Firstly, let me wish you a very happy New Year!  As we’re now a couple of weeks into a new year I thought for the first blog of 2016 I’d take a look at an important element of strategic marketing, more specifically setting goals and measuring your campaigns and activity.

Do you need to set goals for your business?  Does it make a difference?Strategic marketing

These may be a couple of questions you’ve considered in the past, does it really matter if I don’t have a clear set of measurable goals …… Well in my opinion I think it’s pretty important and that it in fact does make a big difference to your business.  If you run your own business, I’m assuming that one of your primary goals is to grow, to increase your sales, your turnover and ultimately your bottom line. This is the ultimate aim for any private, commercial enterprise but of course it just doesn’t happen like that.  On-going research and planning is required and certain key questions need to be answered and addressed, e.g.:

What are your time scales?

What budget do you have?

Do you require further investment?

Do you have the necessary in-house skills?

What I’m saying is that your commercial goals do, of course need to be much more specific. E.g. to double turnover in 12 months, to increase web site traffic by 50% in 3 months and so on …..

Setting clear, specific goals provides your business with a platform for continued growth, providing direction and ensuring a strong competitive advantage is maintained.   Once your goals are in place you can look at how you will achieve them (which marketing tactics to use) and of course how to measure them to ascertain if you are heading in the right direction.


I feel one of the most important aspects of any marketing strategy process.  If you’re not continually monitoring and measuring your activities you won’t have a clear idea of what’s working and where the majority of your budget should be invested.

So, I’m sure you can see the importance of setting specific, measurable goals, it provides a clear direction for your business.  You don’t need a large 100 page strategic marketing plan but simply knowing where you want your business to be and how you’re going to get there is sufficient.

And always remember to measure, measure, measure!

I hope you found this blog useful, please feel free to leave your comments and do let me know your views.


Darren Martin

Owner – Elite Marketing Services

January, 2016