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How often should you reevaluate your business goals?



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Think and think again

Setting the right business goals can provide your business with a sense of direction and allow you to measure your progress. But business goals shouldn’t be static and unchanging. Instead, they should adapt as you learn more about your business and your industry. So how often should you reevaluate your business goals? And what’s the best approach to setting new goals?

Why setting business goals is important

Business goals help you in several ways. For starters, they provide your business with direction.

If your ultimate goal is to generate $5 million a year in revenue, you can plan a course of development that ultimately gets you to that destination.

That business is going to operate very differently than one whose goal is to establish operations in 10 different countries. Goals also give you a timeline, so you have expectations for how quickly your business should be growing or progressing.

Business goals play other roles too, including:

  • They motivate you. Just like personal goals, business goals serve as a form of motivation. Knowing the end result you want can inspire you to work harder and be more focused. It also can help you take obstacles in stride and avoid feeling daunted by setbacks.
  • They allow you to measure progress objectively. Is your business succeeding? That’s often a hard question to answer objectively. But a solid set of goals will allow you to determine whether or not you’re making significant progress: You’ve either reached your goal by the deadline or you haven’t.
  • They align teams and individuals. Goals also can provide a fabric of shared philosophy for the entire organization, making sure that your teams and individuals all share the same high-level vision for the company.

How to set business goals

The word ‘goals’ on a piece of paper in a typewriter

There are several types of business goals you’re going to need to set.

You’ll be setting goals for the entire organization as well as goals for teams and individual employees. You’ll be setting long-term goals, forecasting the future of the business for years, if not decades to come, and short-term goals that you can knock out in the span of a week.

Your long-term goals for the business are going to be the most important, and the ones that provide a foundational architecture for all your other business goals.

These types of goals tend to include topics like the amount of revenue you’re going to generate, the number of people you’re going to reach and the products and services you’re going to roll out. The best all-around approach to setting goals is following SMART criteria.

Your goals should be:

  • Specific. The more specific you are, the better. A vague goal like “become the best ____ business in the world” isn’t going to cut it.
  • Measurable. Achieving the goal should be unambiguous. How will you know when you’ve reached it?
  • Achievable. Realistic, achievable goals strike the right balance of motivation and challenge.
  • Relevant. Your goals should be relevant to your industry and your capabilities
  • Time-bound. You also need to have deadlines in mind for your goal achievements.

Why reevaluate your business goals?

Why do you need to reevaluate your business goals? The simplest answer is that things change.

Maybe your company was the recipient of $3 million in new funding that you weren’t expecting. Maybe a new competitor emerged and is threatening your business share. Maybe new regulatory requirements are forcing your company to pivot. Or maybe you’ve already achieved your first goals and your company is rudderless.

All your business goals are based on what you understand about your business environment and what you want for the company’s future.

It stands to reason that if your business environment changes or if your vision for the future changes, your goals must change as well.

How often should you reevaluate your business goals?

Group planning session at table with graphs in the center

How often do you need to reevaluate your business goals? The answer will be different for every business, but you’ll need to keep in mind things like:

  • Your previous goal progress. What has your progress been like for your previous business goals? Were you able to achieve them in record time? Are you struggling to make any progress toward them? If your goals didn’t seem like a good fit, or if they’re still not a good fit, you’ll need to change them.
  • The pace of your industry. Different industries have different paces. Some business environments haven’t changed much in the past 50 years. Others, especially those focused on technological development, seem to evolve on a daily basis. The faster your industry changes, the more frequently your goals will have to be fine-tuned.
  • Recent and forthcoming impactful changes. What changes have you noticed in your business and your industry and what changes are coming in the future? Changing consumer preferences, new laws, major rounds of employee turnover and new competitors all can strongly influence your business’s course of development.

Regardless of the answers to these questions, you should plan on evaluating your long-term goals at least once a year. Your short-term goals will require more frequent attention and analysis.

Tools to help you set business goals

If you’re struggling to set the best goals for your business, there are several tools that can help you:

  • Microsoft 365. Through GoDaddy, you can access Microsoft 365, a suite of productivity and business planning tools to use throughout your entrepreneurial journey.
  • The Small Business Administration (SBA). The SBA is dedicated to providing resources and education to entrepreneurs of businesses of all shapes and sizes. There, you can find thorough guides and templates for your business planning needs.
  • Any project management platform. Tools like Asana and Trello are specifically designed to help professionals set goals, plan projects and manage the individual tasks that allow them to complete those projects. It’s the perfect place to keep track of your goal progress with the entire team.

Ready, set, go!

While business goals are designed to provide a firm long-term direction for your business, they also need to remain fluid and responsive to your business conditions.

It’s important to reevaluate your business goals at least once a year. Even if you don’t change your goals with every review, doing so enables you to redouble your commitment to your original vision and reinvigorate your business with renewed motivation.

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Growing a Business

2023’s Festive Formula: Small Business Success in the Extended Holiday Season

Navigate the unique landscape of the 2023 holiday shopping season with our expert guide. Discover how small businesses can capitalize on extended consumer spending, leveraging the latest trends in personalization, online marketing, and fast fulfillment. From creating an enchanting in-store experience to mastering the digital realm, learn how to harness consumer behavior shifts for a prosperous holiday period. Get ready to transform challenges into opportunities and make this festive season your most successful yet!



The holiday season is a pivotal time for small businesses globally. With 2023’s extended holiday shopping period and consumer trends towards affordability and unique experiences, small businesses have unique opportunities to thrive.

Understanding the Holiday Shopper

Modern consumers are trading down, seeking value while also desiring experiences and personal connections. They prefer businesses offering unique, personalized services, and community engagement. This shift opens up numerous opportunities for small enterprises.

Creating a Festive In-Store Experience

Physical stores can become holiday attractions. Creative decorations, themed events, and promotions, coupled with an omnichannel approach combining in-store and online experiences, can attract and retain customers.

Leveraging Online Platforms

A strong online presence is critical. Enhance your digital platforms with festive themes, promotions, and gift guides. Utilize AI and generative AI for personalized marketing and improve online interactions through advanced chatbots.

Harnessing the Power of Social Media

Social media offers a platform for inspiration and engagement. Utilize platforms like Pinterest, Instagram, and YouTube to inspire and engage your audience. Collaborative promotions with other businesses can create unique experiences.

Personalization and Customer Service

Personalization is crucial. Use customer data to offer customized experiences and promotions. Exceptional customer service, both in-store and online, is vital to meet high consumer expectations.

Fast Fulfillment and Inventory Management

Consumers expect fast fulfillment options like same-day delivery and curbside pickup, especially among younger demographics. Efficient inventory management and transparent communication about product availability are essential.

Post-Holiday Strategies

Extend holiday strategies beyond December. Post-holiday sales, exchanges, and New Year promotions can drive ongoing traffic and sales. Use this period for collecting feedback and data analysis for future strategies.


The extended 2023 holiday season offers small businesses the chance to adapt and excel. By embracing consumer trends towards value, experiences, and fast fulfillment, and leveraging technology for personalization and efficiency, small businesses can enjoy a successful holiday season.

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Growing a Business

Unlock the Power of Email: 2023’s Ultimate Guide to Personalized Marketing Mastery



In the rapidly evolving digital landscape, email remains a cornerstone of business communication. Contrary to the whispers of naysayers, email is not an antiquated relic but a dynamic tool, continually adapting to the latest trends and technologies. In this article, we explore how small businesses can craft compelling email campaigns that resonate with today’s audience.

1. The Art of Personalization

Gone are the days of generic, one-size-fits-all email blasts. In 2023, personalization is not just a buzzword; it’s a necessity. Utilizing data analytics to segment your audience and tailor your messages can significantly increase engagement rates. Personalization goes beyond inserting a first name; it’s about crafting content that reflects the individual interests, buying behaviors, and preferences of your subscribers.

2. Mobile-First Email Design

With the majority of emails now opened on mobile devices, a mobile-first design approach is crucial. Emails should be visually appealing and easily readable on smaller screens, with responsive design and clear call-to-action (CTA) buttons. Additionally, loading times should be minimal, and images optimized for quick and efficient loading.

3. Interactive and Visual Content

Incorporating interactive elements like surveys, polls, or clickable sliders can boost engagement and provide valuable feedback. Visual content, such as infographics and videos, can increase open rates and make your emails more memorable. With the rise of platforms like TikTok and Instagram, incorporating short-form video content into your emails can be particularly effective.

4. Authenticity and Brand Storytelling

Consumers are increasingly drawn to brands that showcase authenticity and a compelling narrative. Use your email campaigns to tell your brand’s story, share your values, and build a deeper connection with your audience. This approach not only fosters loyalty but also differentiates your brand in a crowded market.

5. AI-Driven Email Optimization

Artificial Intelligence (AI) is reshaping email marketing. From predictive analytics that forecast the best time to send emails to AI-powered copywriting tools that help create compelling subject lines, integrating AI can significantly enhance the effectiveness of your campaigns.

6. Privacy and Data Protection

With growing concerns about data privacy and the introduction of regulations like GDPR, ensuring the privacy and security of your subscribers’ data is more critical than ever. Be transparent about how you collect and use data, provide easy opt-out options, and maintain compliance with data protection laws.

7. Measuring Success and Adapting Strategies

Finally, the success of an email campaign is in its metrics. Open rates, click-through rates, conversion rates, and unsubscribe rates provide insights into what works and what doesn’t. Regularly reviewing these metrics and adapting your strategy accordingly is key to continual improvement.


Email marketing remains a vital tool for small businesses, offering a direct line of communication to your audience. By embracing personalization, optimizing for mobile, leveraging interactive and visual content, staying authentic, utilizing AI, respecting privacy, and adapting to feedback, your email campaigns can achieve greater relevance and impact in the ever-changing digital era.

This article aims to provide small businesses with up-to-date insights and actionable tips on creating effective and engaging email campaigns that align with current trends and consumer expectations.

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Revolutionizing Marketing: The Power of AI in the Digital Age



Embracing AI-Powered Marketing: Transforming Brands in the Digital Marketplace

In the crowded digital marketplace, standing out is challenging. Enter AI-powered marketing, a revolutionary upgrade transforming brands into digital powerhouses.

Hyper-Personalized Campaigns: Beyond Basic Personalization

Gone are the days of generic marketing. Today’s gold standard is AI-driven hyper-personalization. This approach uses customer data analysis to create deeply resonant, individualized marketing campaigns. With AI’s ability to segment audiences based on intricate criteria, including purchasing history and browsing behavior, your messages can hit the mark every time.

Enhanced Customer Journey Mapping

AI’s capabilities extend to mapping the entire customer journey. By predicting needs and preferences at each stage, AI aids in crafting narratives that guide customers from discovery to purchase, integrating your brand into their personal stories.

SEO Wizardry: Mastering Search Engine Dynamics

With ever-changing algorithms, SEO is a complex puzzle. AI serves as a sophisticated navigator, deciphering these changes through machine learning. It aids in keyword optimization, understanding search intent, and aligning content with search trends.

Predictive SEO

AI tools offer predictive SEO, anticipating search engine and user behavior changes. This proactive stance ensures your brand’s prominent visibility in search results, capturing the right audience at the right time.

Social Media Mastery: Crafting a Digital Narrative

AI transforms social media strategies from uncertain to precise. By analyzing vast social data, AI provides insights into resonating content.

Content Optimization

AI analyzes performance data to recommend effective content types. This data-driven approach refines your social media content strategy.

Engagement Analysis

AI examines user interaction nuances, understanding engagement patterns. It helps tailor interactions for maximum impact, including adjusting posting schedules and messaging for increased relevance.

Conclusion: Navigating the AI-Driven Marketing Landscape

AI-powered marketing is essential for thriving in the digital age, offering precision and personalization beyond traditional methods. For small businesses, it’s a chance to leverage AI for impactful, data-driven strategies.

As we embrace the AI revolution, the future of marketing is not just bright but intelligently radiant. With AI as your digital ally, your brand is equipped for a successful journey, making every marketing effort and customer interaction count.

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