Brand Tweet # 74: "Goal Setting" http://www.pmw.net/tweets 100 days to building a better brand!

Defining your marketing goals is critical to success. Be very specific in your goals. I want five new clients in two weeks doesn't cut it. Remember you need to test and track, respond and change to tweak the process until the plan starts bringing in the quantity and quality of leads you desire. Break down the process to it's components and make KPIs for each part. Dissect the process to find out exactly where you are losing them. If you say I want to start an email campaign, the call to action is go to website. Website has squeeze page with a sign up and your list is 1000. You want to get 50% opens and from those opens you expect a 50% click through. Of those who reach the squeeze page you expect 20% to sign up. That means that you want 50 people to sign up for this product from this campaign. Each of these items are trackable and once you get the results the next email will be tweaked to increase the response. There are many ways we can do this. Split testing is one, multiple subject matter to determine reader interest is another. Remember Test and measure.