Goals are tasks that need to be accomplished and they come in all shapes and sizes.
Many people set goals in their personal lives in order to achieve something that is either long-term or short term, and it helps give them the motivation to get it done.
Not only are goals important in your personal life, but they are important when running your agency.
You need to set goals in order to determine what is or is not working.
Setting goals allows you to allocate resources, budget and energy toward a specific target.
There are so various ways to go about setting up goals whether it be in your personal life or in your agency.
Let’s take a look at some ways to set those marketing goals that you and your team need to achieve.
1. Start by Being Selfish
Thinking about what goals you want to set for yourself.
This is an important step in setting up marketing goals because it’s very easy to want to accomplish a variety of tasks at once, but that can easily get overwhelming.
When you’re overwhelmed you are more than likely to give up on the goals that you set for yourself rather than achieving them.
What you should be aiming to do is selecting three to five big items that you need to tackle.
That could be retention rate, closing ratio, number of leads or cross sold accounts.
There are so many different options that you can choose for your goals, but make sure that you’re not going past the threshold that you set for yourself.
2. Don’t Forget About Strategy
The next step to take once you’ve set your goals is to think about the strategy you’re going to implement in order to achieve them.
What are you planning to do in order to hit the mark?
Make sure that you are setting clear and well defined marketing goals, you don’t want to set vague goals or goals that need work.
Identify how you are measure the larger items and the activity on the supporting activity.
How can you achieve a goal if you don’t have any clear goals in mind?
Think about the aspects of your agency that you need to improve in.
Think of your revenue over the last few months.
What specific tasks need accomplished in order to hit your quota?
Now create a strategy to achieve that goal.
It could look something like this, we need x amount of visitors, x amount of leads, and x customers over a twelve month period to achieve our revenue goal of…
Those are all things to think about before you get started, because without a well defined goal then you’re left with grey areas and a lack of motivation. That leaves you and your team unsure of what they need to achieve.
3. Goals + Marketing Strategy = Win
Of course there are hundred of examples that you could use, but let’s take a look at how a marketing strategy would look with some of those well defined goals and the steps needed to achieve them.
For example, If you were aiming to boost the rate of your retention rate then you would need to identify your current retention rate.
Next you would need to identify the steps that you would take in order to achieve the desired retention rate.
One of your first steps to take would be to collect email addresses.
Set a goal for how many email addresses you would need for a set amount of months in order to achieve the bigger goal.
Next would be to send out monthly emails and set an open target rate.
Call clients when it comes time for renewals.
Set a fixed amount of people to call and make sure that you’re reaching that desired number.
Identify monoline accounts and send them postcards.
The last step would be to work on a plan that will limit that amount of cancellations for non-payment.
That’s what a thought out marketing goal looks like when it’s put onto paper.
You have a set goal and the strategy implemented without it appearing vague or ambiguous.
4. Now Track It
Once you have all of those goals set and all of those strategies or steps in place then the next thing to do would be to create a monthly report on the progress and activity.
Make sure you’re checking how it relates to the actual goal metrics that you have in your agency.
It’s easy to set a goal and then lose track of all the progress that you’ve been making, which is why it is important to write down the progress of your goals.
Also make sure that the goals you are setting for your agency are ones that you can achieve.
They shouldn’t be so easy that they are able to be reached within a month, but they also shouldn’t be so unrealistic that they will never be able to reach.
That’s one of the problems that most people have is they end up setting these goals because they think they’ll be able to achieve them.
They sound vague and the end result seems easily attainable, but upon further inspection you become aware that it might either be too easy or too tedious to achieve.
That is something that you definitely want to make sure you avoid for the good of you and your team.
5. Accountability Makes It All Possible
One very important thing that you want to make sure you’re doing is holding yourself and your team accountable for the marketing goals that you are implementing.
Share the goals that you set with your team, because how will they be able to achieve something if they are unaware of what they are.
Offer monthly rewards for the staff that contribute the most between each report; it will help motivate your team.
Not only that, but make sure that you are expressing that the steps taken to reach your goal are things that need to be done because it will not only affect you, but it will affect your agency and how it improves in the long-run.
Just as you should be motivating your team, let your team motivate you.
You are not the only one that wants to see your agency succeed and you are not the only one that is able to help achieve those goals that you set.
That’s It, Now Go Get Those Goals
These are just some of the simple steps that you can take in order to get a feel for what goals that you need to set in your agency.
There are various ways to go about implementing them outside of the strategies or steps that we talked about, but you have to figure out what is going to work the best for you.
Set up with just one or two goals in the start and try to work with one desired strategy, and if that doesn’t work then move on to another one.
What works for some agencies might not work for others, so it’s up to you to figure out what is needed and what will work.
It might seem tedious at first, but it will pay off in the long run and help your agency run more efficiently whether you’re boosting your revenue or your retention rate, you will be able to see the improvements little by little.
Don’t be afraid to think outside of the box or research what other business owners did in order to successfully achieve their goals.
The only goal that isn’t achieved is the one that isn’t set.