methodology

Decisions about where and how you advertise should be driven by your mission and business goals, not vice versa. Setting the right goals will help you create better campaigns and deliver successful digital marketing for your business.

Setting SMART goals is one way to achieve this. The SMART methodology is one of many, and it is part of every consultation session and learning event I deliver. I want to ensure that people get practical support to plan their marketing and communications projects successfully.

Effective goal-setting will ensure that your marketing is successful, sustainable, and it supports your business goals.

Here is a quote from a recent read that sums up what I am trying to say:

In an increasingly unpredictable world moving ever more quickly, a detailed map may lead you deep into the woods at a high cost. A good compass, though, will always take you where you need to go.

From the book Whiplash: How to Survive our Faster Future

In this article, I will break down the SMART methodology and show you how you can apply it to your next project and set goals that will deliver a more successful digital marketing campaign.

SMART goals are the best goals

SMART stands for Specific, Measurable, Achievable, Relevant and Time-bound.

How to use the SMART methodology to set goals for marketing success:

Specific

• What is the business goal that motivates me? (More page views on my website? Attract more returning customers? Get more people to visit my shop?)
• Who is involved?
• How much money and time can I afford to spend?

Measurable

• How will I know when the campaign has been successful? 
• How will I measure success? (analytics from website, socials, emails?)
• Which metrics are important?

 Achievable

• Do I have the skills to achieve this goal? 
• What additional support will I need?
• What responsibilities will each member of the team have? 

Relevant

• What will be the impact of these goals? 
• What does my business need most right now? 
• Is this objective important enough to make a priority? 

Time-bound

• What is my deadline for this project? 
• Where do I want to be in three months from now, and then six months from now?
• What one thing can I do to start working towards my goals today? 

Use your SMART goal to drive your digital marketing

Take the most valuable SMART goal you have set for your business, and shape a digital marketing campaign around it. 

The exact way to do this will depend on your SMART goals. Here is an example that shows how you can take a SMART goal and use it to develop a successful digital marketing campaign.

Example SMART goal:

My small business sells unique, customised cakes. I want to increase the followers of my business Facebook page by 50% by the end of March.

Idea:

Mother’s Day is a great opportunity to sell cakes! Create a short competition and invite people to like your page and share their favourite memory with their mum, for a chance to win a Mother’s Day cake from your store. You will boost your Facebook post targeting women of a specific age group that live in your local area.

You can take this idea and make it part of a wider marketing plan. Think about how online tools such as social media, email campaigns, or search engine marketing can help you achieve your SMART goal.