It’s easy to feel productive when kept busy, but it’s essential to make sure that time and resources are focused on goals that add value overall business. By setting clear marketing goals, you can pinpoint what you want to achieve, the objectives to get there, and break it down further into action items for you and your team to get started.
According to a study conducted by Coscheduler.com:
You’re essentially creating a roadmap. You’ll know exactly where you are going and how you want to get there- and more importantly, why.
So how do you set marketing goals?
Look at all the current data you have available. Assess where you are now, what you want to improve, and where you want to go. By taking your answers and turning them into SMART goals, you are going to ensure that your goals are specific, measurable, attainable, relevant, and time-bound. That way, you aren’t putting time, energy, and resources in the wrong places.
Simply saying “I want more clients” is a little general. While having more clients is an excellent thing for any business to strive toward, it’s simply not a great statement of what you want to accomplish.
When looking at your baseline, you might identify that to get more clients, you need to get more leads. So, you might instead say, “I will increase lead acquisition by adding content offers to blog posts.”
Be specific by narrowing down the goal. It helps you to pinpoint the right focus to reach the broader goal.
Add a number to your goal. Doing so will allow you to track your progress. Not only will you know once you’ve reached your goal, but you can use it to measure how things are going throughout so that you can celebrate and keep going or make adjustments as needed.
Now your goal to get more leads for your business might look something like, “I will increase lead acquisition by five percent by adding content offers to blog posts.”
Some prefer to use the “R” in SMART to cover realistic, but attainable and realistic kind of go hand in hand. While it’s great to dream big, you can use a series of short term goals to reach those larger goals. Consider your baseline, resources, timeline, and expertise to ensure that the goal you are setting is attainable. Aim a little higher each time, be consistent, and don’t set too many.
Is your goal going to contribute a main initiative? Is it in line with your company mission? If not, it likely isn't worth going after. Asking these questions will help ensure that you are spending your focus, time, and energy in the right areas.
For example, while it might be a great feeling to get plenty of followers on your social pages as a result of your marketing efforts, having a large number of followers doesn't mean they are engaging or turning into leads. I explained this one a little further in one of our previous posts.
Adding a timeframe to your goals will help you keep focus and stay motivated. You can also create small milestones or checkpoints in which you can re-evaluate your goals and adjust if needed. Results could take time if you're just getting started, but keep at it and be consistent.
By adding a time frame, your leads goal will now look something like "I will increase lead acquisition by five percent in quarter four by adding content offers to blog posts."
From my experience, if I were to add a second A to the goal-setting process and make the goal-setting process SMAART - it would stand for accountability. Not for finger-pointing purposes if the goal isn't met, but to add another layer of organization to it.
The individual accountable for the goal would take ownership of it, layout objectives, and, if applicable, make sure that everyone on their team understands those objectives in order to create their own action items/next steps and get started. It's a good way to prevent overlap, and there's no confusing who is responsible for what.
One of the most important questions you can ask yourself is why. Why do you want to complete this goal? How does it contribute to the vision / bigger picture of your business? It's a common goal to want to grow, but it's good to know what growth means for your business.
Marketing goals are the foundation of a great marketing strategy. Like all of your business goals, they should be clear and mapped out with intention.
When sitting down to write them out, be sure to take the quality over quantity approach. Having too many will surely leave you exhausted, but without these goals, you are simply wandering with no destination. We like the rule of threes. Picking three to focus on will allow you to get some momentum going and keep you focused. Even breaking them down into short, medium, and long term goals.
What are some goals you're aiming to tackle?
If you're feeling stuck with your marketing goals, send us a message through our live chat or email email@example.com! We'll be glad to point you in the right direction.
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