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.

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Episode Transcript

Speaker 1 (00:00):
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, withWabtau-Ramina marketing
strategies and advertisingtechnologies to help you build a
better business.
So welcome back to thisincredible podcast.

(00:27):
Of course I'm biased, don'tFear Great, I'm your host, rob
Teramina, if you're just findingus right now.
What I would recommend actuallyis going back a few, at least a
few episodes, because we're inthe sort of the back ends of a
series of episodes where we'retalking about how to create a
successful marketing plan andwhat we've done is we're

(00:49):
outlining it.
We've made it into seven stepsof creating a marketing plan, a
successful marketing plan, andtoday this is step number five.
So if you're finding this forthe first time, my
recommendation is to go back,start at step number one and
then go through.
But of course, you're welcometo stick with us right now,
because each of these could sortof live on its own and we're

(01:11):
talking about setting goals.
If you are sort of OCD aboutsort of like having a schedule
and having everything outlined,then you can relate to this
particular topic.
But setting goals is reallyimportant and there's something
to be said for setting realisticgoals as well.
Right Now, when you setrealistic goals, you're setting

(01:36):
yourself up for the best chanceof success, and that's what you
want Now.
You want to be ambitious.
I'm not saying realistic goalsare not ambitious they are but
they're realistic based on theresources you have, the
infrastructure you have and allof these other things that we're
going to be talking about today.
But it's important that you setthese realistic goals.
And now here's some of theadvantages to setting up goals

(01:59):
on the front end as part of now,sort of crafting this marketing
plan, versus just doing thethings that you sort of maybe
are comfortable with, likesetting up an advertising
campaign on social media withoutsetting an entire plan.
Here are some of the advantagesof setting goals.
Number one you know what you'reshooting for and when you're
creating all these other things,like understanding what your

(02:21):
market niche is, yourcompetitors and the message.
Like the previous topics thatwe've talked about, and now
we're going to be setting goals,we're making sure that
everything aligns with eachother.
Imagine doing all these thingsand finding out that they don't
align with each other.
Well, that's why you create amarketing plan, versus just
trying to execute right away andthen realizing when it's
already out there, when it'salready public knowledge, when

(02:43):
you already spent all this money.
Now, all of a sudden, it's likeoh my God, it doesn't actually
align with everything.
So setting goals is sort oflike a litmus test.
It's a filter to making surethat everything is, in fact,
aligned.
Setting goals helps you to berealistic now also about the
results.
It also lets say, you are anadvertising agency and doing

(03:03):
this on behalf of a client.
It helps you to set realisticgoals now on behalf of the
client as well.
You understand this is the nextadvantage what it is that the
client wants.
What are they trying to attain?
What are the results that theywant?
Right, and those now should bethe goals that you're adopting.
So you can craft all theseother things, like this

(03:24):
marketing plan, becausemarketing 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 outlinewhat these goals are Getting
back to now, if it's like anagency-client relationship, by

(03:45):
setting goals prior to launch,you can now present this to the
client and making sure that whatyou're doing aligns with what
they want and what they need.
So setting goals are so very,very important, and it's
something I highly recommenddoing on the front end.
These are the steps leading upto right.
These are how do you create asuccessful marketing plan, which

(04:08):
means, once the marketing planis done, now you can very easily
execute.
The execution of the planbecomes much more predictable
versus sort of just throwingsomething against the wall and
seeing what sticks.
So you wanna set realisticgoals and it's okay to elevate
them to ambitious goals.

(04:29):
Now, what type of goals shouldyou be setting?
You should be settingshort-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 beanything between 24 and 72 hours
, and this keeps us accountableto now.

(04:50):
When we launch various campaigns.
We want to be able to measurevarious things that will be
revealed within the first 24 to72 hours.
We don't wanna wasteadvertising dollars on behalf of
our clients.
We also don't wanna wasteadvertising dollars on behalf of
us, because we are sort ofsetting expectation, trying to
get certain results.
If we set it and forget it,we're risking a lot that we're a

(05:13):
lot that we're wasting thesedollars.
So there's goals that we wannaset on the first 24 to 72 hours.
That really creates thatmomentum and sets pace.
So those are some examples ofshort-term goals that you want
to set for yourself.
Long-term goals, conversions.
So let's say, on the initialshort-term goals, is traffic

(05:34):
Some of the more long-term goalsnow could be conversion.
So short-term is you'reregretting the traffic, building
brand equity and all thoseother things, right?
And now some of the long-termgoals.
This is obviously post 72 hoursis you wanna see and start
measuring?
What's the conversion rates?
What's the conversion rate onthe immediate set of traffic,

(05:55):
but then on the secondary aswell, on that brand stuff?
Is the brand equity that we'rebuilding benefiting this
particular campaign movingforward, right?
Is it?
Does that align with themarketing plan?
Now, that's just one simpleexample, but there are other
examples as well, becausethere's internal and external
marketing and all these otherthings, right?
So what I'm saying, why I'msaying that is I don't want you

(06:19):
to think that what we're talkingabout here are called absolute
truths, where this is the onlyway I'm giving examples and now
you sort of have to apply it toyour situation.
But again, the point of today'sepisode is to bring your
attention to the value ofsetting goals for marketing plan
.
This is step five and also toalso not just bring awareness,

(06:42):
but also now to sort of inspireyou guys to start setting goals
and to get you to a place.
Now it's like all right, youbrought awareness to setting a
goal.
What are things within mymarketing plan that are goal
oriented that I can startsetting a plan for?
And then it'll reveal itselfand based on what it is that
you're doing because what goalsyou should set really depends on

(07:04):
what the plan is on, reallywhat 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 questionsthat'll reveal what type of plan
this is gonna be and then, inthis case, it's also gonna
reveal what type of goals matchthis particular marketing plan

(07:26):
and what are those realisticgoals that I should be putting
in place for this particularmarketing plan.
So, again, setting goals, soimportant to do before execution
.
This is part of now, the draftphase of the marketing plan.
We have it as step five increating a successful marketing
plan.
If you just joined us, I hopeyou guys found value.

(07:48):
Don't forget to go back andlisten now to the other steps
that we've been creating, but Ican't wait to talk to you guys,
for with our next step, we'realmost done here.
This is the home stretch.
We've got two more steps to go,revealing really everything,
and the kitchen sink are secretsfor creating a successful
marketing plan.

(08:08):
Guys, remember, don't feel theprocess and don't fear grit.
We'll see you next time, takecare.