Use this simple Worksheet to help set your brand’s marketing goals in 2021. Copy, paste, and report progress!

Before you get started…

Marketing objectives help your team! Measurable and attainable KPIs direct their work. Direction may render results in realizing goals.

This worksheet will help you establish objectives to direct your team as they create and implement best practice tactics. I hope this worksheet will make your goals a reality!

Introduction.  How will we know when we have arrived? What we are doing well, and what we are doing poorly? Via Goals and KPIs (Key Performance Indicators). This worksheet helps us think through the firm’s Internet marketing goals, whether via SEO or social media marketing.

Hard Goals

Hard Goals. What is the firm’s marketing goal before the ultimate goal of selling more? Most commonly, it’s to capture a sales lead or to directly bring customers into the sales pipeline with a form via a landing page. What are the firm’s goals? Do we have something to offer before the hard goal such as a “download our media kit,” “take a video tour,” or “enter to win a free white paper?”

Your Brand’s Marketing’s goals are:

● Register for something (E-Newsletter, Promotion, Fact Finding Call)

● Attend Something (Events, Launch Party)

● Other: ______________________________________________

● Other: ______________________________________________

● Other: ______________________________________________

And, do we have something compelling, free, and “non-salesy”to offer?

● Yes! We have something compelling to give away: _________________________________________

​● No, we don't.  Why: ​_________________________________________

 Soft Goals

Soft Goals.  Soft goals refer to things like eWOM (electronic word of mouth), trust indicators, or even ranking on Google. Inventory the goals below and measure their importance to the firm with -5 being not very important, 0 being neutral, and +5 being very important.

● Rank on Google. How important is it to rank on relevant keywords on Google searches? 

< -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 >

● eWOM. People talk, and hopefully spread the firm’s message via electronic word of mouth.

< -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 >

● Customer Continuum. Nurturing leads from submitting an online form to scheduling a Fact Finding Call, signing a proposal to loving our services, and being a happy customer to becoming a brand “evangelist.”

< -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 >

● Reputation Management. Mitigating or neutralizing negative information about Equestrian Marketing, LLC online, including “angry/disgruntled customers.”

< -5 -4 -3 -2 -1 0 +1 +2 +3 +4 +5 >

● Trust Indicators / Reviews. Prospects often base their decisions on online reviews on sites such as Facebook or Google Business. How important are reviews?

< -5 -4 -3 -2 -1 0 +1 +2 +3 +

● Trust Indicators / Other. Prospects often base their decisions on things such as an active blog, thought leadership through important commentary, or many Facebook followers. How important are these indicators?

< -5 -4 -3 -2 -1 0 +1 +2 +3 +

● One Click, To Many. A single visit to the website might become a life-long relationship. Staying “top of mind” among potential & current customers.

< -5 -4 -3 -2 -1 0 +1 +2 +3 +

● Social Promotion. Effective social media marketing can encourage prospects to become brand ambassadors, and market thefirm to their friends, family, and colleagues. How important is social promotion and sharing?

< -5 -4 -3 -2 -1 0 +1 +2 +3 +