When it comes to setting marketing goals, we all know that we need them. The problem comes, however, with knowing exactly what the goals should be and how high to set them. Here are five tips for setting and achieving your realistic marketing goals.
1. Analyze Your Past Performance.
We suggest you start with a 90 day look back. If you have always fallen short of your goals, set them lower this time. If you have added additional staff or expertise, set them higher. Your past performance is your baseline that you will want to exceed.
2. Evaluate Your Company’s Current Condition.
Are you currently short staffed, overbooked or going through a restructuring? If so, set your goals a bit smaller than usual.
3. Evaluate the Market Conditions.
Your business does not exist in a vacuum. You will also need to evaluate how the market is doing in general. Do your sales have seasonality to them? If so, adjust them for the next 90 days. Accomplishing a goal can be all the motivation your team needs to exceed expectations after the goal is met, but you will need a realistic goal in the beginning to make that happen.
4. Make Your Goals Specific.
It is not enough to merely hope to gain more clients or make more sales. Your goals also have to be specific, measurable and written down if you want to have a chance at making them. For example, you may want to increase your online conversions by five percent or you may want to sell 10,000 widgets. Get specific. We want to increase sales by 10% for product X within the next 90 days.
5. Develop a Plan.
Lastly, you will need a plan. Determine all of the steps you need to take to accomplish your goals, and list them with dates and specific action steps. Be sure to review your analytics weekly to make sure you are moving along on the right track. In most cases, you will need to define how what the micro conversions (white paper downloads, webinar signups) will need to be in order to achieve your macro conversions (leads, sales).
Knowing how to set realistic marketing goals is crucial to your success, but that does not mean that you have to do a perfect job the first time. Use these steps again (wash) and again (repeat) until you have discovered the right tactics and actions that work the best for your individual company.
Let us know if we can help clarify your marketing goals. For more information, contact Glenn Smith email@example.com or (440) 349-4940 x110