Setting (Marketing) goals: Why you need them for your cafe business
Do you know about the goals for your cafe business? What are you aiming for this year? Where do you want to be in 5 years?
Haven't thought about it, yet? Well, I’d claim, you can’t build a successful cafe business without having certain goals to attain and strategies to work on, especially when it comes to Marketing strategies.
Not sure, what a Marketing strategy even is and if you need one for your cafe?
Well, your Marketing efforts - everything that you do to promote your cafe business online and offline, e.g. your website, your Social media channels, special offers and promotions in the cafe, basically anything that helps to grow the Buzz about your cafe business and that helps to raise awareness for potential customers to come to your cafe - aren’t performed without a reason. That’s where the Marketing strategy comes in.
A marketing strategy is “what” you want to do with your business. The goals and vision for your cafe shape your marketing strategy.
I know that you’d love to see your cafe to thrive and to grow. We all do! You had - and I’m sure, still have - certain dreams, when you opened your cafe. You know exactly, what you want your cafe to look and to be like.
But dreams, after all, are just dreams! Only goals can move your cafe business forward!
When it comes to business, marketing is integral to growth, and when it comes to marketing, goals are integral to success. Setting goals puts you in the right state of mind for accomplishing things and seeing positive results - a successful cafe business.
Marketing goals, if they’re properly planned and executed, are the stepping stones to financial achievement. Marketing goals are not just far-fetched desires; they are vital markers to success. You need a way to gauge your marketing efforts.
Otherwise, how will you know if what you’re doing is working, or if it’s simply luck?
Try to go for quantifiable goals, those that allow you to allocate time and money to Marketing strategies that work and getting rid of those, that don’t work.
Quantifiable goals are countable items like weekly or monthly sales, website visits, Social Media followers, etc.
A Marketing strategy is based on these marketing goals, so, if your marketing goals change, your marketing strategy will change too.
So, what are Marketing goals then?
First, you have to distinguish between long term and short term Marketing goals for your cafe business.
Long term goals
Your long term goals are the business goals that you want to accomplish in the future – at least a year away from now. How you want your business to grow and succeed.
Those goals are not necessarily quantifiable goals and in the beginning they seem almost impossible to attain.
Long term goals will shape your marketing strategy as a whole and include things like name recognition, brand awareness and reputation.
Name recognition: You as a cafe business owner want to have your name out there, for sure! That means, getting your cafe business recognized in your local market. This will help you get more customers and grow your cafe business.
Brand Awareness: Make brand awareness a long term goal. The more people talk about you, be it your customers or media, the better.
Reputation: Reputation builds over time. Think about it. What would you like your cafe be known for? Best coffee in town? Friendliest staff? Consider your own cafe business and how you want people to talk about it.
Short term goals
Your short term goals are the business goals that you want to accomplish in the next 6 months to a year.
Short term goals are the more actionable goals, things you’re going to be focusing on a daily basis, like getting more followers and engagement on your Social Media channels. The more engagement you have with your customers the better, be it online or offline.
Offline these goals could include sampling, especially when you just start out with your cafe business, to let people try your coffee and drive immediate sales. It could also include making more sales with certain coffee drinks or other products on your menu in the next 3-6 months.
Short term goals will shape your marketing strategy in terms of the efforts that need to be set forth.
Short and long term goals are an essential part of any Marketing strategy. As Tony Robbins said, “Setting goals is the first step in turning the invisible into the visible.”
And, what is more wonderful than seeing your dream of having that own cafe you dreamed about for so long turning into reality eventually?
What are your Marketing goals? Short term or long term, share them with me in the comments below!