It’s planning season for many businesses. That’s why over seven weeks we’re posing seven questions you should ask yourself and your team that will inform your marketing planning for 2020.
This week we explore our third vital question: "What are your marketing goals?" Our recent posts covered business goals and audience. Now that you have a handle on these, it's time to develop this information into distinct marketing objectives.
The most effective way to approach goal setting is by using SMART methodology – setting goals that are Specific, Measurable, Achievable, Relevant and Timely.
Here's a look at each of these elements:
Let's look at a few examples:
Before: "To become a well-known local law firm."
SMART: "To subscribe 200 new people from a 50-km radius to our legal e-newsletter in six months."
Before: “To generate more revenue”
SMART: “To develop 25 warm leads in 100 days through in-person and online networking.”
Before: “To be everyone’s favourite pet shop.”
SMART: “To get 100 new people signed up for our customer rewards loyalty programme by June 2020.”
Taking it step by step
So, how do you put this into meaningful practice in your company? Take it step-by-step:
Now you can confidently connect the dots:
Which marketing strategies are right for you?
Who is your customer – some methods to help determine who should be your target audience.
I'm Tim Hart, owner, coach and trainer at LoveSmallBiz.com. I'm also owner of marketing communications firm Hart Communications.