smart goal examples

Incorporating Smart Goals Into Your Marketing Plan Development

Now, most of us have heard about how to develop SMART goals. But, how do you incorporate them into your marketing plan development?

A quick recap: SMART goals are those that are specific, measurable, attainable, relevant and time bound. This format makes it easier to see where you need to go and how to measure your progress. That’s why it’s perfect for your marketing plan development.

Making Your Marketing Plan SMART

Every plan must have at least one objective. In the world of marketing plans, the objectives usually include building demand for a product or service, maintaining current demand or shortening the sales cycle. The actual plan you put together works towards obtaining those objectives.

Setting high objectives sounds great on paper. But, when they are not specific, measurable, attainable, relevant or time bound, they become nothing more than marks on a page.

To avoid making paper goals, your marketing objectives themselves must be SMART. For example, let’s say your objective is to gain a 50% increase in market share in the next 12 months. That is definitely specific and measurable, but may not be attainable due to lack of resources or stiff competition. Relevancy depends on the size of the available market and how fast it is growing or not. Being able to grow that much in 12 months may or may not be possible depending on the market.

5 Smart Goal Examples For Business Development

Making Your Marketing Plan SMART

All of your objectives should be stated in SMART terms. Let’s say you want to increase the number of visitors to the Thingamajig product page on your website.

  • Specific: To increase the number of visitors to the Thingamajig web page by 25% over last quarter’s total.
  • Measurable: The total visitors last quarter was 2000, so the goal this quarter is to achieve a total of 2500 or more visitors.
  • Attainable: Increasing the number of visitors is definitely doable with increased spending in PPC ads and referral incentives for existing customers.
  • Relevant: The Thingamajig is our most profitable product. Ten percent of visitors to the website ultimately end up placing an order. Increasing the number of visitors to the Thingamajig web page has the potential of increasing the number of orders by 25% or more.
  • Time-Bound: The goal is to have this achieved by September 30th, so that we are ready to enter the Christmas season with a larger share of the Thingamajig market.

Going from a general objective to a detailed one is a major change. Here is what just happened:

  • General objective: “Increasing the number of visitors to the Thingamajig web page”
  • Detailed objective: “Increasing the number of visitors to the Thingamajig web page by 25%, or 500 more visitors, in the 3rd quarter, in order to generate 25% more orders and to obtain a larger share of the market during the upcoming Christmas season”

Applying SMART goal thinking to our marketing plan development will make all the difference in moving things forward. How can you incorporate it into your next campaign?

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marketing agency partner

Four Tips For Conducting An Agency Review To Find A New Marketing Agency

Do you know if it’s time to start looking for a new marketing agency? These three questions will help you understand if your team is working for you; and if not, how to look for a new agency partner.

Are you getting the results you need? Most clients and agencies set goals at the beginning of their relationship or at the start of a new campaign. For example, you may agree that success is measured by an increase in website visits and conversions, a certain number of on-site traffic or customers per store, more social media interactions and engagement, or incremental sales. If your goals are not being achieved and your marketing agency is not proactively seeking new ways to help you reach them, it may be time for a change. Read more

Hit the Bullseye With These Online Marketing Strategies

Author: Kevin Flanagan | August 28, 2013 | Technology Digital

For new small businesses and entrepreneurs, it may seem unnecessary to bother with online marketing since you”re only beginning your business. However, even a small local business can benefit immensely from online marketing. In a recent study by Search Engine Land, 85 percent of consumers surveyed searched for local businesses online.

You don”t need special skills to reach your customers online. You only need to understand the tools and techniques entrepreneurs and big companies alike use to get their name out to consumers, and find which ones are right for you. Here are seven marketing strategies you can use for your business to gain the edge you need to stand out in the crowded world of online businesses:

Content Marketing

Consumers ignore many forms of traditional marketing, such as print and billboard ads. Content marketing, however, creates relevant and meaningful content consumers actually want. Instead of pitching your services or product with a flashy picture, content marketing relies on delivering content in the form of blog posts, ebooks, articles, and infographics that engage and inform consumers. AOL Research has found more than 27 million pieces of content are shared daily by users, and that consumers spend more than half their time online consuming content. Quality content is likely to be shared, and re-shared, and can provide you with a chance to reach new customers passively. Create search engine optimized, keyword-rich content likely to be found by search engines, and make sure your content is crisp, edited and free of mistakes.

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Targeting The Target While They Are A Target

Here are the numbers just released: 86% of adult Americans who DO NOT want political ads tailored to their interest. The total number of display ads delivered to U.S. internet users in the first quarter of 2011-$1.11 Trillion.

Today the amount of display ads are $10.9 billion. That is a staggering number to understand for a media outlet that didn’t exist 15 years ago. That’s right on October 27th will be the 15th anniversary of the industry’s first banner display ads which appeared in Hotwired.com. The Interactive Marketing Forecast from Forrester Research states that number will be $28 billion in 2016. So, seriously, you still don’t believe it’s a powerful tool? What could be stopping your product, brand or company from diving in head first? Read more

Attraction Marketing II: The Marketing March

Attraction Marketing is the process of making your company, its products, services and culture more attractive to prospects by driving marketing initiatives with the people you already employ. How to process this activity to steadily move your marketing forward, using data to guide you, is called “The Marketing March.”

The strategies outlined in Attraction Marketing are numerous and interdependent. Keeping each strategy moving forward is critical. Getting things all moving in the same direction has been referred to as herding cats and making decisions on where to focus resources and where to cut is the key to success. Read more

Attraction Marketing I: Drawing Prospects To You

Often marketing is something only focused on once or twice a year. You may be buying media today, running online listings on Web sites your prospects frequent. You may even be using Google AdWords and some limited print.

But so is your competition.

How are you going to stand apart? Increasing your spending may not be an option with tightening margins and flat or lower sales. So how can you get prospects to notice you? Here is where Attraction Marketing comes in.
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