Home > Uncategorized > EASY SMALL BIZ MARKETING – #2 Setting Goals


December 11th, 2012

Your marketing goals should support your business goals. So in other words your marketing goals will help you achieve the goals you have for your business.
I’ll use an example that we discussed here at SliQTools the other day. We want to increase sales of our SliQ Invoicing Plus software outside the UK. This is one of our business goals. In order to achieve this, we need to increase the volume of traffic to our .com website. So our marketing goal is to increase the number of daily visits to our website.

If you want to increase your chances of success, make sure your marketing goals are SMART. I’ve seen a few different variations of what SMART stands for but I think this one is really good:


If I give you 2 examples to compare, you will see why using SMART is erm, smart!

Imagine your business, POSH PETS sells luxury accessories for pets (crystal cat collars, designer dog clothes, priceless pet beds, you get the idea!)

Example 1 – you say you want to:
Increase sales by making more people aware of the POSH PETS brand

That sounds positive but it also sounds very vague. Which people are you targeting? How will you reach them? By how much do you want to increase your sales? By when? Do you want to sell more of a particular product line? This example begs too many questions – NOT VERY SMART GOALS :-(

You’ll need to come up with something more detailed as a plan otherwise how will you know if you’ve been successful in raising brand awareness or achieving the sales figures you want.

Example 2 – you say in the next 12 months, you want to:
• Increase sales by 10%
• Raise awareness among local customers with 1 feature & 1 advert in the local press
• Set up a monthly email newsletter and gain 100 subscribers
• Promote the newsletter with a product giveaway via your website & facebook page

As you can see, this example features MUCH MORE SMART GOALS :-)

They are:
Specific – stating how much you want to increase your sales by.

Measurable – By pinpointing precise figures (10% sales increase, 2 press articles etc) you will be able to see how you performed against your targets. You can then use this information to help you set more accurate goals in the future.

Attainable – hopefully you will have considered each goal in turn and set figures and deadlines that you can realistically achieve. For example, the 10% sales increase is a realistic forecast and you that have the time and resources to invest in writing press releases and newsletter. One organisation I know who had one person doing their marketing wanted their brand to be as high profile as the local council who had a large communications team and budget to match. Erm, reality check?!!

Results-orientated- far from being vague, the goals state the precise results you want to see ie 100 subscribers. Again this helps you keep track of how successfully your business is performing.

Time-limited- putting realistic deadlines on activities helps you stay focussed. If you are new to marketing strategy and / or are pushed for time, you might consider writing down one or two goals for the next 3 months. Then review it and do the next 3 months and so on. Keeping things short term will be more manageable.

If you had to choose one marketing goal for the next 3 months, what would it be?


You may be interested in the other articles in our EASY SMALL BIZ MARKETING series:


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