Setting measurable goals helps you focus a light on your marketing strategies and tactics. You can’t improve what you can’t measure.
I got a text from my running buddy Erica on Tuesday that said, “Not sure what you have planned this week but I am running 14 miles early Saturday morning. Any takers for all or part of it?” The text was sent to a few of us who run together regularly. At any given time someone in the group is training for a race and the others tag along where we can. Technically, nearly all of my friends are actively training for a race right now. Erica just completed a “Hat Trick” in Boston (3 races in 2 days), Amy is training for her first ½ Ironman (I laughed and asked if a ½ Ironman is an “Aluminum-man”), and Gail, having just run Boston, is set on a fall marathon. Then there’s me – I have no plan. Lately, I’m the friend who trains for everyone else’s race but never finds the time to actually sign up for any of them. I join runs that turn out to be speed workouts, I tag along for weekend long runs and when Erica tells me it is a cross-training day, I modify and do something other than running. I’m “goal-less” in the racing department.
Even my dog has a goal. I’m working with Spinner (a Large Munsterlander) to build her mileage. We started with shorter runs and have worked up to 5 milers on our way to a 10k distance in another few weeks. As I jogged along with Spinner this morning, it occurred to me that my approach to running this summer is similar to how some marketing departments approach their marketing plans; no set goal, just a series of tactical steps. In fact, that is what most clients say to me in an initial meeting to discuss marketing projects. They feel like they are executing a LOT of programs, but they aren’t making the progress they feel they should be making – usually toward a goal related to lead generation or brand recognition.
Marketing in the “dark”
When I meet with clients to evaluate their marketing strategies, I ask what they feel is working and not working about their current marketing programs. Most companies are running some type of marketing program. They may be attending tradeshows, or sending emails to a list of prospects, and they are often advertising either online or in print. Most companies tell me they just don’t have the volume of leads they need or they aren’t visible on social media or they aren’t sure whether the tradeshow they attended was a good use of their marketing budget (but they are always SURE that if they don’t go to that tradeshow they’ll lose business or be seen as going out of business). These marketing teams are training for a race, but they don’t know which race, how long it is, what time of year they are going to run or what their performance goals are. They are marketing in the dark.
“The only way to achieve your goals is to set them.” -Maynard Webb
Back to the text message from Erica, a friend who has a definite running goal in mind.
Goal: Run a sub-4 hour marathon on October 19th
This goal is specific, measurable and has been prioritized with other fitness, work and family goals. Erica also has a set of strategies and tactics to help her achieve this goal. A 14-mile run on Friday is a tactic on Erica’s training plan. She also has speed runs, hill repeats, cross training, rest days, and a nutrition plan as tactical items on her plan. All of those tactics work together as part of a set of strategies that help her reach her goal.
Setting measurable goals
Marketing goals to “increase brand recognition” or “fill the sales funnel” aren’t measurable, but I’ll bet that these goals are on a lot of marketing team’s lists. Business goals can be recognized through marketing goals. Set no more than three key business goals and make those goals truly measurable. Try this newly stated goal: “Increase brand recognition by 25% in the north eastern states with a focus on regional imaging centers.” Now you know exactly who you’re going after. Next step is to assess where your current brand recognition is in that demographic and whether 25% is a reasonable goal. Once you have that information you’re on your way to setting your strategy and tactics. You are beginning to shine a light on how to accomplish your goals.
A word on tactics
Figuring out which of your marketing tactics contributes to helping you achieve your business goal is like finding a flashlight in a mine. If you have it, you can quickly figure out what your next step should be. Without it you’ll keep stumbling along in the dark.
Should you run an email marketing campaign? Should you publish white papers or invest in a major trade show? These tactics could be important in helping you accomplish your goals, but you won’t know until you measure the outcome of each campaign. Once you find a program that moves the needle on your goal measurements, you can assess progress and keep running. If you need to have 200 qualified leads in the marketing funnel to hit your closed deal target and a tradeshow eats up 40% of your marketing budget but only nets you 1-2 leads, you may want to consider a change.
Finding confidence in knowing what not to do
Knowing what not to do is often just as important as knowing what TO do. Runners learn that over time. They learn which workouts make them stronger, and which ones result in injury. Erica learned the last time she trained for a marathon that long runs over 22 miles did more harm than good, so she modified her training plan. Same holds true for marketing campaigns. Learn from each campaign what helps you make the most progress toward a goal. Some campaigns may be worth repeating (email marketing?), while other tactics don’t do much good in helping you achieve your goal. Continually assess and modify your marketing plan to direct your efforts toward the best tactical programs.
Regardless of which tactics you employ as part of your marketing strategies, make sure you have defined and prioritized your measurable goals and continually assess your progress. Don’t market in the dark. Oh, I did join Erica for that 14 mile run and we talked about a summer running goal for me, stay tuned.
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