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What are the five smart goals in digital marketing?

Define goals for both revenue and for your brand

The goals you define for your company — both for your specific marketing initiatives as well as for your company as a whole – set the tone. They communicate what’s a priority, what you hope to accomplish, and ensure accountability.

It’s important that when you’re setting these goals that you’re setting them both for revenue and the success of the brand.

Determine key performance indicators (KPIs)

Defining success early on is crucial in order to measure your ongoing progress. What criteria, or key performance indicators (KPIs), will you use to illustrate you’ve achieved success?

Determining KPIs for revenue marketing goals is pretty straight forward:

Building marketing smart goals based on revenue goals and KPIs

However, defining KPIs for brand marketing goals tend to be a little bit more subjective. Depending on the brand goals that you’re setting, key performance indicators in integrated marketing may include things like:

Increase in conversation, amplification & applause (on your blog and on social media)
Increase in natural social shares of your content
Increase in the percentage of both branded and non-branded SEO traffic
Increase in the percentage of new visits to your website
Decrease in bounce rate
Increase in page depth
Increase in micro conversions/goal completions

Assess the ability to accomplish your goals

Setting marketing goals is the easy part. Determining whether you can actually accomplish what you’ve set before you is another story. You certainly don’t want to set goals that are so steep you’ll never accomplish them, or are so easy that they weren’t worth setting in the first place.

Use data to figure out whether your goals are attainable. One attainable marketing goal example: If you’re shooting for a 10% increase in subscribers and subscriptions have been steadily increasing by 6% over the last 3 months, getting to 10% with some additional efforts and new strategic direction is most likely attainable.

Verify that what you’re proposing is practical

The Realistic SMART goal step provides an opportunity to chat with your team about whether the goals are realistic. Is your team up for the challenge? Do they think it can be done?

Combined with a discussion about the time-sensitive nature of these goals (discussed in the step below), present your logic to your team and ask for feedback (and ultimately buy-in). Then, once you’ve matched your goals and KPIs with actual time-sensitive expectations in the next step, you’re ready to begin developing an effective, goal-oriented marketing strategy.

Designate short and long term marketing goals

How long will it take to reach the goals you’ve set forth? Match your goals to timeframes. Let’s look back at the timeliness of our previous marketing goal example of increasing software subscriptions by 10%. How long will it take to achieve a 10% increase in software subscriptions? How much time is necessary to become a thought leader in your space? Discuss the reality of how long it will take to accomplish your goals early on. This will make for a much more peaceful integrated marketing adventure.

Inherently you’ll achieve some of your marketing goals in the short term (3/6/9 months), and some will require more time (12/18/24 months) to accomplish. And that’s why it’s so important to address expectations of delivery as you’re setting goals.

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Comments (3)

  • Sir Ratan Tata

    Sir Ratan Tata

    August 21, 2022 - 6:51 am

    It’s no secret that the digital industry is booming. From exciting startups to need ghor
    global and brands, companies are reaching out.

    • Technocraft Solutions

      Technocraft Solutions

      September 01, 2022 - 1:49 pm

      It’s no secret that the digital industry is booming. From exciting startups to need ghor global and brands, companies are reaching out.

  • Shrivalli Poonam

    Shrivalli Poonam

    August 21, 2022 - 7:19 am

    It’s no secret that the digital industry is booming. From exciting startups to need ghor global and brands, companies are reaching out.

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