Marketing Goals SMART Goal Setting Target Market

Tips on Refining Your Top Marketing Goal

Define your #1 Marketing Goal
Written by Mike Conkey

Refining Your Marketing Goal

Once you have a simple goal, you need to refine it to make it specific, actionable, and measurable. It’s not enough to just say, “Sell more products.” You need to decide how much you need to earn in order to know that you’ve achieved the goal.

A good method for refining goals is SMART goal setting. SMART stands for:

SMART goals

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Time-Based

A good goal is well-defined and focused. Instead of saying, “Get more leads,” you should say something like, “Generate a consistent stream of three leads per week that results in at least two sales conversions per month.” You can only measure the success of your efforts if your goal is this specifically defined.

Your goal also needs to be realistic and achievable within a three-month period. If it’s not, break it up into smaller goals and choose the first of these that needs to be achieved to reach the eventual larger goal.

Turning Goals into Action Steps

Start by coming up with long-term goals, and then from these goals, extrapolate short-term goals, milestones, and specific action steps. This is how you turn goals into daily activities that will get you closer to them.

For example, your goal might be to double your revenue in the next three years. In order to do this, you’ll develop a new product line. To develop the new product line, you’ll need to first conduct market research, then draft a proposal, create a prototype, test with your market, and finally begin production. For your market research, the first small goal, you can create actionable steps for gathering information, and these are items that can go on a daily or weekly “to do” list.

Tips on Setting Goals

  • Get your employees and colleagues on board. When setting goals, get everyone in your organization involved. They might have ideas you never considered, and they’ll be more motivated toward goals they helped to create.
  • Frame your goals in positive terms. This makes it easier to achieve. For example, rather than saying you want to reduce employee turnover rate, say that you want to improve employee retention.
  • Don’t be afraid to think big. Even though your goals should be realistic, don’t sell yourself short. Even a major goal can be achieved if you break it down into the right sub-goals and milestones, and have all of the resources you need.
  • Commit to your goals, but also be flexible and open to change. You might have to change your goals due to external market factors or internal fluctuations. A good way to keep up-to-date is to regularly conduct a SWOT analysis.
  • Reward yourself when each goal is achieved. Take some time to celebrate and make sure your team feels appreciated.
Mike Conkey
Mike Conkey


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Mike Conkey

About the author

Mike Conkey

Entrepreneur & Business Coach interested in helping others create or enhance their home-based business

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