Show Notes

Planning for the New Year Part 3: What are your goals for 2022?

This week, I am focusing on how to establish your goals for the next year. This should absolutely be part of your your strategic plan, honestly if you don’t know where you want to go, how do you create an effective roadmap to get there?

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Hey there. Thanks for listening and welcome to the marketing matchmaker podcast. If you're looking to grow your business, increase your revenue and scale your impact all while staying true to who you are and the people you serve. This is the show for you. I'm Jennifer Tamborski, digital marketing strategists, fractional CMO, and founder of Virtual Marketing Experts. My team and I work with six and seven figure coaches, consultants, and online entrepreneurs who are tired of playing the guru game of one size fits all marketing. They're ready to create a business and marketing strategy that actually builds relationships with their ideal clients creates massive shifts in their business and rapidly increases their revenue. As your marketing matchmaker, I'm going to help you find the perfect marketing match for you. This show will teach you how to reach your ideal client, connect with your audience, build that perfect relationship and generate more revenue. All through a process I like to call dating your ideal client. Now let's go have some fun!

Welcome back to Marketing Matchmaker. The last episode discussed your strategic plan by looking back at what you did. This episode is going to focus on establishing your goals for the next year. This should absolutely be part of your your strategic plan, honestly if you don’t know where you want to go how do you create an effective roadmap to get there?

Let’s start this off by again looking back, look at what your goals were for this year. Celebrate the wins even if you didn’t quite make it to those big goals, I’m quite sure that you reach some important milestones in your business. Take some time to celebrate that, acknowledge what you have accomplished so far this year. Seriously this accomplishment is an important part of your business development, we so often look at the mistakes we made and negate the strides forward that we made.

Think about it this way, when a baby is getting up to walk and falls we celebrate the steps they took, we don’t focus on the fall. We want them to continue to try again and again. Our business, our teams and most importantly our brains also need that encouragement. So take some time to focus on what you did really well this last year.

According to a Harvard Business Study, 83% of the population does not have goals, 14% have a plan in mind, but are unwritten goals and only 3% actually have goals written down. That same study found that the 14% of people who have goals are 10 times more successful than those without goals AND that 3% that wrote those goals out are 3 times more successful than than those that don’t. So what does that really mean, our success in business and marketing is has a much higher possibility of success if we write them down. 

Practice SMART Goal-Setting

When creating these goals, it is important to begin with SMART goals.  SMART goals are strategic, measurable, attainable, realistic and time-bound with deadlines. The best goals have benchmarks and key performance indicators to measure success along the way. 

When it comes to my business and marketing I plan for goals in both areas. In business I look at my revenue, what is good, better and best for the year. I’m always wanting to stretch which is the best goal, and I also know that there should be a floor to my revenue  goal, meaning what is the minimum I want to be able to accomplish. This helps me to focus on creating a plan to reach those goals. For me business goal setting doesn’t stop there. I also ask myself What do you need to accomplish in 2021 to achieve your vision? What are my team goals? What staffing am I going to need in order to reach the revenue goals? How many clients do I want to take on and in what timeframe? How am I going to reach those clients, and this my friend is where my marketing goals come into play. 

When it comes to my marketing I’m going to look at my funnels and paid traffic. What was my marketing investment for last year and what is my investment going to be for this year. Here’s the thing, I know if I want to increase my revenue, I’m also going to need to increase my marketing investment. It just goes hand in hand, HOWEVER I also want to make sure that I’m setting realistic KPI goals surrounding my marketing. 

Successful Marketing

What does successful marketing look like for my business. Often times it’s not a direct sales correlation. There are things in our marketing that in the long run will lead to sales, however we are also focusing on building a brand, engaging with our audience and growing our emails list. These things are not necessarily a 121 correlation. When we’re setting our marketing goals, we do start with revenue. Let’s keep the numbers simple. Say I want to make a million dollars. What does that mean for my marketing, how many clients do I need to have, what product or service and I sell, at what price point and how many of each of them needs to sell in order to make those goals. Once I have that broken down I get to look at how I’m going to bring in those clients. Which means looking at my marketing. 

Let’s say you’re like one of my clients and sell a 10K coaching program. If you want to create a million dollar business from a 10K program you’re going to need 100 clients. Now if you do launches with this (which means opening and closing your doors at specific time periods) you know that you will need about 25 new clients at each launch. We then turn to your marketing and say, how are we going to bring in those 25 new clients. Well if you’ve been paying attention to your overall numbers you’ll see that you average about 1 new client for every 100 you add to your list (this is completely made up numbers for example purpose only). You know that when you run ads you average about $10 per person added to your list. Which means that you need to spend roughly $1000 every month to grow your email list. This is a pretty simple breakdown of direct correlation between revenue and marketing spend, However often times there are goals that we want to achieve that don’t have a specific correlation to revenue

Your marketing goals should include things like how am I going to grow my brand, what are the tactics that I’m going to use. Are you going to do lives, or reels or podcasts and if so how many of those each day, week, month. Setting these types of goals will also help you to achieve that success in revenue. 

By setting goals that are specific, measurable, attainable, realistic, and time-bound (SMART), you and your team will know exactly what you are working towards - with no questions. 

Now that you have identified new goals for your business in the new year, it’s time to start the planning process.

Make sure you’re planning the: who, what, when, where, why?

Ask yourself:

• Who is my target audience?
• Where can I engage with my target audience?
• What platforms do I need to be on?
• How often do I need to post?
• What type of content will I publish?
• Who will create and publish the content?
• Who will manage our communities?

It is important to note that what you plan for can be changed as needed. Things happen beyond our control (in case you haven’t noticed the last 2 years) and we need to be able adapt to those changes. We may misinterpret the opportune time to post and need to adjust what we have planned for.  A major event within our industry may happen like the iOS updates, and we need to make adjustments. Be willing to be flexible!

Thank You for listening to the Marketing Matchmaker podcast. If you enjoyed this episode, I would love to hear your feedback. Please head over to iTunes and leave a review so we can hear from you. And if you are a coach, consultant, or online course creator who are looking to grow your business, increase your income, and scale your impact connect with me at yourmarketingmatchmaker.com. I look forward to hearing from you.