I’m a great believer in writing down your goals or in my field, your marketing objectives. For three reasons:
I often ask businesses what are the marketing challenges they face. It’s always interesting to get a business’s perspective and compare that with my own. I tend to work with small SMEs who don’t have a marketing manager or director. For them the main challenges tend to be:
You’ve probably heard of a SWOT Analysis. It’s used throughout business not just in marketing. It’s a simple 2×2 matrix that helps crystallize thoughts and prepare action plans. I feel it’s particularly useful for measuring up against a competitor, especially when a business is looking to grow.
I am a great believer in marketing objectives. I know objectives sometimes seem like creating work for the sake of it but for me objectives give that all-important focus that enables you to concentrate on what you truly want to achieve.