Zach Johnson

When developing a marketing campaign, it is important to have a clear set of goals and a plan to reach them. In an article with Forbes, Charlie Grinnell mentions that a goal or objective is where you ultimately want to go, a strategy is a plan of action to reach that goal, and tactics are the specific actions taken to achieve it.

SMART goals are a framework that stands for Specific, Measurable, Achievable, Relevant, and Time-based. This strategy can be useful for creating campaigns that effectively reach the target market and efficiently use resources. SMART goals help marketers set a clear vision aligned with the company’s mission, allowing them to build strategies and tactics that realistically enhance the marketing plan. This framework also enables teams to measure success more precisely. When creating SMART goals, essential questions to consider include: What is the purpose? What metrics will indicate success, and how will we track this data? Is the goal achievable with the available time and resources? Will the campaign contribute to our brand growth and larger mission? When is the goal’s deadline?

An example of a SMART goal could be for a business to increase Black Friday sales by 25% this season. The strategy to reach this goal might involve boosting social media content and launching targeted email advertising one month before the event. Specific tactics could include using social media to spotlight popular discounted items with direct links to the website. Depending on the size of the business, working with a local or national influencer could add excitement to the event. Another tactic could be creating buzz around a few “secret” items, revealed just days before the sale. Weekly emails to loyal customers would also serve as reminders to build anticipation.

Key Performance Indicators (KPIs) for this campaign would include total revenue from the event, which offers a straightforward measure of the campaign’s success. Social media engagement is another important KPI, it shows whether the content resonates with the target audience and provides insights into what generates the most interactions. For tracking the effectiveness of email marketing, open rates and click-through rates are helpful. By promoting different products in the email ads and monitoring KPIs, marketers can see which items attract the most interest. Overall, setting SMART goals ensures each part of a marketing campaign has a specific, trackable outcome, guiding the team toward realistic improvements. This approach also enables brands to make data-driven decisions that maximize campaign effectiveness.

Resources

Grinnell, C. (2020, August 31). From Strategy To Action: Five Tips For Smarter Marketing. Forbes. https://www.forbes.com/councils/forbesagencycouncil/2020/08/31/from-strategy-to-action-five-tips-for-smarter-marketing/

The Difference Between Marketing Strategy vs Tactics – An Example. (2020, July 21). Web.archive.org. https://web.archive.org/web/20200721000344/http://charliesaidthat.com/digital/digital/difference-between-marketing-strategy-vs-tactics-an-example/

Herrity, J. (2024, April 9). How to Write SMART Goals (With Examples). Indeed. https://www.indeed.com/career-advice/career-development/how-to-write-smart-goals