Creating SMART Digital Marketing Goals for the New Year

Digital Marketing 101

We’re always resetting our goal clocks with the coming of each new year, aren’t we? From finally conquering weight loss to learning a new language or skill, January is ripe for starting (or stopping!) things when it comes to our personal lives. But what about your business? What about your marketing plans? Have you given any thought to what the new year could mean for them?

In listening to an NPR story on leveraging SMART goals for your personal life, to help you actually stick to those personal resolutions, I reflected on the power of that framework for business and digital marketing specifically. Unfamiliar with SMART goals? Here’s a quick overview.

SMART goals are a strategic framework used in various fields, including digital marketing, to create clear and achievable objectives. The acronym SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound, reflecting the essential criteria for constructing effective goals. And here’s a deeper dive even yet:

  • Specific goals provide clarity by clearly defining what needs to be accomplished. 
  • Measurable aspects ensure that progress can be quantified, allowing for tangible evaluation and feedback. 
  • Achievable goals set realistic expectations, considering available resources and capabilities. 
  • Relevant goals align with broader business objectives, ensuring that efforts contribute meaningfully to overall success. 
  • Time-bound goals establish a specific timeframe for achievement, promoting accountability and preventing indefinite timelines.

Ok, still with me? So how do we leverage this for our marketing efforts? I think a few examples of SMART digital marketing goals can showcase that quickly and effectively. The following are fictional, but utterly realistic, SMART goals that highlight this methodology and can inspire you in your own goal-setting this year. We’ll start simple and build into some more complex examples.

Increase Website Traffic:

  • Specific: Increase organic website traffic.
  • Measurable: Achieve a 20% increase in monthly organic traffic.
  • Achievable: Implement SEO best practices and content optimization.
  • Relevant: Align with the overall goal of improving online visibility.
  • Time-bound: Achieve the goal within the next six months.

Improve Conversion Rate on Landing Pages:

  • Specific: Improve conversion rates on key landing pages.
  • Measurable: Increase conversion rates by 25% on targeted landing pages.
  • Achievable: Conduct A/B testing, optimize page elements, and improve the overall user experience.
  • Relevant: Directly impacts the effectiveness of marketing campaigns.
  • Time-bound: Achieve the goal within the next two quarters.

Enhance Email Marketing Effectiveness:

  • Specific: Enhance the effectiveness of email marketing campaigns.
  • Measurable: Achieve a 20% increase in email open rates and a 15% increase in click-through rates.
  • Achievable: Implement personalized email campaigns, segment the audience, and optimize email content.
  • Relevant: Email marketing is a key channel for customer communication.
  • Time-bound: Achieve the goal within the next four months.

Optimize Paid Advertising ROI:

  • Specific: Optimize return on investment (ROI) from paid advertising.
  • Measurable: Increase the ROI by 15% through better targeting and ad optimization.
  • Achievable: Utilize data analysis to identify high-performing keywords and audience segments.
  • Relevant: Ensures cost-effective use of advertising budget.
  • Time-bound: Achieve the goal within the next quarter.

Like these examples? The usefulness of SMART goals lies in their ability to enhance focus, motivation, and accountability in goal-setting processes. They also provide a structured and systematic approach to goal-setting. This framework helps teams and individuals clarify their objectives, track progress, and make informed decisions about resource allocation. SMART goals also foster better communication and collaboration within organizations, as everyone shares a common understanding of what needs to be achieved and the timeframe for doing so.

Ok great, you might be asking yourself, what do I do once I create a few marketing SMART goals for my business? That’s the easy part, at least on paper. Each SMART goal’s Achievable description should be a loose outline on where to start. These tasks can be broken down into simple to-do lists, mapped to your calendar, just like any other project you undertake. One of the main advantages of crafting your goals this way is that transitioning them into actionable plans you can measure the results against is so quick and painless.

But don’t worry! If you find yourself in need of some help, whether it’s in creating relevant SMART goals for your digital marketing plan or in implementing any of them individually, LACUNA has your back. We’d love to help, just reach out and let’s get SMARTer together!

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