Last time I posted I encouraged you to think about your marketing goals for 2016. I want you to think big about what you want to achieve. Hopefully, you’ve thought and set goals to reach by the end of the 2017 financial and calendar year.
Your marketing goals are the building blocks of your entire marketing plan. They should be a statement of the overall results you would like to achieve. There are different ways to set marketing goals and objectives, I find this method on how to set smart marketing goals, very effective.
Take clear, actionable steps that work towards a big goal. Follow the easy SMART approach to evaluating the quality of your objectives:
- Specific – clearly define your objectives
- Measurable – measure when they’ve been reached
- Achievable – they need to be realistic, not unattainable
- Relevant – they need to fit in with your overall business goals
- Timely – achieve goals in a specified timeframe
I sit down every quarter to go through the SMART methodology for my own business. I find the process of writing everything down, followed by going through this exercise, helps me think about what it is I hope to achieve in 12 months, and how to do it.
Here’s how to implement the SMART objectives method.
First, set one really big overarching goal. For example, you might want
To increase new leads coming in by 25% each month
Next, decide on 3 to 5 specific objectives that will help you to achieve this goal. For example, objective one could be
To double email database by 30 April 2017
It’s important that you note specific details when doing this. Don’t just write “get more email contacts”. Stick to the SMART framework.
Next, write 2 to 4 aims for each objective. So if we are using the example above, it might look like this:
Goal: To have a 25% increase in leads by 30 June 2017
Objective 1: To double my email database by 30 April 2017
1.1 Develop a free incentive and landing page for visitors to the website by 14 February 2016.
1.2 Start promoting free incentive on business Twitter/Facebook profiles, or LinkedIn groups and via LinkedIn status updates on 16 February 2016.
1.3 Set up Facebook and Twitter advertising campaigns directed from landing page by 16 February 2016.
1.4 Add exit targeting to the website promoting free incentive by 15 February 2016.
1.5 Add links to landing page (mentioning free incentive) in email signature by 15 February 2016.
Repeat the above framework for objectives 2-4 while keeping in mind your ‘big goal’ and the SMART framework.
I find that sticking to this methodology for big goals helps keep marketing activities on track. Not only does it help you avoid your marketing goals becoming unrealistic dreams, it turns them into specific targets that will help you get where you want to be.
It also helps hold you accountable for yourself. This helps you to measure your success and what you’ve achieved. No more guessing if your efforts were successful.
And as always, feel free to comment on this post – and share your thoughts!