We all dream. We have big dreams, grand ambitions, and smaller dreams, things we desire on a daily or weekly basis. Every business owner shares the dream of seeing his or her business grow and thrive. When it comes to business, marketing is integral to growth, and when it comes to marketing, goals are integral to success. A dream, after all, is just a dream. A goal, in contrast, is a dream with a plan and a deadline.
Short and long-term goals are an essential part of any marketing strategy. As Tony Robbins said, “Setting goals is the first step in turning the invisible into the visible.” Of course, it’s not just about making marketing goals you’ll never meet. You have to eventually walk the talk. The process of setting goals, however, puts you in the right state of mind for accomplishing work and seeing positive results. Marketing goals, properly planned and executed, are the stepping stones to financial achievement.
Marketing goals are not just far-fetched desires; they are vital markers to success. You need a way to gauge your marketing efforts. Otherwise, how will you know if what you’re doing is working, or if it’s simply luck? Marketing goals enable you to stay on track with the objectives for your small business. Setting quantifiable goals allows you to properly allocate time and money to marketing strategies that work, and to do away with those that don’t. Some quantifiable marketing goal examples are follower counts, ROI, weekly or monthly sales, site visits, and other “countable” items.
Short-term marketing goals are, as the name implies, goals that can be completed within days or weeks. Long-term goals can take several months, or even several years, to meet. While long-term goals are key to establishing your ultimate vision, and while they guide the direction of your short-term goals, they are not as actionable as short-term goals.
Short-term business and marketing goals are things you’re going to be focusing on on a daily basis. Without them, your long-term goals, all those grand “big fish,” will never see the light of day. Here are some examples of short-term business goals as they relate to marketing:
Long-term goals take longer to acquire and are not necessarily as quantifiable as short-term goals. They often start as seemingly impossible to attain but over time, and with hard work, long-term goals become easier to reach.
The secret to business success is reaching long-term goals through consistent marketing, something that many business owners struggle with.
Some examples of long-term business goals include:
Search engine optimization, while well worth it, takes a great amount of time and effort and should be a static long-term goal for every small business. Set small goals to rank for certain keywords and work your way up to rank for more and more keywords. It will likely take a few re-workings of your website and regular updates to ensure that you keep climbing the search rankings. You can do this by optimizing your website for local SEO and by becoming an authority in your industry through blogging on topics related to your industry.
When it comes to marketing, both long and short-term goals are essential to growing your business. For more information on incorporating your business goals into a marketing plan, check out these 6 example marketing plans for small businesses of any stage.
Do you have marketing goals? Share them in the comments below!