So, Chrismas… Has come. And gone.
Sa·yo·na·ra!
And that puts New Year’s firmly on your view screen.
New Year’s, of course, is the season for making New Year’s Resolutions — AKA setting goals.
And if you’re like most savvy small business owners, you’ve likely begun formulating the goals you hope your business achieve in 2019.
Now, it’s no secret I’ve blabbed a ton on this blog about my opposition to goals setting (for a variety of reasons). But I relented a bit last year after discovering the practice of Benchmarking.
Largely because Benchmarking is a valuable tool for measuring business growth. And marketing is, after all, the key driver of business growth.
But here’s the problem with New Year’s Resolutions and goal-setting in general…
Study after study (after study) shows 80% to 90% of New Year’s Resolutions wind up abandoned by February. And on average, only about 8% New Year’s Resolutions are actually realized.
How come?
A myriad reason, really. But mostly, it boils down to unrealistic expectations and a lack of accountability.
That being said, there remedies to this situation. And toward that end, here are four strategies that will ensure you’ll achieve your marketing goals in 2019…
Set Realistic Aims
Ever heard of John Jantsch? He’s the author of Duct Tape Marketing, the Referral Engine, several other top-selling business books, and the man behind the Duct Tape Marketing blog.
In short, he’s a small business marketing guru. And when it comes to goal-setting for business-building, John recommends aiming high. Look to double or even triple your income, client roster, and other key revenue-generation aspects of your business. Whatever you focus on, John says “Swing for the fences!”
And John’s approach is a common trope for goal-setting in the business world.
I, however, disagree. On one hand, I see John’s point. Pushing yourself is critical to achieving tangible growth. but unrealistic goals quickly become insurmountable. And such goals wind up on the unrealized goal scarp heap.
The alternative?
Make your goals more manageable.
Focus on a reasonable revenue percentage increase. 10%, for example, is within reach. And if you manage that figure, aim higher next time.
Look to add one or two new clients a month. And again, if you manage that, aim for a bigger number in the future.
Focus on Weaknesses And Go For Wins
The biggest discouragement when it comes to achieving goals? The lack of tangible results.
When you fail to make recognizable progress, it’s soooooo disheartening. And thus incredibly tempting to throw in your LA Fitness workout towel and give up (oh wait, that’s MY LA Fitness workout towel!?).
The solution?
Focus on areas that need your attention in which you can see quantifiable results.
Here’s a quick example… I recently started working with a client who has been selling real estate for nearly a decade and a half. Yet, despite her lengthy tenure in the biz, she doesn’t have a website, has never dipped a toe in email marketing, and her social media presence is practically nil.
So, we’re working on a website. And that will be launched with the first six weeks of the new year.
Then we’ll move on to setting up a MailChimp account and work toward publishing a monthly newsletter.
And from there, we’ll focus on raising her social media profile.
Three areas that need attention. And three goals realized with tangible results realized in the first three months of the new year.
Develop The Marketing Habit
The main reason I’ve long eschewed goal-setting? Because without any mechanism to realize the goals you set your sites upon, they’re all too likely to wind up abandoned.
That’s why I recommend focusing on developing the marketing habit.
How?
Open Outlook or iCal or whatever snazzy scheduling app you happen to use. Create a reoccurring appointment with yourself to work EXCLUSIVELY  on marketing.
In terms of frequency, I’d prefer you make it daily.  I realize that’s a big ask, but the more you practice, the strong and more disciplined your marketing habit will become.
If a daily appointment is out of your reach, aim for at least twice a week. In all honesty, once is week really isn’t enough. But if that’s truly all you can muster, I’ll take it!
Make Yourself Accountable
Like my Mom always says: “The squeaking wheel gets oiled!”
In other words, if someone is chasing after (AKA holding you ACCOUNTABLE), you’re far more likely to achieve your goals.
How?
Choose an accountability partner you will share your goals with. They can be an associate, colleague, friend, spouse, or significant other. Basically, anyone you trust to be honest with you in assessing your progress, and tough with you in keeping motivated, especially if you begin to falter.
Set a regular appointment with your accountability partner. I recommend at least twice a week. Again, I realize time is bound to be an issue. But but the more frequently you check in with your partner, the more likely you are to remain motivated and on track. And a weekly appointment is the absolute bare minimum!
Take Action
The New Year is but stone’s throw away, so it’s time to get crackin’!
Here’s what you need to do…
Identify weakness you can reasonably address.
Craft manageable goals surrounding those weaknesses.
Set a regular marketing appointment with yourself.
Find an accountability partner and set a regular appointment with him or her.
And let the good times roll ;—)
Good luck + Happy New Year!