Anytime is a good time to reveiw your marketing goals. To be successful in business, you need to set goals, then develope a strategic plan to meet them. Then the tactical plan outlines how you're going to implement the strategy. SMART goals work in all aspects of your business. 

Get SMART in Marketingdigital marketing and social media platforms are constantly chaning

The SMART goal concept is perfect to help you plan your marketing. The key is to be flexible.

Never think that your marketing plan is set in stone. 

First, the digital marketing platforms -- everything from Google to the social media networks -- are constantly changing. Second, we have no idea how what's going on in the country, and the world, and how it will affect your business. 

When the pandemic hit, many businesses pivoted. That takes flexiblity. Though long-term planning is great. SMART goals and short-term action plans are wise and easy to work with. 

What are SMART Goals?

When setting goals for your marketing, it's important to make them SMART. Here's why:

  1. You set them in small bites that you can handle. 
  2. They're doable. 
  3. You know if you hit (or missed) the mark. 

What use is setting a goal if you can't know if you've reached it or not? 

We know that today's marketing is challenging. I always say that the good, old-fashioned marketing principles still apply: 

What's changed is the media and the many marketing choices you have to reach your target. 

Before you start your any marketing campaign, set up Google Analytics on your website to measure...

  • how many people are visiting your website
  • where they are coming from
  • how many pages they viewed
  • conversions -- they converted into a lead or a sale

Here's how to make your marketing goals SMART: 

Specific: "Making more money" is not specific enough. Start with how much you want to make in the next year, then divide it by 12. Based on that number, how many new clients, repeat clients, sales (whatever) do you need to reach that monetary goal each month? Here's a sample of a specific goal: 

5 new clients each month 

Measurable: Give your goal a set number. Continuing with the above goal, the question is: what do we have to do get 2 new clients per month? Let's say you need to start with 10 hot leads. Given a 1% acquisition or conversion rate from your website, you need to have...

1000 visitors to your website each month. 

Note: Depending on the business, you could have a 2-5% conversion rate.

Attainable: Is 1000 visitors to your website each month attainable? Sure, but you have to put in a little sweat equity. The more you blog, the more visitors you attract. That's 250 visitors per week. If every time you post a blog post and share it on social media, you generate 100 visits to your site, then you need to do...

2-3 blog posts a week. 

Realistic: OK. Now let's get real. Can you manage to put out 2-3 blog posts a week? Yes. However, that takes time. But it's time well spent if it's going to attract the new clients you need to reach that monetary goal! 

Time-bound: Now, you've got 30 days in which to reach your goal. Going month-to-month is way easier to handle than a whole year at a time. At the end of the month, look at your analytics.content marketing

  • How many posts did you write?
  • How many people visited the site?
  • How many converted (signed-up, downloaded, etc.)?
  • How many new clients did you get? 
  • Where did the visitors come from? Social media? Google? 
  • Which blog posts were most popular? Do more of those. 

You have to check your analytics at the end of each month to know what's working or not working. 

Did you reach your goals?

Yes? Then keep doing what you're doing, it's working! Set the goals a little higher for next month. 

No? Then why? 

  • Did you not blog enough? Well, this one is simple. Blog more. 
  • Did you blog, but the visitors didn't convert? Ah, were they turned off by your website? Did they get lost? Was there no clear call-to-action? 
  • Did you not share the content on social media? It all works together, you know. 

Greater Phoenix SCORE has the help that you need to take your business to the next level! 

Meet with an experienced Mentor - FREE! Your mentor can give you an objective opinion on your website, your customer acquisiton process, your marketing plan (including your SMART goals) and go over your analytics with you. 

Learn what you need to learn about marketing and planning with SCORE's free and low-cost webinars and live in-person workshops... 

SCORE is here to help! 

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About the Author(s)

Giselle Aguiar, AZ Social Media Wiz

Giselle Aguiar, founder of AZ Social Media Wiz is a social media, content & digital marketing consultant & trainer. She specializes in SEO keyword and market research, strategic planning, search engine optimization (SEO), copywriting, social media setups, training and coaching.

Social Media Marketing Strategist, Trainer and Coach, AZ Social Media Wiz