“If you don’t know where you’re going, any road will take you there”

This is one of my favourite sayings and I use it almost every day with clients. It’s credited to Lewis Carroll and even Henry Kissinger!

What does it really mean though? Essentially, if you don’t know your goal or destination then how do you choose a route to it? How do you get “there” when you don’t know where “there” is? Where are you going? Until you know the answer to this question, then you can’t say that one route is better than any other – because any route will get you to where you want to go.

Not having a direction, not having a goal, not knowing where you are going, it’s all the same. You go nowhere. You can never get “there,” can never arrive anywhere because you don’t really have a destination. Without direction, without a destination, without a goal, how do you pick a direction, choose a road, or plot a course to get “there”?

So, why do I use this saying so much?

Because it’s the same with social media marketing and, actually, broader marketing too. If you don’t know what your end goal is, then how do you know what platforms you should be on? How do you know what content you should be sharing to engage with your target audience? How do you know what influencers you should be engaging with? What paid ads strategy? And most importantly, how do you know what KPIs you should be tracking your progress against to ensure that you are on course for achieving that goal?

This is the reason why I use this saying so much. It is absolutely critical to your success in social media marketing and the first step that we take with a new client is to work with you to  establish your business and social media goals and to create a tailored strategy aligned to it.

This way, you will definitely know where you are going and what route to take to get you there!