How to Set Realistic Marketing Goals for Design & Staging Businesses
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The Kate Show | Episode 76
Do you know why so few interior designers, home stagers, and workrooms actually set marketing goals? They have a good reason: They don't know what goals to set.
When I ask home industry business owners what their marketing goals are, I often hear the same answers:
"I want more clients."
"I want bigger projects."
"I want to get featured by shelter magazines."
However, these are dreams, not goals. A goal is something that has a step-by-step plan leading up to its front door. For example, if I said I wanted to spend two weeks in Ireland for vacation, that would be a dream. If I booked a plane ticket, planned my itinerary, packed my bags, and started driving to the airport, that dream is now a goal because it is actually happening.
If you're wondering how to set goals for your home industry business, you'll love this episode of The Kate Show. Be sure to subscribe on iTunes or Google Play.
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How to Set Successful Marketing Goals
If you want more clients, your plan might look like this:
Determine ideal client > Go where ideal client is > Show client that you understand them > Offer relevant value through tips, blog posts, social media, newsletters, etc. > Share personal facts about yourself to help them trust you and find common ground > Talk about their pain points and position your services as the solution > Get and on board new client > Reach end goal
This path will be different for each goal you set, and it's important that, regardless of your goal, you have a way to measure if it is working and that you give it ENOUGH TIME to work.
How Much Time Should You Give a Marketing Goal?
If you are working toward a specific goal daily, you'll likely see results in around three months. If you are working toward a goal weekly, it can take 6 months. If you are only working toward your goal monthly, it can take a year or more to see results.
Don't let this discourage you. Not all goals need to be met immediately, and nor should they. If you have multiple goals in mind for your marketing or your business, prioritize them. Decide which ones need daily, weekly, and monthly attention and then put the related tasks for each into your schedule accordingly. If your schedule doesn't allow for this, figure out who else on your team can focus on these goals for you or find a professional and outsource them. As the business owner, it is your responsibility to make sure these goals are followed through, but that doesn't mean you need to be the one doing all the work.
How Do You Know if You've Reached a Marketing Goal?
Any real goal has real measurement statistics. If your goal was to get more clients and you've been actively pursuing / connecting with your ideal clients weekly, look over your schedule at the 3 and 6 month marks to calculate how many new projects or clients you've gotten per month, on average. Also note the average size of the projects and determine whether both the client and the project align with what you envisioned for your business.
If you haven't been getting enough new clients or projects, you may need to increase your efforts. If you have been attracting the wrong type of client or project, you might need to change the messaging you're using. Don't be afraid to change how you approach your goals. While business and marketing can follow hard set rules, much of both also rely on trial and error.
3 Marketing Goals to Try in the next 30 Days
If you want to get 100 new Instagram followers, make sure you go follow 20 new people every day who would be a good potential client. Don't just follow random accounts. Focus on the cities you serve, search under specific hashtags, and follow those users.
If you want to get 20 new email subscribers, share your lead magnet in three different Facebook groups every way. Make sure those groups allow you to share so that your post isn't removed, and also make sure your ideal client is in those groups.
If you want to land one big project, write a short email to your leads that identifies the type of service you're offering, includes photos of similar projects you've done, the flat rate (if applicable), and the time or date slots you have available. Then, include a link to your Calendly or Acuity scheduler to make it easy for them to book that initial phone call with you.