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!

[user11542]

[TraceyLeeDavis]

Hi @user11542,

Thanks for filling this out! I'd love to see specific numbers so that you can measure your goal. How much are you trying to increase your customer base and sales? 

[Kdelk22]

Here's ours! We want to keep our community engaged with resources and information on our deaf community. 

Edit: Updated the target audience to Maryland residents specifically the deaf community.

[Chris-S]

Hey @Kdelk22 

We've got a SMART goal superstar! 🎉

I love that you have clearly identified your target audience, the deaf community, and have set a marketing goal of increasing exposure and awareness. This is a great start that sets you up for success. Additionally, you’ve chosen solid channels such as email, Facebook, and Instagram to get the word out. Well done! 👏

The goal of improving click-through rates and driving more traffic to your library’s website is awesome! Achieving a 10% increase in website visits and ebook checkouts is totally doable! Aligning your goals with your company’s mission to educate and serve the deaf community is fantastic.

Three months is a perfect timeline to give yourself enough runway to gather data and measure success.

Keep rocking it, and don’t forget: when in doubt, just think, "What would a SMART goal-setting champion like me do?" 😉

[TraceyLeeDavis]

Hi @Kdelk22,

Well done! Great SMART goal!

[MsMollyH]

[TraceyLeeDavis]

Hi @MsMollyH,

This is a great start. Can you assign a number of how many lapsed investors you want to re-engage with you through your CTA? 

[user185077]

[TraceyLeeDavis]

Hi @user185077,

This is great! This all seems very doable. Good luck! 

[bobg538]

[TraceyLeeDavis]

Hi @bobg538,

This is great! Well done completing this worksheet. Best of luck in achieving your goals! 

[Church101]

[TraceyLeeDavis]

Hi @Church101,

Thanks for starting this challenge! I think it might be beneficial to get a little more specific with your goals and how you will measure them. Is this a case of "Get all of my profile photos, header photos, and descriptions consistent on all of my social channels " or "Create templates to use on social media"? That is the starting point I recommend. Then, after that is completed, the next step would be the implementation of the templates on social media and the resulting engagement. It sounds like you might have multiple steps here, so breaking things down might make it easier to track and measure success. 

[Brinkmanns]

[TraceyLeeDavis]

Hi @Brinkmanns,

This seems doable!  Good luck with the rest of the challenge!

[user82423]

[TraceyLeeDavis]

Hi @user82423,

Thanks for completing this challenge! If I am reading this correctly, it sounds like your goal is to increase the open and click-through rates of your email. If that is the case, it would be helpful to give a specific number:  Increase the open rate by 5%. Increase CTR to 12%. Assigning specific numbers will allow you to measure if you hit your goal! 

Good luck!

[JudithJ0]

We are a non-profit describing population healthcare databases. 

 

[Caitlin_M]

Hi @JudithJ0 ! Your target audience is very detailed. What will you use to encourage subscriptions to your resources? Is this something only those with "special access" can view? Show them the perks!

[JudithJ0]

Our resource does require a paid subscription to use. The customers who actually use our resource need to convince their superiors which then starts the whole payment process. We offer specials like 10% off, there is a sample to show what kind of information we offer. We have tutorial videos on the main features. We usually talk about features, statistics about our resource, and improvements in our marketing. Is it ok to mention the same things over and over?

[JoseB018]

Hello there! Here are our goals. I am new to this, so I am unsure if they are well-stated. However, I did my best. Thanks for the feedback.