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.
I bet you are wondering why I have given such a low percentage for the above examples. Here's your answer: because it's attainable and estimating a high KPI is likely to be very over optimistic for what's achievable when it comes to short-term digital and social media marketing.
Additionally, 5% x 12 = 60%.
If your marketing goal is successful, you're looking at a huge increase in web traffic by 60% for the whole year. By focusing on a smaller KPI, you increase your chances of success and are more likely to achieve that higher end result.
This is how marketing goals tie in to your overall business strategy. There's no point defining any marketing goals or activities if it doesn't contribute to your overall business strategy for success.
As with most businesses, your business strategies aims are likely to increase your revenue. If this is the case, you need to have marketing goals that align with your businesses goals.
Additionally, you need to consider if the platforms you want to utilise are actually going to be useful for your company. So considerations such as Facebook reach after their most recent algorithm changes needs to be considered.
For example: If we generate more traffic to the website via Facebook conversion funnels, we can increase leads to the website and therefore sales can close more deals to improve our overall revenue.
By creating a timeline with a finalised end date, there's a deadline that you and your team can work towards. Although I am not an advocate for applying a high amount of pressure to people and teams (I think it has the opposite effect!), a deadline to work towards can be a huge motivator for trying to reach KPIs.
Having your timing strategy set out in short-term (monthly objectives) and long-term goals (yearly objective) means that you are more likely to achieve them and working towards them will enable a consistent and significant progress towards your end goals.
As with the above example, by working towards a 5% monthly increase in website traffic (the short-term goal), you will be able to achieve the year long goal of a 60% increase in website traffic (the long-term goal).
The additional E.R to make S.M.A.R.T marketing S.M.A.R.T.E.R
EVALUATE & RE-EVALUATE
If you want to go the (recommended) extra mile with your marketing, you need to take the measurable factor of your S.M.A.R.T marketing to the next level by ensuring consistent evaluatation and re-evaluation of how your marketing activities are performing.
For example, if it gets to 11 months and your website traffic had only increased by 10% you could have saved yourself a lot of time by evaluating and re-evaluating your marketing activities and successes 10 months earlier.
The faster your test, measure, analyse, etc the faster you can fail - and that's not a bad thing. Marketing is all about experimenting, and part of that experiment is finding out exactly what doesn't work for your business.
Do you use S.M.A.R.T marketing? Share in the comments below and let's learn from each other!
Grace Scott launched www.meaningfulmarketing.org in December 2018. The marketing startup began in a revolt to today’s many marketing agencies that focus on their own pocket and not the development of personal relationships with independent business owners and the desire to bring forward the #shopindependent movement.
Grace has experience as a marketing manager for five solely owned Lake District restaurants, an MSc in International Marketing, a degree in Religious Studies (primarily politics and ethics focused), and experience in entrepreneurship, including working at a Google top ten start-up from 2017 - 2018, and starting her own eBay business at age 17.
Grace's aims are to provide local businesses in the North West with access to effective, flexible and affordable marketing that suits today's conscious consumer. The focus for the marketing start up is developing long-term, sustainable growth that's focused on relationship marketing and innovative ways of thinking.
Free 30 minute consultations are available to all new clients, and marketing for any budget can be catered for. Visit www.meaningfulmarketing.org or Grace in The Mintworks, Kendal, on Tuesday's, Thursday's and Friday's.