Lesson Two:

Specifically Identify Your #1 Marketing Goal

 

“Things which matter most must never be at the mercy of things which matter least.”

 

― Johann Wolfgang von Goethe

 

It’s quite likely that your business has several marketing goals. But for the purposes of focusing and maximizing your marketing efforts, you’re going to narrow it down to the one that’s most important right now. This goal is the highest priority, and the one that is going to bring the greatest benefit to your business right now.

 

There’s no need to focus on only one goal indefinitely. We’re going to concentrate on only one for a three-month stretch. It will be the one clear guiding objective for the bulk of your marketing. Once you achieve this goal, you’ll be ready to set your next one.

 

How to Choose Your Top Goal

 

The best way to narrow down and find your top goal is to consider the biggest marketing challenge you’re facing right now. This is the most pressing problem for you and it needs to be resolved as soon as possible.

 

There are three main areas you can look at.

 

Sales

 

Many marketing challenges are related directly to sales and a company’s bottom line. Examples of challenges in this area include:

 

  • Your current customers are not aware of other offerings that they may benefit from
  • You’re not seeing as many repeat customers as you’d like
  • Prospects are not converting to customers at a desirable rate
  • You’re not offering enough variety of products or services that could increase sales
  • You want to create a new product or service to offer your customers
  • Prices are too low compared to the value delivered and the cost to create
  • You want to sell more to existing customers

Lead Generation

 

Your challenges may revolve around lead generation and nurturing leads, such as:

 

  • You don’t have a steady flow of leads to reach your sales goal in the timeframe you want to reach it
  • Your income is unpredictable
  • You’re relying too much on one source for leads
  • You need a new tactic or marketing strategy to gain leads
  • Leads are leaving your sales funnel at specific points
  • Lead generation activities are costing too much compared to the leads they’re bringing in
  • You’re not sure how to measure the success of your lead generation efforts

Brand Awareness

 

Finally, the main challenge you face may be related to simply getting the word out about your brand.

 

  • There isn’t enough traffic to your site
  • Your social media following is small or non-existent
  • Your brand has little name recognition in your market
  • You don’t have a strong and clearly defined brand vision
  • It’s been difficult to instill your brand vision within your organization among its members
  • Your brand isn’t differentiated and unique among its competitors
  • Negative reviews or comments are plaguing the reputation of your brand

Start by brainstorming a list of marketing goals and then narrow it down by putting them in a prioritized list. At the top of this list is the one goal that’s most important to your organization right now. This is the goal that will have the biggest impact on your business and your life.

 

There may be a chronological aspect to your goals. If there’s a particular goal that should be focused on ahead of others, make this your number 1 priority for now.

 

The one you’ve chosen is the goal you’ll focus on for the next three months.

 

Refining Your Marketing Goal. Make it SMART!

 

Once you have a simple goal, you need to refine it to make it specific, actionable, and measurable. It’s not enough to just say, “Sell more products.” You need to decide how much you need to earn in order to know that you’ve achieved the goal.

 

A good method for refining goals is SMART goal setting. SMART stands for:

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-Based

A good goal is well-defined and focused. Instead of saying, “Get more leads,” you should say something like, “Generate a consistent stream of three leads per week that results in at least two sales conversions per month.”

 

You can only measure the success of your efforts if your goal is this specifically defined.

 

Think QUANTITY, QUALITY, TIMELINESS and COST.

 

Your goal also needs to be realistic and achievable within a three-month period. If it’s not, break it up into smaller goals and choose the first of these that needs to be achieved to reach the eventual larger goal.

 

Learning Activity:

 

  1. What’s your biggest marketing challenge right now?
  2. What is your ONE marketing goal for the next three months?