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 must follow to implement it.
Also, we will 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!
What is the SMART method?
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 titled “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 must be coherent and measurable, because this allows an organization to move forward with its projects.
In this sense, Doran established 5 basic qualities that every objective must have to be “intelligent”. These qualities are summarized in the acronym “S.M.A.R.T.”
- Specific
- Measurable
- Achievable
- Relevant
- 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.
For its part, digital marketing strategies are a set of actions that are formulated, executed and evaluated in order to achieve 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. reach.
If not, then it could not 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.
In short, 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 in your digital marketing strategy.
1. If specific
This means that your objective must express clearly and concisely what you want to achieve and through what mechanisms.
To be specific in the design of your objective, answer the following questions: exactly what do I want to achieve with my objective? How and where will it be done?
In the case of a digital marketing strategy, you must specify the channel to be used and where the objective will be aimed. For example: if it will be aimed at capturing leads, converting leads into customers, and attracting visits to your website or your virtual store, among others.
2. Set 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 reached my goal? Well, you will know when you have achieved the established metric or KPI (key performance indicator).
In the case of digital marketing, some examples of metrics are:
- Cost per click.
- Cost per conversion.
- Cost for acquiring leads.
- Number of visits to the website.
- Number of clicks on the ad.
- Conversion percentage.
- Level of commitment.
3. Make it realistic
Making your objective realistic consists of setting a goal that is feasible and sensible with the company’s competencies and the marketing strategy to be implemented.
You cannot meet objectives that you or your team cannot reach, much less that are far from 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 toward achieving a particular goal, which is much broader and meets a greater need. In this sense, your objectives must be realistic with that goal and in turn, the goal itself should be.
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 that we still don’t know hahahaha.
4. Align it with the company’s objectives
The objectives you design must align with the general and specific objectives of the company. They cannot be arbitrary, nor arise from nowhere despite being focused on a marketing strategy. Therefore, they must be relevant with the mission, vision and competitive advantages of the organization.
Questions you should ask yourself: why is this goal worth it, how does it align with the company’s objectives? 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 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, don’t lose sight of the principle of making the goal realistic.
Examples of SMART objectives in digital marketing
Below, we show you some examples of SMART objectives in digital marketing:
- Increase the number of conversions by 20% (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)
- In 5 months, we will have a 50% increase in the number of subscribers to our newsletter (specific/measurable) by doubling the number of contact forms within web articles during the last quarter of 2023
