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How Realistic Are Your Digital Marketing Goals?

With the start of the New Year, many businesses are thinking about their goals this year: what they want to achieve, the steps they want to take to grow, and much more. For many, this process may have started much earlier in the year. But if you’re just now looking at your 2018 numbers and wondering how you can make 2019 your best year ever.

Here at Lunar Logic, we’re in the business of helping businesses meet their goals. Our number one concern is almost always ensuring that our clients are hitting their goals and achieving what it wants to achieve. That means, no one-size-fits-all marketing plans. When we work with a new client, we make sure we fully understand not just their business, but their goal. Do they want to increase brand awareness? Or do they just want increased leads? What do those things mean to them and their business?

One thing we often have to look at is how achievable goals are for our clients. The line between success and (perceiving ourselves as) a failure is what is achievable. And when it comes to marketing, lots of things are achievable--but some things are simply easier than others.

When we set goals with our clients, we often try to help them set goals that are achievable--that we have data and evidence for, that we know we can do. But how do you set the parameters of achievability?


What Do We Mean By Achievable?


Here is a short example and quiz: a business owner who sells dried fruit. They decide they want to increase their followers on both Facebook and Instagram by the end of 2019. They currently have about 3,000 followers on both platforms combined. What is a more achievable goal:

A) "I want to have 10 million followers by the end of 2019!"

B) "I want to increase my combined followers by 10% in 6 months."

If you answered B, then you're correct.

Sometimes, achievability is obvious: most likely, no one is going to hit 10 million followers on any platform without having a pre-existing huge fanbase (if you're a Kardashian, it's totally possible; and if you're a Kardashian, please call us immediately). However, a small business can realistically try to go by 10% on social media with a lot of dedicated hard work.

In the past, we've written about how it is easier to set goalposts within your goals to help you determine how well you're doing towards achieving your goal, and whether it is achievable. ( You can read that blog post here.)

When we say "achievability" we often mean this: your goal should be within the realm of possibility. That doesn't mean we aren't willing to take risks, but we don't want to make huge promises that we can't keep (aka writing a check that our stellar work can't cash).

Often times, this means working in percentages, versus numbers. Let's go back to that dried fruit businesses example: if the goal is to increase followers, 10% is absolutely doable. If they have 2000 followers on Facebook and 1000 on Instagram, 10% increases for each within 6 months would be an increase of 200 on Facebook and 100 on Instagram. Those numbers still feel quite big (100 and 200 people, after all, is still quite a large amount). However, those numbers are achievable--if you are offering followers quality content that they can't get anywhere else. ( You can learn more about measuring social media success here.) That's where hard work comes in.


Achievability Relies on Consistency


Setting a goal of increasing followers, or leads, or revenue, by 10% is an achievable goal for almost every business--but not without actually doing the work to get there. If our example business (that dried fruit company) wants to increase their followers by 10% but doesn't make any changes to their social media content (or doesn't post at all), they aren't going to actually achieve that goal.

Achievability of your marketing goals relies heavily on remaining consistent with your digital marketing plan. When we write digital marketing plans for our clients, we write them with the intention that all deadlines for content will be met--but quite often, those deadlines are reliant on client approval processes.

For many of our clients, their digital marketing--such as posting blogs and social media content, updating their website, and more--is something that gets put on the backburner. And we totally understand that! But in the age of digital marketing, there are so many pieces that contribute to each other; you can't post a few times on Instagram and expect to increase your leads by 10%, especially if that content isn't designed to increase leads! ( You can read more about the importance of digital marketing here.)

Achievability of digital marketing goals might mean deferring approval to an employee you trust--and we know for many owners, CEOs, and more that can be a scary prospect. Your business is yours and it can be incredibly personal--but allowing your manager to approve content from your digital marketing agency can make your marketing more consistent. And in the long run, that means hitting your goals... and not getting to March, asking how your marketing is doing, and realizing your agency has been emailing you every Monday for 6 weeks trying to get your approval.

If you're handling your own digital marketing at the moment, remember: consistency is the key to success here. If you think you need help creating a consistent marketing plan, don't hesitate to reach out to us.


Setting Realistic Goals--And How to Meet Them


Often times, when we set goals for our clients, we aren't just picking a goal: we are picking a method to reach that goal. For example, if a business owner wants to increase their social following on Instagram, we knew we need to do a few things: post good content regularly; find a hashtag method that works for their brand; and start filming and posting Instagram stories that grab their followers attention.

It's not just about picking a goal (and sticking to it); it's about setting action points in place that can help meet that goal. For many, this is often the difference between achievability and not. Your goal is dependent on your plan, and your consistency, as we discussed. You can have one piece without the other pieces!

We know that often budgets can be a huge issue with some clients. They want to know what will get them the most bang for their buck; thankfully, we wrote an entire post on just that. Read more about getting the most out of your small budget here. When it comes to setting realistic goals, that will often mean taking your budget into account.

You might not have the budget to have a full-scale content marketing plan; but you might have enough to ramp up social media and start doing Paid Ads on your preferred networks. Setting these goals, writing an action plan, and being consistent will go a long way in 2019 to getting you to your goal. And we can help, of course. If you'd like to learn more about Lunar Logic and the services we offer, send us a note here.
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