By Giselle Aguiar, AZ Social Media Wiz

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. 

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: 

2 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. 

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.

  • 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 affordable local workshops. 

SCORE is here to help! 


About the Author(s)

Giselle Aguiar, Social Media Marketing Consultant, Coach & Trainer at AZ Social Media Wiz

Giselle Aguiar, founder of AZ Social Media Wiz is a social media, content and digital marketing consultant and trainer. She specializes in market research, strategic planning, social media and marketing automation setups, training and coaching. She's been doing Internet marketing since 1995.

Social Media Marketing Strategist, Trainer and Coach, AZ Social Media Wiz
How to Set Smart Marketing Goals for the New Year