SMART objective setting
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The document outlines the SMART criteria for setting effective marketing objectives, emphasizing that objectives should be specific, measurable, achievable, realistic, and time-scaled. It provides guidance on formulating these objectives by asking critical questions to ensure clarity and feasibility. Additionally, it includes a template for writing SMART objectives and encourages reviewing processes and delegating tasks as needed.
SMART objective setting
- 1. SMART objective setting Rev Marketing
- 3. SMART objectives When setting objectives, ensure they are: Specific Measurable Achievable Realistic Time scaled To set your SMART objectives, follow the questions in the following slides…
- 4. Make each objective specific? • What exactly are we going to do, with what and for whom? • Is it clear who is involved? • Is the intended outcome clear?
- 5. Is each objective measurable? • How will we know the intended change has occurred? • Can these measurements be obtained? • When will it be measured?
- 6. Is each objective achievable? • Can we get it done in the proposed timeframe? • Can we do this with the resources we have? • Is this even possible?
- 7. Is each objective relevant? • Can the people with whom the objective has been set make an impact on the situation? • Do they have the necessary knowledge, authority and skill?
- 8. Is each objective time‐based? • When will this objective be accomplished?
- 9. Top Tips • Consider the potential knock-on effects of each objective • Ensure you review deadlines along the way • Further delegate tasks if required • Aim to finish ahead of your deadline • Have a back-up plan.
- 10. SMART Template By this (Date)… (Who) will have… Done (what)… Resulting in (result)… By (deadline). By the end of November 2014, Rev Marketing will have redesigned 4 campaign sites, re‐built, user‐tested, integrated with new and/or existing backend systems and re‐launched to the public, generating online campaign donations of £X.X million by February.
- 11. Evolve with Rev Marketing If you would like to find out more about making your marketing activities work as hard as possible for you, visit today to start your journey to a more evolved marketing approach.
Editor's Notes
- #4: So many platforms – which do you choose?
- #5: Facebook B2B B2C Visual content works best. Engagement with other accounts is crucial. Requires advertising spend to maintain reach. 2-3 x per week for B2B. Daily for B2C. Twitter B2B B2C Short, snappy tweets. Engagement with other accounts is crucial. Daily x 4 – break it down by scheduled and engagement posts. LinkedIn B2B Link with people you know, people who are in the same groups and people you would like to know. ALWAYS modify your connection message and add value – do NOT sell. Repurpose other content. Regular connections made and group activity. Pinterest B2B B2C Your business and personality in pictures. Great for SEO – remember to include a link to your website. Repurpose FB pictures. Share other people’s pins. Google+ B2B B2C Larger in US than in UK but good for SEO. Repurpose other content.
- #6: Speed: react to your audience and your business. Social media is flexible and easy to post quickly. It does not require pixel perfect images. Respond and take advantage of opportunities. Reach: Make it personal! You can now reach more people individually than ever previously possible – and the best bit…they are there waiting to talk to you! Your story: Interestingly, as the world moves further and further online, market research shows people place more importance on knowing you – the faces behind your organisation. Social media is a way to get your story out there – show your credibility and build a rapport with potential and existing customers. Their story: But remember, social media is just that – social. It is easy to get sucked into simply talking about your story and quickly developing a ‘selfish’ profile, which will just get ignored – we’ll look at how we can combat this later. Google & friends: Search engines now take account social media noise. This means that a popular and continually updated social media profile can increase your rankings in search engines. Website traffic: Clearly one of your aims will be to drive traffic to your website with a view of generating leads for your business. Don’t be afraid to ask people to visit the website but ensure there is value and a clear message. Share something valuable or interesting as a status update and invite them to find out more on your website. Relevancy! Reporting: Social media is often referred to as fluffy as measuring its impact was originally impossible. There are now tools out there that help you measure effectively Choose a few metrics and ensure you consistently measure them. More on this later.
- #7: The majority of people are now using some form of social media. They are already having conversations that you could get involved in.
- #8: Smart goals: Reflect the overall business and marketing goals. Key dates: Relevant holidays, world days, sporting events, networking, exhibitions, events. Target audience: Who are you trying to reach, where are they, who can introduce you? Measurement: Identify key metrics for each platform. Tone of voice: This needs to be consistent with your brand but different platforms may require subtle changes. Content: Identify relevant content types and frequency for each platform. Who will be posting and when? Junior team members on social media…be clear, be strict, define the rules!
- #9: Create a calendar of events that you could piggyback your content on – research their #tags etc Bulk scheduling allows you to spend dedicated time carefully crafting your core messages and then frees you up to respond and engage with people