Prioritize, prioritize, prioritize. One reason why marketing resolutions are abandoned by MLK Jr weekend is because they are not specific enough. You can’t do it all. When considering your company’s resolution, think about what really matters. Maybe you want to continuously improve one sector of your marketing mix, like SEO, or want this to be your year for reaching out into an entirely new space like blogging, snapchat or apps. It’s essential to be decisive about the direction you want to take your marketing strategy in 2017.
Everyone should participate in resolution-creation to ensure a concept that everyone can get behind. The entire marketing team should be invested and ideally finds the new targets compelling. The new route should be interesting.
SMART goals are Specific, Measurable, Achievable, Realistic, and Timely. Format your goals in this way to maximize the odds of follow-through. Example: Team will spend one hour every other week dedicated solely to brainstorming meaningful topics for a drip feed newsletter to be sent out to new signups twice per week. Emails will be written by a new person each week and engagement will be evaluated at the end of three months. I will assess and rewrite one page of the current website per week, optimizing for SEO, until the entire website has been rewritten. We will create one blog post per month and will link it to at least two influencers.
Action trumps everything. Don’t wait, do. For more complex goals, you must agree on stipulations as to HOW you will achieve this objective. This may involve creating a schedule or assigning roles for specific tasks.
One person must be designated as the chief of the resolution, and hold everyone else accountable. Depending on the size of your team, a individual check-ins with the chief of resolutions, a monthly State of the Resolution email with metrics and updates, or “resolution buddies” will keep people honest and invested. Another idea is to write or the resolution somewhere that everyone can see it– the guilt of seeing the goal every day and not doing anything should incite action.
We suddenly remember and grow nostalgic for Christmas cookie season as soon as swimsuit season rolls around. Similarly, your team should not be allowed to forget their excitement for the resolution. Monthly progress reports and updates are necessities. Goals should be continuously revisited!
Keeping an eye on trends is a goal in itself, but is also important to keep in mind throughout the year in the context of your resolution. Perhaps there’s a new trend in the industry, or perfect new technology like virtual reality that could be integrated into your resolution. Perhaps a new trend will force you to completely edit a goal. It’s important to keep an eye out for trends that may impact your resolution’s potential success.
Some months you may not reach your targets. People often abandon resolutions, personal and business-related, after to minor setbacks. Failure is only a self-fulfilling prophecy if you allow it to become one! One bad month or one bad metric does not mean the goal is not worth pursuing, and readjust goals as necessary.