What are you trying to achieve from your marketing this week or this year? A lot of businesses I talk to aren’t clear on what their marketing is trying to achieve apart from a vague notion of growing sales or growing brand awareness. If you are going to spend money or time on marketing your business, you need to know what you’re trying to achieve and then measure its success (and then improve it). Otherwise you’re throwing your money away and I’m sure you have better places to spend it.

Your objectives have to be SMART:
1. Specific – growing your sales is too vague (answer your what, why, who, where and which questions) e.g. sales of your most profitable line will increase by 5%
2. Measurable – how much? How many? How will I know when it is done? You need to know what you are currently achieving (sales are currently x, after marketing objective is to get sales of x + y)
3. Attainable – it needs to be realistic – there is little point in trying to increase sales by 50%, make it realistic with your marketing budget
4. Relevant – it needs to drive you and your team
5. Time – your objective needs to happen by a set time

Lots of businesses are spending considerable effort on their social media without any goals. Even established businesses continue to spend considerable money on advertising in media because they have always advertised. Only spend time and money on marketing that has SMART objectives. Set some marketing objectives for 2014.

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