How to Set Marketing Goals in Your Business (and Avoid Shiny Object Syndrome)

September 24, 2019

Apple Podcasts

Wondering how to set marketing goals in your business, so that you can actually achieve all of those things on your business wish list? 

No? 

Well, you bloody should be. 


What’s that saying? Oh yeah. 

Fail to plan, and you plan to fail. 

Here’s what NOT to do when it comes to your marketing. 

  1. Listen to a podcast
  2. Hear latest social media guru (yes, that includes me) tell you that X is the latest and best thing
  3. Immediately drop everything else you are doing and haphazardly try to implement said thing into your business without ever considering where it sits in the bigger picture. 

And yet, it’s what so many of us are doing without even realising. 

No WONDER marketing seems overwhelming. 

Here’s the thing. 

At the end of the day, there are a LOT of great traffic strategies out there (and social media, by the way, is simply a traffic strategy). But that doesn’t mean that you should be doing them all, or all at once. 

Shiny object syndrome is banned ‘round these parts.

In this podcast episode, I am going to give you a crash course in how to set marketing goals to help you focus on doing ONLY the things that move the needle. 

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Transcription

In this episode, I am talking about how to set marketing goals that are going to help you achieve what it is that you want to in your business. Guys, this is a must-listen.

Hey guys, and a big welcome to Episode 76 of The Stevie Says Social Podcast. Today, I don’t have a set plan for this podcast, we are going wild. What I mean by that is that when I’m normally doing podcast episodes, I will at least prepare a little bit ahead of time. I will put together a few dot points notes about what it is that I want to talk about, I might have an introductory paragraph. And I’ll have a little bit of structure, right?

Today is not one of those episodes, because I am seeing something out there that I just feel so passionately about that I want to talk to you about it. And I think that if you were lucky enough to be listening to this podcast episode, and you take away what I’m about to tell you, it will be a complete game-changer, not just for your social media strategy, not just for your digital content marketing strategy, but for your business. Now, at the end of the day, the only reason that we’re doing things social media and digital marketing and all of the different marketing, is because we want more business, we have business objectives that we want to meet.

And yes, that sounds obvious when I say it on a podcast. But I actually think that sometimes we forget that. Before I dive any more into what I’m about to talk about. I do just want to mention quickly that if you’re interested in my Facebook ads blueprint, I have been talking about it for the last few podcast episodes, you’re going to want to if you’re listening in real-time, head over to steviesayssocial.com/blueprint to get your hands on it before the launch doors closed this week. Make sure you do that if you’ve been on the fence, now’s the time guys.steviesayssocial.com/blueprint.

If you’re listening to a little bit later on, make sure you stay go there because there will be a way someway somehow for you to get your hands on it as well. But if you want a three-step strategy, and not worn on paste when it comes to Facebook ads, literally just a strategy that works for me with a step by step on how to implement it. This is what you’re going to want to get your hands on. Let’s get back on track.

Now officially, what I’m talking about in this podcast episode is how to set marketing goals for your business. What I mean by that is that it’s really important before you ever dive into things like social media, digital marketing, content marketing, traditional marketing, marketing for your business, that you clear on what it is you want to achieve in your business first, groundbreaking right?

What I’m seeing at the moment, is a real trend for shiny object syndrome. And I’m saying this everywhere. Where I think that this comes from is the fact that these days, everyone is doing content marketing. There are a million businesses out there that are providing valuable content, just like I advise that you do, just like I do on a weekly basis with this podcast. They’re telling you that you need to be doing this and you need to be doing that. Putting my hands up here guys, I’m just as guilty as everybody else is giving you and I wouldn’t say guilty because all of the traffic strategies that I give you on this podcast, and all of the suggestions that I gave you, they are all great strategies.

Here is where it all goes a little bit kind of pear-shaped. When you’re a business owner, especially when you’re starting out and you know you’re in your first year, you’re in your second year potentially don’t have too many people around you to help you. You can only do so much. What I see happening at the moment is people that are just trying to do all of the things without ever having structure around what it is that they’re doing in terms of their marketing and how it is impacting their business. Now here is what I don’t recommend that you do when it comes to your marketing.

But I bet and I have done this before. Guys, if this is you, it’s not a bad thing. I think it’s just being aware of it so that you can correct and get back on course. But what you shouldn’t be doing is getting all of the free information online, listening to all of the podcasts and yes, this podcast is included. And listening to the latest person telling me that x y Zed is the latest and best thing.

But yes,it might be right but then immediately dropping whatever it is that you’re doing in your business and running to that thing, how possibly trying to implement it, not actually thinking about where it sits in terms of your business goals, and then getting completely overwhelmed trying to do all of the things and not actually getting results. I am seeing it everywhere.

What I will say is that at the end of the day, there are a million amazing traffic strategies out there. When I say a traffic strategy, what I mean is there are a million kinds of strategies for getting more attention and eyeballs on to your office and onto your business. I’ve spoken about quite a few of them in recent podcast episodes. Facebook advertising is an amazing one. LinkedIn is an amazing one; there are a million different traffic strategies out there.

But that does not mean that you should be doing them all or at least all at once. I’m going to give you a framework for what I recommend that you do in terms of really focusing your attention when it comes to the marketing of your business. And guys, this comes back to the S-word which I talk about all the time, which is strategy; you need to have a strategy for what it is that you’re doing. My hashtag is not the answer program; I’m not giving it a plug, although it is the best social media program out there.

Dives into this. The first module goes into strategy because I think if you don’t have this sorted, you do end up with this any object syndrome. But here is an overview of how I recommend that you structure things. Number one, what are the business goals that you have for your business? What are your revenue targets? What is it want to achieve? So for most of us, it’s going to come down to $1 value, right? Are you clear about what your target is for this year? Are you clear about what your target is for this month? Are you tracking that stuff? Because that is the key. And that is the first step of a solid marketing plan.

Otherwise, you kind of just crossing your fingers and hoping for the best and you’re hoping that everything is going to work out right? Once you know what your business goals are. So you know your revenue target or whatever it is that you want to, track, generally, it’s a money target, right? What do you then need to think about is? How are you going to get that kind of income, what are your income sources? If you’re a service-based business, you might have two or three different services that you offer.

For me, for example, I have different information product offerings, if you’re an e-commerce business, you might have a whole heap of product offerings, but you might have, 80% of your revenue coming from 20% of those products. Once you know what they are, you can then start to put together a marketing plan that is geared towards getting more of that so that you can get to your ultimate revenue goal. As an example, I have hashtags, not the answer it is my signature program, I have a particular revenue goal for that particular program.

Now to hit that revenue goal, I need to sell a number of programs I have an X number that I have, every single month is my sales target. Right? Here’s my marketing comes in, basically, marketing comes in in terms of generating the number of leads, or the amount of traffic that you need to get people over the line to buy from me. What do I mean by that? What I mean is that if I know that I have, say its 100 say I want 100 sales in a one month period, which is very, very high for my course, right? I need to then go to get 30 sales, what is the step that comes before that? For example, for me for this particular product, let’s run with it.

I originally, in the first launch for that particular product had a social media boot camp. So it was a boot camp that provided a whole heap of value, a lot of you might have been through it before. And in the end, I made an offer. That was essentially what my goal was, was to get as many people into that boot camp as possible. Now, this is why things like social media coming right, because what social media and what every other marketing strategy ultimately is a traffic driver into the thing that is going to get you leads and sales.

For me, my biggest traffic drivers, podcast episodes, so these podcast episodes, and Facebook ads, they are the most successful two things for me. Now for you, it might be completely different. But you need to be clear in your business. What is that that kind of path looks like for you? Because if I got off track, and if I decided, I’m going to do Interest, and I’m going to do LinkedIn, and I’m going to do organic, social. And I’m going to do this, and I’m going to do that. There are just not enough hours in the day to do them all well.

Right. What you need to really do is you need to map out what it is you want to achieve in your business, what the actual kind of goal is the revenue goal, what it is you need to lead people to in order to get them to purchase whatever your key product is to reach that revenue goal. And then how you can drive traffic to that via things like Social Media via things like Podcast, whatever it is via things like billboard ads, if you think that that is the right thing for you, and choose just one or two of them the ones that actually have,you know,the best results for your business, and go all-in on those until you have them sorted 100% that is how you get success in your business at the end of the day.

Now, it’s not by thinking that you need 10,000 followers on Instagram to have success in your business. What is that going to achieve for you, if you don’t have all of the other bits and pieces in place, you’re going to struggle? That is a little bit of an overview of it in terms of the way that you need to approach and think about what you’re doing with your marketing.

Traffic comes at the end, it is driving attention and eyeballs into the thing that is going to get you sales. If you’re a service-based business, maybe it’s getting people into, you know, a discovery call. And then kind of from there, what you need to know as well is your numbers every single person part of that journey. For me going back,for example,to my hashtags not the answer program, I knew,for example, for the Social Media Boot camp that I ran during the live launch, I knew that about 3% of people in that boot camp would probably purchase my office, or that was my goal, right. And to reach what my revenue target was for that particular offer, I needed to have 2000 leads or 2000 people in that Bootcamp, I knew my numbers.

Then I could actually calculate, okay, I’m going to spend this much on Facebook ads in order to get those leads, I’m going to go hard in Facebook groups, I’m going to whatever else it was in terms of my traffic strategies,but I wasn’t just kind of crossing my fingers and hoping for the best. That is what I’m seeing way too many people do at the moment. And that is where I think that the frustration comes in when you kind of overwhelmed to trying all of the things and you’re not getting results. Now guys, as I mentioned, I’ve talked about hashtags not the answer a million times.

I may as well just continue on the bandwagon. But this is something that I really kind of drilling and honing on in the very first module of the program because it informs everything that you do from then on. And I have a simple way of going about it; I won’t go into too much detail. But you need to set a period of time where you just going to focus on one or two different things. And if they work if they help you to hit what your targets are.

And you’re clear on those targets, I want to make $1,000 to make $1,000 I need, you know, 10 leads, because I know that they convert at about 50%. The value of it is x which would get you to you know, $1,000 then to do that I need to have X amount of traffic to get those 10.Leads.I hope I’m making sense here. Because I think that the numbers and I think that the lack of goals.

And I think that listening to all of the podcasts and doing all of the things are distracting us from really kind of going all lean on marketing plan at the end of the day, that is geared towards getting us results in business. All right rant over But I heard that you got some value from this episode. Because, yeah, I’ve thought about it enough. But I do think that this is a big issue at the moment. Guys pick one or two things, once you’ve got those things sorted, then you can move on.

And you can start to do other things as well. And you can build and that’s how businesses grow. And that’s how businesses scale and all of that good stuff. But if you don’t have the things that you’re currently doing sorted, don’t get distracted. If they’re not working, can them and start something new.Yeah, sure. But don’t get distracted; go all-in on those things until they’re up and running.

And they’re working. And then when somebody on a podcast episode, aka mine starts talking about LinkedIn and how great it is. Sure, give it a guard. But don’t do it until you have an established strategy about where it sits in your business, what it’s going to achieve for you. And then it becomes really clear when it comes to your marketing because you’re not the kind of going, I don’t know if this is going to work, you can track your numbers.

And it becomes fun, right? I find this stuff. So fun. It’s such a game because you can pull the levers and determine what gets you results in your business. All right, I will get off my high horse now. But I think that these needed to be said, I talk about this stuff a lot behind the scenes in my programs, as I said with my students, but I think that especially when I’m giving out free content, and it’s not kind of in any type of system. I think it can be dangerous because people are chasing shiny objects without having the full kind of strategy locked in. So yes, I will leave it there. Guys, if you do want more of the S-word if you want more strategy, I’d highly recommend heading over to steviesayssocial.com/masterclass.

It’s kind of a condensed version of this social media boot camp I was offering a while ago and it will give you kind of the four essential elements of social media success where things like traffic actually feed into the whole ecosystem and all of the things that you need to have sorted so that you’re not chasing this and that and all of the things if you do you want that steviesayssocial.com/masterclass.

That is it for me. If you enjoyed the episode, make sure you head over to the Apple podcast and subscribe to new episodes every Tuesday. And leave me a review. I honestly and like every other podcast, I love reading them. Just so you know, contrary to what every other podcast says it has no bearing on things like the charts. But I do love writing them so please head over and leave me a rating and a review. Alright guys, until next week. I’ll see you then.

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