Last week I was in New York City conducting 'desksides' with a client. We stopped by the Meredith offices (the publisher behind Shape, Fit Pregnancy, Family Circle and more) and had the chance to pull our fortunes from a jar behind the reception desk.
My fortune said this:
"The reason most people never reach their goals is that they don't define them, or ever seriously consider them believable or achievable. Winners can tell you where they are going, what they plan to do along the way, and who will be sharing the adventure with them." - Denis Waitley
One of the most common pitfalls of marketing a small business is to engage in extraneous activities (social media, emails, blog, maybe) without identifying how these activities will help achieve business goals. During my first call with each client, we identify or establish their objectives for the year. These objectives inform each and every single decision we make while creating their brand and communications strategy.
Need some inspiration identifying your goals? Here are a few example goals that are common for small businesses in the food, fitness and wellness industries:
- Increase revenue
- Build email list
- Access more clients
- Grow Instagram following
- Create brand awareness
- Find sponsors
Why do goals matter for marketing?
There is a lot of noise coming from the media and marketing industries about which platforms you should and shouldn't be using. The truth of the matter is that most platforms can be valuable resources, just not for all organizations at all times. No matter what the internet or your colleagues or your friend who is a rockstar snapchatter say, if your marketing activities are not supporting your goals you should not be engaging in them. Your time is limited and incredibly valuable, you should only spend it on activities that support your success.
What does a goal-focused marketing strategy look like in action?
Pretend your main objective for 2016 is to grow your Instagram following so that you can start making money off of your profile. Here are a few activities that you could focus on to support this goal: spend time engaging with others on Instagram, develop insatiable content, refine your photography skills, build partnerships and determine how you can leverage other platforms to draw in additional Instagram followers.
What are your business goals this year and how is your marketing plan helping you achieve these goals?
If you’re so excited that you think every professional that you know should have access to this information, then make sure to share this with a friend.