Taking the time to set goals for your business is always important, and the new year is a great time to start. Your goals don’t have to be huge milestones or total overhauls; they can be small, fundamental improvements that help your overall business. Here are a few achievable goals you can set to improve your business in 2023.

1. Refine Your Target Audience

Knowing your target audience is an important step in creating a meaningful marketing strategy. If you're marketing your product too broadly, you're most likely spending a lot of time and money on ads but not drilling down to your ideal clients. Consider the specific audience for your product or service and what type of marketing would resonate with them. The more tailored your strategy, the better.

For example, if you’re targeting a young demographic, you should probably be running more ads on Instagram or Tiktok than on Facebook – since these apps are more frequented by Millennials and Gen-Z. Conversely, older demographics tend to spend more time in traditional ad spaces, such as television and radio. Knowing your audience and keeping a nimble marketing strategy will enhance your overall business plan.

2. Improve Your Website

         If your business doesn't already have a website, now is the time to create one. It's never been easier to find a free website builder online and get started. If you already have a website built, take some time this year to refine your message and add more content. Starting a blog is a great way to bring traffic to your site. Whether it's giving advice on your products or services, or just detailing the projects that your company has been working on, the important thing is to always be creating content. Creating and regularly updating your blog also builds your website SEO, which drives a wider audience to your site.

It’s also important to take steps to ensure your website allows your audience to get in touch with you. You can do this by adding an easily navigable contact page and linking your social media accounts. While a website is a great introduction to your business, customers will still want to be able to find you on as many platforms as possible.

3. Join a Professional Organization

Joining a professional organization is a great way for your small business to establish itself. It’s a great opportunity to meet with other business owners in your community to network and support each other. Many organizations have access to a multitude of resources that you can use to your advantage. Some offer workshops, certifications and discounted classes for their members to utilize and advance their careers. The professional connections you can gain from these types of associations may be the greatest benefit of all. The members will be fellow business owners who can act as mentors to share their industry knowledge and influence with you. 

4. Develop Your Brand

Consistency is key when it comes to building your brand. Your company should give the same impression whether a customer finds you on social media, your website or any other marketing avenue. Your company brand isn't just your logo; it’s also your font, colors, slogan, mission and even mascots you may have. Knowing your brand is key to understanding your audience and being able to adapt to their preferences.

Ultimately, setting goals is an important part of running your own business and improving on your past. Each business has different needs, so take some time this year to reflect on what you’ve done well and explore areas that may need improvement.