Don’t Let Your 2016 Marketing Goals Get Derailed

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A few weeks ago, I talked about the importance of setting your marketing goals for the New Year so that 2016 is everything you hope it will be.

Now, just one month into the year, let’s take a look at those goals to see if you’re on track to achieving the objectives you set for yourself.

Why now, you ask? Isn’t one month a little too soon?

Not necessarily. Those goals were your version of New Year’s resolutions, and research has shown that a good chunk of people can’t get past the first month when it comes to sticking to their resolutions.

In fact, a few years ago the University of Scranton conducted a study that showed one-fourth of people who made resolutions couldn’t keep them for even a week. Yikes! And by the first month, more than one-third failed to stay on track!

Yes, more than we would like to admit, those good intentions on New Year’s Eve often evaporate as soon as the day-to-day reality of what needs to be done to achieve them sets in.

Hopefully, you’re doing better than those poor souls who suffered resolution let down! But be warned – as the University of Scranton study shows, human nature makes it much too easy for us to abandon a lofty ambition that we so recently considered important.

So let’s consider a few things for staying the course with your marketing goals – and maybe even improve on them:

  • Revisit your plan. Take a look at what’s working and what isn’t. Get rid of the parts that don’t seem to be achieving what you desired and instead, invest more into strengthening the parts that are. Also, maybe your plan was too vague (a common problem many people have with their personal New Year’s resolutions) and you need to get more specific with the details in order to carry it out. Or maybe it’s just that more time is needed for the rewards to be noticeable. Regardless, re-examining the plan will allow you to make informed decisions about how best to proceed.
  • Remember that marketing is fluid. While having a plan in place is great, you don’t want to blindly follow a plan over a cliff. Things will change throughout the year. Technology changes. Trends change. Even with the best plans, occasional tweaking may be in order because no one can anticipate everything that the year might bring. Be prepared to adjust so that your marketing plan still makes sense in light of what’s happening right now.
  • Reconsider unrealistic goals. This is a common problem people have with their personal New Year’s resolutions. Instead of vague goals, they set goals that just aren’t going to happen or that they have no real control over (Win the Pulitzer Prize for fiction!). Is it possible you set yourself up for failure with business goals that are unlikely to be met even with your best effort? For example, you might have vowed to get 50,000 new followers on Twitter by the end of the year, but you quickly found that it would take way more than a year to achieve that number. Now, I’m not saying you should avoid challenging goals. Far from it! But there’s a huge difference between challenging and improbable or impossible! Set the bar high, but be realistic as you do that.
  • Stay the course. Ultimately, though, you need to keep plugging away, because marketing involves long-term strategies, not overnight victories. So, don’t be one to toss out your resolutions after the first week or the first month. You’ll most likely need to tweak here and adjust there, but for the most part you want to stick with the plan to achieve the goals you set at the start of the year.

Ultimately, the important thing is that you have a plan and you are determined to make it work despite the obstacles that may rear up throughout the year.

Also, as you continue to work on achieving your goals for 2016, don’t underestimate the importance of public relations as a key component in your overall marketing plan. PR is critical to building your personal brand as well as your business brand.

With the right planning – and perseverance – your goals should be within reach, and when the end of December arrives you will be able to look back on 2016 with a sense of accomplishment.

Here’s to the rest of the New Year!


P.S. If you want help making the most of your PR goals, give us a call at 727-443-7115 ext. 215 or click here to get your Free Media Analysis now!


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