Your business has a goal in mind. Either a year-end target, entering a new market, launching a new product, or something else entirely. The problem is that most goals aren’t achieved simply by stating the goal. At least not big goals.
What may sound like a simple outcome, may not be all that simple to achieve. This is predominantly a marketing blog, but I’d like to use the example of fitness. Every year I dread going to the gym in January because I know it’s going to be packed. Every parking space will be taken and every piece of gym equipment will be in use. Now, at first this is really good. Working out generally makes people healthier, happier, and more productive.
But, I know that I only have to wait a few weeks to have my usual gym environment back. Plenty of parking and no wait for a piece of equipment. Good for me, bad for all of the people who lost site of their resolution/goal.
Hitting my goals and resolutions are always a struggle for me too. And I can typically attribute this failure to a lack of planning and strategy. Spending too much time focusing on the goal and not spending anytime focusing on what it will take to get there will often result in failure.
You’ve most likely heard the old adage – fail to plan, plan to fail. You need to have a plan on how to achieve the goals you’ve set. This may include planning down to the month, week, and day exactly what you are going to do.
These once a year gym goers have grand ambitions to lose so many pounds, train for a marathon, or get in shape. But, as soon as life gets in the way, it’s over. Not going to bed early so that they can get up early. Not having a meal plan in place to avoid binge eating and hunger shopping. Not prioritizing workouts over happy hour with friends or getting an extra hour of sleep.
S.M.A.R.T. Marketing Goals
I think I’ve made my point. You need a plan for just about any goal worth achieving and that most definitely includes your marketing goals.
This isn’t a lesson in goal setting. This is a S.M.A.R.T. reminder.
Make your plans Specific, Measurable, Assignable, Realistic, and Time-related.
You should be regularly measuring your efforts. This is quite possibly the most overlooked aspect of goal setting. You should be using this information to make adjustments to your plan and check on your performance.
Take a look at your marketing goals for the year so far. Now that we are (as of this posting) roughly 15% through the year, are you on track to achieve the goals you have set?