BEGIN WITH AN END IN MIND
Stephen Covey might have said it best in The 7 Habits of Highly Effective People when he said this: “Begin with the end in mind.”
Before we ever sign a client, we ask them where they’re trying to end up. We ask for SMART goals — Specific, Measurable, Achievable, Relevant and Time-Oriented benchmarks that they want to achieve.
Many of the business owners we talk to don’t have specific marketing goals they want their agency to hit. It’s a recipe for disaster. Imagine you’re a landscaper looking to land jobs that pay $10,000-$15,000 a piece. Your agency thinks they’re doing a great job driving 15-20 leads each month, but those leads are only looking to hire a landscaper for under $5,000. The landscaper is frustrated because they’re wasting a ton of time following up on unqualified leads. Do you see how the disconnect on marketing goals and expectations is going to tank this relationship? The more specific you can be about your marketing goals at the beginning, the better your chances for success.
It’s a difficult conversation to have, but it’s one that you can’t shy away from. Marketing directors will come to us asking us to run a radio spot or they’re adamant that they need to advertise on Instagram. What most people don’t understand is that marketing is really just a means to an end. Most business owners come to us asking for the means, but have no end in mind.