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Goals Make it Happen
Subject Line: Goals Make it Happen
The Write Market Release
Vol. 3. Issue 5
Goals Make it Happen
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CONTENTS IN THIS ISSUE
1. Editor's Remarks
a) Quick Outline of a Marketing Plan
b) What are Marketing Goals?
c) How to Set Marketing Goals
d) How to Measure Marketing Goals
e) Examples of Goals and Strategy
f) Free Personal Branding E-mail Workshop
3. What's New at The Write Market
4. Get Your Ad in TWM's Release!
5. Administrative Information
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EDITOR'S REMARKS
Ahhh, the end of summer is here! The kids are back in school
leaving those of us who work at home with a little peace
and quiet! It's time to get back to the routines.
It's also the perfect time to set some marketing goals,
especially with the Holiday season rapidly approaching.
This issue will be the last in our series
How to Write a Marketing Plan.
Next month, we're going to begin a new marketing
course: How to Write and Distribute a Press Release.
Press releases are the ultimate form of Free Advertising!
A lot has been going on at The Write Market this month.
We've changed our navigation a little bit, hopefully
to make it easier for you to find what you need. Also,
we've added a search box to every page.
Let us know what you think!
http://www.thewritemarket.com
If you're a do-it-yourself web designer/marketeer check out
our bundles of free resources at:
http://www.thewritemarket.com/tools.shtml
There are still spaces left in our web design and promotion
course which begins in October:
http://www.thewritemarket.com/course.shtml
In this issue you will also find a free branding course
that you can subscribe to via email.
I've subscribed to the course and it's great! So check it
out toward the end of this issue.
Enjoy the cooler weather and I'll see you in October!
Write on,
Renee Kennedy
rkennedy@thewritemarket.com
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QUICK OUTLINE OF MARKETING PLAN
(This is a quick review to show you where
we're at and where we're going.)
1. Market Research
2. Target Market
3. Product
4. Competition
5. Mission Statement
6. Market Strategies
7. Pricing, Positioning and Branding
8. Budget
9. Marketing Goals ** We're Here **
10. Monitor Your Results**And Here**
For more details on this plan see:
http://www.thewritemarket.com/marketing/outline.htm
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WHAT ARE MARKETING GOALS?
#1. Marketing goals must fit into your overall business
goals.
#2. Marketing goals should be quantifiable, meaning,
you can measure them.
#3. We've talked quite a bit about strategy. Your
marketing goals will be achieved by implementing your
marketing strategies. Every time you embark on
a marketing campaign, you will use one or more
strategies to launch and maintain that campaign.
However, in order to tell if your strategies are doing
anything, you need goals, and you need to be
able to "measure" whether or not you are achieving
those goals.
Goals Checklist:
1. Are they realistic?
2. Are they specific?
3. Are they measurable?
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HOW TO SET MARKETING GOALS
Your marketing goals may deal with many different elements
of your business. You may wish to increase sales,
increase awareness of your business, increase visitors
to your web site, increase the stickiness of your site,
get more repeat clients... the list goes on and on.
Brainstorm what you really want to get out of your business
these next few months. Then write down these three things:
1. Your Goal
2. The Strategy to Achieve the Goal
3. How you will Measure the Goal.
You may have several goals or you may start out slowly with
one overall goal.
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HOW TO MEASURE MARKETING GOALS
A marketing goal can also be termed a "target response."
You are expecting a specific response to a marketing strategy.
In order to measure a target response, you will need numbers
generated over a specific period of time that relate to your goal.
Generally that time period should be a week or a month or a
quarter, but it must be exactly the same amount of time every
time you check the numbers.
Quick SIMPLE example...
The keyword is "simple." Of course, it's not this simple, but
if you grasp the basics, it's easy to expand on that - generally
your marketing strategy is what you might expand on. The
measurement will stay simple, if you know how to collect
your numbers, add and divide, you're all set:
Target Response: Increase sale of product by 1 sale per week.
1. Get the number of sales for the past 8 weeks.
Calculate the average sales per week:
Add up all the sales over the 8 weeks and divide by 8.
Let's say that there are 30 sales in 8 weeks.
30/8 = 3.75 average sales per week.
2. Choose and implement your marketing strategy... we'll
say our strategy is to rewrite marketing copy on our web site.
(For the sake of being able to test whether or not your strategies
are working, it's best to choose one strategy at a time, implement
it, let it work, then measure it. However, nothing in marketing
is this easy; you may be implementing several marketing strategies
at one time. There are ideas at the end of this article
on ways to measure different strategies.)
3. After you implement your strategy, calculate the average
number of sales for the following 8 weeks. Let's say we get
35 sales per week in the 8 weeks following the implementation.
35/8 = 4.375
4. Did our strategy work as planned? Well, it could have
worked better...
5. Go back and rewrite text or implement a new strategy.
Ways to measure strategies:
1. Ezine or web site ads:
http://www.linkcounter.com
is a great, free way to see how the links in your ads are working.)
2. Search engine promotion:
http://www.webposition.com/cgi-local/index.pl?DS1=RP&DS2=CYO-555E
Web Position Gold will help you measure your unique visitors from each
search engine.
3. Other types of promotion:
Your web site logs can tell you if your visitors are sticking to
your site, by visiting several pages at a time. Your referrer logs
can tell you where your visitors are coming from.
4. Did you land a new client?
Ask where they were referred from or where they heard about you.
If you're in a service oriented business, people generally like to tell
you a little bit about themselves and where they heard about you.
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EXAMPLES OF GOALS AND STRATEGY
These are goals, strategies, and measuring techniques we've used
and have worked successfully (meaning we achieved our goals).
1. Goal: Keep visitors at our site an average of 2 more
pages per visit.
Strategy: Put "Next" buttons on the bottom of each page
in order to lead people to the next page.
Measurable: Go into the site logs and compare the average
# of pages hit per visit for four weeks before and after adding
the navigational buttons.
2. Goal: To increase sales of our book by 5 sales this month
at Amazon.
Strategy: Get our book reviewed at Amazon by an independent
reviewer.
Measurable: Compare number of sales the month after the
review with the number of sales during the month prior to
the review.
3. Goal: Increase visitors to website by 50 unique visits per
week from search engines.
Strategy: Optimize 10 web pages of the site for keyword frequency
and meta tags, submit to 6 most popular search engines.
Measurable: When the pages are indexed and ranking,
use Web Position Gold to compare the number of
referrals from search engines for three months prior to and three
months following the optimization.
4. Goal: Increase number of newsletter subscribers by 25 people
per week.
Strategy: Get two other web sites to put up our ad and subscriber address
on their thank you page when someone subscribes to their newsletter.
(Return the favor by also including them on our web site.)
Measure: Gather number of subscribers each week by having an email
come into my mail box everytime someone subscribes. Compare the
number of subscribers before and after the ads go out.
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FREE PERSONAL BRANDING EMAIL WORKSHOP
for Freelancers and Solo Entrepreneurs
"When promoting on the Internet, a personal approach is
ideal," says Bob Baker, author of "Poor Richard's Branding
Yourself Online" (Top Floor Publishing). "Although glitzy advertising may
still work in the offline world, when
people go online, they don't connect with logos, theme
songs or mission statements. They connect with people.
"And when lots of people know who you are and what you
stand for, you are in an incredible position to better your
life and profit from your notoriety. That's the essence
of the brand called YOU."
Baker is offering a new free e-mail workshop that reveals
essential tips and tools to effectively create a brand
name for yourself and use the Internet to tell the world
about it.
Anyone can start receiving the workshop by sending a blank
e-mail to branding@getresponse.com. Ten e-mail lessons will
then be delivered every other day for 20 days. By
subscribing to the free workshop, you'll discover:
- What personal branding is, why you need it and how to use
it to further your goals
- The best ways to determine your ideal brand image and the
methods for hammering home that image so it makes the most
impact in the least amount of time
- Effective online strategies for positioning yourself and
your message so you attract dedicated fans ... instead of
simply generating visitors and readers
"The downfall of overcapitalized online retailers and
plummeting tech stocks may be bad news for corporations
and investors," Baker adds, "but for freelancers and solo
entrepreneurs who are specialists in their field, the
Internet offers a wealth of opportunity."
The free e-mail workshop is based on Baker's new book
(mentioned above), which is subtitled "How to Use the
Internet to Become a Celebrity or Expert in Your Field."
For more information on the book, head to
http://BrandingYourselfOnline.com/
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WHAT'S NEW AT THE WRITE MARKET
Redirecting your attention to Goal Setting Articles:
http://www.thewritemarket.com/articledir/goals.htm
The marketing course:
http://www.thewritemarket.com/course/
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GET YOUR AD IN THIS EZINE
Get an ad into TWM Release:
Contact:
webmaster@thewritemarket.com
Current number of subscribers:
3600
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