Show Notes
Y’all, how’s your goal setting coming along? Are you knocking this month outta the park? Or has it taken a hard turn like getting yourself 4 gallons of Blue Bell after swearing this is the year was different? On today’s episode we are going to talk about tips for accomplish your marketing goals.
- Decide who is accountable for setting goals. Marketing teams prefer a hybrid approach where setting goals is a balance of top-down and bottom-up. They both have their benefits and downfalls that’s why taking a hybrid approach and combining data can be the best approach.
- Allocate enough time, money, and resources. To generate more leads you have to do things you probably haven’t done before, which also means you may have to spend more to make more. Depending on what your goals are, there is going to be a testing phase that will require time, money, and resources. Make sure to plan accordingly.
- Think big. Do you know what BHAGs are? These are Big Hairy Audacious Goals. Always set your goals higher than your expectations. You will be surprised on what you can accomplish.
- Set measurable growth goals. Saying you want to grow your Instagram account isn’t enough. Define it. Instead, set the goal of increasing followers by 50 each month.
- Set both micro and macro goals. Setting micro goals allows you to get a quick win and feel accomplished. Make sure the that the micro goals do lead up to a macro goal
- Set goals based on revenue targets. This one is a bit self-explanatory. Understand what you want your revenue to hit this year and work backward to figure out how to get there.
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Transcript
Aaron [00:00:00] How's your goal setting coming along? Are you knocking this month out of the park or has it taken a turn like getting yourself four gallons of Blue Bell, which would be awesome after swinging this year, was different. On today's episode, we're gonna be talking about tips to accomplish your marketing goals. This is marketing natives providing actual ways to grow,
[00:00:20] improve and succeed in your business.
[00:00:24] And now your host, Christian and Aaron.
Christian [00:00:28] I think the first thing to accomplish marketing goals and I think this is maybe more for a bigger companies that have a dedicated marketing team, but it could work the same way. If you just have a few employees, then you all get together to decide on setting goals. So the first thing is decide on who is accountable for setting those goals. So there's obviously two approaches.
Christian [00:00:52] Either the marketing team, they set the goals and they tell management or management comes up with the goals and then lays down the rule of the law, the law of the land on to the people. And they have to follow those goals.
Christian [00:01:09] Right. And it's interesting because we don't have a huge team, but I think we did sort of a hybrid approach and people actually do this where I think both sides are take into consideration. And then on top of that, I think combining data. Right. So it's. We'll talk about some other things. But, you know, thinking about doing three thousand subscribers on YouTube, for example, is your goal. But you have to. And for the past six years, you've gotten to you know, maybe that's not a reliable thing to do. So like gathering that data and like, OK, we've actually done this many and this amount of years and is what realistically we can do well by doing X amount of video. So getting I gets more granular on that and combining that data with the opinions of, you know, your team and management. I think it's the best approach to deciding who is accountable for setting the score.
Aaron [00:02:14] Yeah. I think the hybrid approach will work if everybody is kind of on the same page. If management says, OK, we want 2000 subscribers and then the marketing team doesn't necessarily believe or buy in, then they're probably never going to hit those goals anyway. So it has to be kind of like, OK, we agree that this is kind of like a stretch goal or we agree that this is achievable at least. And then everybody can kind of work towards it versus like, OK, it's just a number. And, you know, we know we're not going to hit it, which is I don't know. We've talked about this before. I think even on the podcast where one person and definitely the podcast of like hitting like setting a goal that's so big that it is a matter because, you know, it's two times bigger than what you saw you were going to hit. And even if you hit one and a half, it's like it's better than when if you would have just hit one times. So I don't know. I'll go back and forth. But I think is the most important thing here is that just that both parties are kind of on the same page and if it's a smaller agency. Otherwise, if you're a bigger company, you should definitely a marketing department. They should be talking about it and working off the budget like, hey, where our budget allocation for this is five thousand dollars or one hundred thousand dollars. What can we do or what can we realistically make happen with that money?
Christian [00:03:25] Right. And that brings us to the next one, which is allocating enough time, money and resources for these goals and thinking ahead in the future. Like, you know, going back to my YouTube subscriber thing, you know, in order to get subscribers on YouTube, you had to be creating content, you know? So how much time is going to take you to do a piece of video? And then how many subscribers are you planning on getting from that video? And then what does the data tell you? So, yeah, essentially everyone has to have time, money and then the resources in order to plan accordingly on our marketing goals. And I think we have something that maybe happens a lot where a lot of companies that don't have marketing budgets say this is, you know, oh, I can probably spend X or two thousand or.
Christian [00:04:18] Yeah. Yeah. I mean, I think from working with a lot of different companies around here, we've come to realize that not a lot of people, I guess, keep track of financing instead of doing budgets as a business, which is kind of scary, but. Yeah, yeah. So I think. Yeah. Those three, the time, money and resources are super important to accomplish those goals.
Aaron [00:04:42] Yeah. So yeah, it's setting realistic or or stretch goals but based off of the budget and that doesn't mean that. I guess I think you need two of these out of the three to make it work. So if you don't have money, if you have enough time and you have enough resources organically, you could grow and make you meet your marketing goals. Some people may not have enough time. They just have money and resources so they could spend more, do less, but do a higher quality product and spend more in front the right people. So I don't think they say if you're listening to this and you don't have a 2000 or 5000 or ten thousand dollar marketing budget that you couldn't do this. It's just a matter of using your time. Wisely, in using your resources, you do have something that makes you unique and that you could use to help you set yourself apart because, you know, some people spend and we've worked with clients to where they think that they can outspend bad advertising and specifically and socially, you can't you cannot outspend a good creative somebody spending half as much as you. We're way cooler and way better. Creative is gonna do much better than just trying to outspend. So money is a part of it. But I don't think it's like I don't see overweight. It outweighs to the other two, I guess.
Christian [00:05:55] I know we talked about data a little bit, but number three is to think big. And I kind of go back and forth on this one because I remember.
Christian [00:06:09] Setting goals at some point and I might even like Grant Cardone like, oh, we need a 10x everything.
Christian [00:06:15] You know, which.
Christian [00:06:19] That's why I go back and forth it. I go, I go. Okay. Ten thousand YouTube subscribers. Yeah. That's our goal. Or 10x axing that. Right. One hundred thousand. You just describers. So it's like I guess some people could get discouraged because it's like, yeah, we're never gonna get that.
Aaron [00:06:37] Well now with Timeline's, that's her.
Christian [00:06:39] Exactly. So doesn't it seem like it has to be it's not just think think big and put the goal up and whatever you have on the wall, it's water, you know. You know, it has to be somewhat attainable at the same time where you're like, okay, yeah, this is possible and is possible. If we do X, Y, Z and then we hire and then we do it. So it's it's a big goal. Yes. But you have to kind of like lay out, okay, how is it really gonna happen? Like what's the strategic plan? Yeah. Otherwise, yeah.
Christian [00:07:09] Like I think people would get discouraged, like looking at the huge number or that goal and there's no way to get to there. Right.
Aaron [00:07:18] And it's in I guess to your point of like there are people who have went from like a thousand to one hundred thousand. It's very possible. Like we know a guy who literally went from nothing and he's about to hit a million views on YouTube. And he did it like six months. So it's like it is possible. But you to have a plan or something, you know? I think his is more of like a not luck because he's good at what he does. But yeah, a strategic plan to say like, hey, we need to hit this every month or this every week. And if we don't hit it, it's still like we're moving towards it, but we're trying to find the resources to make it happen. And I think, you know, kind of being candidly with us is like we set a goal, but then we never did like the recent like for we went ahead a thousand subscribers, which as you listen to this, we may be very, very close to that, but we never say it like we did a couple of videos and we did some things to be strategic to do it. But we're not like, oh, so how do we increase our click through rate? How do we increase increase to watch some of our videos like, you know, are we commenting on other people's stuff?
Aaron [00:08:17] So it's like we weren't really putting in all the effort to, like go all in to like reach the goal, I guess. And I don't think it's possible to hit the goal if you aren't doing the tactics, are doing the principle stuff, too. Yeah.
Christian [00:08:32] So definitely I mean, if you come up with the goal, then just multiply by what, not 10?
Aaron [00:08:39] I would say 10. What's the worst can happen? I mean, for us, we we set goals very early on. And I think I saw remember the spreadsheet and we said, you know, we want to hit this revenue goal by your 1 by year 2, by your 3, by your 5 or whatever. And we set those goals in 2015. When I sent Christine a picture last night of her logo, which wasn't a logo is literally like a letter B and we like coming soon. So we had no clue what was going on in like six months later where we set these goals on like a spreadsheet saying like this is what we want to hit. And looking back at them like right now, we were pretty dang close to hitting them and they seemed very outlandish and like so far away at that point, because to be honest, in 2015 we're probably making like two or three thousand dollars a month or something.
Aaron [00:09:25] And we were trying to multiply that by a lot. And now that it's kind of coming to fruition, it's kind of weird to see like, okay, it was possible.
Aaron [00:09:35] So it's this and now you have something here that you wrote because I don't remember writing this, but that be Hag., which you should definitely go look up, which A B Hag. is that big, hairy, audacious goal. So it should be kind of scary and it should be much bigger than just like like setting your goals for the year. Like, oh, I know in 12 months I'm going to hit this anyways. I'm going to set that goal because it's like it's safe. And B Hag. supposed to make you kind of uncomfortable and it's supposed to be bigger.
Christian [00:10:10] All right. I know we're talking about goals, but in order to accomplish some of these marketing goals, you'd need a highly responsive and highly functioning website. Brand new Web site. So, well, we've developed and you may have heard this before. It's a Web site cost calculator. So I think the very first thing we've talked about this in this podcast actually about setting up a budget. The very first thing they need to figure out is how much this Web site is going to cost to you. So we've developed a calculator that you can check out at Calculator DOT branding CO. And just go in there. There's, I believe, 13 or 14 questions. And then you get a average of how much that website is going to cost. So you can start with that. You can start with your budget and figure out, OK, how much is it really going to cost me? Cost me after that. If you're so interested in developing a Web site with us, we can definitely follow up with you and we can show you some examples and different things that we've done for a lot of people. It's got a lot of businesses. So, again, if you're trying to set up your marketing goals for 2020 and you know that you need a brand new Web site or you need a highly or increase your conversion on your Web site, that's one of your marketing goals, then come talk to us. Beaven Before you talk to us, just go to a calculator Dot bit branding dot CO to fill out the calculator to see how much or what's the average cost of a Web site, your Web site that you want to build.
Aaron [00:11:43] Perfect. All right.
Aaron [00:11:44] So the next thing we have here is to set measurable goals, growth goals, actually. For example, if you are trying to grow Instagram, growing Instagram could be two different things I could tell. Christian Hey, grow your Instagram this year and you like. All right, I'll do it. And by the end of year, he grew 100 people or 100 followers. And like, great, you you grew 100 followers. You did grow the following. But that's not very specific versus a Christian. You try to set a goal of 50 new followers every single month, and that's something that he could actually work towards versus like I lost six followers here, gained for there, but overall year over year up. One hundred followers. And that's not I mean, that's good. You're quote unquote, growing. But if it's not measurable, it's kind of hard to I mean, really see progress or I guess stay as motivated or focused on making the growth happen.
Christian [00:12:34] Yeah. So. So, yeah, our goal for YouTube subscribers is a thousand. So once we hit that, then we had to come up with a new enough per hundred thousand. And yeah I like I'm saying just set things that are measurable that you can actually go back and track and see the data.
Aaron [00:12:54] And I think it's also something we're talking about for marketing goals. We're talking about specifically tracking numbers for our business too. But a lot of them do look like marketing numbers because we track we track the financial numbers like lead and sales and everything like that. But we don't track our marketing numbers as well. Like we do a well for our clients and we have a lead spreadsheet and everything like that. But our own marketing is like we do have a spreadsheet. We do not have key numbers for that because it's kind of hard to see like, oh, well, we have more people engaging or we have less people engaging. Like, why is that? Or, you know, this week's better than last week. So I think just getting a simple spreadsheet and figuring out what you want to measure and then putting the putting in those data points and looking at it, I would say weekly, I think that's really the best way to to stay on top of it. You go home, Montana Elk Co. We're down 10 percent. We're down 20 percent versus like, oh, okay. Well, this week was low. So what can we do to increase it for the next week? And it's just not too much time goes by.
Christian [00:13:52] So number five here on how to accomplish your marketing goals is to set both micro and macro goals. So setting those micro or smaller goals are 1 quick wins. So your team will be more encouraged, right, to keep working and then setting more goals. And then those macro just you know, those micro will help get to the macro. So we were saying macro micro here, but will we call it in our company? It's rocks. Right. So we come up with these rocks, which are just bigger goals that we want to accomplish. And we do this every quarter. So we break it down into four times a year where we the whole team meets and we set new rocks, which you can think of those as the macro goals. And then from those rocks, then individually, you know, each person is assigned, what, three or four rocks. And from those rocks, then you have to kind of break them down into little pebbles and out of the way up to sand in order to, you know, get to those goals. And that's why we do it quarterly, because they're big enough goals that will probably take you three months to fully accomplish. And that's why it's important to. Think about your goals that way. Think about what are these big rocks for? These big macro goals are going to move your company forward. And then how do you break those down on a week by week basis or even day by day basis? Or you're able to have those quick wins but still work towards something bigger?
Aaron [00:15:36] Yeah, anything something is one thing to add to that, too, is it? It seems very obvious, but we didn't do it for the longest time, which is like we have a vision board and our goals for the year, but then our rocks didn't necessarily align with those. So make sure that you look at your annual goals and then if you have team members or anything like that, then helping everybody kind of divide those rocks throughout the year so that, you know, each checkpoint we're working towards the annual goal. So it's like annual quarterly, monthly, weekly. I mean, you could even break it down to like how I think it helps you. There's some of a book out there called The 12-week here, but it helps you break it down to where. Okay. Well, this is a quarterly goals. It seems really far away. But really, if you break down monthly and weekly and you're like, oh, if I don't hit it weekly, then like, wait, if I don't schedule it this week, then it doesn't get done. I know I'm like three weeks behind, which means that I have to break up, you know, six hours or whatever. I'm going to get to the end of the quarter and like, wait, I have to figure out how to do 20 hours or the work work in one week to make sure to hit the goal.
Aaron [00:16:36] So that catches up quickly or those quarters follow a fly by. So I think that's definitely something you've got to track to.
Christian [00:16:46] And then our last tip here is to set goals based on revenue targets. Right. So it's kind of self-explanatory, but yeah. Working backwards, just looking at looking at your numbers, looking at your revenue and then working backwards from the number to try to figure out how to get there.
Aaron [00:17:04] Yeah.
Aaron [00:17:05] If you want to make a hundred thousand dollars off your YouTube channel. Well how much do you make now and or you know what each person worth to you and how do you work backwards.
Christian [00:17:14] Just as a whole. You want to make this revenue target, you know? What are these avenues that we're gonna get there? Right. So, you know, you two could be one. The having the online classes could be another one. And that's something that we're actually also working towards as having these sort of different strains where we have are done for your clients. We have classes. We have like a monthly subscription type thing. So just trying to figure out, you know, from this big goal that we have, how do we break that down into different components and different services or different products that we can offer, like which percentage goes into each little bucket or how is that breakdown?
Aaron [00:17:54] Yeah, that's good.
Aaron [00:17:58] That's all we had. Okay. Was. No, thanks. It's awesome. All right. Thank you guys so much for listening to another episode of The Marketing Natives. This is your first time. Please make sure you hit subscribe so you don't miss out on any episode. And if you've been listening for a while. Make sure to go to a few Apple and Apple podcasts and leave us an honest rating and review. One it helps us in to. We'd love to give you a shout out. I think it's really good to hear your name come across a podcast. Like maybe your friend recognizes it, but it's just cool to hear yourself. And we will absolutely shout you out. If you leave a podcast, you leave a podcast. If you leave an honest rating in review. So just go over to Apple podcast, search for the marketing natives, go down there, leave a review and just, you know, take 30, 40 seconds and tell us what you think of the podcast to help us make better podcasts for you. All right. We'll talk to guys next week.
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