Building SMART goals for a smart marketing strategy
Posted: Sat Dec 14, 2024 4:29 am
More and more things are intelligent in life: your cell phone, the management of the Montreal Canadiens… even your 11-year-old nephew (unexpected, really!).
And yet you continue to set business goals that aren't.
Yes, yes… you! Your goals are not SMART and you know it.
But not for long.
Our web marketing agency explains in this article how to make your africa mobile whatsapp number objective SMART and applicable to all your strategies: whether you are an entrepreneur, a social media expert , a marketing professional or in any other field: HR, finance, commerce, etc.
Summary of the article in key points:
What is the SMART method?
Definition of SMART goals. Quote from George T. Doran "Defining goals and developing their respective action plans are the most crucial steps in the process of running a business." George T. Doran
The SMART method is an acronym for five criteria for defining clear and achievable objectives.
It helps companies to put in place a practical and effective action plan .
The SMART method was developed by business management professor George T. Doran in 1981 (yes, it's not new!) to help companies implement a clear and effective action plan.
The acronym SMART corresponds to the following 5 criteria:
Specific
M easurable
Achievable
Realistic
Temporally defined
In short, the SMART model transforms a vague idea into relevant and effective objectives.
smart-goal-smart-digitized-method
Specific
In the SMART method, the objective must be clearly defined and precise . It must answer the questions “what”, “why”, “who”, “where” and “how”.
Your goal should not hide 3. This is the basis of the SMART method. If your goal is vague, its achievement is immediately compromised.
Identify tangible measurement indicators to track the progress and results of the objective. Quantitative objectives allow you to always have an eye on the expected results, therefore towards the achievement of your objective.
For example, in digital marketing you can use metrics like:
The conversion rate
The number of leads generated
Cost per customer acquisition
Customer retention rate
etc
Performance metrics ( which can be called KPIs or key performance indicators) are essential for evaluating the effectiveness of your actions, making informed decisions, optimizing campaigns and justifying your marketing budgets.
Key performance indicators in marketing: awareness indicator, engagement indicator, leadgen indicator, sales indicator, loyalty indicator
Achievable
Make sure we don't aim for the moon!
To complete your SMART indicator , assess whether it is achievable with the resources and time available.
Consider internal and external constraints that could affect the achievement of the objective.
yes
Realistic
Are you looking to open an Indian restaurant in the long term, but have set your sights on taking Italian pastry classes?
Make sure your goal is realistic, meaning it aligns with your company’s mission and values . Also, make sure the goal contributes to your overall long-term goals (if it requires twice the time and resources you currently have, it doesn’t seem very realistic).
Set a due date for your goal to create a sense of urgency and accountability for achieving it.
Our advice: avoid setting a deadline too close or too far away to avoid unnecessary pressure or procrastination.
The benefits of a SMART goal in marketing
The SMART model aims to define goals that make sense for your business and whose results can be measured. We can (really) determine whether we have achieved (or not) the set goal.
Example: I have a goal to launch my business on social media. This goal is not SMART because if I created my company's LinkedIn page, it can be considered that I launched it on social media: it's not clear!
Whereas if I say “ I want to create my company profile on LinkedIn and publish twice a week for a year ”. Then, we understand what it is about. Next year, it will be easy to measure whether the objective has been achieved.
Here are the top 4 benefits of SMART goals:
Clarification of objectives
SMART goals eliminate ambiguity and ensure that all stakeholders understand exactly what needs to be accomplished.
Clear objectives make it easier to make strategic decisions that are aligned with the company's long-term goals.
By defining precise, measurable, achievable, relevant and time-bound objectives, teams have a clear vision of expectations and expected results , which facilitates the planning and execution of marketing activities.
Better performance measurement
By definition, SMART objectives are easily measurable, because they include tangible measurement indicators .
This allows you to monitor the progress and results of marketing actions, identify successes and areas for improvement and make the necessary adjustments to achieve objectives.
Increased motivation and accountability
SMART goals have a specific due date, which creates a sense of urgency and accountability to achieve them.
sense of urgency
you know that employees who clearly visualize how their work contributes to their team's goals are 2x more engaged and motivated ?
Improved efficiency
Who says SMART method says prioritization ! By having a clear vision of the objectives, companies can better allocate their human and financial resources.
This allows us to focus on the activities that have the greatest impact on achieving the objectives.
“The SMART method helps ensure that goals are well defined. But it is not enough to verify that they are effective. To ensure that this is the case, it is essential to think about why: the most effective goals are those that reflect a direction, a priority, a change or a significant improvement. In short, they are inspiring!”
Clara Dutrevis Bianchi , COO – Director of Operations at Digitad
How to create a SMART goal?
Let's get down to
Let's say you have this marketing objective:
“
Integrating SMART Goals into Your Marketing Campaigns
SMART goals can be leveraged at various levels in your marketing campaigns:
Planning : When developing your marketing plan , use clear objectives to define critical milestones and allocate available resources efficiently. This helps create a coherent roadmap that follows a logical progression.
Implementation : At execution time, objectives serve as a guide to maintain focus on predefined expectations and avoid deviations during operations.
Measuring Results : Once the campaign is launched, it is crucial to evaluate performance against the objectives set. This makes it easier to adjust strategies to maximize impact.
For example, instead of simply saying “increase website traffic,” a SMART goal might be: “Increase organic website traffic by 25% in the next 6 months by optimizing content for 10 targeted keywords and publishing 2 blog posts per week.”
If you want to learn more about setting goals for your SEO strategy , check out our dedicated article.
10 examples of SMART goals
We have seen a marketing example of the SMART goal application, here are 10 concrete examples of SMART goals in various sectors:
Business objective (increase in sales)
“To increase my company's revenue by 10% over the next six months by increasing sales of our flagship product through a targeted advertising campaign and increased social media presence.”
Why are these goals SMART?
Specific: Targets an increase in sales of a specific product
Measurable: The 10% increase is quantifiable
Attainable: Uses feasible methods, such as advertising and social media
Realistic: The objective is aligned with the company's ability to execute planned strategies
Time-bound
“To obtain a promotion to the management position by the end of 2026 by completing a management training program and developing my leadership skills.”
“Lose 5 kg over the next three months by following a balanced diet and exercising 3 times a week.”
Lear
“Learn coding skills by taking an online course for two hours every day for a month.”
“Improve my self-confidence by speaking in public at professional and social events at least once a month.”
“Reduce the company's energy consumption by 30% by the end of the year by installing energy-efficient equipment and educating employees on the importance of energy conservation.”
Why is this goal SMART?
Specific: Aims at reducing energy consumption
Measurable: The 30% reduction allows progress to be clearly tracked
Achievable: Uses feasible strategies such as installing energy-efficient equipment and raising employee awareness
Realistic: The goal is plausible and aligns with responsible environmental practices.
Time-bound: Sets a clear deadl
And yet you continue to set business goals that aren't.
Yes, yes… you! Your goals are not SMART and you know it.
But not for long.
Our web marketing agency explains in this article how to make your africa mobile whatsapp number objective SMART and applicable to all your strategies: whether you are an entrepreneur, a social media expert , a marketing professional or in any other field: HR, finance, commerce, etc.
Summary of the article in key points:
What is the SMART method?
Definition of SMART goals. Quote from George T. Doran "Defining goals and developing their respective action plans are the most crucial steps in the process of running a business." George T. Doran
The SMART method is an acronym for five criteria for defining clear and achievable objectives.
It helps companies to put in place a practical and effective action plan .
The SMART method was developed by business management professor George T. Doran in 1981 (yes, it's not new!) to help companies implement a clear and effective action plan.
The acronym SMART corresponds to the following 5 criteria:
Specific
M easurable
Achievable
Realistic
Temporally defined
In short, the SMART model transforms a vague idea into relevant and effective objectives.
smart-goal-smart-digitized-method
Specific
In the SMART method, the objective must be clearly defined and precise . It must answer the questions “what”, “why”, “who”, “where” and “how”.
Your goal should not hide 3. This is the basis of the SMART method. If your goal is vague, its achievement is immediately compromised.
Identify tangible measurement indicators to track the progress and results of the objective. Quantitative objectives allow you to always have an eye on the expected results, therefore towards the achievement of your objective.
For example, in digital marketing you can use metrics like:
The conversion rate
The number of leads generated
Cost per customer acquisition
Customer retention rate
etc
Performance metrics ( which can be called KPIs or key performance indicators) are essential for evaluating the effectiveness of your actions, making informed decisions, optimizing campaigns and justifying your marketing budgets.
Key performance indicators in marketing: awareness indicator, engagement indicator, leadgen indicator, sales indicator, loyalty indicator
Achievable
Make sure we don't aim for the moon!
To complete your SMART indicator , assess whether it is achievable with the resources and time available.
Consider internal and external constraints that could affect the achievement of the objective.
yes
Realistic
Are you looking to open an Indian restaurant in the long term, but have set your sights on taking Italian pastry classes?
Make sure your goal is realistic, meaning it aligns with your company’s mission and values . Also, make sure the goal contributes to your overall long-term goals (if it requires twice the time and resources you currently have, it doesn’t seem very realistic).
Set a due date for your goal to create a sense of urgency and accountability for achieving it.
Our advice: avoid setting a deadline too close or too far away to avoid unnecessary pressure or procrastination.The benefits of a SMART goal in marketing
The SMART model aims to define goals that make sense for your business and whose results can be measured. We can (really) determine whether we have achieved (or not) the set goal.
Example: I have a goal to launch my business on social media. This goal is not SMART because if I created my company's LinkedIn page, it can be considered that I launched it on social media: it's not clear!
Whereas if I say “ I want to create my company profile on LinkedIn and publish twice a week for a year ”. Then, we understand what it is about. Next year, it will be easy to measure whether the objective has been achieved.
Here are the top 4 benefits of SMART goals:
Clarification of objectives
SMART goals eliminate ambiguity and ensure that all stakeholders understand exactly what needs to be accomplished.
Clear objectives make it easier to make strategic decisions that are aligned with the company's long-term goals.
By defining precise, measurable, achievable, relevant and time-bound objectives, teams have a clear vision of expectations and expected results , which facilitates the planning and execution of marketing activities.
Better performance measurement
By definition, SMART objectives are easily measurable, because they include tangible measurement indicators .
This allows you to monitor the progress and results of marketing actions, identify successes and areas for improvement and make the necessary adjustments to achieve objectives.
Increased motivation and accountability
SMART goals have a specific due date, which creates a sense of urgency and accountability to achieve them.
sense of urgency
you know that employees who clearly visualize how their work contributes to their team's goals are 2x more engaged and motivated ?
Improved efficiency
Who says SMART method says prioritization ! By having a clear vision of the objectives, companies can better allocate their human and financial resources.
This allows us to focus on the activities that have the greatest impact on achieving the objectives.
“The SMART method helps ensure that goals are well defined. But it is not enough to verify that they are effective. To ensure that this is the case, it is essential to think about why: the most effective goals are those that reflect a direction, a priority, a change or a significant improvement. In short, they are inspiring!”
Clara Dutrevis Bianchi , COO – Director of Operations at Digitad
How to create a SMART goal?
Let's get down to
Let's say you have this marketing objective:
“
Integrating SMART Goals into Your Marketing Campaigns
SMART goals can be leveraged at various levels in your marketing campaigns:
Planning : When developing your marketing plan , use clear objectives to define critical milestones and allocate available resources efficiently. This helps create a coherent roadmap that follows a logical progression.
Implementation : At execution time, objectives serve as a guide to maintain focus on predefined expectations and avoid deviations during operations.
Measuring Results : Once the campaign is launched, it is crucial to evaluate performance against the objectives set. This makes it easier to adjust strategies to maximize impact.
For example, instead of simply saying “increase website traffic,” a SMART goal might be: “Increase organic website traffic by 25% in the next 6 months by optimizing content for 10 targeted keywords and publishing 2 blog posts per week.”
If you want to learn more about setting goals for your SEO strategy , check out our dedicated article.
10 examples of SMART goals
We have seen a marketing example of the SMART goal application, here are 10 concrete examples of SMART goals in various sectors:
Business objective (increase in sales)
“To increase my company's revenue by 10% over the next six months by increasing sales of our flagship product through a targeted advertising campaign and increased social media presence.”
Why are these goals SMART?
Specific: Targets an increase in sales of a specific product
Measurable: The 10% increase is quantifiable
Attainable: Uses feasible methods, such as advertising and social media
Realistic: The objective is aligned with the company's ability to execute planned strategies
Time-bound
“To obtain a promotion to the management position by the end of 2026 by completing a management training program and developing my leadership skills.”
“Lose 5 kg over the next three months by following a balanced diet and exercising 3 times a week.”
Lear
“Learn coding skills by taking an online course for two hours every day for a month.”
“Improve my self-confidence by speaking in public at professional and social events at least once a month.”
“Reduce the company's energy consumption by 30% by the end of the year by installing energy-efficient equipment and educating employees on the importance of energy conservation.”
Why is this goal SMART?
Specific: Aims at reducing energy consumption
Measurable: The 30% reduction allows progress to be clearly tracked
Achievable: Uses feasible strategies such as installing energy-efficient equipment and raising employee awareness
Realistic: The goal is plausible and aligns with responsible environmental practices.
Time-bound: Sets a clear deadl