Set clear measurable goals
There are a lot of good marketing ideas out there but not every good idea is the best idea for your business right now. Before you jump into a project, it’s important to assign goals to the project so that whoever is executing it (maybe you or maybe a vendor) understands what the expected outcome is. For example, if you are rebuilding a website, knowing that you are looking to increase traffic with the rebuild can completely change the scoop of the project. Imagine spending a fortune to rebuild a site an improving its aesthetics but destroying the SEO? It happens more often than you think. Why? Because the goals are not clear.
After over 23 years of working with large corporations and small business owners, here are the top three tips I want to give you to help you build a plan for your business with marketing goals that anyone can understand and follow.
Set measurable goals
Before organizing your marketing projects, review your strategy and define clear measurable goals. This will help you set clear expectations with your marketing vendors. Try asking yourself what you want to accomplish – are you hoping to improve your brand, generate leads, or both? Make sure these goals are reflected in your business plan with metrics that are numerical and communicate them to your marketers before they get started on your projects.
"If your actions inspire others to dream more, learn more, do more and become more, you are a leader." – John Quincy Adams
Forecast sales relate to marketing goals
Make monthly sales projections using your anticipated results to get an idea of how your marketing will pay off. If you’re strapped for cash, you can even try weekly projections. Use a spreadsheet to make the process a little less painstaking. If you don’t have one handy, CLICK HERE for a copy of my google sheets sales forecasting template. Factor in a variety of potential outcomes and strategize how you can adjust your plan and optimize as you go. As this process can be overwhelming, consider seeking the help of a professional consultant to guide you on setting realistic attainable goals and strategies to achieve them.
Create a financial cushion
No matter how many times you crunch the numbers, contingencies (aka. unexpected but necessary expenditures) will come your way. Instead of scrambling to find funds to keep your marketing projects going, play it safe and set aside a portion of your revenue for marketing use. If you’re not earning enough to save a little monthly, consider starting a line of credit as a security net. On top of ensuring your business stays afloat, doing so will give you some priceless peace of mind.
Get expert support
If you are like most business owners, you are probably not an expert in every profession that is required to plan and run a successful business and that is ok. Do what you can and seek out expert support from professionals that can fill in the gaps for you. For instance, you may need help from a CPA who can help you crunch numbers, an attorney who can help you assess any legal risks or from a Marketing expert like me who can help you create a plan for your marketing. You can use my online business directory to find vendors trusted vendors and of course, you can connect with me for help as well. I offer free consultations. Space is limited so secure your spot now.
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