4 Steps to Setting Achievable SMART Goals

Imagine Phil and Michael sat down to discuss the upcoming basketball season. Or if the Kardashians sat down to talk about doing another season of 'Keeping Up With." They wouldn’t just say, "okay, let's win games,” right? They set specific goals—win turnover margin, improve shooting accuracy by 15%, improve three point defense by 3%.

In marketing, the same rule applies. You need SMART goals: Specific, Measurable, Achievable, Relevant, Time-bound. Here’s how to set goals that actually help your business grow.

SMART Goals: The Playbook for Success

S: Specific

Instead of saying, “I want more sales,” say, “I want to increase online sales by 20% in the next 3 months.” Specificity wins championships.

M: Measurable

Like tracking shooting percentages in basketball, your goals need a number to track. Measure success by tangible metrics, whether it’s web traffic, leads, or sales. If you don’t measure, how will you know if you’re winning?

A: Achievable

Don’t set yourself up to lose. Aim for challenging but realistic goals. If you’ve never hit 30% growth in 6 months, don’t set that as your goal. Instead, focus on what’s feasible given your resources and team capacity.

R: Relevant

Your goal should align with your broader business goals. Just like in football, you don’t throw a Hail Mary on the first play. Make sure your goals contribute to the larger strategy.

T: Time-bound

Set a clear deadline. Without a deadline, your goals are like a game with no final whistle—endless. You need a timeline to drive action and track progress.

Identifying Impactful Marketing Goals:

1. Know Your Objective: What’s your main play? Is it brand awareness, lead generation, or revenue growth? Without knowing what you're after, you’re just running up and down the field.
2. Get Data: Look at past performance to set realistic goals. Use analytics to figure out where you currently stand.
3. Set Baselines: Like a golf handicap, know your starting point. For example, if your website traffic is 1,000 visitors a month, aim to improve it by 10%.
4. Track & Adjust: Monitoring your progress is key. Just like a coach watching game footage, analyze your metrics regularly to see what’s working and where you need to pivot.

EXAMPLE:

Take Jane’s Plumbing, a hypothetical biz. Her website was getting 500 visits a month, and her goal was to increase it to 1,000 within 6 months by improving her SEO and running a Google Ads campaign. SMART goal? You bet. She made sure the goal was specific, measurable, and realistic based on her budget and SEO strategy.

Why SMART Goals Matter in Marketing

Without specific goals, you’re just hoping something works. Think of it like trying to win a football game with no playbook. The key to good marketing is setting clear, measurable goals that allow you to pivot and adjust based on real-time data. Whether you’re running Facebook ads, sending out email campaigns, or posting on Instagram, knowing what you’re aiming for is the game changer.

Next up: Diving into channels and how to optimize each one to maximize ROMI. Ready to tackle social media, paid search, and email marketing? Stay tuned for the next play.