At this stage, I'm sure we're all familiar with UFC superstar Conor McGregor.
Not only has he cemented himself as a UFC legend by becoming the first simultaneous two-division champion in the organisation's history, there's also speculation that The Notorious could be taking a different turn altogether...
The PR circus involving McGregor, Floyd Mayweather Jr. and the rumoured 'super-fight' in the works has been on fire over the last few months. But a new load of fuel has been added to the blaze since McGregor recently obtained a professional boxing licence from the California State Athletic Commission.
Before I ramble on, I'm not exactly the most informed man when it comes to sport. And I'm well aware that this could all be just two sportsman superstars and their representatives purposely stirring up a media storm to gain some column inches and spotlight, but let's take a step back and look at it at face value.
On one side, we have McGregor, an established mixed-martial arts fighter, and on the opposite side, we have Mayweather who is widely considered to be one of the greatest professional boxers of all time. MMA and boxing aren't comparable.
So let's say this fight is set in stone and McGregor has one year to train and get up to scratch to step into the ring with Mayweather, how do you think that would pan out?
I'm sorry, but with all the admiration I have for my Irish counterpart, it would be an absolute train wreck.
McGregor is a tough and talented lad, but for a UFC fighter to get to grips with a completely different skill set and expect to rise above a pound for pound boxing legend in such a short space of time is ludicrous.
Sure, the pay cheque would be absolutely astronomical, but the prospect of McGregor defeating Mayweather is completely unrealistic. (I can hear the McGregor loyalists yelling at me already)
Bringing it back to the matter at hand, we as marketers need to not fall into the trap of setting insanely high goals and punching above our weight. While setting record-breaking goals can be a good motivator to push your strategy as far as possible, it's important to keep them attainable.
Many businesses always set goals beyond their employee's reach in an attempt to get the most out of them, but in reality, they're only breaking hearts in the end. Giving your employees a goal that they can't possibly reach will inevitably discourage them.
Using the SMART Marketing Goals methodology will make sure that you're taking the right steps and setting your goals exactly the way you should while keeping them as attainable as possible.
If your goals are Specific, Measurable, Attainable, Relevant and Timebound, your strategy will have a lot more drive, focus and direction. Let's use an example.
Say that you have a Facebook business page with 1000 likes at the start of the year.
You set a goal for your team to gain 20,000 likes before the end of the year. But your likes only grow, at most, 10% per month and budget and resources available is next to nothing.
With nothing at your disposal to drive likes for your page and the dwindling organic reach on news feeds across the board, unless your team has the ability to muster up some seriously shareable and engaging content, there's no chance in hell they'll reach that goal.
Taking the likes growth and the rest into account, setting a goal like 'increase likes on Facebook from 1,000 to 3,000 likes by December 31st 2016' ticks all the SMART boxes and should be easily attainable. The rest after that is icing on the cake and everybody's happy as Larry :)
All in all, keeping your goals attainable will save a lot of heartbreak and make sure your strategy doesn't run out of steam in the first round.
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