Step 5: Mastering the Art of Goal Setting for Successful Marketing Plans

Setting goals - we talk about it often, but do we truly understand the gravity it carries when it comes to crafting a successful marketing plan? Who knew that setting realistic, ambitious goals based on resources and infrastructure could be such a game-changer? Brace yourself for a podcast episode from Rob Taormina that offers a deep dive into the nuts and bolts of goal setting within your marketing plan. Whether you're launching a brand-new business, steering an established business, or promoting an event or product, we've got you covered.

In the hustle and bustle of building strategies, don't forget the power of short-term and long-term goals. We're talking 24 to 72-hour gauges and beyond. Hear how the right goals can keep you on track, serve as a litmus test for alignment, and set pace for your marketing endeavors. The precise goals you should set depend largely on what you're trying to market. This episode will walk you through the importance of setting goals precisely tailored to your unique situation. Make your marketing journey predictable, efficient, and most importantly – successful. Buckle up as we move closer to our final steps in creating a foolproof marketing plan.

Transcript

Speaker 1: 0:00

Step five inner quest of seven steps to marketing plan success setting goals. Let's get right into it. This is Don't Fear Great, with Wabtau-Ramina marketing strategies and advertising technologies to help you build a better business. So welcome back to this incredible podcast. Of course I'm biased, don't Fear Great, I'm your host, rob Teramina, if you're just finding us right now. What I would recommend actually is going back a few, at least a few episodes, because we're in the sort of the back ends of a series of episodes where we're talking about how to create a successful marketing plan and what we've done is we're outlining it. We've made it into seven steps of creating a marketing plan, a successful marketing plan, and today this is step number five. So if you're finding this for the first time, my recommendation is to go back, start at step number one and then go through. But of course, you're welcome to stick with us right now, because each of these could sort of live on its own and we're talking about setting goals.

Speaker 1: 1:14

If you are sort of OCD about sort of like having a schedule and having everything outlined, then you can relate to this particular topic. But setting goals is really important and there's something to be said for setting realistic goals as well. Right Now, when you set realistic goals, you're setting yourself up for the best chance of success, and that's what you want Now. You want to be ambitious. I'm not saying realistic goals are not ambitious they are but they're realistic based on the resources you have, the infrastructure you have and all of these other things that we're going to be talking about today. But it's important that you set these realistic goals. And now here's some of the advantages to setting up goals on the front end as part of now, sort of crafting this marketing plan, versus just doing the things that you sort of maybe are comfortable with, like setting up an advertising campaign on social media without setting an entire plan. Here are some of the advantages of setting goals. Number one you know what you're shooting for and when you're creating all these other things, like understanding what your market niche is, your competitors and the message. Like the previous topics that we've talked about, and now we're going to be setting goals, we're making sure that everything aligns with each other. Imagine doing all these things and finding out that they don't align with each other. Well, that's why you create a marketing plan, versus just trying to execute right away and then realizing when it's already out there, when it's already public knowledge, when you already spent all this money. Now, all of a sudden, it's like oh my God, it doesn't actually align with everything. So setting goals is sort of like a litmus test. It's a filter to making sure that everything is, in fact, aligned.

Speaker 1: 2:56

Setting goals helps you to be realistic now also about the results. It also lets say, you are an advertising agency and doing this on behalf of a client. It helps you to set realistic goals now on behalf of the client as well. You understand this is the next advantage what it is that the client wants. What are they trying to attain? What are the results that they want? Right, and those now should be the goals that you're adopting. So you can craft all these other things, like this marketing plan, because marketing is not a one size fits all. It doesn't work that way. There's different products, there's different niches, there's different wants, desires, and that list goes really really far, right. So it's important to outline what these goals are Getting back to now, if it's like an agency-client relationship, by setting goals prior to launch, you can now present this to the client and making sure that what you're doing aligns with what they want and what they need.

Speaker 1: 3:55

So setting goals are so very, very important, and it's something I highly recommend doing on the front end. These are the steps leading up to right. These are how do you create a successful marketing plan, which means, once the marketing plan is done, now you can very easily execute. The execution of the plan becomes much more predictable versus sort of just throwing something against the wall and seeing what sticks. So you wanna set realistic goals and it's okay to elevate them to ambitious goals. Now, what type of goals should you be setting? You should be setting short-term goals and you also wanna be setting long-term goals, and what I like to do is my short-term goals. They literally could be anything between 24 and 72 hours, and this keeps us accountable to now.

Speaker 1: 4:50

When we launch various campaigns. We want to be able to measure various things that will be revealed within the first 24 to 72 hours. We don't wanna waste advertising dollars on behalf of our clients. We also don't wanna waste advertising dollars on behalf of us, because we are sort of setting expectation, trying to get certain results. If we set it and forget it, we're risking a lot that we're a lot that we're wasting these dollars. So there's goals that we wanna set on the first 24 to 72 hours. That really creates that momentum and sets pace. So those are some examples of short-term goals that you want to set for yourself.

Speaker 1: 5:28

Long-term goals, conversions. So let's say, on the initial short-term goals, is traffic Some of the more long-term goals now could be conversion. So short-term is you're regretting the traffic, building brand equity and all those other things, right? And now some of the long-term goals. This is obviously post 72 hours is you wanna see and start measuring? What's the conversion rates? What's the conversion rate on the immediate set of traffic, but then on the secondary as well, on that brand stuff? Is the brand equity that we're building benefiting this particular campaign moving forward, right? Is it? Does that align with the marketing plan? Now, that's just one simple example, but there are other examples as well, because there's internal and external marketing and all these other things, right? So what I'm saying, why I'm saying that is I don't want you to think that what we're talking about here are called absolute truths, where this is the only way I'm giving examples and now you sort of have to apply it to your situation.

Speaker 1: 6:28

But again, the point of today's episode is to bring your attention to the value of setting goals for marketing plan. This is step five and also to also not just bring awareness, but also now to sort of inspire you guys to start setting goals and to get you to a place. Now it's like all right, you brought awareness to setting a goal. What are things within my marketing plan that are goal oriented that I can start setting a plan for? And then it'll reveal itself and based on what it is that you're doing because what goals you should set really depends on what the plan is on, really what the campaign is or what you're trying to market. Is it an event, is it a product? Is it a brand new business? Is it an established business, right? So there's a lot of questions that'll reveal what type of plan this is gonna be and then, in this case, it's also gonna reveal what type of goals match this particular marketing plan and what are those realistic goals that I should be putting in place for this particular marketing plan.

Speaker 1: 7:30

So, again, setting goals, so important to do before execution. This is part of now, the draft phase of the marketing plan. We have it as step five in creating a successful marketing plan. If you just joined us, I hope you guys found value. Don't forget to go back and listen now to the other steps that we've been creating, but I can't wait to talk to you guys, for with our next step, we're almost done here. This is the home stretch. We've got two more steps to go, revealing really everything, and the kitchen sink are secrets for creating a successful marketing plan. Guys, remember, don't feel the process and don't fear grit. We'll see you next time, take care.