Avoid Shiny-Object Syndrome by Aligning Marketing with Firm Goals

New marketing trends may be fun and exciting, but do they align with your firm’s growth goals? In this episode, I share a few ways to make sure that the limited time and resources you have to spend on your online marketing efforts, align perfectly with your firm’s growth goals, so you’re not wasting time or money chasing the latest fad or shiny object!

This episode was fun to create because it was suggested by one of my founding students for my new course, Content Marketing Clarity, which is opening for enrollment this February. While I am creating the course, the founding students are providing me with feedback. And one such question from a student was around aligning marketing content to the firm’s goals and where to find those goals.

So, in this episode I am going to dig a bit deeper about why to align your content marketing campaign to your firm’s growth goals, general types of growth goals, and some places to find your firm’s growth goals.

Again, if you’re a regular listener of Marketers Take Flight, you’ve heard me talk endlessly about starting with your firm’s growth goals before you begin any new marketing campaign. This is because marketing should support, or dare I say, drive the revenue growth of the firm. Marketing includes strategy and tactics for branding, lead generation, and specific promotions.

When a marketing manager has a clear understanding of how the firm wants to grow, she can develop strategies that position the firm in that marketplace. In other words, the business goals of the firm give you, the marketing manager, a purpose and defines exactly what you want your marketing efforts to achieve.

Here are some episode highlights: