5 Tips to Creating Effective Marketing Goals
Creating marketing goals that are realistic for your organization can be overwhelming to say the least. Should they be small, medium or large goals? Should they be long-term or short-term? Are they achievable?
These are all valid questions, but they don’t necessarily need to be answered all at once. I’ll take you through some great ways to create effective marketing goals that make sense for you. No two organizations should have the same goals - and this starts with getting a deeper understanding of your business as it is and where you want it to go in the future.
1. Analyze Your Current Position
Before establishing any type of goal, it’s important to conduct an in-depth analysis on where your organization is currently. Determine how much you’ve grown over the last year. Get into the nitty gritty details of your website, on a month-by-month basis. Outline how much your social presence and engagement has increased over time and due to what types of posts.
For example, if your blog traffic has increased by 2-3% each month throughout the year of 2014, aiming for a 10-12% increase month-by-month throughout the year of 2015 might be attainable for you. This could be realistic because you plan on amping up the search engine optimization of each post along with increased social promotion.
2. Create Goals Around a Specific Area of Time
The goals you lay out on a monthly basis are going to differ greatly from those you establish for the year. For instance, if you’re looking to create reports for your website’s performance on a monthly basis, establishing a goal you’d like to achieve every month would be helpful. On the other hand, if you’re organization is particularly detail-oriented, developing a daily goal might be effective as well.
3. Review Goals Regularly
It’s important to analyze your goals on regular basis. This is often helpful to do in status meetings, whether they be monthly or weekly. If you’re not on track to hit your goal, why is that? Tweak and adjust your marketing tactics as needed to ensure that you’re successful. Review your goals more than you think you should - you’ll only benefit from it down the line.
4. Reach For the Stars
If you’re determining a larger goal - say, how many new users you want to visit your site throughout 2015 - don’t be afraid to overreach. Be prepared to deliver on at least 70% of that goal. This way, if you achieve even 70% of your goal, you’ll feel that success and have reason to celebrate and possibly keep doing what you’re doing - only better.
5. Don’t Let Your Short-Term Goals Overwhelm Your Long-Term Goals
As we mentioned before, it’s very important for your short-term goals to correspond well with your long-term goals. They feed into one another and must speak to each other regularly. If you’ve failed to achieve short-term monthly goals 3 months in a row, you need to reanalyze and determine ways you can overcome this in the coming months in order to achieve what you’ve laid out for yourself and your organization for the year.
Your goals need to be suited to you. As a marketing agency, we take a look at different metrics at different points in time for our clients to make sure they’re on track to meet their specifically tailored goals.
Remember - the more you analyze where your company stands currently, the more accurately you can set up goals for the future. So good luck, and get to goal setting!