Do not underestimate the connection between goal-setting and performance. Just as importantly, know that you must spend time assembling a routine that will help you reachReach measures the number of Accounts Center Accounts (formerly users) that saw your ads at least once. You can have one account reached with multiple impressions. More those goals.
I’ve had a hot and cold relationship with goal-setting during the life of my business. Early on, goals motivated me. I set lofty goals, and I consistently reached them.
But, eventually, I tossed that process aside. Looking back, I understand how that happened now. Allow me to help you avoid the same fate.
Goals and Burnout
Goals worked initially for me. I set goals related to traffic, revenue, and making the Social Media Examiner Top 10. I reached every goal I set. Personally, this applied to running goals I’d set as well to stay in shape.
But this led to a consistent trend. I’d work my butt off to reach this goal. All year long. I’d reach it. I’d emotionally collapse. Then, I’d get a sense of “Now what?”
Initially, I’d start all over again. I’d start a new, loftier goal. And I’d reach that one. I’d work hard all year to reach it. I’d reach it, and then emotionally collapse again.
Eventually, it didn’t feel worth it anymore. It wasn’t desirable. The entire process was exhausting. The process of creating and reaching goals was emotionally draining.
I was burned out. The result was that I became less structured and less motivated, which negatively impacted results.
The Solution
The truth is that I thrive on goals, but only when done right. Where I went wrong was setting the expectation that nothing was ever good enough. Even when I reached my goal, I responded by setting a new, higher one.
The solution: Incremental goals.
The process of reaching goals shouldn’t be reserved for the end of the year. It’s something that should be accomplished and celebrated on a regular basis.
The goals I’ve created for myself in 2022 are incremental. In other words, I have multiple goals for each focus. Some accomplishments are “good,” some are “great” and some are “amazing.” Every level needs to be celebrated.
The goals I’m setting are based on both monthly and annual accomplishments. Many of them are about getting back to where my business was a few years ago. And if I can, surpass that level.
I’ve also put together detailed plans. If I stick to them, the likelihood that I reach these goals will be high.
I know that it won’t be easy. But I firmly believe that if I follow my plan that I’ll reach each and every goal that I’ve set.
Let’s go through the process…
Isolate What’s Critical to Your Business
Your goals need purpose. You don’t just set goals for the heck of it. You know that if you accomplish X, that would be beneficial to Y.
For me, it’s been an evaluation process. It’s looking back at what worked so well a few years ago. It’s taking an honest look at what I’m no longer doing now. And it’s deciding whether those things are connected.
One category for my goals is Revenue. Not surprisingly. That’s an easy one. But, the question is how do I reach those revenue goals?
My focus is on the following areas:
- Website Traffic
- Podcast Downloads
- Email List Building
- Paid Memberships
Once again, we can keep drilling down. I’m confident that an improvement in these four things will lead to more revenue. But, how do I improve in these four areas?
That leads to mechanics here:
- Blog Publishing Schedule
- Podcast Publishing Schedule
- Monthly Webinar Strategy
- Membership Enhancement
For example, I know that if I commit to publishing two blog posts per week every week, my traffic should increase. Especially if reboot monthly webinars…
I know that if I get my monthly webinars going again, my list will grow faster. I also know that it will lead to a cleaner funnel. Which will lead to membership…
I know that if I promote membership to a new audienceThis is the group of people who can potentially see your ads. You help influence this by adjusting age, gender, location, detailed targeting (interests and behaviors), custom audiences, and more. More every month, that membership will grow. And I also know that if I commit to a new training program every three months, it will retain those members who sign up.
Finally, the podcast is a bit of a wild card, but I’m confident that as listens and subscribers increase, I will use that medium to send traffic and promote my products to greater effect.
Establish Goals
Once you determine what is important, put together a set of goals — both monthly and annual goals. And set goals incrementally that go from good or acceptable to record-breaking.
I have set goals based on the following:
- Monthly Website Page Views (7 levels)
- Annual Website Page Views (3 levels)
- Total Published Blog Posts (3 levels)
- New Email Contacts (4 levels)
- Total Newsletter Subscribers (4 levels)
- Monthly Revenue (4 levels)
- Annual Revenue (3 levels)
- Total PHC – Elite Members (4 levels)
- Monthly Podcast Downloads (4 levels)
- Total Podcast Downloads (4 levels)
- Total Published Podcast Episodes (4 levels)
As discussed, these are all interrelated. If I publish X number of podcast episodes, I’m much more likely to reach X monthly or total podcast downloads. If I publish X number of blog posts, I’m much more likely to reach X monthly or total page views. And if I accomplish all of those goals, the email list will grow, the PHC – Elite members will grow, and the revenue will grow.
Establish Routines to Reach Your Goals
These first two steps are good. We know that we have some primary goals to reach. In order to reach those primary goals, we know that we need to take particular actions. But, now we need a more specific plan.
For example, I want to continue publishing podcasts at a high rate. Saying it is one thing. But, how? I have set aside Fridays as a podcast recording day. That’s my only scheduled responsibility for that day.
As mentioned earlier, I am committing to two blog posts per week. I will promote them on Tuesday and Thursday. In order to do that, I will write one blog post every Monday and one every Tuesday.
In order to multiply my email list growth, I’m bringing back free monthly webinars. Those will occur on the final Thursday of every month at noon EST in a Facebook group set up for those webinars only. To make content easy and flexible, each webinar will be based on 5 Facebook Ads Tips.
I fell off of a routine for new training programs the past two years. That will change in 2022. I will publish four different training programs. They will occur on the second Wednesday of February, May, August, and November. They are strategically two weeks after the free webinars.
The Weekly Plan
I have adjusted my weekly plan for 2022. These are items that are designated for a certain day of the week. This plan provides flexibility. I know that I have to complete the few tasks I have for each day. I’m then allowed to do other things, but only after I complete the day’s tasks.
Here it is…
- Monday: Team call, blog post writing
- Tuesday: PHC – Elite Strategy Session, blog post writing, one-on-ones
- Wednesday: PHC- Elite Weekly Webinars, PHC – Elite Training (every three months)
- Thursday: One-on-ones, free webinars (monthly on final Thursday), training for non-members (every three months)
- Friday: Podcast recording day
Some days are busier than others, but none are overloaded. Flexibility is important, especially during the busy months of baseball season (mainly from March into July). I’m the head coach, and it can be a distraction!
Your Turn
What I do certainly isn’t the designated “right” way to do things. But this approach is also based on years of trial and error, and it works best for me. I’m confident that if I stick to the plan that I will accomplish my goals — hopefully all of them!
How do you go about goal-setting and planning for the year? Let me know in the comments below!
