Refresh - Tracking Goals
Congratulations, you've made it to the final section in this refresh marketing series! If you're yet to take a look at the other posts, click on the big button below. In this final section I'll be discussing ways in which you can start tracking your goals.
By now you will have a list of roughly 10 goals set for your business. Next to each goal you'll want to plan how you're going to track it / measure it. I've listed some sample goals below, along with a way of measuring them to help get you started. To measure your goals I recommend making a "Goal Tracker" spreadsheet in Excel where you can list out your data each month. I recommend having a separate tab for each goal you are tracking.
When to track goals?
Dependant on what your goals are you may need to track more often but I recommend at the beginning of a new month you track your previous month's goals.
Goal Tracking Ideas
To have 20 more people purchase my service this year vs last year
If you've created a goal such as the above you may not have your previous year's customer number. Where possible try gather that information so you can compare this year. I recommend having a table in your "goal tracker" spreadsheet where each month you note down how many new customer's you've had. E.g Jan - 1, Feb - 2 etc etc. This helps you to see patterns, maybe both this year and last year you had a surge of new customers in April, why was that, what can you do to help do that again? Having this data along with data such as your website stats may help you work this question out and therefore try and replicate a surge in new clients again for the next month.
To increase my mailing list signups by 5% vs last year
If you're looking for a mailing service provider I definitely recommend MailChimp. It's very easy to use and gives you great analytics. Each month I send out an email of creative inspiration and free marketing tips and articles, you can signup here. At the end of each month I will update my goal tracker to include how many new signups I've had that month. Not only this but at the end of the year I will review my final total signups and unsubscribes and review this against the year before. Understanding each month why you might have had a surge in new signups may help you replicate this again and therefore work more towards your 5% increase in signups.
To work with at least 3 new brands this year from my list of "brands I want to work with"
This one seems simple to track, you could simply say, "I did it" or "I didn't", however, I believe it's important in your goal tracker spreadsheet to list out the "brands I want to work with" and then the 3 brands you want to target that month. Every month you want to track what you have done to become closer to working with them. It could include a list of: sent an email to find out who the owner was, posted a package of products to them, comments on 10 x Instagram posts, received 1 x dm from the owner.
Having these things tracked down makes it easier to know what you've done to work towards that goal. You may also find that you've done rather a lot and aren't getting anywhere so you may want to move onto another brand to work on. Having this information logged may seem laborious but it can also help you create your winning formula. Are there any similarities in the things you did to get those deals with those brands you worked with? Can you replicate this for a new brand?
To upload to Pinterest every time I post new content on my blog
One way to track this goal is to have a "blog post tracker" within your "goal tracker" document. This could be a table that lists out all your up and coming blog posts down one side and then along the top you could have the titles "Facebook", "Twitter", "Instagram", "Pinterest" and anything else you use to promote your blog posts. Then, every time you create some blog content you can go to your table in the spreadsheet and tick off when you've posted to your social media. By doing this you'll not only be accountable but you'll be able to track how many pieces of content you have posted to Pinterest, along with the type of content too.
Sometimes knowing you have a box to tick once it's done can be that extra bit of motivation to make sure you stick to your goals.
To increase my engagement rate on Instagram vs the month before
It's not all about the followers, and this is something Sarah Akwisombe talks a lot about in her No Bull Instagram School course. This is true for any business who is looking to sell a service / product to customers. Within your spreadsheet you can create a tab for your Instagram page and every month you can write down the type of post you did, the number of likes it got and the number of comments you received. This can be a bit time consuming so you might just want to do the last 10 posts of each month or update your document every week. By tracking the number of likes and comments, you'll be able to start looking at your engagement rather than your follower number.
What posts do people really enjoy more of based on the number of likes and comments? You can start looking at the captions you included with these images. Are you asking people questions in your comments, are you replying to their questions? Focus on building a community within your account rather than tracking how many new people have followed you that month.
Spending this time reviewing your data will be so insightful for your business. If don't already have your account set up as a business account, this could be something to look into. By having a business account you receive a lot more insights into your posts and which are performing better than others. Although, I still always recommend noting information down in your "goal tracker" spreadsheet rather than just keeping it on the app as you'll engage more with the data you find.
To increase traffic to my website by 10% this year vs last year
This is when Google Analytics will be your friend. I recommend you take a look at my Using Google Analytics post for this section. You will want to make sure you have linked Google Analytics to your website as this will allow you to track a range of data from your site.
In your goal tracker spreadsheet you can not only review your site traffic each month but you could also dig down to see where your traffic has come from, maybe it's been organic or maybe it's been via social media. Having an idea each month on where your traffic has come from will help you focus on how to increase traffic from other areas that might not be doing as well. In turn, this will help you work towards your goal of increasing your traffic by 10%. If you don't have data from last year to compare it to, you could simply amend your goal to increase your traffic by x% each month vs the month before.
You're tracking your goals, now what do you do?
You need to remember the reason you're tracking your goals are to help you to reach those targets and to start to work towards a better future for your marketing. By having your finger on the pulse you'll be able easily make quick changes in your business to help steer you to where you want to go. For example, if you're not getting as many email signups this month as you were last month, why might that be? Did you do a big push on social media last month which helped you get those extra sign ups? Can you spend 30 minutes this month to try and get the same outcome? Having the understanding to behind why things are happening with your business will allow you to make changes with your marketing which in turn will get you that step closer to your goals. You'll want to be using the data you collect each month to help you make amends to your marketing or create new marketing plans.
It's vital to understand that making time to track your goals each month should be a priority for you. It really will keep you going down the path of success for your business so schedule time in your diary to do it and then stick to it!
I want to thank you also for taking part in this marketing series. I hope you've not got a better idea of where you want to go with your marketing for the year and what changes you can make along the way.