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Rachael Owen

In the past I have set A LOT of goals, objectives, aims, whatever word you find most useful to use.

At university we had to set ourself aims and SMART objectives for every project we did, every lecture we attended had an aim and an objective. They are super useful for guiding yourself/your students through a task to ensure they fully understand what is involved BUT if they aren’t achieved, what is the point of them?

I have created goals that were too ambitious, though Grant Cardone says in The 10X Rule that there is no such thing. He says you should 10X your effort not reduce your goal. Anyway, I have also created goals that were too small, and I have to say I have created more of these!

The time when my goals were on target and I was smashing them was when I was working for a marketing agency in London and they had a CPD (Continuing Professional Development) program in place.

So what’s the point of goal setting?

Setting your goals at the start of any marketing campaign is the most crucial thing you can do.

So many people skip this section or don’t know that they should set goals before putting together a campaign.

If you don’t set goals you have nothing to work towards and will soon get disheartened if your campaign isn’t a perceived success to you.

If you don’t write down what success looks like to you, how will you know if it was a success!?!

Where to start when goal setting?

I always like to start with financial goals and I look at a basic framework for any campaign. For this example I will use a sales funnel as that is what I am mostly involved in and recommend people create.

I start on the rule of 10%.

A basic rule that people will convert at 10% so that you can workout how many people you need to reach to hit your financial goals.

  • So I want you to think about how much revenue you need to make from your marketing?
    £__________ (example £10,000)
  • Ok now we are going to work out how you can get there, how many sales do you need to hit your revenue goal?
    ___________ (example 10 coaching packages at £1,000 each)
  • Have a think about what percentage of people are currently converting into customers? This will tell you how many leads you need.
    ____% ____leads (example 10% of leads convert so I need to create 100 leads)
  • Last thing to do is identify how much traffic you need to achieve your goals.
    ______Traffic (example lets say 10% of people who viewed our offer became leads we would need to reach 1,000 people)

Ideally you would like for your % conversions to be more than 10% but when you are just starting out it is a useful guide to help you realise just how many people you need to reach to hit your goals.

This is just one area of goal setting in your marketing plans but it is the most important because no matter how much we tell ourselves we are just doing this because it is our passion and we want to help people and make the world a better place. The bottom line is we need to make an income so that we can actually do all those wonderful thing I just mentioned.

The key to actually achieving goals

  1. Set Goals That Motivate You
    When you set goals for yourself, it is important that they motivate you: this means making sure that they are important to you, and that there is value in achieving them. If you have little interest in the outcome, or they are irrelevant given the larger picture, then the chances of you putting in the work to make them happen are slim. Motivation is key to achieving goals.
  2. Set Goals in Writing
    The physical act of writing down a goal makes it real and tangible. You have no excuse for forgetting about it. As you write, use the word “will” instead of “would like to” or “might.”
  3. Make an Action Plan
    This step is often missed in the process of goal setting. You get so focused on the outcome that you forget to plan all of the steps that are needed along the way. By writing out the individual steps, and then crossing each one off as you complete it, you’ll realise that you are making progress towards your ultimate goal. This is especially important if your goal is big and demanding, or long-term.

Poorly-defined marketing goal examples:

  • I want more website visitors, leads, and sales.
  • I want to generate new customers.
  • I want to have a bigger following

Well-defined marketing goal examples:

  • I need 20,000 visitors, 500 leads, and 12 customers within the next 12-months from my inbound marketing efforts in order to achieve my revenue goal of £100,000 from inbound marketing.
  • I would like to generate 2 new customers from my current list using email marketing, I will host a webinar in order to educate them on my new course.
  • I would like to increate my Instagram followers buy 1,000 every month for the next 6 months, I will post twice a day on my account and add 5 photos to my stories everyday.

What the pro’s have to say:

“If you run a popular blog and traffic has increased by 8-10% for the last four months, you know that a 12-15% month-over-month increase in blog traffic is a challenging yet attainable goal.

In terms of what types of goals you should be setting, it depends heavily on what stage your startup is in. Early on, focus on engagement goals and collecting feedback to validate your product or service. Later on, focus on growth metrics.”

Shanelle MullinDirector of Marketing at Onboardly


“The most important thing in setting a marketing goal is that it must be authentic.

A key thing with goals that I learned from Facebook is to only have one goal for a specific period of time. It helps with saying no to other distractions you will face during the year.

One HUGE caveat about setting goals is not depending on the goal for your happiness. Instead, you should enjoy the process of getting to the goal.”

Noah Kagan, Founder of AppSumo

What next?

I hope that has inspired you to run off and set some goals! Goal setting is the first step in my new Lead Generation Funnel Blueprint click here to get your FREE copy now.

Disclaimer: I am an Amazon affiliate

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