If you're reading this, you have either searched for what S.M.A.R.T.E.R marketing is or you've clicked on it because you're wondering what I'm on about.
The aim of S.M.A.R.T.E.R marketing is to ensure all your marketing objectives can be achievable through structured, realistic goals. By following this smart (haha) mnemonic, you can ensure that your marketing activity is achieving your business goals and not wasting your time.
I've broken down each part of the mnemonic into layman's terms with examples below. I hope this helps in your endeavours for better and smarter marketing, but if you need any further help or assistance leave a comment below or message me through the contact page.
Specific marketing goals define exactly what needs to be done. This is different to the generic marketing objectives of "to improve brand awareness" because it really hones in on what exactly you would like to include. Define your specific marketing goal by choosing a metric you would like to focus on, e.g. improving leads, visitors or customers, and work on that.
To make your marketing go further, you should also include the what, where, and who of your marketing goals. This means detailing the resources and what team members you have working towards the goal, and what actions they will be taking.
For example: Grace, a freelance marketing consultant to my business, is working on improving visitors to the website by conversion funnels on Facebook to increase website traffic from Facebook by 5% this month. Grace will post two funnels per week to Facebook.
After you have determined your specific marketing goals, you need to ensure that they are measurable. It's no secret that marketing in 2019 is data-driven and this is one of the many ways that's highlighted. Your marketing goals should be able to have a quantitative or qualitative metric applied to them in order to determine their success. (I recommend a quantitative approach - qualitative is a lot more complicated and time consuming, but do get in touch if you'd like to know how to go about that!).
By quantifying your goals, you're able to determine the extent of success that your marketing activities are achieving.
For example: A 5% increase in web traffic by Facebook conversion funnels per month is our goal.