So what are SMART Goals?
You may have heard of SMART Goals before, but in case you haven’t, here’s a brief explanation (skip this if you know what they are!):
SMART is an acronym used to describe goals. To reach a goal you set, it needs to be:
- Specific – it needs to be for a specific area you are focusing on
- Measurable – with quantities/figures
- Actionable – It needs actions/steps to attain it
- Realistic – possible for your level of skill, the time you have, your resources and your commitment level
- Time-bound – set a deadline for it to be reached by, to give yourself a sense of urgency to complete the goal
Why should we set goals and why should they be SMART?
Setting goals for your business is vital and is usually done before you start. Without goals, you don’t have aims, so cannot possibly know where you’re wanting to go or have milestones to aim for. The goals you set also need to be specific which makes them more achievable and easy to to see if they are reached. For example, if you set a goal to ‘increase the number of customers’ be specific. Instead, set a measurable goal like ‘increase the number of customers that come from our website by 20% within 6 months by spending £200 per month on Google Adwords’. Then, you have a target to aim for and in 6 month’s time you can measure the success and adapt the goal for the next 6 months – make it more challenging or more realistic!
Example of a SMART marketing goal with actions:
Get 200 more Facebook likes on our company page within 2 months on Facebook advertising.
How is this goal SMART?
Specific – the goal focuses on Facebook likes.
Measurable – it states the number of likes you would like so the results can be measured against that number.
Actionable – it will require actions (listed below)
Realistic – it is realistic because the actions and budget are achievable with the resources you have.
Time-bound – it has a time limit of 2 months.
ACTIONS (each action needs a deadline date and name of person doing the action):
- Research ways to use Facebook ads and select target audiences (by location, interests, behaviours, etc.)
- Choose type of ad for your needs (e.g. Page like ad, Offer ad etc.)
- Choose placement of your ads (e.g. to the right, in user’s timelines etc.)
- Decide budget for campaign – decide what you think 200 likes are worth and set the maximum limit on Facebook Ads.
- Create the ad(s) that will encourage Likes.
- Launch the ad(s).
- Review how well they are doing and adapt the ads/spend if necessary.
- Review results of the ad(s) and decide whether to run more ads and whether to change any of the options.
- Set new goal to get more likes and list next actions.