Setting Smart Goals
The last article written on goal setting explained how goals can:
- Increase honesty and accountability
- Make it easier to compare campaigns
- Help align team thinking.
Goal setting is clearly one of the most important steps of planning a successful marketing campaign.
When goals aren't set, success is often subjective. People are far more likely to look back at the campaign and find elements that make it successful, including:
- Metrics that don't necessarily equate to effectiveness (e.g. Brand Awareness)
- Buy in of superiors (CEO's, Managers etc.)
Setting the right goals.
One way that organisations can ensure they set the right goals is to set SMART Goals.
What is the goal hoping to achieve? Quantify it. Use hard numbers or percentages. E.g.
"Increasing the number of people attending an event. " Is not specific.
"Increasing the number of people attending an event by 10%" is specific.
How will you measure the goal. Luckily, with Digital Marketing, almost everything can be measured. These are some simple ways that you might go about measuring the effectiveness of a marketing campaign.
- Awareness - Surveys, Feedback, direct traffic, in-bound-links, brand/ company specific search terms, earned media.
- Interest - Enquiries, newsletter subscriptions, meetings/ consultations, emails received, attendance at an event, google trends.
- Engagement - Likes, shares, comments, returning website traffic, local traffic, email newsletter clicks, time on page.
- Reach - Impressions, website visitors, press coverage and circulation, YouTube views, email opens, sent mail.
Does everyone know what the goals are? There is no point setting goals if they are not communicated.
Can the goals be achieved? Is the time-frame that has been set realistic. For example, if I was looking to organically grow a Facebook following from zero to five hundred in a month, this would most likely not be possible.
When does the goal need to be met by? Without a timeline, goals become meaningless.