When planning your next big thing it is not only important to market it well but also that you plan and set up some clear goals. You may know what success looks like but do you know how to get there, when you will get there and even if you really need to get there?
It's all very well having a goal in mind to keep you on track but do you have yours structured in a way that makes it concrete and grounded in reality. Perhaps it's time you need to sit down and set SMART Marketing Goals.
SMART Marketing Goals are broken down into 5 separate elements as shown in the image below:
Let's break this down a little shall we...
Your goals need to be as short, concise and to the point as possible as well as being specific on what needs to be achieved. Simply saying "I want more growth" isn't enough. Understand your WHY. Why do you want more growth? Why will this be good for your business? Then begin to think about what may be involved achieving the specifics of this goals. Usually for marketers the specifics would include Visits, Leads, and Customers.
So if it is more customers you want to your business then exactly how many? 50, 100, 500? Without having this measure in place you wont be able to track your success of the goal. By adding this measurable criteria to your goal will give you clarity on actual growth from previous periods and also how you are progressing over time towards that number.
Don't set yourself up for failure with your goals. Make sure your goal is challenging but still possible for you to achieve. Set the bar high for yourself but not so high that it reflects badly on your overall business. Ensure your SMART goal is something that you and your team know is actually attainable.
Your goal must matter. If it does not fit in with your overall strategy then why try to achieve it in the first place. Ensure it is relevant to your product or service, that it will help towards the ultimate vision of the company and is also something that your team believes in.
Set yourself a deadline. Simple as that really. Without a deadline will you really work towards achieving your goal if time isn't dwindling away. Adding a deadline ensures your activities are efficient. Allowing activities to drag on may waste too much time, effort and resource. Give yourself a realistic target date, once that date comes it'll be time to review, see what have been achieved, what hasn't and then take things from there.
Here are some examples of standard goals (which you should NOT set):
- "Rank number 1 on Google for the word marketing"
- "Get more customers through social media"
- "Grow company profits fivefold"
And here are examples of SMART goals:
- "Grow online traffic through Google and Social Media by 3x by the end of 2017"
- "Convert 20% more traffic into leads by the end of Q1 2017 by creating more conversion paths"
- Within 6 months, increase leads to customers by 15% using Email Marketing to convert prospects to customers"
Setting goals is a fundamental part of starting an Inbound Marketing Stratety. Once you nail each of the 5 SMART elements, your goal will be clear for everyone. They'll put you on the right track, set you up for success and come in very handy especially if your boss randomly puts you on the spot. You'll have the perfect answer!