Nov 7, 2016

How to Create Powerful SMART Marketing Goals

by Karrie Lucero
Smart Marketing

As a business owner, you regularly set goals to measure the success and growth of your company.

Part of successfully marketing your business is setting goals that will help you reach new consumers, expand, and of course, increase your profits! However, setting goals is more than just numbers, metrics, and deadlines. In order to see real growth in your business, you need to set SMART marketing goals.

SMART, as you might have guessed, is more than just a way of business thinking. It’s also an acronym. SMART marketing goals are goals tailored to your business that are Specific, Measurable, Attainable, Realistic, and Time-bound. By setting goals that fit within these criteria, you can more easily keep focused and see successful business growth. (Check out HubSpot’s free goal-setting template!) So what exactly does setting SMART marketing goals entail?


Setting goals for your business means you need to be as specific as possible. This means you need to specify real numbers, quantities, and deadlines. For example, it is much easier to achieve a goal that says, “We want to increase online visits by 50% in three months.” Goals that are vaguely stated, such as “We want more web visitors,” are much harder to achieve because “more” can mean one additional visitor or 100.


A goal that you can measure is a goal you can achieve. When setting your goals, make sure you can apply at least one quantitative or qualitative measure to them. To achieve your goals, you need a metric that will show your actual progress, growth, and change in your business. Check out Smart Insights’s Ten Measures Designs Tests to help ensure you’re using the right metrics to measures your goals.


Your business’s goals should challenge your company, employees, and yourself to work harder and make changes for growth, but they should not be impossible to achieve. It takes time—sometimes longer than we’d like to wait—to see growth and success in your business. Remember, patience often pays off in the business world, especially when it’s paired with determination and perseverance.



Let’s get real—in order to achieve your goals, they need to be something you can realistically achieve. This means you must be honest with yourself and your business. You need to be aware of what your business is capable of doing and what obstacles you may face. It’s important to have a game plan and know what you and your employees have the potential to work towards.



Time is always of the essence in business. This is also true when setting goals, however, with SMART marketing goals, sooner does not always mean better. Deciding the deadline for your goal requires a combination of the first four elements of SMART goals. Consider the following when setting a deadline:

  • Set specific dates and time frames during which you want to work towards your goal

  • Create time frames that you can measure, compare, and contrast growth with

  • Choose goal deadlines that your business can see change within and attain realistically

Your business’s marketing goals help build set the stage for your marketing strategy. With your goals in mind, you can develop strategies that will help your business expand, but your goals must be well thought out. By creating SMART marketing goals, you create specific, measurable, attainable, realistic, and time-bound goals that keep you focused and on the path to growth and success!