If you’re working from an existing marketing plan, or developing a new one, it is very important to review and set your business marketing goals for the coming year.
Even if you are working from a 3 year strategy, times are constantly changing, so the strategy and plan should be regularly revised. And the period just before the beginning of a New Year may be the best time to do this.
The best way to start goal setting is to ask yourself questions:
- How did my marketing perform over the last year?
- Based on the marketing spend, what was your R.O.I.?
- What worked with your marketing last year? What didn’t work?
- What marketing goals did you achieve? Were they hard or easy?
Once you answer these questions, you will be in a great position to plan for the next 12 months.
Revisit Goal Setting
Just to recap, any goals you set in your New Year business marketing plan, need to be SMART goals:
S = Specific
The goal needs to be as clear and detailed as possible. The more detailed, the higher chance of success. A non-specific goal may be – “to get more customers”. This doesn’t really help as a goal to achieve. Exactly how many customers do you want to get? How many customers can your business handle?
You need to think very clearly about your goal setting specifics.
M = Measurable
A goal must be able to be measured, so that you know exactly when it has been achieved. So again, instead of setting a goal “to get more customers”. You may decide you currently get 20 new customers a month, and you would like to set a goal to obtain 30 new customers a month, which is a 50% increase.
A = Attainable
It is important to be realistic when setting marketing goals. There is no point setting a goal to obtain 100 new clients per month, if you currently are getting 20. The goal needs to be believeable to you, and your team.
R = Relevant
Any goals you set in your business, need to be relevant to your current business activities, and industry, or future planned activities. The goal should easily fall in line with your company mission statement and vision.
If your business vision is to become the best in your area, and build your reputation, it may not make sense to set a goal to establish yourself in another area.
T = Time Based
All your marketing goals must have a time limit, by which time the goal should be achieved. Whether the limit is 3 months, 6 month or 12 months, it’s very important to decide when you would like to reach your marketing goal.
Brain-Storming Marketing Goals
I always suggest to brainstorm and get imput from all the business managers when it comes to setting marketing goals for the coming year. The areas you need to target, should be apparent, but you may consider:
- Increased Enquiries
- Increased Sales
- Increases Awareness of your Business or Brand
- Increased Visitors to your Website
- Increased Conversions on your Website
- Get more Repeat Clients
- Implement a Social Media Strategy and gain Fans/ Followers
Once you choose a general goal, it’s time to sit down and make that goal S.M.A.R.T. Setting marketing goals really gives the foundation for your marketing plan, and guides the promotions you decide to implement.
Always keep in mind though, that your Marketing Plan needs to be an agile and regularly updated document.
What marketing goals are you planning for the New Year?