Whatever you want to achieve is important to be crystal clear about what you want to achieve. Using SMART goals the marketer understands where he is in relation to where he wants to go. Knowing your place will further help you develop an optimal digital marketing strategy.
What are SMART Goals?
The SMART Goal system is a simple but practical guide marketers use to set realistic objectives.
Having a well-defined marketing goal leads to a better understanding of the actions necessary to reach the goal.
SMART stands as an acronym of each characteristic of how a goal should be:
How to Write SMART Goals
Now, let’s check what each acrinym stands for. Following that we’ll have a look at some examples that cover all the SMART elements.
Ask yourself the question:
What do I want to accomplish and why is it important?
Answer the question by writing down a summary of what you want to achieve. After describing what you want to achieve translate that into a simple one-line specific aim. Let’s say your aim is more visitors to my website.
More website visitors is a vague goal.
You need to be able to track your actions against your goal. Therefore your goal should be something like 10% more website visitors. Be realistic here. Better to aim lower than to aim too high.
On this third step ask yourself
What amount of time and what budget I may need to achieve this goal?
And even more important,
What things may stop me from achieving this goal?
Make a summary answering these two questions.
Based on those answers you can later articulate more clearly your course of action.
Sometimes we may set goals because they seem like the right thing to do. But we should never forget our overall business goal.
Now it’s time to ask the question:
Does this goal fits in the bigger picture? It is the right time to pursue this? Do I have the relevant skills or the right team to accomplish this?
The last step in setting your SMART goal but maybe the most important too.
Ask yourself now What is the length of time I need to reach this goal?
The deadline you decide on is determined based on your overall business goal, by other sub-objectives that you want to achieve, and of course based on the resources you have.
Examples of SMART Digital Marketing Goals
GOAL 1: 5% more organic traffic to my blog by the end of the sixth month.
TACTIC 1 – identify my top 10 performing blog posts (or of my competitor’s) and write another 10 blog posts on the same subject, but more detailed and professional, using the latest industry updates and practices.
TACTIC 2 – Create more sharable content such as infographics and checklists to improve referral visits that will help improve SERPs.
GOAL 2: 10,000 more followers on social media by the end of the year.
TACTIC 1 – post 3 times daily on each account + customize the post to fit the contextual of the platform.
TACTIC 2 – create giveaways such as sweepstakes.
GOAL 3: 20% more engagement rates on social media in 3 months.
TACTIC 1 – post 1 time/day valuable content such as a descriptive infographic + take advantage of content curation by reposting content from top influencers with my own opinion on it.
TACTIC 2 – create how-to guides and other types of content such as checklists exclusively for your social media subscribers.
GOAL 4: Decrease my email subscriber’s monthly drop rate by 40% in 3 months.
TACTIC 1 – send more relevant content to my subscribers by segmenting my list into more small lists based on the page the user subscribed from.
TACTIC 2 – send your list an email with a survey asking subscribers what content would want to receive via email and segment your list based on their answers.
TACTIC 3 – start performing email A/B testing with each email you send and each email element.
TACTIC 4 – decrease the percentage of emails with promotional content, and focus more on educational content.
After you have set your SMART goal, break down the actions you need to undertake each day, each week, and each month. Write in your calendar the actions and the time-frames.
CHECK YOUR PROGRESS
Remember, apart from taking action, you must also check your progress. For example, each month you want to check how are the strategy and tactics performing. Is there something to adjust to? In your actions or in your marketing objective?
Setting goals is highly important. You have an ideal against which to judge the performance of your actions.
You can change your goal as you progress. Maybe you overestimated your resources. But it’s also possible that you made the wrong steps and you need to reformulate your actions first.
Whatever you do, start with a goal, an idea. And then plan, execute your plan and adjust.