Where Are You Going? Get There with Well-Defined Marketing Goals

So, you don’t have clear goals and objectives for your marketing strategy?

You might as well write a blank check and give it to anyone. Whoever. Doesn’t matter. Alternatively, you could take stacks of cash and just set them on fire. Maybe we’re being a little facetious… but not much! Without clear direction and intent, any success you achieve via marketing channels is purely accidental – and unlikely.

You know you need to market your business. Maybe you have even figured out your marketing budget. It’s like knowing you need to go on a trip and fueling up your vehicle. The next step is planning out the journey!

Defining Your Marketing Goals and Objectives

Why is defining your marketing goals and objectives so critical? For one, you’d probably rather not set stacks of cash on fire. And two, businesses with clear goals are 429% more likely to report success, while 81% achieve those goals. We like those odds.

Spending time on goal setting benefits your brand in a variety of ways, including:

  • Helping you stay on course.
  • Giving you a means by which to track progress (if you don’t measure, you can’t improve) and evaluate your strategy’s effectiveness.
    Ensure that every marketing initiative has a purpose.

For example, let’s say you boost a post on Facebook or you publish a blog post on Top 10 Home Design Trends. Why did you do that? What goal does it tie back to? Specifically. Get granular here: It’ll save you a lot of time, money, and aggravation.

Remember, setting SMART (specific, measurable, achievable, relevant, time-bound) goals is important. We want to be the best! Or We want to make more money isn’t SMART. Break it down: What does that look like? If your goal starts as “Drive more website traffic,” how can you make it SMART?

It might look like this: “Increase our website traffic by 50% in the next year by posting one authoritative, relevant blog per week.” This gives you both the goal – and a way to achieve it. Turn, “Be more active on social media” into “Increase our Facebook (or Instagram, Pinterest, etc.) engagement rate from 4% to 5% by this time next month by posting 10-20 high-quality images and/or videos.”

See the difference there?

What’s Your Focus?

Depending on your business’s needs, your marketing may focus on one (or more) of the following areas:

Awareness. Getting your name out there is essential, as is connecting with clients, followers, and others on an emotional, trusting level.

Engagement. Companies cannot afford to be faceless in today’s environment. They need to reach out and grab their potential client’s attention with compelling experiences (both digital and in-person).

Conversion. They know you. They trust you. Now get prospects to take action.

Retention. Know the 80/20 rule? Generally speaking, 80% of your business comes from 20% of your customers. While not always true, it’s a good rule to remember! A one-time purchase is great, but a relationship that continues after the sale… Gold.

Again, your marketing goals and objectives must be clear and defined – and any actions you take should be intentional and purposeful. Always go back to what you’re trying to do, where you’re trying to go before you waste a tankful of gas going nowhere.

Haven For You

You don’t have to travel your marketing journey alone! We created Haven for professionals just like you, ones who are stressed and frustrated with marketing. It sucks. We know. Let’s take the weight off your shoulders, tell your story of expertise, and connect with the right clients who will grow your business.

Get a jump start by checking out our helpful guide, 9 Steps to Effective Marketing In the Design and Construction Industry.