How to Set Specific Marketing Goals for Your Business

Want to see increase the revenue at your spa or salon? You’ve got to set goals and take consistent action in working towards them!

This may sound simplistic, but setting S.M.A.R.T. goals is key to making progress no matter what type of success you want to see. (S.M.A.R.T.  stands for Specific, Measurable, Achievable, Relevant and Timely). If you skip this step, you don’t have a way to organize your efforts, get your staff on board or track your success. Use these tips to set specific, measurable goals for marketing your spa or salon business.

You don’t have to do everything at once.

Obviously there are a LOT of different ways you can go about marketing your business. The options online and offline are limitless. For example, using social media alone presents dozens of opportunities for marketing your products and services. It’s easy to get pulled in multiple directions and not accomplish anything. When you look over all of your options, remind yourself that you don’t have to do it all right now. (Pinterest and Instagram will still be there next month. 🙂

Pick one or two marketing activities and create your plan.

In order to get focused with your spa or salon marketing efforts, narrow down your options to one or two strategies and focus on those. You’ll get better, faster results if consistently execute these instead of spreading yourself too thin.  If you decide you have the resources to pursue only two marketing activities, choose one online and one offline activity.

Plan to work on those activities exclusively for the next 60-90 days. You’ve got to give the strategy time to work for you. At the beginning of the month plan out which actions you will take each day to market your business. (No, that’s not a typo.) For example, if your focus for the quarter is on a social media activity, print out a calendar and decide which tweets or updates you will post. Plan out the actions you will take to add to your followers or your fan base. Choose the offers you will make to your followers and fans.

When you create your calendar, keep in mind that you can use online tools like Hootsuite, Gremln or Buffer to schedule your updates. Plan your calendar with your sales goals top of mind, not how much time you have. Use the tool of your choice to schedule updates in advance.

Do some research before you decide on an offline goal. Many offline marketing activities will require you (or a staff member) to be present. Make sure you are able to be show up consistently and that the activities make sense for the time of year. For example, if you want to increase the number of bridal parties you serve in the Summer; plan to go to bridal shows in the winter months.

Narrow your focus to the marketing activities in your plan.

Do the activities you decided on full out! Give them your all and really work to make them a success. Dedicate specific blocks of time on your calendar to work the next step of your marketing plan. Don’t get distracted by the latest social media site or new idea. It will be there when you outline your next 30-90 day plan. If you stay focused, you’ll be more likely to follow through and see results.

Create a measurable outcome.

Your outcome should be tied directly into your business goals. A goal of attending six bridal shows doesn’t go far enough. What do you expect to happen from those shows? Perhaps your goal might be to book one wedding party from each of the shows you attend. Or  maybe you have a goal to generate $10,000 in new business from attending bridal shows. At the end of your 30-90 day plan, look back over your results. What worked? What didn’t? Use that information to draft your next 30-90 day plan based on what you’ve learned.

Marketing success doesn’t have to be elusive. Once you set a goal and make a plan, it is in your grasp! Don’t spread yourself thin by trying to do everything at once. Focused effort will always succeed over scattered energies.