Bad Marketing Goals Getting You Down? Get SMART!

Bad Marketing Goals That Could Cost you Big

Bad Marketing Goals Getting You Down? Get SMART!Are bad marketing goals costing you money, leads and customers? When goals are vague, impossible to measure, have no clear path, are unrealistic and not tied to any timeline, they are!

It’s time to get  SMART with your marketing goals! First, let’s look at some common goals that don’t make the cut.

 

Bad Marketing Goal:  ”I want to be #1 on Google!”

You know what? Anyone can be number one on Google for their chosen keyword if they have enough money to spend on Google AdWords! Ask yourself why you want to be number one on Google and you can stop throwing thousands of dollars a month at AdWords from now until eternity.

Bad Marketing Goal: “I want more traffic to my website.”

You can get more traffic to your website with paid advertising, link building, SEO, content creation, but WHY do you want more traffic? Is it because you want more leads? If so, you need to first make sure your website is optimized for lead generation first, or all that traffic will do nothing to help you with your real goals.

Bad Marketing Goal: “I want a huge Twitter following.”

Again – why? You can buy Twitter followers, but will that really do anything to help your bottom line?

Develop SMART Goals Instead

Smart goals are Specific, Measurable, Attainable, Relevant, and Timebound. None of the costly goals above fit that criteria. SMART goals set you up for accountability and success in marketing – saving you money in the long run.

A SMART Goal Alternative to ”I want to be #1 on Google!”

Why do you want to be number one on Google? Perhaps because you would like more qualified traffic to your website. So, you could instead form a goal like this:

  • Specific – I want to increase website traffic by 25%.
  • Measurable – I will use Google Analytics to see how much traffic I’m getting.
  • Attainable - Since I’m not currently utilizing any inbound marketing strategies, a 25% increase over six months is realistic.
  • Relevant – Getting qualified traffic to our website will support a key business goal of increasing sales over time.
  • Timebound – I want to see results within six months.

A SMART Goal Alternative to ”I want more traffic to my website.”

Why do you want more people to visit your website? Isn’t it because you want more leads? Here’s another way to craft your goal:

  • Specific – I want to increase website leads to 10 per month.
  • Measurable – I will set up Google Analytics goals or use HubSpot to track new leads.
  • Attainable - I have a good amount of traffic to my site, so with some tweaks to my site, getting 10 leads per month is realistic.
  • Relevant – Getting more leads from online sources fulfills a key business goal of keeping our sales people flush with qualified leads to nurture.
  • Timebound – I want to see results within six months.

A SMART Goal Alternative to ”I want a huge Twitter Following.”

Why do you want a huge following on Twitter, or any social media platform? Maybe what you really want are more customers. Here’s another way to look at that goal:

  • Specific – I’d like to have one new customer per month from online marketing sources.
  • Measurable – I will keep track of the leads I gain from online sources in my CRM or sales notes (or using HubSpot) so I know where new customers originated.
  • Attainable - I am getting a good number of leads from my website, but there is no follow-through, so with proper follow-through, this is realistic.
  • Relevant – Gaining more customers is key to our overall business goal of expanding from two to five locations in the next few years.
  • Timebound – I would like to see consistent results within three-six months.

Interesting in setting and achieving SMART goals for your business? We can help? Request your free goal setting consultation today. At the very least, you’ll have a clearer picture of where your business is going and how to get there. If at the end, we both think we’re a good fit, we’ll schedule a follow-up call that might be the start of a great marketing partnership!

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Summary
Article Name
Common Marketing Goals That Could Cost you Big
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Description
Many common marketing goals will cost you money and business. Get SMART with goals that produce results. Here’s how you can turn your bad goals good!
About the Author Alisa Meredith (242 Posts)

As co-owner and chief inbound marketing consultant at Scalable Social Media, Alisa Meredith spends a lot of time keeping up with online marketing trends for the benefit of our customers. Computers have been a passion of hers since her first T1-99, so inbound and social media marketing is a natural fit.


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