It’s good to see the world through rose-colored glasses. There’s far too much negativity around us the way it is, but in terms of goal setting, too much optimism and not enough grounding in reality can lead to frustration, disappointment and wasted effort. So, instead of donning solid rose lenses, it may be better to go for the ombre effect. Keep your expectations rooted in reality while stretching your goals a shade or two brighter to something that will be truly achievable.
Low Expectations. Greater Happiness?
You may have heard the idea before that the secret to happiness is low expectations. And while it’s a Debbie-downer way of approaching your next set of marketing goals, there may be twinges of truth in it. When what we want is greater than what reality can offer, no one wins. Instead, you need to set attainable marketing goals that will take you where you want to go. This is where SMART goals come in.
What is a SMART Goal, and Are You Setting Them Properly?
SMART is an acronym that gets tossed around more than a football on Thanksgiving Day, but it’s endured as a goal-setting framework because it works. That said, it only works when all components of the acronym are accounted for in your goal. Here’s what SMART stands for:
- Specific – The goal must be clear with not an ounce of ambiguity in it.
- Measurable – You must be able to track your progress. Tie a number or other measurable criteria to your goal.
- Achievable – This is the reality check portion of your goal setting. Can it be realistically attained given your resources and other constraints?
- Relevant – Goals are most effective when they are tied to your broader business objectives. Their purpose should align with your priorities.
- Time-bound – Timelines are strong motivators. Establishing parameters for completion adds urgency, focus and accountability.
When we put it all together, a SMART marketing goal might be something like: “Increase web traffic by 20% over the next 6 months by posting 1 blog post per week.”
This goal is specific (increase traffic by 20%), measurable (keep an eye on Google Analytics for growth data), achievable (talk to us if you need help), relevant (yes, increase brand awareness), and time-bound (you have 6 months to make a move in SEO rankings).
To learn more about setting goals and building a successful marketing program that may even exceed your expectations, contact our team at The Found Gen today.