Setting SMART Goals For Your Digital Marketing Plan

If you don’t have clearly defined goals you will never hit them.

Clearly, it’s key to set goals. Goal setting is something most businesses know they should be doing and observing regularly… yet many don’t have a system in place?

This doesn’t make sense.

​With digital marketing, goals are set to help identify the priorities and form a path to success.

​The truth is that it is easier said than done for most businesses who are caught up with the day-to-day operations of their business.

Here’s the problem with setting goals – most of the time they fall into one of these categories:

  • Too lofty, not rooted in factual data
  • Not defined in a way that the team knows how to achieve them
  • Not defined enough, meaning it is not clear if or when they are met

It’s too easy for businesses to reflect on the goals they set 1-2 months earlier and say “wow, that’s not going to happen,” or “I’m on track because we had someone share our blog on social media.”

If you’re working on your marketing strategy and want to make sure that you are setting realistic goals then read on.

Why Is Goal Setting And Tracking Important?

Without a clear focus of what it is to be successful, you have no way of knowing if your marketing efforts are pushing you towards your goal.

​Did you know that digital marketing positions have one of the highest turnover rates? Why do you think that is?

Because, most of the time, they can’t prove what they are doing is actually working.

You can be sure that if they set markers and clearly defined goals, with a plan to achieve those goals, that they wouldn’t be as concerned about losing their job.


Your goals should be clear enough to where another person should be able to check and see if you’ve accomplished them or not.

​There are 5 key points to setting really attainable goals.

Look at the acronym S.M.A.R.T. and work it into your trail of success.

  • Specific
  • Measurable
  • Attainable
  • Relevant
  • Timebound


When you are setting your goals you can’t be vague or wishy washy when outlining what you are doing. It must be exact in your objective and in your service.

​The clearer you are, the more clarity everyone else has, and you will have a much better chance of assembling a plan that will reach your goals.


Your goals should be measurable in chunks, and it should be easily broken down into benchmarks and time lines.

Ask yourself these three questions:

  1. Can I track my progress? Can I record my progress?
  2. How do I know when I’ve reached my goal? How do I know I was successful in reaching my goal?
  3. What is the significance of this goal?


Are you goals something that can be accomplished? Or are they set so high that there’s no way you are going get there.

If you set impossible goals for your team, you literally are setting yourselves up for failure.

Remember the reason for setting this goal and make sure it is realistic.


The relevancy of a goal is crucial. Will this goal help with the efficency of your team, or does it have little impact?

​If your clients usually take the month of July off, is it really an attainable goal to try to get 30 new clients?

​With cautious planning, wouldn’t that time be better used building better sales data or performing internal processes? Make sure what you’re doing is helping the overall progression of the company.


Yes, everyone’s favorite word “deadline” is here!

The most stressful and anxiety-inducing impression of any marketing is knowing you’re coming close the end of the month and are way off track.

​With SMART goal setting, this shouldn’t be an issue at all.

Your goals should certainly be tied to a timeline of some kind. An open ended goal is not good for anyone, and no one can be held responsible for this.


SMART goal setting is not a new practice. It has been around for a while now thanks to Peter Drucker, the genius behind the plan.

There is a 76% success rate when goals are set, a plan of action is in place, and the goals are shared with another person. This is where the accountability comes in to play, of course.

Here are a few examples of some standard SMART goals for inbound digital marketing:

  • “I want to increase our leads by 25% by January 1st”
  • “We are going to hire 2 new project managers by the end of Q2”
  • “We want to land 100 new patients before September 15”


Goals are the lifeblood of a well-oiled machine. When goals are set in a SMART way, the team has clarity on what they are trying to achieve.

​It also builds a lot of accountability, on top of possibilities for support.

Once your goals are set, you have to create a strategy that will charge your success. Goals typically won’t be met based on the status quo. If that’s the case, you didn’t make it challenging enough.

Make sure your team is aligned, and don’t forget to keep track of your goals!

If you are having troubles setting goals for your business or your digital marketing project you can reach out to our team for a free consultation to help you identify what the best course of action is.


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