Long before we know how to walk, talk, or hold business meetings, we understand pain. Pain comes from many sources, and materializes in many ways. Despite how varied pain and the experience of pain can be, it often materializes in the same way. Pain begins as that little voice telling you “Stop!”; “Find a different way”; “Don’t do that again.” As we grow and develop, the things that cause us pain become more complex and layered, but we keep the same response.
And why wouldn’t we? We respond to pain in this way for good reasons – it keeps us safe and alive. It maintains our relationships and keeps things just the way they are. But avoiding pain isn’t the best strategy if you’re looking for change. If you want something more, you might need to identify your pain, lean in, and listen to it.
Response: Use Pain to Uncover Your Marketing Goals
Any business can make a goal of increasing sales and cutting costs, but what does that really mean?
Business pain isn’t a minor hindrance; it’s something that keeps higher-ups awake at night and occupies your mind when you’re with your family. Discover your business' pain through the following questions:
What blocks my company’s growth?
If there’s a direct path to uncovering pain, this question is it. The general rules being: business growth = good; obstacles to growth = pain.
What occupies the majority of my day?
There are never enough hours in a workday. Identify where your time is going, the analyze how (or if) those tasks are bringing you closer to your goals or not. The tasks standing between you and your goals are where to focus energy.
What is senior management’s recurring issue?
Business pain doesn't come with a quick or easy fix. Solving business pain isn’t filling a cavity. It’s performing a root canal.
Threshold: Goal Setting at Your Limits
Answering the previous three questions will help uncover your major pain points. And that is where your marketing goals will grow from. For instance, consistently coming up short on lead generation lowers the company’s overall revenue. While you have significant traffic to your website, that traffic isn’t converting into marketing qualified leads.
In this scenario, the pain lies in converting visitors into leads. A potential marketing goal could look like the following:
Increase the current conversion rate of visitors into leads by 30 percent, by the end of the third quarter, by taking the following actions:
Create three buyer personas, each targeting one ideal customer.
Shift content creation toward reaching only ideal customers.
Implementing specific changes in order to solve pain points is an ideal way to structure marketing goals. Begin by identifying whatever it is you’ve been unable to change or overcome, and address that pain head-on to set goals that will bring you what you really want.
As the Vice President, I build strong, personal relationships with each and every client that partners with Leighton Interactive. I love helping clients achieve their goals, dreams, and visions in ways they never thought possible. My daily schedule consists of meeting with clients, communicating client information to the inbound marketing team, and managing account managers. When I'm not busy with client work, I love to relax and spend time with my two amazing kids.