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February 9, 2014

Measure twice, cut once – Business Goals

Unfortunately, more often than not, we get called up with the following request, “Can you build us a website?” While, we’re more than happy to go on and build you anything you want, we typically ask our clients to pause and reflect about their ask to us. One of the most difficult parts of effectively marketing your company or product is the thoughtfulness that’s required to measure your success or failure. Well, fear not. We’re going to break down in a three easy blog posts how to effectively measure and monitor whatever you’re trying to do. Our focus will be on:

  1. Defining business goals
  2. Digital metrics/goals
  3. Monitor and react

Let’s get cracking.

Business goals – what are those? Your business goals should articulate what you’re trying to accomplish. You should also aim to have a S.M.A.R.T. goal – what is a S.M.A.R.T. goal you ask? Well, it stands for:

  • Specific: target a specific area for improvement.
  • Measurable: quantify or at least suggest an indicator of progress.
  • Attainable: state what results can realistically be achieved, given available resources.
  • Relevant: achievable business goals are based on the current conditions and realities of the business climate.
  • Time-related: specify when the result(s) can be achieved.

For example, let’s say I’m a major widget manufacturer – my goal may be: “I want to increase my 2014 sales for my widgets by 16%”. Cool goal – it’s specific (increase widget sales), measurable (increase by 16%), attainable (let’s assume our trends say this is possible), relevant (we’re out of the recession and people love widgets), time-related (in 2014).

One more note that we won’t get into here much, your goals should also tie back to your companies mission (what your company does) and move you toward your companies vision (where you want your company to go). Check out this Inc. article to get a little more information on how to define a mission and vision statement: Developing Effective Mission and Vision Statements

Easy-peasy-lemon-squeezy, right? Don’t fret. This process will require time and a lot of thought. I hope this blog post sparks some inspiration for you and your team to begin thinking about your business goals.

Next time we’ll talk about creating digital goals that’ll support your business goals. If you can’t wait, reach out to us now for a free conversation. Otherwise, stay tuned (but seriously call us, we’re bored).

Bye for now.

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