Guide 6 of 10 · about 15 minutes

Set goals you can measure

If you can’t measure it, you can’t tell whether your marketing is working or just keeping you busy. This is the shortest guide, and probably the one that makes the biggest difference.

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What are good marketing goals for a small business?

One clear goal tied to one number you can count, such as ten new enquiries a month by June, or twenty repeat bookings a month. Write the number down every week. Goals like “more followers” or “raise awareness” feel good but are hard to link to sales.

8 steps in this guide

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Your goal

Choose one business goal for the next 90 days.More enquiries, more bookings, more online sales, more repeat customers. One, not five.
Pick the one number that proves it.For example: qualified enquiries a month. Write down where it is today.
Set a target that stretches you but is realistic.Base it on your numbers: how many enquiries you need to win the customers you want.
Write down why it matters.Hire someone, take a day off a week, pay off a loan. A real reason keeps you going in month two.

Your goal, your number and your target

For example: 15 qualified enquiries a month by the end of March (today: 9).

Keeping score

Set up Google Analytics 4 and Google Search Console.Both are free. Track calls, form enquiries and sales as key events.
Add an “AI assistants” channel in GA4.Visits from ChatGPT, Perplexity, Gemini and Copilot, so you can see AI search working.
Ask every new customer how they found you.Add the question to your forms and your phone script. It’s the most reliable tracking there is.
Write your number down every Friday.A simple spreadsheet is fine: date, number, where each one came from.

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Set goals you can measure

Your goal

Keeping score

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