Week 1: Goal Setting

[TraceyLeeDavis]

How Goal Setting Can Transform Your Marketing

Get ready to level up your marketing game with Constant Contact's Ready, Set, Send Challenge! This week, we're kicking things off with the cornerstone of successful marketing: goal setting. Having clear, well-defined objectives is the foundation for success. By setting focused and achievable goals, you'll stay on track, make informed decisions, and measure your progress effectively.

I am Tracey Lee Davis, founder of ZingPop Social Media. I help small business owners become online marketing rock stars by discovering and acting on their goals. So, whether you're looking to boost sales, build brand awareness, or nurture customer relationships, this week I will help you discover how goal setting can transform your marketing efforts. If you’re not measuring, you’re not marketing, so let's discover the power of well-defined goals by watching the video, following our tips for goal setting, and then filling in our goal-setting worksheet. 

Tips for Goal Setting

Well-defined goals help guide your decision-making and keep you on track. You will use these goals in the following weeks to guide how you design your emails, how you manage your contacts or grow your subscribers, and how you create engaging campaigns.

Your goals, as an email marketer, will vary based on your business needs  Maybe you want to communicate with your contacts, but many new customers that come to Constant Contact have the goal of creating a brand presence. Because that’s a really big goal, it can feel daunting, and they may give up before they start. And setting those big goals isn’t SMART goal setting. 

SMART Goal Setting

The goals of an email marketer will vary based on a business’ needs.  The goal could be as simple as wanting to communicate with contacts, or as complex as starting a new business. If a goal is too broad, however, it can feel daunting and impossible. And setting those big goals isn’t SMART goal setting.

Hold on, I’m not yelling, at you, I promise. SMART goal setting is an acronym that will help you break down your big goals into those smaller, more well-defined objectives I talked about with Dave in the above video. SMART goals are:

• Specific: What are you trying to achieve?
• Measurable: What data will you collect to measure your success?
• Achievable: Is your goal possible?
• Relevant: Does your event goal align with your broader marketing goals?
• Time-bound: What’s your timeline to achieve your goal?

So what does it mean to have a SMART goal? Let’s put it into perspective. 

Examples of SMART Goal Setting 

Maybe you send a regular newsletter letting your association members know about upcoming events. In this case, your Specific, Measurable, and Achievable goal might look like more opens on your regular newsletter in the next month (Time-bound), which could translate to more people at your events (Relevant). 

If you’re selling goods on an Etsy store, your goal could be to sell more products, which you can easily Measure. However, the goal still needs to be translated into an Achievable goal, such as selling more products in the next two weeks by targeting repeat customers or selling more products in the next three days with a limited-time offer.

What if your goal is to significantly build your brand presence? You have to start somewhere, and growing your subscriber list is a solid beginning. The next question is “how?” You could launch a campaign on your social media that directs users to a sign-up landing page, or use a QR code in your store that leads to an online opt-in form. If you already have a list, ensure your emails align with your brand. Additionally, consider creating an email content calendar that complements your social media strategy.

You can see how breaking your big goal into a few SMART goals can give you the focus you need, help you stay on track, and measure your progress effectively. 

Your assignment:

• Complete the Creating Goals and Measuring Success worksheet to create your SMART goals. This should take 15 minutes or less.
• Reply below with a screenshot of your worksheet.
  • What influenced you to choose this goal?
  • If you had marketing goals set at the beginning of this year, have you seen any successes so far?

How you’ll earn your badge: 

Reply below with your assignment, and you’ll receive the Week 1 badge and it will be proudly displayed on your Community profile! Keep an eye out in your inbox for a larger image to share on your own social channels once Week 1 is finished.

Extra credit: Want to learn more about goal setting? Watch our webinar: Decoding Online Marketing Success: Your Guide to Planning, Reviewing, and Executing

Resources:

• Handout: Foundations for Online Marketing Success worksheet
• Blog: SMART Goals
• Community link: Q&A: Decoding Online Marketing Success: Your Guide to Planning, Reviewing, and Executing

TL;DR

Transform your marketing by setting SMART goals. This week, learn how to set Specific, Measurable, Achievable, Relevant, and Time-bound objectives to guide your campaigns. Watch the video, follow the tips, and fill out the goal-setting worksheet to kickstart your progress.

Your Assignment: Complete the worksheet and comment below with a screenshot! Once done, earn your Week 1 badge.

Not yet a Constant Contact customer but want to start crushing those goals? Start a free trial. 

We’re excited to see your responses and develop your marketing strategy together!

[TimothyD706]

[LibbyH7]

Go for it Rookie, I support you!

[Caitlin_M]

@LibbyH7 I LOVE the encouragement you're giving to others!!

[Downtownpainesville]

[Caitlin_M]

Hi @Downtownpainesville. I like the goal of maintaining current members. That's one I haven't seen so far in the challenge. Do you have ideas on how you'll retain them and/or increase their donations?

[PaulaS97209]

[TraceyLeeDavis]

Hi @PaulaS97209! This is a great goal! I think getting 10 new email signups is incredibly reasonable. Make sure to focus on the value that people will get when they join your list when you are promoting it to your network. A free tutorial seems like the perfect sort of lead magnet to use to entice people to join your list! 

[LauraH7820]

The company is too far behind in its annual goal (measured in dollars), so I'm personally targeting a number of investors which is more realistic at this point in the year.

[TraceyLeeDavis]

Hi @LauraH7820,

You did a great job putting together this SMART goal. I hope you achieve it!

[ReadyM]

[TraceyLeeDavis]

Hi @ReadyM,

I get what you are trying to accomplish here. Can you give us a specific number you are trying to hit for your goals? You mention email opens and clicks, as well as social feedback.  Assigning a number to those data points will help you determine if you hit your goal or not!

[JessB8]

[Caitlin_M]

Great goals, @JessB8 ! I think these are attainable as you go towards the end of the year. You can use each of your social channels to promote the other. 

[AmyR3155]

[TraceyLeeDavis]

Hi @AmyR3155, 

This is a totally attainable goal! Depending on the size of your list, you could even achieve that simply by announcing it in your next email campaign! Good luck!

[Dr_Diane]

[TraceyLeeDavis]

Hi @Dr_Diane, 

Sounds like you have a good plan of action. You might consider including a CTA to share your email and then include a Social Share block in your email. Learn more here!

[PattiO56]

[TraceyLeeDavis]

Hi @PattiO56,

You have a good start here, but in order to make your goals SMART, you need to have a specific number and time frame attached to your goals. So, you could say, "ten new clients by the end of the year." That way, you can actually measure if you achieved them! Keep it up!

[Chris-S]

[user49461]

I chose this goal because it directly correlates with my role at our newsletter, as I work on outreach.

My marketing goal at the beginning of the year was also to gain more advertising clients. I have had some successes in securing new sales, but I would like to build relationships with more clients.