Setting Effective Digital Marketing Goals – SMART Goals
Why you need to set marketing goals
Goal setting is a fundamental part of both building a growth culture and running successful marketing campaigns. Aligned individual and team goals should enable you to measure your marketing efforts’ success whilst also giving the whole team a clear sense of direction.
Goals also help to understand and communicate what is and isn’t achievable. The purpose of a goal is to clearly state what you wish to accomplish and know the actions needed to achieve them.
Setting goals collectively as a team, aligned to wider company objectives, will help set organisational and individual expectations and motivate each team member to achieve their objectives.
SMART goals help provide a simple framework for creating clear objectives. SMART stands for:
All the goals you set need to have a clear objective; you need to specify what it means to achieve these goals and what steps you need to take to get there. When defining your goals, you should be aware of what it takes to meet these targets, why you set them in the first place, and have a clear understanding of what steps you will take to achieve them. All goals should have a clear and specific outcome.
How will you know if you have achieved your goal? It is essential to track your progress and to understand what effect your marketing efforts have had. Having a defined outcome means you know exactly when you have achieved your goal. Defining your KPIs and how they will be measured from the outset is important.
Your goals need to be realistic, and you need to know how you will achieve them. You need to ask yourself if your goal is practical or if you are setting yourself up to fail. Whilst we all might like a million social media followers, this is not a realistic goal if you currently only have 200. Instead, you might set yourself a goal of 300 followers, and once you have achieved that, 500 followers, and so on.
How do the marketing goals you set benefit the overall business? Marketing aims to grow your business; therefore, you should closely align your marketing goals with the company’s overall objectives.
Your goals should have a deadline to focus on, you need to know when to measure and report your results. Without a clear idea of when you want to achieve your goal, there is potential for a lack of urgency to your work, and less motivation to achieve it in a timely manner.
Using the SMART goal setting technique, you will be able to set clear goals that have a deadline and that have a specific, measurable outcome.
So for example, if your original goal was:
Generate more leads
Your SMART goal could be:
Generate 5 leads in the next month through paid social media.
Applying the SMART technique will help you to set effective marketing goals, make sure they are attainable, and ultimately help you achieve them.
Having these comprehensive, achievable, and measurable goals will ensure you stay motivated and have a clear strategy of how to achieve success with your marketing efforts.