Building SMART Marketing Goals
Any marketing campaign must begin with setting goals. Here’s how to make them SMART.
Any successful marketing effort begins by setting goals. You should never put the cart before the horse, and neither should you begin a campaign without knowing what you want to accomplish. But simply discussing your goals ahead of time is not sufficient. You need to also make them SMART. What does that mean exactly? Let’s find out.
The SMART Goal Model
The SMART acronym is a model for creating effective goals. The different letters stand for Specific, Measurable, Achievable, Relevant and Time-sensitive. In the next sections, we will break these down in greater detail.
The “S” in SMART stands for Specific, perhaps the most important tenant of any marketing campaign. To communicate well, you need to avoid creating goals that are too broad or vague.
One way to avoid doing this is to understand that there are generally three types of goals for marketing campaigns: awareness, acceptance, and action; then determine the appropriate category for your goal. After that, though, you should still add additional detail.
For example, let’s say you decide that you want to raise awareness for your agency. This is a decent starting point, but a more effective approach would be to say that you want to raise awareness amongst real estate agents between the ages of 35 and 60 and who live in Texas or Oklahoma. Not only does this provide more direction for creating strategies and tactics, but it can also help create other parts of the SMART model.
All goals must have a measurement metric attached to them. There is no other way to determine if your campaign has been successful. And you will have little data to review or use in improving future campaigns.
For instance, if you have a goal to drive traffic to your website, you need to know first what your current traffic is and then by how much you want to increase it. Otherwise, when you look at your analytics at the end of your campaign, the numbers you see will be meaningless. They will remain decontextualized, and you will not have insight as to whether the traffic funnels you created to drive people to your website (including emails, social media, digital ads, etc.) were successful in helping you meet or exceed your goal.
There is no point in setting goals that you will never meet, which is why the “A” within SMART is so important, as it stands for “achievable.” Creating achievable goals requires you to take an honest assessment of your company’s strengths and weaknesses, resources, and roadblocks.
Let’s imagine for a moment that you are trying to build your agency’s presence on social media. Unless you have a seasoned social media expert on staff or a massive advertising budget, you should not create a goal of building a follower base of 10,000 Facebook users. Instead, a much more realistic goal would be to grow your followers by something like 10 percent – a far more modest and achievable endeavor.
It might seem like common sense, but any goal needs to be relevant to the purview of your organization. To put it another way: Your marketing goals should always be connected to specific business goals. And be sure you can see the connections. Otherwise, reconsider your approach and adjust as needed.
Finally, your goals need to be placed on a clearly defined timetable. A pre-established timeline is enormously beneficial in structuring a campaign and allocating resources and staff time. Of course, it’s important to set a timetable that is achievable. Establishing reasonable timelines can limit frustration down the road.
SMART Equals Success
Building out a marketing plan can be challenging but establishing SMART goals can help you avoid frustration by orienting your plan to create tangible results you can see and measure. SMART goals can take some getting used to, but by creating great goals, you will be positioned to build out a fantastic marketing plan and knock its execution out of the park.