When we’re creating a marketing strategy for a new client or presenting a new approach to a client on our roster, everyone feels the excitement about launching a new initiative. Successful marketing can really move the needle on brand identity, audience reach, and total profits. Clients who are ready to invest in marketing usually know their brand, are aware of their audience, and want to take their company to the next level.
While it’s tempting to dive straight into planning, it’s wise to take a beat and set marketing goals that are clear, measurable, and realistic. With these three components in place, you can lead your team to success.
Set Realistic Marketing Goals
One of the first things we counsel our clients on is setting expectations for a marketing strategy out of the gate. Like any first expedition into a new territory, an initial marketing strategy is exploratory. It involves assessing an audience, testing out different marketing messages and platforms, and identifying the approaches that work. It can even mean figuring out which metrics to track in order to confirm that the marketing strategy is having an effect. This takes time and patience, but the results are worth the upfront effort.
Get Clarity and Seek Precision
The good thing about setting vague goals is they are hard to measure. How does anyone prove whether a restaurant does or doesn’t sell the “Best Burger in Town?”
On the other hand, if you can’t measure goals, how do you know if your efforts are truly paying off?
Instead, set marketing goals that can be quantified and measured. Rather than improving the company website, aim to improve website traffic by 10% and conversions by 15%. With numbers added, checking your progress and determining exactly how close you are to meeting your goal becomes much easier.
When building your marketing strategy, setting deadlines alongside your goals is key. How will you know if you are making progress without a due date? Consider the website example above, which mentions improving web traffic by 10%. As it is written, the goal could be met at any time and still be considered a success!
For true growth, indicate a timeframe. As you get closer to that date, you can check your progress and make adjustments if you aren’t gaining the traction you need in the allotted time.
Keep Your Budget in Mind
Although it’s essential, marketing is only one part of a company’s budget. Staffing, materials, technology, and overhead are all part of the balance sheet as well. It’s critical to consider what you can achieve with the resources you have, including time, staff, and budget. While marketing goals can be ambitious, they should also be realistic. A small non-profit may be unable to afford a media placement that costs thousands of dollars of media placement. Likewise, a two-person start-up can’t undertake a massive event marketing campaign that requires available staff. Success will look different for every business, so set goals that won’t overtax your budget or your team.
Connect with Leadership
We’ve all had the experience of pitching an idea to someone who was not as enthusiastic about it as we were! Help mitigate that response by connecting with leadership before setting your marketing goals.
Because leadership is responsible for directing the organization’s mission, vision, and values, they are always looking at what should be done. Having a solid understanding of your boss’s point of view can ensure you stay on the right track when setting marketing goals.
Green Apple: Your Partner in Goal Setting
Goal setting is a critical step in developing any successful marketing campaign. Green Apple Strategy can help you put the right plan in motion to meet your marketing goals. Our team has experience setting strategic goals, executing tactics, measuring progress, and shifting when needed to ensure the best possible outcome.
We invite you to learn more about how our strategic solutions and services can help your business grow.