Memo for a client, how to set a goal to your marketers

Goals or S.M.A.R.T. Goals?

Without any specific goals marketing is pointless. Marketing goals lie at the heart of every successful marketing strategy. Even before starting to look out for a marketing agency, you need to figure out what you want to achieve and what your goals are. Because with having specific goals, you will have no way of knowing if a particular marketing strategy is working or not.

Depending upon the business and requirements, you may have a wide range of marketing goals. Some common examples of marketing goals might be to increase website traffic, gain more social media followers, gain more leads or improve your conversion rates. However, with you setting the goals for a prospective marketing agency, they become more accountable and focused on their job, which produces better results.

If you are looking to hire a marketing agency but haven’t set your goals yet, don’t worry, there is a SMART way of doing this. The SMART goal setting technique is the most well-known and popular technique for setting goals among the business community. The acronym for SMART stands for specific, measurable, attainable, realistic, and time-bound.


Your goals need to be specific. You need to provide enough information about your goal to the marketing agency so that they can easily understand what is expected of them and what is needed to be done. The best way to do this is by breaking your goal into specific objectives. By setting specific objectives you will be able to track the success rate easily.


To keep track of the amount of progress, you need to set goals that are measureable. That means there has to be some indicator using which you will be able to evaluate the progress of your marketing campaign. Again defining your goals with measurable units help the marketing agency to understand your needs better.


No point in setting a goal which you know for a fact that it will be impossible to achieve. That does not mean you should not be ambitious and set easy targets. Sometime an objective may seem impossible but by hiring the right people you can make it happen. This part is tricky, to set goals that are attainable but at the same time challenging. You need to set challenging targets for your marketing agency to get the best possible results.


You need to set realistic goals for the marketing agency. Rather than setting impossible goals, you should consider setting goals based on your budget and resource. Furthermore, the context of current market conditions and realities of the business climate should be kept in mind. Moreover, before finalizing goals it is recommended to do market research along with an internal audit of your business. 


The last thing that you want to make sure is that your goals are time-bound. Set a specific deadline for your project. Working on a deadline gives a sense of urgency to the marketing agency. Again if provided with a time limit, it will be easier for the agency to set up small targets within a time frame. This way it will also be easier for them to set up an action plan for the marketing strategy.

Examples of SMART goal:

  • I want to get 10 new inbound links from relevant websites within the next month.
  • I want to increase the number of visitors on my website by 50%, from 10,000 visitors last year to 15,000 visitors next year with-in December 31, 2020.
  • I want to rank number one for the keyword “best electric bike” and move from ranking number five position on google search in the United States within the next month.

Final Words:

By following the SMART technique for setting goals, you and your marketing agency will be on the same page with regards to the expectation and results. Moreover, you will also need to sure that your marketing goals are consistent with your business goals. For example, if your business goal is to sell more products through your website, then your marketing goal might be to gain Information Qualified Lead (IQL), Marketing Qualified Lead (MQL) and Sales Qualified Lead (SQL).      


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