If your business is like mine, it’s has trouble reaching its goals. Marketing goals are particular troublesome and wear on us. Right? The obvious is that we sometimes expect too much. We still need to set high goals, but let’s not climb Mount Everest. Save the anguish, be realistic…. But you have heard that all before.
The authors of Guerrilla Marketing in 30 Days, Jay Conrad Levinson and Al Lautenslage, recently wrote a post over at Entreprenuer.com. We should set these kinds of marketing goals, they said:
- Sales dollars
- Units sold
- Market share
- Mix of products or services
- ROI on advertising expenditures
- Public relations placements
- Number of new accounts/relationships
- Share of customer’s business
- Sales conversion rates
After listing these goals, Levinson and Lautenslager were quick to point out the following:
You might read this list and think that all these goals apply to your marketing and your business and that they’ll all become your goals and part of your plan. Although this attitude is valiant, it may not be realistic. Even though the assortment is broad, true guerrilla marketers don’t burden themselves with too many goals.
Continuing, they said:
The right number of goals is the one that offers you a reasonably (with some stretch) high probability of success over a given period of time. “Reasonably,” “period of time” and “success” all have to be defined by you and be consistent with your overall business goals and management commitment.
I have not read their book, but now I want to. The authors are giving practical advice to overachievers like myself. I am adding Guerrilla Marketing in 30 Days to my wish list on Amazon.
And check out the full post at Entrepreneur.com