The design of a marketing strategy must meet certain requirements. The mistake is to think that your digital strategy can do without clear objectives. However, setting these objectives requires a concrete and effective method. This is what the SMART marketing objectives allow. They allow the development and success of a company to be programmed. In B2B web marketing, the definition of SMART objectives provides an idea of the effectiveness of your site. Their realization, or on the contrary the obstacles encountered help you to identify the recurring problems in your digital strategy. Regularly updated, they coordinate the efforts of your teams by giving them a common and clearly identified goal. Find ten examples of SMART objectives to follow.
Definition of SMART objectives
What is a SMART goal?
SMART is an acronym meaning ” Specific, Measurable, Acceptable (or Achievable), Realistic and Time-bound “. These are the five conditions that SMART goals must meet. By respecting these indicators, the objectives can fulfill their tasks.
What are the benefits of SMART goals?
SMART objectives take into account the company’s current situation while helping it to surpass itself.
For this reason, SMART goals have four virtues :
- They empower you to succeed and motivate you in your business.
- They constitute a list of concrete elements to include in the marketing plan.
- They provide an effective follow-up of the actions carried out by the company.
- They help identify the sources of business problems and success.
How to set SMART goals?
To set SMART objectives, we will systematically refer to the five key points. Thus, the T stands for “Temporarily defined”. In other words, your goal should have a clearly chosen deadline. The M stands for “Measurable”. Your objective must therefore have a result indicator. And so on!
10 examples of SMART goals
Many people make the mistake of setting vague goals. For example “I want more visitors to my site” is not a SMART goal. What traffic do we want to obtain precisely? How long will it take? What is the purpose of seeking an additional audience? It is by answering all of these questions that you will create SMART goals. Your objectives must be defined annually but also every quarter. This way, you have a ready-made deadline. The end of a quarter is an opportunity to take stock of the evolution of the company and the impact of SMART objectives. This is also the time to make decisions, whether or not to continue with the actions put in place.
Here are 10 examples of SMART goals:
Example 1: Multiply by 10, within 12 months, the website traffic and the number of inbound leads by implementing an inbound marketing strategy. This includes the creation of 4 blog content each month, the creation of 3 white papers, an optimization of Call-to-Action (CTA) on the website, the implementation of a marketing automation tool, and the creation nurturing scenario.
Example 2: Increase by 30%, within 3 months, the conversion rate for leads from marketing by setting up a nurturing scenario. Salespeople will thus have more qualified and mature leads.
Example 3: Increase the number of new leads by 15% each month by adding over 30 of our Call to Action (CTA) blog posts inviting you to download a white paper and/or request a demo.
Example 4: Increase the number of Facebook followers by 30% in the space of 2 months, by doubling our publications, and by setting up a Facebook Ads campaign.
Example 5: Multiply by 5 the number of visits from social on our website within 3 months, by training our salespeople in Social Selling.
Example 6: Increase the frequency of blog posts from 2 to 4 per month. Increase its length from 400 to 1000 words in order to attract 500 additional unique visitors within 4 months.
Example 7: Increase the conversion rate of the “demo request” landing page by 10% by measuring the effects of an A / B test next month.
Example 8: Increase the download rate of a white paper by 15% the next quarter, by setting up an exit popup.
Example 9: Increase the download rate of a white paper by 15% the next quarter by setting up a retargeting campaign offering this white paper.
Example 10: Increase the open rate of an email campaign by 10% within 1 month, by further personalizing the subject line and the first sentence of the content.
You’ll quickly notice that all of these sample goals meet the SMART goals method. The objective to be achieved, the deadline, and the means are clearly defined. As much as possible, they are encrypted. This way, you get a real roadmap for the evolution of your brand. In the following term, if these goals have not been met, you can learn from them. These types of goals can relate to virtually every aspect of your marketing strategy. The conversion rate, the search for new direct or indirect prospects, the modification or the creation of an e-mailing campaign …
Moreover, setting SMART goals each quarter can itself be the subject of SMART goals. These initiatives can call on a large part of your teams (editorial staff, graphic designers, programmers, etc.), depending on which ones you have chosen. SMART Goals are thus a simple, yet extremely powerful method for leading and monitoring a business, no matter what the business. If they are realistic, however, they must lead your business to give the best of itself in order to progress.
It presents advantages that are almost indispensable today, at a time when B2B web marketing strategies must stand out and constantly innovate. The creation and monitoring of SMART objectives allow you to not lose sight of the realities that your company must face, and therefore to better focus on the solutions to be provided.