Setting Marketing Goals:
Setting goals for your marketing efforts is one of the most important parts of the project. Creating goals will set guidelines for your team to follow, and help to measure how effective your marketing campaign is. Proactive goals will keep your marketing budget lean and prevent wasted time on “good ideas.”
Here is a free template to use while creating your marketing goals.
What goes into setting marketing goals?
- List general goals your business has
- Sort goals by measurable and unmeasurable
- Choose your top measurable goal
- Break it down into a S.M.A.R.T. goal
- Establish your digital marketing strategies
Start by listing goals your business may have
The first step to creating goals and an effective marketing plan is writing down all the things you would like to see your business achieve. Don’t let the idea of having to write the perfect goal slow you down during this phase. Write out all the possible goals your brand may have.
Examples of goals:
- Building your client base for a specific service
- Increasing revenue
- Increasing client lifetime value
- Increasing online appointment sign-ups from
- Increasing monthly website visitors
- Increasing the average order value of each customer
Sort your goals by measurable and unmeasurable
After writing down all the things you and your staff brainstorm, divide the list into things that are measurable and things that are not readily measurable.
- Measurable - Things like number of consultations, % of sales increase, or a specific revenue target are all measurable.
- Not readily measurable - Things like improved in-store feel may be harder to quantify.
Choose your top measurable goal
From the list of measurable goals cross through all but three. Now cross through one more. Talk with you team to see which of the remaining two is most beneficial for your business to pursue. Write down that final goal at the bottom of page one on the Goal Setting Worksheet.
Turning goals into S.M.A.R.T. goals
Turning your goal into a S.M.A.R.T. goal makes it comprehensive and achievable for you and your team. Modify your goal one letter at a time to by following the steps below.
A SMART goal stands for:
- Specific - Your goal should be unambiguous and communicate what is expected, why it is important, who's involved, where it is going to happen and which constraints are in place
- Measurable - Your goal should have concrete criteria for measuring progress and reaching the goal
- Attainable - Your goal should be realistic and possible for your team to reach
- Relevant - Your goal should matter to your business and address a core initiative
- Timely - You should have an expected date that you will reach the goal.
Getting specific with your goals
SMART goals set clear expectations of what you want to achieve and what needs to be done to reach that goal. Setting goals like “increasing revenue” is a great start, but it is not specific enough to understand how you will get there. “Increase revenue by using email marketing to increase the existing client lifetime value,” sounds better defined.
"When performance is measured, performance improves. When performance is measured and reported back, the rate of improvement accelerates." - Pearson’s Law
Set the bar for measurement
If you want to understand the effectiveness of your marketing and your marketing team, you need to set specific performance benchmarks to reach. To make our last example more measurable, “Increase revenue 5% by using email marketing to increase the existing client lifetime value.”
Is it attainable?
Setting a goal of increasing revenue by 200% in one month sounds like a dream, but is it achievable? Before setting a goal for your business, look at past year-to-date and month-to-date performance to understand what kind of growth can be realistic to expect from your team.
How is this goal relevant?
Set goals that are relevant to your business and use tools that make sense. If you want to increase the lifetime value of existing clients, running a paid ads campaign to cold audiences wouldn’t be your best option. Instead, using the email list of your existing clients and creating an automated email campaign to share a product or service they have not yet used will help generate sales to raise their value.
Set a clear timeframe to achieve this goal
Increasing revenue by 5% sounds like a great goal, but when will you get there? 3 months or 3 years? Setting a firm time expectation will keep your team on track and will make your goals both more attainable and measurable.
“Increase revenue by 5% in the next 3 months by creating and implementing an automated email marketing campaign aimed to increase our existing client’s lifetime value.”
SMART GOAL EXAMPLES
Building your client base for a new service offer
- Specific - Our Medical Spa recently invested in equipment for a new service. Over the next three months, our marketing agency will run a campaign to build a client base starting with converting existing clients. We will also run a cold-campaign online for new clients.
- Measurable - Our revenue goal for this service over the next three months is $15,000. The service costs $375 per client, requiring 40 appointment sign-ups.
- Attainable - Based on our previous marketing campaigns, we have seen results comparable to this goal. The industry trend report for this year shows this service has lots of popularity.
- Relevant - Our companies core value is to maintain position as industry leaders. This new service is the #1 projected trend of the year and we know that clients are looking to use this service.
- Timely - In order to achieve 40 appointment sign-ups in three months, we need to have our marketing campaign running in the next 3 weeks.
“Our Medical Spa places priority in positioning our brand as an industry leader. We invested in equipment for a new trending service and plan to generate an additional $15,000 over the next three months. To reach this goal we need 40 appointment sign-ups and have plans to achieve this by partnering with our marketing agency to run an email campaign to existing clients and a cold-outreach campaign to potential clients on social media.”
Online marketing strategies to reach your goals
Technology has given way for businesses to use a variety of tools and resources for their marketing. By proactively setting your marketing goals, you can strategically plan, create, and implement content for your website, email campaigns, and social media marketing that will drive the results you are looking to achieve.
Using the example from earlier in the blog, “Increase revenue by 5% in the next 3 months by creating and implementing an automated email marketing campaign aimed to increase our existing client’s lifetime value.” How can you optimize your website to help reach this goal?
- Add an automated scheduling system to your website
- Add a link on the homepage to this scheduling page
- Use the homepage to bring awareness to the new product/service you are offering
- Create an informational brochure that requires the viewer’s information to download.
- Create blog articles educating viewers about the problems they are facing and how the new service helps to solve it.
How can Email Marketing help you build that client base for your new service?
- Create an automated email campaign for your existing clients bringing awareness to the service.
- Create an email list from website visitors and share your automated email campaign with them.
- Send out limited time offer emails with a discounted rate to your contact list
How can Social Media Marketing help you build that client base for your new service?
- Run a paid ads campaign on Facebook and Instagram targeting your ideal audience.
- Publish social media content that educates and informs viewers about the problems they are facing and how the new service helps to solve it.
- Post events on Facebook for limited-time sales you have.
How can Testimonials help you build that client base for your new service? Testimonials are a driving force behind creating content for online marketing campaigns. Getting effective testimonials will help establish brand authority and social proof needed to convert potential clients. To learn more about testimonials, read how to get testimonials that drive sales.