How to Create a Marketing Strategy Part Two
Every marketing strategy needs goals of course and the more detailed you can get, the better. Part One is here.
Where is Your Focus?
Of course your shameless goal is the conversion that fuels your business growth, like revenue. But only focusing on revenue can get you into trouble as well.
Think about why you want to achieve the goals you are seeking. We like to say that your purpose is why you do what you do. And along these lines, what keeps you up at night that inhibits these goals.
And conversely what gets you out of bed in the morning, steam rolling you through your day looking for success. These things are important!
All of this helps you focus on what is best for your clients or customers. After you jot this down, THEN start adding in the financial targets to achieve your goals.
SMART Goals
Maybe you have heard of SMART goals. SMART stands for Specific, Measurable, Attainable and Relevant.
Specific — As said earlier, the more specific the better.
Measurable — You need to be able to measure your goals such as increase subscribers by 20% this year.
Achievable — Obvious but when we go deep in the brainstorming we sometimes come up with wonderful ideas that are just not achievable within an acceptable time frame. Trying to double your site traffic in three months without an big increase in ad spend is very hard to do. Be reasonable with your expectations.
Relevant — Your goals need to make sense for the organization and what you are trying to achieve. For example, does it make sense to focus on organic social growth when you need revenue immediately?
Time-Bound — Of course putting stakes in the ground for your deliverables helps everyone on your team hit those milestones. Don’t fall into the trap of thinking you’ll get it done next month!
Work Backwards From Revenue
It can be daunting thinking about how to document your goals, especially the more granular ones. But it’s really comment sense. There is a three-part explanation piece on our site about understanding how to craft your goals (Key Performance Indicators) complete with business examples and we highly recommend checking this out! It will help you work backwards from revenue.
It’s really important to understand all of the measurable goals you need to track for your business to be successful.
Part One starts here (Key Performance Indicators) and it links to the other two articles.
