5 Marketing Goals You Should Consider For 2022

New year means a time for new goals! 

Okay, listen, we know that the start of a new year isn’t the magic reset button on life, but in marketing, it kind of is. Most marketing and business metrics are set on 12 month goals, and the start of the new year is the perfect time to reassess your progress and establish intentions for the foreseeable future. So if you’re not reevaluating your marketing goals right now, we strongly recommend that you do!

When setting new goals, we have two tips to keep in mind. First, have a variety of goals. You don’t want to throw all of your eggs in one basket. Second, keep your marketing goals SMART (specific, measurable, achievable, relevant, and time-bound). 

To help you get the most out of your goal setting for the new year, here are 5 different types of goals to consider, plus SMART marketing goal examples for inspiration. 

1. Brand Awareness

Right now, we think the most cost-effective and measurable way to spread brand awareness is through social media. Seeing growth in your following means you’re reaching new people that likely didn’t know about you before. Also think about how you can maximize on that audience by driving your social media traffic to your website, mailing list, and into your location tasting room!

SMART Marketing Goal Examples:

• Increase Instagram followers by 1% each month by posting 5 times per week.
• Attain at least 25 website clicks from Instagram each month.

2. Website Traffic

It’s good to reevaluate your website at least once per year to ensure that it’s still working hard for you. Your website traffic can tell you a lot about your consumers. What pages and posts are they spending the most time on? Which opt-in forms are driving the most mailing list subscriptions? What platforms are your visitors coming from? Which links are getting clicked? Keeping your eyes on metrics like these can help you understand where to focus more of your marketing efforts to bring in even more traffic to your site and your tasting room.

SMART Marketing Goal Examples:

• Increase website traffic from Instagram by 3% over 6 months.
• Attain 10,000 monthly website visitors by September.

3. Consumer Relationships & Engagement

Marketing in the modern day can no longer just revolve around your product. Consumers are hit so hard every single day with marketing messages, and the content that’s catching attention right now is either 1) entertaining, or 2) educational. If you’re not adding value and speaking directly to your ideal customer, they are likely to scroll, click, or drive right by your marketing messages, and they will skip you completely. Set some goals to be very intentional with your content marketing strategy so your customers engage with you. Good marketing builds relationships with your customers so that they become fans that keep coming back.

SMART Content Marketing Goal Examples:

• Leave a relationship building comment on 20 different instagram posts or stories per week.
• Ensure our distiller has 10 face-to-face conversation with tasting room guests per week.

4. Local Partnerships

These days it’s easy to get caught up in the digital world and put traditional marketing strategies on the back burner. But, local partnerships is a marketing strategy that isn’t going anywhere, because it’s a crucial strategy to driving more tasting room traffic! Set goals that allow you to collaborate with other local brands, sponsor community events, or support a local charity. Make sure that your brand’s owners are present (here we are again making face-to-face relationships!) as a voice of the brand, too. It’s one of the best ways to get your name in front of new audiences and also show your customers the personality and values of your brand.

SMART Marketing Goal Examples: 

• Release one new product in collaboration with a local brand this year.
• Sponsor or participate in 2 community events with the opportunity to sample our product to attendees.

Pro Tip: Giving out your product during events is more effective at driving trial and loyalty than giving out branded merch. If you need help understanding how to create community and partnerships to drive more tasting room traffic, our Craft Alcohol Marketing Bootcamp has a full course focused on strategies that drive tasting room traffic (and another on websites, and another on brand awareness as well!).

5. Try Something New

When’s the last time you set a goal revolving around just trying something completely new? Sticking with marketing strategies that you’re familiar with is great, but it can also stunt your growth. Just because a tactic is working, doesn’t mean it’s the only one that will work. Trying out new things could not only help your business grow faster, but it also helps you learn about your market, your customers, and your business. Make a goal to familiarize yourself with a new marketing approach that you haven’t tried yet, then create a plan and watch it play out. Even if it doesn’t see amazing results, it’s not a loss because you learned. And now that you’ve learned, you can optimize to make the results next time better (or try a new approach entirely).

SMART Marketing Goal Examples: 

• By March, enroll in and complete one marketing course focused on a strategy you think can benefit your business.
• Study up on TikTok, then create a TikTok account for the brand and post a high quality video to it once per week for 3 months, assessing results along the way.

Setting goals that you know you can stick to is the key to seeing results in the long run of your business. Remember, once you have your goals set, it’s time to dive into developing the marketing strategies, tactics, and resources that you will use to achieve those goals. Need a refresher on marketing planning? Head on over to our article on Developing A Marketing Plan for Results.

While these goals we listed above are just examples, use them as inspiration for ways you want to see your business grow this year. And don’t forget to keep your goals challenging, but also attainable, measurable, and time bound for your best results!