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!
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. |  |
|---|
Hi @MariaB9622,
So, you want people to get multiple eye exams per year? How frequently are folks ideally supposed to come in for an exam? Try to be specific with your goal so you can measure your results! 
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
Hi @FabihaQ,
This is a great start. I recommend coming up with specific numbers you want to target: X Open rate, Y CTR, Z clients reaching out after the email is sent, etc. This will allow you to measure your results to see if you hit your target!
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
Hi @user032012,
What does increased engagement look like? Try to be specific with that. Assign a number so you can accurately measure your results!
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
Hi @AmandaD520,
How many reviews and website visits do you want to reach? Assign a number so you can measure your results.
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
HI @user98333,
These are great goals! Keep up this great work through the challenge!
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
Hi @MarkW0956,
Is this 5000 followers across all of your platforms, or 5000 on a specific one? Great start to the challenge! Keep it up!
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
Hi @user5690523,
This is perfect! Clearly spelled out and measurable. Great work! Good luck on the rest of the challenge.
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
Hi @SandraL217,
You're off to a great start. I encourage you to specify a number for the open rate, like increase the open rate by 5% or achieve an open rate of X%. Good luck with the rest of the challenge!
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
Hi! Here is my worksheet. Appreciate any feedback. Thank you
Hi @NCES,
A 40% CTR is really high, but it is not out of the realm of possibility. What is your CTR right now? To achieve that goal, your email should have only one Call to Action to make it ridiculously easy for your readers to know what you want them to do.
Tracey Lee Davis ZingPop Social Media Help others find this post by giving it kudos. Note: I am not a Constant Contact employee. | |
|---|
Just Getting Started?
We’re here to help you grow. With how-to tutorials, courses, getting-started guides, videos and step-by-step instructions to start and succeed with Constant Contact.
Start Here