Why You Should Create A Marketing Goal
We're gonna jump right back in to Marketing Your Etsy Shop. And, to recap and to remember, that we are covering three main components today. And we're going to be looking at, or we did look at the system, we looked at the marketing system, and the activities that take place in your marketing plan. We are going to cover how to set a marketing goal, and then look at actual marketing strategies. So, we have an understanding of that system, and we'll see all three parts come together by the end of the day in an actual marketing campaign. We're gonna look at how to create a marketing goal, and I am keeping this intentionally short, because it really comes to life later in a campaign. It's much easier to discuss when I can show you what an actual marketing goal looks like. But every marketing campaign, or every marketing pursuit that you have online needs a desired end result. And that end result should always contribute to your growth and or profit. And when you're doing it right, and when ...
your marketing is working, it should substantially contribute to your growth and or profit. Now, we all set business goals, and I'm sure a lot of you have business goals. I don't want these two things to get confused. You probably set business goals at the start of the year, such as "I want to make this salary." Let's say, I want to make $50,000 this year, or I want to make this number of sales. On Etsy, let's say I want to make 5,000 sales this year. Or, I want this number of subscribers. I have 1,000, I want to double my list and have 2,000 subscribers by the end of the year. Those are all business goals, and they're typically a lot broader and a lot more big picture than a marketing goal would be. A marketing goal is the reason for a marketing campaign. It's the desired end result of a marketing campaign. And a marketing campaign doesn't last for an entire year, it's usually a shorter-term period. The marketing goal reflects what you're hoping to achieve with your marketing efforts. It runs on a shorter deadline, and I would give you the example of 30 days. I think 30 days is a great, short deadline for a marketing goal. And I encourage you to keep those business goals that you have in place. I am sure that you all have them. Keep that salary that you'd like to earn, keep those sales, and keep those subscribers. Those are all good ways to stretch your business. Those are all great ways to grow. And, the good news about it, is the marketing goal will actually feed that goal; it will help you receive it faster, it will help you earn that business goal faster. Your marketing goal is in place to help you create your bigger salary. It's in place to help you get that number of subscribers. So, for example, if my business goal is to earn 50,000 this year, a good marketing goal for this month is to build numbers to support that. So, let's say I'm having a spring line launch of my product, and I want to make $5,000 in that spring launch. That would be a stretch, that's something I really want to aim for, And it will feed my business goal of making 50,000 this year. So, it's really about breaking those big business goals, those big broad business goals, down into smaller parts to make them happen. Again, it's a shorter term goal, it's gonna be something you work on for 30 days, not necessarily three months, so it's one 30 day period at a time, or one, if you're running a sale and the marketing campaign is about the sale, one two-week period at a time. There's definitely going to be a shorter goal, and a good marketing goal will be a specific figure. So you're looking for a number of sales you want to earn, a number of sign-ups you want to attract, or a dollar amount you want to earn. It will directly contribute to growth or profit. That said, what is not a goal for your marketing campaign is followers or fans. So, if you're on track because you're trying to get more Facebook fans to your page, in order to build your social proof or what have you. That's not a marketing goal, but that's absolutely more the wake or the effect of a good marketing campaign. So, you're going after sales, you're doing marketing that's working, you're connecting with customers, followers and fans are gonna be in the wake of that. And the reason being, the reason why that's not a good marketing goal for your business, is because the end result of Facebook fans is Facebook fans. And that doesn't directly contribute to the growth and or the profit of your marketing, of your online business. Moreover, you always want to question the methods that you're using in order to reach your goal before you build them into your campaign. So, I've put a quote up for you, "You don't want to get to the top of the ladder "only to find out you had it "leaning up against the wrong wall." That's from Jack Canfield. This plays a part in my business a lot. I always find myself climbing ladders to the wrong wall. Or getting to something that I feel like, that wasn't me, what am I doing on the top of this ladder? So, it's something to really question. And I bring it up here because many of my clients or creative business owners that I've worked with, are looking for wholesale. And so I know this is something that everybody can relate. I understand the draw toward wholesale, but I'd hate to see you build an entire marketing campaign that's only going to result in more work at your own expense. Because that's what wholesale is, it's a lot of work at your own expense. Because you take a cut of the profits. Not to say that it won't work for everybody, but I definitely want you to question this method. So I've done my share of wholesale, I've done my share of wholesale, and in my experience, direct sales, where I'm selling not to another business to resell my product, but when I sell directly to the customer, it doubles the profit and costs half the work than a wholesale campaign does. When someone tells me that they want more wholesale for their business, I read into that a little bit. I think what they really want is validation. I think what they really want is a reliable business, regular orders that they can count on, regular orders to fulfill. So wholesale sometimes leaves you feeling underpaid, undervalued and resentful. Because you're doing a whole lot of work for a whole lot less of the profits. So in that case, it'd be a little bit of the right ladder, wrong wall. I just want you to question it before you build it into a marketing campaign. Say it was your intention to earn $5,000 this month, and you had wholesale as one of your methods, because you were gonna look for an account. I, just be careful with that. Just make sure it's work you really want to be doing. So, I have a marketing goal that goes hand-in-hand with every project I work on, or every promotion I run. I'm always looking for number of sales, a dollar amount to earn, or a number of emails that I'm looking to gain whenever I build something online. And you'll see how the marketing goal plays a big role throughout the rest of the lessons that we're going to cover today. So, like I said, I wanted to just go over that. To discuss it, because it's gonna play a role later. But I'd rather pull examples in, it will really bring that to life, and you'll see it throughout the day. So far, we've covered marketing that matters, and what you should be doing online. We opened the day with things to focus on every time you reach out to your customers. We looked at the marketing system, and the six activities that keep an online business running. And then we briefly touched on marketing goals just now, to create an end result, a desired end result, for all of your marketing efforts. So you're doing less of a scramble, and more of achieving a goal.