I’ll map out topics and deadlines right away. If I’m trying to grow an email list, I’ll schedule time for lead magnet updates, landing page testing, and newsletter sends.
I use tools like Asana and Trello to track this, but honestly, a sticky note or Google Doc works fine as long as you check in regularly.
3. Track progress and reflect
Halfway through the quarter, I do a quick review. Am I on track? If not, why? Is something taking longer than expected? Did my priorities change?
You don’t need to be rigid. Sometimes I adjust a key result mid-campaign. For example, if an outreach campaign fails but a referral campaign is booming, I’ll refocus on that. OKRs should guide you, not confine you.
At the end of the quarter, I score each key result on a 0–1 scale:
1.0 = fully achieved
0.7–0.9 = mostly achieved
0.4–0.6 = made progress, but didn’t hit the mark
0–0.3 = missed or didn’t make traction
Then I reflect on what worked, what didn’t, and what I’ll change for next time. It’s easy to skip these types of project post-mortems or lessons learned processes, but one of my life goals is continuous improvement. That’s what the Japanese call “kaizen.”
OKR example: Marketing a product launch
One of my clients was preparing to launch a new digital course. They had compelling content, but lacked a strategy for promotion. We used OKRs to focus our marketing efforts.
Objective: Successfully launch the new digital course.
Key result 1: Generate 200 pre-launch email signups.
Key result 2: Convert 5% of the email list into paid users within 30 days.
Key result 3: Get three micro-influencers to promote the course on LinkedIn.
We didn’t achieve every key result, but the OKRs kept us organized and focused on our objectives. Instead of spreading ourselves thin across every channel, we doubled down on email and LinkedIn. The client secured 160 pre-launch signups, achieved a 6% conversion rate, and even secured one influencer on board who later became an affiliate partner.
The process clarified for the client why we prioritized specific tasks over others. The OKRs made our decision-making transparent and quantifiable.
How different goal-setting methods work together
Before I adopted OKRs, I tried nearly every goal-setting method available, from BHAG to the Golden Circle, and my favorite concept was “eating the frog.” Each one has its place, and honestly, I’ve found the best results come from combining them. They don’t compete. Instead, they complement each other.
Let’s revisit my client who was launching a new digital course to demonstrate how combining other goal-setting frameworks with OKRs can improve marketing outcomes.
1. OKRs for vision and focus
We started by setting OKRs to define what success would look like at a high level.
Objective: Achieve a successful market entry for the new digital course.
Key result 1: Generate 300 pre-launch email signups with 25%+ engagement rate.
Key result 2: Convert 8% of the email list into paid users within 45 days.
Key result 3: Engage five micro-influencers to promote the course, resulting in over 1,000 visits.
This OKR gave us a shared direction. Everyone knew what we were trying to achieve and how we’d measure progress. But OKRs alone don’t manage the day-to-day, so we layered in other goals to guide execution.
2. KPIs to monitor the launch
Key performance indicators (KPIs) provided us with data about whether our tactics were yielding results. While the OKRs defined what success looked like, KPIs helped us stay on track throughout the campaign.
Some of the KPIs we tracked during the course launch included:
- Landing page conversion rate (from signup to purchase)
- Email open and click-through rates
- Cost per lead from paid ads
- Daily traffic to the sales page
While we didn’t connect these KPIs to a specific key result, they helped us optimize performance along the way. When we noticed that the swipe-up rate on Instagram Stories was dropping, we knew it was time to shift more attention to LinkedIn, where engagement was higher.
3. SMART goals for tasks
Once the OKRs were in place and KPIs defined, we created SMART goals to drive results. SMART goals are specific, measurable, achievable, relevant, and time-bound.
Examples:
- Publish three teaser videos on LinkedIn by August 10.
- Write and schedule eight launch emails by August 20.
- Test two Facebook ad variations by August 5.
These were the tactical actions that pushed us toward our bigger goals. I monitored their progress on a weekly basis and shared updates with the client. We always knew what had been done, what was in progress, and what needed to be adjusted.
OKRs, KPIs, and SMART goals working together
Each goal-setting methodology played a different role in our marketing campaign.
- The OKR gave us the high-level vision and measurable outcomes (course sales, influencer traction, lead growth).
- The KPIs served as a dashboard to help us identify issues early and make adjustments.
- The SMART goals gave us a clear to-do list, broken down into manageable tasks with real deadlines.
By launch day, we didn’t just cross our fingers; we had a strategy backed by evidence. We ended up with 160 pre-launch signups (a bit short of the goal) but converted 6% of them (above target) and secured a LinkedIn post from a well-known voice in the niche that caused a surprise traffic spike.
And most importantly, the client felt confident and in control the entire time.
OKR best practices for marketers
If you’re new to OKRs, don’t overthink it. Here are a few quick tips:
- Keep them simple. Start with just one objective and two key results if that feels manageable.
- Use plain language. Your OKRs should be easy to read at a glance. Avoid buzzwords.
- Focus on impact. Think outcomes, not tasks. Ask yourself, “What change am I trying to create?”
- Review weekly. Even a 5-minute check-in on Friday can help you stay on track.
- Share them. If you work with clients or collaborators, make the OKRs visible so everyone’s aligned.
Ready to set OKRs?
OKRs transformed the way I work. They’ve helped me deliver more focused, measurable, and impactful marketing campaigns. They force me to define success before the work starts, which makes my workflows more intentional and organized.
Whether you’re freelancing, running your own brand, or just trying to bring more structure to your marketing efforts, OKRs can give you that clarity you’ve been missing.
Try writing one objective and two key results today. It might just change the way you work tomorrow.
FAQs about marketing OKRs
What is the difference between OKRs and SMART goals in marketing?
OKRs and SMART goals both support goal-setting in marketing, but they serve different functions. OKRs (objectives and key results) define big-picture outcomes and the metrics used to track progress. SMART goals break work into specific, actionable tasks with deadlines.
Think of OKRs as the vision and destination, while SMART goals outline the individual steps needed to achieve it. For example, if your OKR is to grow brand awareness, a related SMART goal might be “Publish three thought leadership articles by September 30.”
How do marketing freelancers use OKRs to measure marketing performance?
Freelancers use OKRs to tie their daily work to measurable client or business outcomes. By writing clear objectives and 2–4 specific key results, they create a simple scorecard that keeps their focus on impact instead of busywork.
At the end of a project or quarter, they can evaluate what worked by scoring each key result and reflecting on lessons learned. For instance, a freelancer might use the OKR “Generate 200 leads from organic traffic” to measure the effectiveness of their SEO strategy.
Can you use OKRs and KPIs together in a marketing plan?
Yes, OKRs and KPIs complement each other and often work best when used together in a marketing plan. OKRs set the overarching goals and define what success looks like, while key performance indicators (KPIs) measure success. You might not link every KPI to a specific key result, but they help you stay agile by flagging when an indicator is performing poorly.
For example, even if your OKR focuses on lead generation, KPIs like bounce rate or email open rate help you troubleshoot performance along the way.
What are examples of good marketing OKRs for small businesses?
Effective marketing OKRs for small businesses are outcome-focused, measurable, and aligned with key business priorities such as growth, visibility, or conversion. An effective OKR might look like:
- Objective: Increase brand visibility among local customers.
- Key results: Reach 10,000 impressions on Google Ads, publish eight blog posts optimized for local search, and grow Instagram engagement by 25%.
These goals give clear direction without micromanaging how the work gets done. They also help small business owners or consultants stay focused on results that matter.
