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More followers. More enquiries. More people knowing who we are.
I get it. But after 30 years in marketing, I can tell you "more" isn't a goal. It's a hope. And you can't plan a week around a hope.
What a real goal looks like
A goal you can actually work towards has three parts:
A number. Not "more clients". Ten new clients.
A date. Not "this year". By the end of this quarter.
A client on the end of it. Followers don't pay invoices. Clients do. So the number has to be people who buy, or the enquiries that lead to them.
"Ten new clients by the end of March" is a goal. You know when you've hit it. You know when you're behind. And you know what it's worth.
Work it backwards
Once you have the number, work it back to something you can do this week.
Start with your clients. How many enquiries does it usually take to win one? How many conversations does it take to get an enquiry? You don't need perfect figures. A rough answer from your own last few months beats any industry average.
Say you need ten clients, and roughly one in three enquiries becomes a client. That's thirty enquiries. Over a thirteen-week quarter, that's two or three a week.
Suddenly the goal stops being a mountain. It becomes a weekly target you can check every Friday.
Then pick the activity
This is where most people go wrong. They set the goal, then carry on doing exactly what they did before and hope the number moves.
The goal tells you what to measure. The activity is what you actually control. Posting five times a week. Replying to every comment. Starting three conversations with the right people.
And when you fall behind, don't move the goal. Change the activity, or get better at it.
Your move this week
Write down one number, one date and one weekly activity. That's it. Stick it somewhere you'll see it on Monday morning.
If you want a hand, I've made a free one-page Goal Sheet that walks you through it.
Week 4 WORKSHEET Goals