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Do you want to know how to design SMART objectives in digital marketing ? Find out with us! In this article, we will explain what the SMART method consists of and what steps you should follow to implement it.
We will also give you some examples of SMART objectives that can serve as a guide when measuring the performance of your digital marketing strategies. Let's get started!
The SMART method is a strategic planning tool that is used to define objectives intelligently.
It was proposed in 1981 by George T. Doran (Consultant and Planning Director for the Washington Water Company) in an article entitled “There is a smart way to write management goals and objectives.”
In the post, Doran noted that goals should not be amorphous and inarticulate. Rather, they should be coherent and measurable, as this allows an organization to move forward with its projects.
In this sense, Doran established 5 basic qualities that every objective must have in order to be “smart”. These qualities are summarized in the acronym “SMART”
S pecific (specific)
M easurable (measurable)
Achievable (achievable)
R elevant (relevant)
Time bound (time limit)
Steps to design SMART objectives in digital marketing
Digital marketing comprises a set of marketing and advertising techniques and strategies that are implemented in digital media or channels such as search engines, social networks, websites, emails, corporate blogs, online stores, etc.
Digital marketing strategies, on the other hand, are a set of actions that are formulated, executed and evaluated with the aim of achieving certain objectives within previously established digital channels.
In this sense, one of the key actions when executing your digital marketing strategy is to design and conceptualize the objectives to be achieved.
If you don't do this, then it cannot be considered a strategy. At the same time, the main focus by which each of the actions to be executed within the strategy are interconnected is lost and you would have no way of checking whether or not you obtained the expected results.
Ultimately, a strategy without an objective is like walking blindly through a dark (and dangerous) forest. Under this premise, we will show you step by step how to apply the SMART method to your digital marketing strategy .
1. If specific
This means that your objective must clearly and concisely express what you want to achieve and through what mechanisms.
To be specific in your goal design, answer the following questions: What exactly do I want to achieve with my goal? How and where will it be accomplished?
In the case of a digital marketing strategy, you must specify the channel that will be used and where the objective will be aimed. For example: if it will be aimed at capturing leads, converting leads into customers, attracting visits to your website or your virtual store, among others.
2. Establish metrics
Establishing metrics means stipulating in your objective a qualitative or quantitative value that can be tracked, evaluated and measured through indicators .
A key question to ask yourself in this step is: how will I know when I have achieved my goal? Well, you will know when you have achieved the metric or KPI (key performance indicator) you set.
In the case of digital marketing , some examples of metrics are:
Cost per click.
Cost per conversion.
Cost per lead acquisition.
Number of visits to the website.
Number of clicks on the ad.
Conversion rate.
Level of engagement.
You may be interested in reading: Main KPIs to consider in your marketing strategy
3. Make it realistic
Making your goal realistic means setting a goal that is feasible and reasonable given taiwan cp number the company's capabilities and the marketing strategy to be implemented.
You cannot meet objectives that you or your team cannot achieve, much less that are beyond your range of action.
Questions you should ask yourself: How can I achieve my goal? Is it within my or my team's capabilities to achieve the goal? Do I have the financial resources to achieve it?
Remember that your goals are small steps to reach a particular goal, which is much broader and satisfies a greater need. In this sense, your goals must be realistic with that goal and in turn, the goal itself should be realistic.
An example of an unrealistic goal is: attract 10,000 leads in 1 day. Would this really be possible? If your answer is yes, then share with us the magic formula, we don't know it yet hahaha.
4. Align it with the company's objectives
The objectives you design must be aligned with the general and specific objectives of the company. They cannot be arbitrary, nor arise out of nowhere despite being focused on a marketing strategy. Therefore, they must be relevant to the mission, vision and competitive advantages of the organization.
Questions to ask yourself: Why is this goal worthwhile? How does it align with the company's goals? How will this goal benefit the company and, in turn, the goals of the marketing and sales departments?
5. Set a time limit
A SMART goal must stipulate a time limit , that is, a date that indicates the exact moment in which you want to achieve the result.
In this step, we recommend that you answer the following questions: When do I want to achieve my goal? What is the deadline to achieve the goal? How long will it take me to achieve my goal?
In this step, do not lose sight of the principle of making the goal realistic.
Examples of SMART objectives in digital marketing
Below are some examples of SMART objectives in digital marketing:
Increase by 20% the number of conversions (specific/measurable) within the sales funnel through leads from Google Ads (achievable/relevant) during the month of February 2020 (time limit).
Increase website visits by 40%, (specific/measurable) by doubling the volume of content creation and investment in the SEM strategy (achievable/relevant) during the first quarter of the year (time limit).
Reduce the cost per lead acquisition by 30% (specific/measurable) by creating automated marketing campaigns (achievable/relevant) between the months of April and July 2020 (time limit)