August 2021

Have the guts to rethink your online marketing goals

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It's summer vacation in the Netherlands. The time to sit back for a while. And at that point, you may also realize that your marketing goals are behind schedule. So, after that well-deserved vacation, you'll find yourself in your office chair with renewed energy: time to rethink your marketing goals. But how?

Analyze the target

When rethinking your online marketing goals, start by questioning your goal. Sometimes in the course of the year you have new insights or information that you did not have access to before. So: does your goal meet the right preconditions? That is, is the goal concrete, are the right people involved and is the success easily measurable?

Your starting point is also an important factor. Often the results of the previous year are used. However, the big question is: was last year average, very bad, or an exceptional success? Especially with the COVID pandemic, there are a lot of temporary results that are not permanent.

Know your next customer

We can't say it often enough: if you're not clear enough who your favorite, next customer is, you'll be less able to address them. And if you have already worked it out, the trick is to focus it regularly, because preferences of your next customer change and the competition is also on the move.

At upMention we recommend that you give your favorite customer(s) a fictitious name, for example 'Johan'. We even include a photo. This way you know exactly who you are targeting, and you recognize every 'Johan' from afar. And so, your marketing efforts are not for the whole world, but for 'Johan' who fits your business perfectly because he lives like your favorite customer. Johan will feel addressed and will therefore contact you.

Calculate adversity

Strong goals are supported by concrete actions. However, what we regularly see is that with planning and objectives there is a tendency to assume that things will go as desired. But believe it or not: not everything goes right immediately, there are things that take more time. Estimating the future too positively is an important reason why goals are not achieved. Calculate setbacks and you won't be surprised anymore.

Dare to invest

A repetition of moves is often also a repetition of results. If you put in the same effort as last year, you can expect similar results.

You can still grow, but if you want to double or triple, then you sometimes simply have to dare to double or triple the effort. Another option, of course, is that you find a faster or better way to do this.

Activate your team

Are the colleagues involved also concerned about the goal, just like you? When we at Heinosoft were less focused on teamwork, successful sprints were simply drawn regularly, but it was not a combination of qualities and insights that lead to a better result. Since we are much more focused on teamwork, goals of the whole team and achieving goals are easier because everyone makes the right contribution.

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