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New Year New Goals

New Year, New Goals How to Create Impactful Marketing Goals

Marketing goals included with business goals for 2021 are some of the essential things to set you up for success in the new year. If 2020 taught us anything, it’s that we need to be prepared to pivot at any moment. Goals set you up for success and get you thinking about your company’s vision for the future. If things change as it did in 2020, your plans don’t have to change, but your approach may need to. 

2020 will always be known as the year of challenge and change. 2021 is the perfect opportunity for a reset taking all the things we learned from 2020 to make us better in the New Year. This year’s business plan should be complete. It should include specific, measurable business goals such as total gross revenue, total profit, real new customers, total renewed customers, and ROI for your marketing budget. Forbes has a great article on how to create these goals if you still need some help.

Let’s talk about setting yourself up for success with your marketing goals. There are many things to consider when setting these goals. These are just a few tips to help you in defining and achieving these goals.

Set SMART Goals

SMART goals are specific, measurable, attainable, relevant, and time-bound. All these elements make it possible for you to have a clear and concise plan. For example, you can say, “I want to get better at my job” that goal is very ambiguous, and it cannot also be accountable to the destination because there is nothing specific about it.  We will use a marketing example for the job goal “Increase email marketing click rate by 10%” The goal is specific and measurable, making it clear what your objective is. 

A recent study at Michigan State University results of the study showed that 76 percent of participants who wrote down their goals, actions and provided weekly progress to a friend successfully achieved their goals. This result is 33 percent higher than those participants with unwritten goals, with a success rate of only 43 percent of goals achieved. This study shows the value of taking the time to write down your goals, create an action plan, and develop a system of support to hold yourself accountable for achieving your goals.

Pick goals you genuinely care about achieving. 

This is important because if you want to achieve the goal, you are more likely to. If you pick a plan, you don’t care about attaining; then there doesn’t seem to be a point. Let’s say you want to increase your SEO on your website by 10%, but you don’t particularly like focusing on SEO, and you make Gina do this. Is this a goal you should be setting? I would say no. The goal should be something you care about and may even lead to out of the box thinking to help your organization achieve its business goals.

Measure your results

This is so important; you have to have a way to measure the results. Having a KPI (Key Performace Indicator) to analyze and measure your goal’s effectiveness allows you to achieve the goal. Without it, you are a hamster, a hamster-wheel you keep going without ever knowing if what you implemented is working. Measuring your success can also be one of the most fulfilling. It can help you determine if you need to pivot and try something new if it’s not giving you the results you wanted to achieve. 

These are just a few things to consider when heading into 2021.  If you are unsure of how to define your marketing goals, reach out to team Digitiv! We would love to help you define and achieve your goals.  

I'm a seasoned program manager who loves the challenge of mapping projects to the best path forward and driving results beyond expectations. Blogging about business metrics and best practices? That's my jam! Questions? Contact us!

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