Why it pays to set the right marketing goals

Marketing works on the principle of GIGO: garbage in, garbage out. If you don’t have a firm strategy, it’s unlikely you’ll reap any great benefit. And when you come to sell your business, the interest you receive from buyers – and the eventual valuation – may reflect that wasted opportunity. That’s why it’s absolutely vital to create clear marketing goals, setting out exactly what you hope to achieve. Everything follows on from these: your messaging, your core audience, the media channels you should use, and the right metrics to judge success. Here are some tips to get this critical first step right.