The longer I’m in business, the more I appreciate strong organizational skills in my team and the tools we use for tracking workflow and results. Our project leads work with clients to set timelines and move step by step through each project. Spelling all of this out can seem a bit time consuming at first, but it speeds the process in the long term. One of our favorite tools is to set SMART goals.
The acronym SMART stands for:
Now let’s break down what this really means.
Specific – What is your goal? Is it multi-pronged? Is the goal well defined and clear? Can you easily articulate it to your team? For example, you could say that your goal is to increase your company’s presence on social media. Compare that to stating that you want to increase engagement across all social media platforms and double your number of twitter followers.
Measurable – Once you decide on your goal, how will you know when you’ve achieved success? Our search strategist Greg Daurio spends a lot of time analyzing the results of the keyword research for the SEO strategy campaigns we launch. He builds out metrics that demonstrate concrete returns for clients. In setting goals, being able to quantify and measure success is key.
Action-oriented – SMART is a popular acronym in goal setting and some people use words such as Achievable or Agreed Upon instead of Action-oriented. With our clients, we always work with them to set a Call to Action or series of CTAs along with their goals. Publishing a brilliant blog post means the content is engaging, but what does your potential customer do when they get to the end of the post? Having a strong CTA is as important as great content. This links back around to measurable results.
Realistic – Set goals that are within reach of resources, knowledge and time for your company and your team members. It’s important to take the time to check in with your team, go over the other steps outlined above and evaluate your resources. If your goal is to create a stand out, effective social media campaign for your company, you might need to budget for paid ads. Our digital content marketing team works directly with clients to set an editorial calendar, post regularly and pull together analytic reports. Many companies don’t have personnel with the experience to do this in-house. In determining if your goals are realistic, you may need to consider using consultants to carry out certain tasks.
Time Sensitive – You’ll want to set a timeline for your achieving your goal. What’s your start date? Your end date? You want to make sure your team has enough time to complete the project and meet the goal. At the same time, you don’t want the timing for completion to be open-ended because this affects performance. For more on the importance of setting goals and deadlines, check out Forbes’ contributor, Ty Kiisel’s article from a few years ago that includes setting SMART goals and using the Marine’s 70% rule.
Taylor Digital can help you set objectives and flush out your company’s SMART goals, make a concrete plan and then execute that plan. To find out more about our services and how we can help you, contact us today.
To request our free SMART Goals Worksheet, email Lisa and we’ll send it right over.