• Leah Swaggerty

Setting 2020 Marketing Goals? Answer these questions first.



The beginning of a new year is a natural time to review prior goals and set some new ones. It can be tempting to quickly jot down some marketing goals and then move right into implementation. But, you need to make sure you are setting the right goals for your business.


Before you move forward with your marketing strategy, make sure you are on the right page by answering the following questions.


1. Do your marketing goals align with your mission, business goals, and branding?

Take a step back and think about your company’s history, vision, and mission. Why are you here? What are your defining values? What makes you stand out from the crowd? Even if you have huge goals for marketing, don’t lose sight of the reason your company exists. Remember your purpose and use that as the basis of all goal setting. Align your marketing goals with the unique position your business brings to the marketplace. Also, make sure your marketing goals (or tactics) support your overall business goals and branding. If a marketing goal doesn’t meet these requirements, save it for another time.


2. Are you focused on your community?

You have already assessed your marketing goals to make sure they align with your mission, business goals, and branding. Now it’s time to look at your community. Are you focused on your customers? Are you growing your tribe? How is your business or brand perceived? Think about your customers and their needs. What problem can your business solve for them? Have you found your peers on social media? Are you engaging with them? Get to know your customers better, and you will be able to set more effective goals to market to your niche.


3. Can you make better use of technology?


Social media and email are crucial, and technology is the tool that will deliver your message to your customers. In fact, Mailchimp identified technology as a top priority to set small businesses up for success in 2020. Since 80 percent of U.S. small businesses aren’t taking advantage of digital tools, prioritizing technology use can really enhance your company’s impact. When creating your marketing goals, consider automating as much as possible; create systems that can work around the clock; and find the right tools to market your message across channels.


4. Are your goals S.M.A.R.T.?


Every goal should be specific, measurable, attainable, relevant, and timely. Setting S.M.A.R.T. goals will help you pinpoint what you want to accomplish. Make sure your goals are focused. Define success and determine the metrics you will use to measure it. Be realistic. Make sure your goals are relevant to the enhancement of your business. Set timelines and deadlines. Ensuring you have S.M.A.R.T. goals can make all the difference when it comes to achieving them.


5. Do you have a plan?


As Stephen Covey said, “Goals are pure fantasy unless you have a specific plan to achieve them.” After you have taken the time to set goals, make sure you have a plan to put them into practice. Your plan should include immediate and long-term steps. What will do you today, in the next year, in the next five years, and even in the next ten? While it’s always important to remain flexible and prepared to reassess goals, your plan will serve as a framework to achieve your overall business and marketing goals both now and in the future.


Once you have answered these questions, you will be better equipped to move forward with your 2020 marketing goals and a plan to accomplish them. If you still need direction on goal setting or implementation, we are here to help.

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