One of the most critical aspects of your business, besides getting client results, is that constant focus on marketing.
It's easy to get caught up in the day-to-day operations of client work,
but without a clear and well-defined marketing strategy, you may not reach your holistic health business dreams.
Setting marketing goals as a holistic health practitioner can seem overwhelming, especially if you're new to the business world.
The word ‘marketing’ itself can encompass so much.
However, it's an essential part of your overall business strategy.
Goals will always act as your roadmap, guiding you towards your business objectives and ensuring that all of your marketing efforts are aligned with your vision.
The process of setting marketing goals involves identifying what you want to achieve with your marketing efforts, how you plan to achieve these goals, and how you will measure your success.
It's a continuous cycle of planning, implementing, and evaluating, which can be adapted and refined as your business grows and evolves.
Marketing goals can be complicated or simple. It all depends where you are in your entrepreneur journey.
Below are some simple examples of marketing goals that you can set up, track and improve!
- Social Media: engagement, DMs, shares, likes.
- Visibility: platform, consistency;
- Email List Building: lead magnet or opt in.
- Email Open Rates: improve value in deliverables.
- Client Outreach: people/businesses to connect with
- Discovery Calls: 1:1 lead calls
- Client satisfaction: happy clients refer & give testimonials
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As a small business owner, setting marketing goals is key for several reasons.
- First, they provide a clear direction for your marketing efforts. Without well-defined goals, your marketing activities can become disjointed and less effective. Goals give your marketing strategy purpose and ensure that every action you take is geared towards achieving these objectives.
Example: you want to increase your following on Instagram. How will you do this?
-By showing up live once a week?
-More frequent posting?
-Collaborating with others?
-Including "Follow Me" as a call to action on everything you do?
ALL OF THESE ACTIONS CAN BE TRACKED FOR EFFECTIVENESS.
- Second, marketing goals allow you to measure the success of your efforts. By setting specific, measurable targets, you can track your progress and determine whether your marketing tactics are working. This information is invaluable as it allows you to identify what's working, what's not, and make necessary adjustments to your strategy.
Say you decide to track 1:1 client discovery calls. Perhaps you have a high volume of calls, but very low sales. These are two metrics only. If you have high volume, and low sign ups, what can you improve? How can you improve your numbers?
- Third, marketing goals can motivate you and your team, if you have one. Achieving a goal requires hard work and perseverance, and having clear objectives can inspire everyone involved to work towards these targets. When you achieve a goal, it provides a sense of accomplishment and can boost morale, leading to increased productivity and motivation.
Setting marketing goals as a small business owner involves a few key steps.
Step One.
Understand your business's overall objectives. These could be related to revenue, growth, customer acquisition, or any other aspect of your business that you want to improve. Your marketing goals should align with these overall business objectives.
Step Two.
You need to identify the key performance indicators (KPIs) that will measure your progress towards these goals.
KPIs could include metrics such as website traffic, social media engagement, sales, or customer retention rates. These indicators will help you to monitor your progress and assess the effectiveness of your marketing efforts.
Step Three.
Set realistic and achievable goals. It's important to aim high, but setting unrealistic goals can lead to disappointment and demotivation.
Your goals should be challenging, but reachable with the resources and time you have available.
No matter how you approach it, effective marketing goals have several key components.
These components can be reflected in the SMART goal format.
Specific.
A goal such as "increase sales" is too vague to be effective. Instead, a goal should be specific, such as "increase sales of product X by 10% over the next quarter".
Measurable.
This means that you should be able to track your progress towards achieving them. For example, if your goal is to increase website traffic, you should have a way of measuring the number of visitors to your website.
Achievable.
While it's important to set challenging goals, they also need to be realistic. If your goals are too lofty, you risk setting yourself up for failure.
Relevant.
Any goal you set should be relevant to your business objectives. This means that they should directly contribute to the achievement of your overall business goals.
Time Bound.
Always have a clear deadline for the achievement of a goal. ALWAYS. Even if you do not reach that goal, having a deadline creates the ability to set small steps toward achieving that goal, and a basis to evaluate the difficulty of the goal, the relevance, and repeatability.
Setting up marketing goals involves a systematic process. The first step is to understand your business's overall objectives.
- What are you trying to achieve?
- What are your priorities?
- Your marketing goals should align with these objectives.
Next, you need to conduct a marketing audit.This involves reviewing your current marketing activities and their effectiveness.
Are your current marketing efforts helping you to achieve your business objectives?
If not, what changes do you need to make?Once you've conducted your marketing audit, you can begin to set your marketing goals. Again, one of the best goal setting techniques for business is the SMART goal system.
These should be specific, measurable, achievable, relevant, and time-bound.
After setting your goals, the next step is to develop a marketing plan. This plan will outline how you will achieve your goals. It should include specific marketing strategies and tactics, as well as a timeline for implementation.
A marketing plan does not have to be big, or overwhelming, or long. Starting a simple email list can be one marketing goal.
You can set ANY timeframe you like!
Try to make that timeframe one that will challenge you, but not overwhelm you.
Put your actions into place and make them time bound.
Example: No email list or marketing platform?
Action one: research platforms for cost and functionality.
What do you want to do with your list right now?
What is your dream for an email list?
What is your budget?
Finally, once your goals marketing plan is in place, and you have some clearly defined goals, you need to monitor your progress towards your goals.
This involves tracking your key performance indicators (KPI’s) and adjusting your marketing strategies as necessary.
There are many different types of marketing goals that a small business might set. Here are a few examples:
- Increase website traffic by 20% over the next quarter.
- Improve the conversion rate of website visitors to customers by 5% in the next six months.
- Grow the business's social media following by 10% over the next month.
- Increase email newsletter sign-ups by 15% over the next quarter.
- Improve customer retention rates by 10% over the next year.
Once you've set your marketing goals, the next step is to develop strategies to achieve them. This may involve a range of different tactics, depending on your goals and your business.
For example, if your goal is to increase website traffic, you might focus on improving your website's SEO, creating high-quality content, or running online advertising campaigns.
If your goal is to improve customer retention, you could implement a customer loyalty program, improve your customer service, or offer special promotions to existing customers.
It's important to remember that marketing is not a one-size-fits-all process.
The best strategies for your business will depend on your unique goals and circumstances.
There are many tools and resources available that can help you set and track your marketing goals.
For example, Google Analytics is a powerful tool for tracking website traffic, visitor behavior, and conversion rates.
Social media platforms often have built-in analytics tools that can help you track your progress towards social media-related goals.
Project management tools like Asana or Trello can help you manage your marketing activities and keep track of your progress towards your goals. These tools allow you to create task lists, set deadlines, and monitor your progress.
Finally, there are many online resources and guides that can provide advice and guidance on setting effective marketing goals.
Websites like HubSpot, MarketingProfs, and the Content Marketing Institute offer a wealth of information on all aspects of marketing.
Achieving your marketing goals is not always a straightforward process.
There are often challenges and obstacles along the way. However, with the right strategies, and ATTITUDE, these challenges can be overcome.
One common challenge is lack of resources. As a small business owner, you may not have a large budget for marketing.
However, there are many low-cost or free marketing strategies that can be effective, such as social media marketing, content marketing, and SEO.
Focus on one at a time, and make that your strategy aligns with your time restraints, energy and goals.
Time is a finite resource.
Running a business is time-consuming, and it can be difficult to find the time to focus on marketing.
Setting clear goals and developing actions toward those goals, just like you ask your clients to do, can ensure
that your marketing efforts are focused and efficient.
It can also be challenging to measure the success of your marketing efforts.
However, by setting simple, clear, measurable goals and regularly reviewing your progress, makes this task simpler, and more effective.
If you don't review how things are working, you may be wasting energy on the wrong area.
Setting effective marketing goals, and the actions to get to those goals,
is a much needed step for any small business owner. With clear, specific, and measurable goals, you can guide your marketing efforts, track your progress, and achieve your business vision.
Remember that setting goals is just one step.
To achieve these goals, you need to develop a marketing plan, implement your strategies, and regularly review and adjust your approach.
With determination, perseverance, and the right strategies, you can achieve your marketing goals and take your business to new heights.
YOU DON'T HAVE TO DO THIS ALONE!
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