Here we go again with SMART goals. Are you ready for some buckets? I hope they aren’t the ones with little holes in them. We have talked about how SMART goals are not the same as New Year’s Resolutions, which take less than 3 weeks for you to break and feel guilty about. How are you doing creating some SMART goals instead? Oh, you still haven’t started on them yet? And here we are in the first week of December. What are you waiting for? December 31? I started this discussion with you last December 31, if you remember. Did you make any goals then? No? I thought not.
Seems like we were just singing praises about SMART goals last time and here I am about to question them. I’m sure you must think I am out of my mind, but I’m not. In fact I am in my right mind and that is the problem. Some folks think that SMART goals only use the left part of the brain and that makes them hard to accomplish. If you remember from my last article the "SMART" in SMART goals is an acronym for Specific, Measurable, Attainable, Realistic and Timely.
I got into Goal Setting a little late last winter in my article SMART Goals Clobber New Year’s Resolutions—Five to Nothing. Oh alright, so it posted it December 31. You caught me. But goals are not New Year’s Resolutions that you can work on once a year while nursing your New Year’s Eve hang-over. You know the ones. They start out with “never again.” And in my defense, I did remind you of your goals in Inbound Marketing Tip # 1: New Year's Resolutions in June?
Who is your client? We have looked at various ways to figure out information about your client. We have looked at demographics, psychographics, cohorts, target markets, personas, market segments, and on and on. I think you get the picture. But today I want to introduce you to your customer. I got this from a client of mine who got it from Jim Dent, LSSBB, Quality and Operational Excellence Professional in AZ in a conversation on LinkedIn in November 2013. After you read what Jim wrote, I have an infographic about customer retention that morphs with Jim's remark.
Does the thought of sitting through another presentation cause you to start yawning? And does the thought of watching your audience yawn or fidget throughout your presentation make you dread creating a new one? I thought so. We have all been on both sides of the podium and have t-shirts to prove it. Well, it’s time to stop whatever you have been doing and think about some better ideas.
What has been around for the last 2 years, follows you around and has to do with milk and cookies without the milk? If you answered “retargeting” you get an A and can leave this lecture, but remember we are following you around. If you have just been introduced to the word “retargeting” you probably have already heard about it, just not by that name. According to Ben Polmion in his article Retargeting: 5 New Statistics That May Surprise You, November 2013, “Retargeting is hot right now.” How can that be when it is 2-years-old?
Have you ever found an infographic that yelled your name? I have, often, but this has to be my new favorite -- HOW TO CREATE content ideas for a FOR A NEW CLIENT (check out the different colors, etc. for the title). As I looked down it, I realized that while it is addressed to inbound marketering agencies' creative departments, it is also on point for anyone blogging for his or her own business. So it applies to you, you, and, yes, you.
What is the demand generation? Today’s buyers have changed, as stated in the article Demand Generation: “Today’s buyer acquires their information online, through various sources, on a timeframe that makes sense to them. Because of this, marketers must focus on understanding the needs of the buyer and facilitating their buying process, rather than pushing marketing messages at them.”
It's been a year since I first wrote this article. I have been an inbound marketing coach for some time. People ask me what I do and then look confused when I tell them. It occurs to me that just because I know what an inbound marketing coach is I sometimes need to be reminded that the majority of those around me are still trying to learn about this kind of job and help. Therefore, to answer so many people's questions all at once, I have brought this article out of mothballs. I would like to add that in the 21st century any business of any size needs to be doing inbound marketing. If that business is not out there competing digitally, it is not going to survive these difficult economic times.--Jaco
I have been wondering exactly how to count the many points of touch or contact a potential client has before becoming a client since Ann Mullen wrote about the how a client becomes a client and I wrote about the activity of the leads. What sort of analytics are there to get some idea? I found one writer who said, “Sales specialists believe that it takes around 7 points of touch for a company to convert a lead into a customer.”