Get S.M.A.R.T: How to set achievable marketing goals

Savvy marketers know that setting and achieving goals requires a plan

For high-achievers, setting realistic goals is sometimes equivalent to running a half marathon instead of a full marathon. Why bother if you’re not willing to go big right? It’s easy to talk the talk, but how many high-achievers are actually hitting their lofty goals? Some. Perhaps.

For the rest of us, there’s the old way of goal setting and the better way. It’s called S.M.A.R.T goals – a tactical framework for smashing goals. But who has time for acronyms and tactics? You do!

In a nutshell, the point of S.M.A.R.T goals is to achieve more with less. It’s a framework that empowers you to set clear, measurable goals that are supported with a plan to reach them.

“I’m just trying to get through the next five minutes!” cries Harry, an ad exec at a reputable outdoor retailer whose big campaign ideas sometimes land, but often fizzle. 

“I cross off three things, then 5 more pile in!” proclaims Gretta, a startup founder who single handedly runs a SAAS business and wrangles three teenagers.

We hear you. Goal-setting is easier said than done, and achieving those goals is another thing entirely. Que the drum solo. Let’s talk about the S.M.A.R.T goals framework and how it can help you set up and execute your digital marketing objectives.

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Here’s what each word signifies

SPECIFIC: A specific goal makes your next step clear and helps to clarify your starting point and end goal.

MEASURABLE: Measurable goals allow you to easily track your progress. This often looks like a numeric value attached to your goal, so you know just when to crack open that champagne and celebrate. 

ATTAINABLE: While big aspirations are admirable, it’s also important to break up your long term goals into more achievable, short term goals. 

RELEVANT: By creating relevant goals, you can rest assured that every action you take is having a meaningful impact towards reaching your goal. 

TIME-BOUND: You should always strive to accomplish your goal within a specific period of time. This can serve as a motivational tool and as means to track your progress.

How to put S.M.A.R.T goals into action

Getting started with S.M.A.R.T goals is easier than it looks, because you need only follow the acronyms to build towards a thoughtful and achievable goal. Here’s an example of an achievable marketing goal using the S.M.A.R.T framework:

Our Marketing Goal Example

“We want to grow monthly inquiries on our WolfDog sales page from 1200 to 1600 to drive 30% more qualified leads to boost monthly conversions by 3X. Our sales team has identified that the landing page is the most effective channel for boosting qualified sales and we will accomplish this goal in 4 months from today.”

The steps we took to build it using the S.M.A.R.T framework

(Note the way that the goal becomes more and more clear as we go through the framework)

SPECIFIC

“We want to drive more qualified leads to our WolfDog sales page to boost monthly conversions.” (A solid start that needs more details.)

MEASURABLE

“We want to drive 30% more qualified leads to our WolfDog sales page to boost monthly conversions by 3X” (Applying numbers makes this goal much more effective because we can measure its performance.)

ATTAINABLE

“Since we currently receive 1200 monthly inquiries to our WolfDog sales page, we should grow that number to 1600 to drive 30% more qualified leads to boost monthly conversions by 3X.” (Bumping our leads from 1200 to 1600 is realistic. Bumping our leads to 3000 is not.)

RELEVANT

“We want to grow monthly inquiries to our WolfDog sales page from 1200 to 1600 to drive 30% more qualified leads to boost monthly conversions by 3X because our sales team has identified that the landing page is the most effective channel for boosting qualified sales.” (Tying the goal to a specific need within the business is important. In our case, the sales team will benefit from this goal and so will our bottom line.)

TIME-BOUND

We want to grow monthly inquiries to our WolfDog sales page from 1200 to 1600 to drive 30% more qualified leads to boost monthly conversions by 3X because our sales team has identified that the landing page is the most effective channel for boosting qualified sales. We will accomplish this goal in 4 months from today.” (Adding a realistic amount of time to implement the goal and experience its returns is the final piece of the puzzle.

Do S.M.A.R.T goals actually work? 

We sure think so! The S.M.A.R.T framework is a low-effort, high-reward method for making your goals actionable, and it’s applicable to any goal. Whether you’re an ad exec, a founder, or a drill sergeant, getting smart with your goals is a surefire way to achieve them. And it’s worth the effort. 

According to one study, 76% of participants that wrote down their goal-driven actions, and assessed their progress weekly achieved them. That’s 33% higher than those who didn’t write down their goals!

For most of us, setting goals is about big ideas – you know the razzle dazzle. You can see yourself at the end of the line with your mission accomplished. But how will you get there? These goals are less achievable when they’re not broken down into actionable, realistic baby steps. 

Hubspot polled 300 participants throughout the US and found that 52% believe S.M.A.R.T goals helped them achieve better, more actionable goals. Next time you set out to do something big (or small), process your goal through the S.M.A.R.T blender and follow the steps you outlined. You’ll be that much more likely to hit your goal. And that is peace of mind and a job well done!

Want to talk about your business and marketing goals?

At Scout Digital we know a thing or two about goal-setting and planning to boost sales and growth online.

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