Set S.M.A.R.T. Goals for Brilliant Results

Ramping up your digital marketing? Searching for a new digital marketing agency? Trying to make sense of what to do next?

Before you start, be SMART! Take time to think about — and write down — what you want your web marketing to accomplish. If you jump into marketing without clear goals, you won't know if it's working, and you won't be able to provide direction to your agency partner.

A helpful practice for this is to set S.M.A.R.T. goals.
(Read on to download your free copy of our SMART GOALS Guide & Worksheet.)


This isn't the time to be vague. Don't just say, "I want to improve our web-presence." Be exact:  What specific areas do you want to increase? Lead conversion? Social media engagement? Paint a clear picture of what you want your inbound marketing company to help you achieve.


Any results you want marketing to deliver should have concrete ways to measure that result. Determine what type of metric you will use to gauge your success. For example, this could be an improved ranking on Search Engine Rank Position (SERPs) — like moving up to page one in Google search results, or a higher percentage of Pay-per-click (PPC) results, or XX more inbound phone calls from prospective customers. Keep track of where you started and what benchmarks you want to achieve along the way. 

If you set a goal for increased sales, be sure your sales process is working well. While successful marketing can get people to your door, if your sales process and customer experience don't live up to the promise, you can fall short of the goal.


Keep your goals grounded in reality. If you're a small, five-employee start-up tech business, you're probably not going to be able to rank higher than Apple in a Google search. Be realistic about the timetable and the budget you will need to reach your goals. When working with an agency, determine roles and responsibilities early on, so all parties clearly know what part they play in achieving your goals.

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The ends don't always justify the means, but with SMART goals, the ends are definitely more important. It's not enough to create more content or post more on Facebook. Your goal should be focused on the result and not on doing a specific tactic you hope will bring results.

With results-focused goals, your marketing agency will want to work with the tactics that bring you the performance needed for those goals, instead of getting caught up in doing things without real purpose.


Your marketing goals should include short- and long-term goals. For each goal, set deadlines and milestones to keep you — and your agency partner — from becoming sidetracked. Have regular status reviews to hold yourself and others on the team accountable for specific actions and deliverables at key points along the way. If one phase falls behind the timeline, be sure to rework and update the schedule.


Got Goals? Get Going! 

Download our Be Brilliant! Get SMART Goals Guide & Worksheet and start planning out your goals.

Once you've got your goals in hand, you are ready to dive into marketing. Look for an agency partner that can provide strategic insight and direction to work with you to achieve your goals.

Not sure how to start? What goals to go with? Struggle to stick to your goals? Need someone to hold you accountable? We're here to help ... Contact us today

Be Brilliant!® | Be Brilliant!® Marketing is a branding and marketing agency based in Southwest Florida. Our work and experience has taken us around the globe, working for clients ranging from local entrepreneurs to global, Fortune 100 companies. If you’re on Facebook, be sure to Like our page. Follow us on Twitter @BeBrilliantMktg