How to make your marketing goals.
The number one thing I notice when I start to work with a client is this, they don’t have a goal. Sure, they want to get business, work and ultimately make money. But, they don’t really have any goals written down.
So the first thing I need to do to help them market their business, is find out their goals, where do they want their business to go in 30 days, 3 months from now and of course annual goals. New Years wishes as I like to call them.
Goals have to be established. If not, there is no way you can reach them.
I like to explain it as a football game. Ok, you got the ball (Business), now what? Well, in football you march down the field (Local Market) with a series of play (Strategic Marketing Plan) and if your plays are right you move toward the end zone (Your business goal).
Business is different than a game. Goals are different, but you still need goals. That is the only way to score points and to keep track of your progress.
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Fact: Setting and accomplishing goals isn’t easy.
If it were, there’d be more millionaires in the world, instead of millions of people who feel unfulfilled and overwhelmed.
So, is setting and accomplishing goals really what sets these successful people apart?
It’s not easy, but with the proper mindset and framework, setting and accomplishing goals is possible and definitely worth it.
EVALUATE YOUR SITUATION
The first step to setting and accomplish goals is to reflect on your past and present situation. Most people skip this step, it’s critical in order to determine what you wish to improve and achieve.
Think of all the sports organizations and companies that perform regular performance overviews and target meetings — they need to first know what worked and what didn’t in order to get an idea of the next steps.
Once you’ve evaluated your situation, the next step is to actually set your goals. While there are several ways to go about this, one proven method is the S.M.A.R.T. goal-setting strategy.
S STANDS FOR SPECIFIC
A goal needs to be painstakingly specific. The more specific your goal is, the clearer and more manageable, it is to accomplish.
Take for example a person who wants to run a successful blog.
Starting a blog is simple — choose a platform, set up hosting, register your domain, design the website, and publish the first article.
But then why do millions of blogs fail or are left abandoned?
They’re started without a specific goal in mind.
If your goal is vague, how will you know how to accomplish it? Worse, how will you know if you’re making progress towards achieving it?
Here are examples of vague, non-specific goals vs. specific:
I want to have a successful blog vs. I want to write 10 blog posts this month.
I want to gross a $100,000 a year vs. I need to make $400 a day
I want to get in shape vs I want to lose 10 pounds in two months.
Instead of stating the vague, try incorporating answers to questions like what, who, why, where, when, how much, and how often.
In our example of running a blog, ask yourself this:
What am I writing about?
Who am I writing for?
Why am I blogging?
Where should I have a strong presence?
When or how often should I post?
How long should each post be?
What, who, why, where, when and how. Be specific!
M STANDS FOR MEASURABLE
Goals need to be measurable so you can track your progress and evaluate your methods frequently. Use numbers, statistics, or targets whenever possible.
For example, instead of saying you want to start a successful blog, set your goal for the first month to publish a set number of posts with a minimum word count, and have X number of visitors/page views, Y number of engagement (shares, comments, likes), and Z number of subscribers or emails collected.
After the first month, you can then build on the metrics and progress to higher numbers and a better quality blog.
A STANDS FOR ATTAINABLE (AND ACTIONABLE)
While it’s highly encouraged to aim high and set goals outside your comfort zone. Make sure your goals are attainable. Little increases added up. Don’t go for something you can handle. Use the resources you can manage.
This enables you to prevent overwhelm so you can realistically break up the main goal/s into small but consistent, actionable steps.
If you set daily, weekly, and monthly targets that increase a little, you’re more likely to maintain the motivation you had when you started and not give up before your goal is completed.
R STANDS FOR RELEVANT
Goals need to be in line with your core values and priorities, and need to be relevant to you.
By setting relevant goals, you can move towards who you want to be, where you want to be, and what you want to accomplish.
Relevant goals will save you both time, money and effort, so you’re free to do the things that matter to you.
Those of you who call yourself multi-taskers.
I suggest focusing on one main goal at a time, the most important one and the one that will take you closer to your long term goals..
T STANDS FOR TIME-BOUND
What sets an idea, thought or dream apart from a SMART goal is the sense of urgency.
Deadlines such as 7 days, one month, or 90 days are extremely helpful in preventing procrastination.
It’s best to evaluate how long it would really take to accomplish a goal and routinely check yourself if you’re just stalling.
If you want to take goal-setting one step further, you can use the updated version of this strategy called S.M.A.R.T.E.R.
E STANDS FOR EVALUATIVE
The first method (or even the second or third method) doesn’t easily set you up for success. There will always be setbacks and if you are not prepared to evaluate the process, you’ll most probably give up.
Even if you feel like you’re making progress, it’s best to frequently ask yourself:
- What worked so far?
- What didn’t work?
- What can I do without?
- What can I do better or more effectively?
R STANDS FOR REVISABLE
Once you’ve looked over your goals and processes, be prepared to make revisions. Changes shouldn’t deter you from achieving your goals.
There will always be hurdles to leap over, road blocks to go around.
It helps to know that no person ever encountered a clear and unobstructed path to success. The most accomplished people are able to keep moving forward.
CRITICISM OF THIS GOAL-SETTING STRATEGY
Some people find setting SMART goals, boring.
But, it is a necessity to success.
It is a guide. We all need to be guided.
Remember, setting the goal isn’t enough. You need a plan to put it into action.
If you need help setting goals or making a plan, give me a call. 15 minutes could change your business dramatically.
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