When setting up campaign goals, I highly recommend using the S.M.A.R.T goals framework.
Why? Because. it. works. It breaks down the campaign goal to simple and clear 'units' of information.
And most importantly, you will be able to quickly determine if your campaign was a success or a failure- guaranteed. Lastly, The S.M.A.R.T goals framework works for any type of campaign, any industry.
Here are the main components of the SMART goals framework:
➡ Specific
➡ Measurable
➡ Attainable
➡ Relevant
➡ Time-bound
Specific
Choose a goal that identify a clear outcome. Here are the components to include, you can use this almost as a formula: Defined audience, channel source, quantity of the metric you are trying to achieve and defined date range. For example:
❌ Wrong: Gain more email subscriptions.
✅ Right: Gain 50 more email subscriptions from the site popup in the month of July.
This framework will not only help you determine the success of the campaign itself, but also how it compares to other campaigns that were set in different time frames such as last month or last year.
Measurable
Choose objectives that can be measured with metrics that will clearly show results (weather success or failure). For example:
❌ Wrong: Increase brand awareness in between July 1st and 31st.
✅ Right: Increase site traffic by 10% in July over June (you can be even more specific and add 'from organic traffic')
Attainable
Make sure the goals you are setting can be achievable considering the resources available to you. This could be the spend you are able to allocate to your efforts, or the team size that will run the marketing efforts, the time it takes to plan and execute a campaign- take all this into consideration when setting up your goals. For example:
❌ Wrong: Increase IG followers by 10M followers in the month of July from the partnerhsip with X brand.
*Do you really have the resource to execute such an aggressive goal?
✅ Right: Increase IG followers by 250 followers in the month of July from the partnership with X brand.
*Does this sound more achievable?
Relevant
All marketing goals, ultimately should be set to support the bigger business goals. Therefore, when thinking about the objective of your marketing campaign or marketing initiative pay attention and chose goals that support and are aligned with the bigger business goals. For example:
Business goal: Increase top line revenue by $20K in Q2
❌ Wrong: Increase re-pins on Pinterest by 10% in Q2 over Q1
✅ Right: Increase conversion from FB by 10% in Q2 over Q1
Time-bound
When setting your goal, make sure you time stamp it. Meaning it has a starting point and an end point. This will help with the planing leading to the campaign, it will help with tracking results while running the campaign and it will help understand the success of the campaign once ended. For example:
❌ Wrong: Increase site traffic by 10% month over month.
✅ Right: Increase site traffic by 10% month in July, month over month (meaning in ratio to June).
Setting clear goals will not only help you but it will help get the team aligned and everyone who is involved in planning the campaign.
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👋 I’m Anat Yaniv, founder of TAG Marketing Services.
👥 A collective of B2C experts, handling 360° marketing efforts
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