Tired of being disappointed by lackluster marketing and advertising results? Understanding and outlining your goals sets you on the path to creating a killer marketing plan.
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Score with SMART objectives.

When I first meet with a new client, I’m full of questions: Tell me about your business. Tell me about your products/services. How is your product/service better than your competitors? Tell me about your customer demographic. Probably the most challenging question is: What do you hope to achieve with your marketing and advertising? A typical answer is along the lines of “sell more” or “grow my business.” In order to run an effective marketing or advertising campaign, you need to set an objective. Just like other goals, marketing objectives should follow the SMART model: Specific, Measurable, Attainable, Relevant, and Time-Bound. For example, “I want to increase sales” is not a good objective. Here’s some examples of SMART objectives:

 • Increase my store’s average daily foot traffic by 15% in the next three months.

  Increase the number of inbound phone inquiries by 10% in 120 days.

  Decrease the number of unqualified/poor website submitted leads by 20% over the next year.

One of the most common mistakes small business owners make is buying advertising without first having a SMART objective. The campaign objective then defaults to brand awareness and it generally takes months or years to see results from brand awareness campaigns. If you don’t tailor your campaign or ad around a specific goal, you can’t complain that it didn’t work. Once you have your SMART objectives, the next step is to develop a marketing plan based on your goals. Make a commitment to your marketing plan and give each aspect of your campaign a fair shot. However, that doesn’t mean that your campaign should/must remain stagnant. For example, when you plan a trip, you plan it with the destination in mind. You may alter your route due to road construction but you’re still working towards your final destination. Similarly, you may discover that your radio isn’t performing, but your search engine marketing is knocking it out of the park. In that case, you might decide to ditch radio for digital options instead. Even if traffic is reasonable and the roads are relatively smooth, you may want to extend your trip by a day to check out a promising looking tourist spot. Whether it becomes your new favorite place or it’s a complete dud, you’re still working your way to your destination. Likewise, you may want to try a new social network that seems to be gaining steam. It may or may not work out, but your other campaigns are still running and working towards your goals. Establishing SMART objectives for your marketing and advertising will help you spend less money and get better results. What’s not to like?   Need help creating an objective based marketing plan? Send us a note or call 734.240.5033 to schedule your free 30 minute consultation.