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    ▷ How to use them in your marketing department – WAU 2020

    How to use them in your marketing department – WAU

    SMART is an acronym formed by the initials of the words Specific, Measurable, Attainable, Realistic and Time-bound (soon we will see the meaning of each word).

    Setting marketing goals for your company is a complex task. It is necessary to project an ambitious future, capable of maintaining motivation and constant growth.

    But you can’t be too dreamer and propose unattainable goals, which, instead of motivating your team, will leave you feeling frustrated.

    Setting the right goals is the first step towards success. But how to accomplish this task?

    How can I set goals that will help my company achieve the desired future in the short, medium and long term?

    How to trace a good growth path for your employees without leaving them unmotivated?

    We will answer all of these questions for you now.

    HubSpot, one of the largest inbound marketing initiatives in the world, has developed a template for defining SMART goals.

    It is a spreadsheet structured in order to help you set great goals for your company and team. Click here to download the translated version.

    We will explain to you how to use this tool and give you great insights to define your SMART goals. Prepared?

    SMART goals: what is it?

    SMART is an acronym formed by the initials of the words Specific, Measurable, Attainable, Realistic and Time-bound (soon we will see the meaning of each word).

    Goals that follow these criteria are more likely to be achieved, as they help to define a clear future that a company or project wants to reach.

    The acronym came in 1981, when consultant George T. Doran published an article called “There’s a S.M.A.R.T. Way to Write Management’s Goals and Objectives ”.

    In the text, the author reports that the managers of the time were confused in defining their objectives and proposed a simple methodology to facilitate this task.

    Over time, the methodology has been appropriated by companies and has undergone adaptations.

    Not by chance, a few different words are associated with the letters of the acronym, such as Significant (relevant) for “S” and Action-Oriented (action-oriented) for “A”.

    In our case, we will work with the HubSpot proposal, which is the most used today.

    In addition, the author himself clarifies: not all of your goals will meet all five criteria.

    For example, many objectives may not be quantifiable, as the acronym “M” proposes.

    But ideally, you should be able to meet most of them to make it easier to reach your goals.

    Why use SMART goals?

    Firstly, have you ever stopped to think about the importance of setting goals in your projects?

    If you don’t know what you’re getting at, you certainly won’t be able to choose the right one.

    So, this is the first step to guide your actions.

    Let’s see the main benefits of having clear goals in your company:

    • Define a future situation to guide efforts
    • Putting the whole team in a common direction
    • Motivate the team to achieve results
    • Measure the efficiency of actions after their execution

    If the objectives follow the SMART characteristics, the benefits are reinforced, since you will have an even clearer future for your entire team.

    In addition, although this proposal has arisen in the business world, it can also be used at the individual level.

    Have you thought about how SMART goals can help your personal and professional achievements?

    Increasingly it has been used to drive people on their projects.

    Now, let’s analyze the meaning of each letter of the acronym:

    S – Specific

    The first characteristic that the acronym brings refers to specificity: you must be specific in defining your goals.

    Don’t just say that you want “more visitors to the site” or that “your brand is better known”.

    Thus, it is difficult to know exactly what efforts you must make to get there.

    Vague, generalist, subjective goals tend to be less effective. The tip is to be as specific as possible.

    Do you want more visitors? Then say how many, in how long.

    Do you want your brand to be better known? So think about how you will measure this (number of visitors, reach on social networks, growth in organic search, etc.).

    Thus, your goal becomes more tangible for you and your entire team.

    M – Measurable (set measurable goals)

    After you carry out the planned actions, how will you know if you have achieved the objectives?

    Using goals like “more brand engagement” or “more social influence” makes it difficult to analyze results, as you will not be able to measure your actions.

    That’s why, as the letter “S” says, you must be specific.

    Quantifying your goals is important so that, along the way, you know what remains to be done and, in the end, be able to compare with the results.

    Thus, its key success indicators (KPIs) are also defined.

    For example, if you want to generate more leads, you must pay attention to some points: how many leads you want in the future, how many leads you generate today (to know your growth) and how you want to measure that number (if you need to use a tool, do some configuration etc.).

    A – Attainable (set attainable goals)

    Although you have big ambitions, keep your feet on the ground to define your goals.

    The numbers should be challenging, to motivate the team, but don’t go overboard with optimism.

    Setting unattainable goals generates the negative impact of the team’s frustration, which they understand is not able to achieve the expected results.

    We know that it is not simple to reach a number that is both grounded and challenging.

    But having business experience, benchmarking and getting to know your team well helps a lot.

    Following the previous lead generation example, to define the number of leads you want in the future, it is not enough to think of an ideal number.

    Analyze what you can generate today and, with the actions you intend to carry out, what the real capacity of your business and your team is.

    R – Realistic

    You know your reality, your business and your team. You know what they have already accomplished and what they can still accomplish.

    Although you strongly believe in everyone’s ability, there are limitations that must be considered.

    So, be realistic in setting your goals. Forget about the ideal you would like a little and work with reality, even if it is still below your dreams.

    Perhaps, being realistic now, you will be able to motivate your team to exceed expectations and go beyond the expected results.

    The “R” is closely related to the “A” that we explained earlier: to define attainable goals, you need to know the reality of your business.

    For example, if you want to improve your positioning on Google, you must first analyze whether your team has specific knowledge in SEO or whether it will be outsourced, so that you can set a reasonable goal.

    T – Time-bound (set a deadline)

    The dedication varies over the course of a project, and usually the end demands more energy.

    When a deadline is set, the team can schedule and measure their efforts.

    However, a project that is infinitely extended, as it fails to achieve results, consumes the energies of those involved.

    Untimed goals become exhausting.

    Therefore, you must set a deadline for your team to achieve the goals.

    If you don’t reach them, don’t keep extending – evaluate what went wrong, what can be improved and redo the plans, with new goals and strategies.

    If you notice that the initial projection of the term was not realistic, it is possible to anticipate or extend the term. But don’t make changes in a row so you don’t lose your team’s motivation and confidence.

    If you also realize that the duration of the project is too long, think about short, medium and long term goals that help you stay focused.

    Sales Funnel Planning Kit

    How to use the SMART objectives template

    Now that you understand what SMART means, let’s move on to the translated HubSpot template that you can download here.

    To facilitate your understanding, we will divide the filling of the template into 6 steps. In each of them, we will show a section of the table and what you should do in each one of it.

    Always keep in mind all the SMART principles defined in the previous session and you will see how easy it is to set great goals for your team.

    Step 1: List your goals

    This step is simple. Before writing anything on the template, write down all the goals you have on paper.

    Don’t think about editing them now, just write them all down. Then, with SMART features in mind, select or rewrite each one.

    Now, choose an objective that obeys SMART principles and write it in the orange area of ​​the template, as in the figure below.

    SMART goals 1

    Step 2: Categorize your goal

    Any marketer basically has three goals in mind: 1) to increase access to the site, 2) to convert more leads into leads and 3) to convert more leads into customers.

    These three options are already available in the template – just choose the one that best fits your goal.

    For example, if you want to increase sales by 20%, the category would be 3, but if your goal is to increase leads by 5% every month, then the category would be 2.

    Defining the category of your goal will help you to be clear throughout the marketing process and to know what your real intention is. This will also make it more evident what you must do to achieve that goal.

    Step 3: Be specific and define numbers

    This step is very important, as it transforms your objective from a simple idea into a real, measurable and concrete arrival point.

    For this, you can use the blue section of the template. It is a calculator that will help to define reasonable numbers to be reached.

    You just need to fill in the spaces according to your access numbers, visits, customers and leads, and the calculator will present you with a reasonable projection for you to work with your goal. See the example:

    SMART goals 2

    Step 4: Set a deadline

    Step 4 works with the SMART “T”. At this stage, it is necessary to define a deadline for the objective to be achieved.

    Otherwise, you will have a projection with no certainty whether one day will be achieved. To help, the template also offers some deadline options.

    SMART goals 3

    Take into account everything you know about your company’s scenario and what your team is capable of achieving and set a reasonable deadline.

    Caution! If you put a deadline too short, it can frustrate your team.

    Step 5: Take time out of your schedule to reach your goal

    As important as being realistic when setting a goal and setting a deadline is calculating how much effort and time it will take to achieve it.

    Define how many hours per week you need to dedicate yourself to this goal. You will see that this simple act can help you have more discipline and focus, and, most importantly, achieve results within the set time frame.

    Once again, you can count on the options presented in the SMART objectives template, as in the following figure:

    SMART goals 4

    Step 6: Keep an eye on obstacles

    What differentiates a good marketer from a great marketer is their ability to foresee obstacles and problems before they even happen.

    The more prepared you are to deal with risky situations, the more you increase your chances of reaching your goals and achieving success.

    So, don’t forget to study the scenario of your team and company and identify, first of all, what are the possible obstacles to be faced when running after your goal.

    Write them in the last section of the template and think about finding ways to neutralize each one.

    Get to work!

    Now that you’ve figured out how to set SMART goals, it’s time to get started. As you fill out your template, new questions will arise.

    Do not hesitate to return here in the post and ask us. We are always here to answer all your questions. Good work!

    Want help setting your budget? Also check out our marketing calculator!

    marketing calculator

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