SMART Goals: How to Use Them in Marketing Correctly
SMART goals are tasks that are clearly defined, can be measured with numbers, achievable, significant for the business, and have a specific deadline for completion.
What is the essence of SMART goals
The SMART model is used to make tasks sound clear and precise, with specific numbers and deadlines. This format immediately clarifies what result is expected and when it must be achieved. For example, a goal like “collect 2000 contacts through the chatbot on the website by the end of November” is clear and leaves no questions.
The SMART principle emerged in management in the 1960s and have since become a common tool for business and marketing. Its purpose is to turn ambiguous wishes into clear steps. Instead of vague phrasing like “increase sales” or “actively promote the product”, measurable tasks are set, for example, “increase the website conversion rate by 20% over six months”. Such goals are easy to track, break down into parts, and distribute among the team. In marketing, SMART goals are most often used when developing strategies and planning projects: all participants understand what they are working on and how to evaluate the results.
The SMART principle emerged in management in the 1960s and have since become a common tool for business and marketing. Its purpose is to turn ambiguous wishes into clear steps. Instead of vague phrasing like “increase sales” or “actively promote the product”, measurable tasks are set, for example, “increase the website conversion rate by 20% over six months”. Such goals are easy to track, break down into parts, and distribute among the team. In marketing, SMART goals are most often used when developing strategies and planning projects: all participants understand what they are working on and how to evaluate the results.
SMART criteria
SMART goals are crafted based on five key characteristics:
- Specific. The goal is clearly defined and has no vague formulations. Instead of “increase traffic”, the goal sounds like “increase the number of website visitors from organic search by 15%”.
- Measurable. The goal has a quantitative or qualitative indicator. For example, a 20% increase in email subscriptions over a month is an easily measurable indicator. The measurability of a task allows for tracking progress and understanding when the goal has been achieved.
- Achievable. The goal is realistic and takes resources into account. For example, the set goal of “increasing revenue by 12% by the end of the year” may be achievable thanks to new marketing activities. It is important to set ambitious yet attainable goals to keep the team motivated.
- Relevant. The goal fits the overall strategy of the company and corresponds to its priorities. The target formulation should be important for the business. For instance, the goal of “launching a new advertising channel” is significant if it indeed increases revenue.
- Time-bound. The goal has a clear deadline. For example, “by the end of the quarter” or “within 6 months”. Setting deadlines stimulates action: the team understands that tasks need to be completed in a timely manner. For example, the business goal of “double revenue in a month” is unachievable and demotivating, while “increase revenue by 12% by the end of the year” is realistic and measurable.
SMART goals in marketing strategy
In marketing, SMART goals are widely used when formulating strategy and managing campaigns. The SMART method can be applied in all areas of business, including online marketing. This means that any task — be it launching a campaign, creating content or conducting a promotion — can follow the SMART formula.
For example, the marketing team sets a SMART goal: “increase the number of leads by 30% by the end of the quarter”. This task immediately includes a number and a deadline. Or the goal might be “reduce the customer acquisition cost in Google Ads by 15% over 3 months”. In this case, the strategy clearly outlines what actions will lead to reaching the goal. It is important that the goals align with the company's overall priorities.
In marketing management tasks, the SMART methodology organizes campaign planning and business metrics. The presence of strict deadlines and metrics in goals improves team motivation. The SMART format helps to distribute responsibilities: everyone in the team knows what they are doing and understands what result is expected.
For example, the marketing team sets a SMART goal: “increase the number of leads by 30% by the end of the quarter”. This task immediately includes a number and a deadline. Or the goal might be “reduce the customer acquisition cost in Google Ads by 15% over 3 months”. In this case, the strategy clearly outlines what actions will lead to reaching the goal. It is important that the goals align with the company's overall priorities.
In marketing management tasks, the SMART methodology organizes campaign planning and business metrics. The presence of strict deadlines and metrics in goals improves team motivation. The SMART format helps to distribute responsibilities: everyone in the team knows what they are doing and understands what result is expected.
Examples of SMART goals in marketing
Let’s provide a few examples of SMART goals from marketing and business:
- Collecting contact database via chatbot. “Collect a database of 2000 contacts via the website chatbot by November this year”. The goal is specific (gain 2000 contacts), measurable (the number of contacts), meaningful (expands the database), time-bound (by November).
- Increasing revenue through marketing strategy. “Increase average monthly revenue by 12% by the end of the year through implementing a new marketing strategy”. This SMART goal shows the specific growth (12%), deadline (by the end of the year), and method (new strategy).
- Increasing conversions in the online store. “Achieve a conversion rate of 3.5% in the online store within 6 months”. Conversion rate is an important KPI, and reaching a 3.5% rate within 6 months can be planned and measured.
- Increasing subscription base. “Increase the number of subscriptions to the email newsletter by 20% in one month”. The specific number (20%) and deadline (one month) make the goal SMART: it’s easy to calculate the new number of subscribers and assess the result.
- Reducing customer churn. “Reduce the customer churn rate by 5 percentage points over a quarter (from 15% to 10%) by improving the loyalty program”. Specific numbers, deadlines, and methods of work are given.
- Increasing sales. “Increase sales of key product A by 30% by the end of the semester through launching an advertising campaign on social media”.
- Developing an omnichannel project. “Connect 3 new marketing channels (SNS, messenger apps, mobile app) for campaign X by the end of the month” (clearly specifying the channels and deadline).
What's the difference between omnichannel and multichannel marketing? Find out in this article.
SMART goals and marketing task automation
SMART goals pair well with marketing automation. They make it easier to understand which tasks need to be handed off to the system: for example, launching emails under specified conditions, segmenting the audience, scheduling campaigns, etc.
When a goal is clearly formulated, it becomes easier to understand which actions should be automated. Let's assume that the task is to “increase the number of leads from email newsletters by 20% over the quarter”. This immediately turns into a plan: set up an email chain, add personalization, and include analytics.
According to research, companies that use marketing automation receive (on average) 451% more qualified leads. This is directly related to the fact that clear goals provide a reference point: which scenarios to launch and what results to expect.
Marketing automation takes on the team's routine tasks: sending emails, targeting setup, or collecting statistics are handled by the system. This allows the team to focus on strategic matters instead.
For example, if the SMART goal is to “obtain 500 applications through the website by the end of the month”, automatic campaigns can be launched in advance, selecting the desired audience and setting up tracking of actions. The system itself will collect data and show how well the goal has been achieved. In this synergy, the SMART goal sets the direction, while automation handles the technical aspect. All the marketer needs to do is define which channels and triggers to use. After that, the system will track the task progress and the results. Marketing management becomes easier and clearer: everything proceeds according to the set plan.
When a goal is clearly formulated, it becomes easier to understand which actions should be automated. Let's assume that the task is to “increase the number of leads from email newsletters by 20% over the quarter”. This immediately turns into a plan: set up an email chain, add personalization, and include analytics.
According to research, companies that use marketing automation receive (on average) 451% more qualified leads. This is directly related to the fact that clear goals provide a reference point: which scenarios to launch and what results to expect.
Marketing automation takes on the team's routine tasks: sending emails, targeting setup, or collecting statistics are handled by the system. This allows the team to focus on strategic matters instead.
For example, if the SMART goal is to “obtain 500 applications through the website by the end of the month”, automatic campaigns can be launched in advance, selecting the desired audience and setting up tracking of actions. The system itself will collect data and show how well the goal has been achieved. In this synergy, the SMART goal sets the direction, while automation handles the technical aspect. All the marketer needs to do is define which channels and triggers to use. After that, the system will track the task progress and the results. Marketing management becomes easier and clearer: everything proceeds according to the set plan.
SMART tasks and omnichannel marketing
In omnichannel marketing, the main goal is to unify all marketing channels into a single system. SMART goals are set to ensure smooth operations across different platforms: websites, social media, email newsletters, and offline points. Such a strategy guarantees a unified, convenient brand experience, regardless of where the customers choose to purchase a product. For instance, a SMART goal might sound like: “increase overall conversion rates across all channels by 10% over the quarter”.
When setting such goals, it is important to consider the features of each channel and connect them with one another. As an example, “increase the number of registrations in the mobile app by 15% through coordinated work between the website and email newsletter” or “increase conversions through the call center by 20% over three months thanks to personalized scripts for operators”. These goals are always specific: the number, the channel, and the deadline are clear.
An omnichannel approach is often built around a shared database of customers and personalized communications. SMART goals set clear guidelines for this work: for example, the task to improve customer loyalty or retention is formulated and then broken down into steps for each channel. Thus, the “unified customer experience” stops being mere words and transforms into specific actions.
All channels collect information about clients in one system, and SMART goals show what needs to change due to such interactions. For example, “increase cross-sales (when a customer buys through several channels simultaneously) by 5% by New Year”.
When setting such goals, it is important to consider the features of each channel and connect them with one another. As an example, “increase the number of registrations in the mobile app by 15% through coordinated work between the website and email newsletter” or “increase conversions through the call center by 20% over three months thanks to personalized scripts for operators”. These goals are always specific: the number, the channel, and the deadline are clear.
An omnichannel approach is often built around a shared database of customers and personalized communications. SMART goals set clear guidelines for this work: for example, the task to improve customer loyalty or retention is formulated and then broken down into steps for each channel. Thus, the “unified customer experience” stops being mere words and transforms into specific actions.
All channels collect information about clients in one system, and SMART goals show what needs to change due to such interactions. For example, “increase cross-sales (when a customer buys through several channels simultaneously) by 5% by New Year”.
Conclusion
SMART goals are a convenient way to organize marketing strategy and clearly understand what results need to be achieved. They are suitable for tasks of any type: from a small advertising campaign to a large omnichannel project. If the goal is formulated correctly, it always includes specific numbers and deadlines, meaning the whole team understands what they are striving for. This simplifies the overall work: managers can track progress and make timely adjustments if something goes wrong.
When planning, it is important to incorporate such goals directly into the overall marketing plan: each task should be linked to a specific channel, tool, or automation. This way, the SMART method transforms general plans into a clear list of steps, sets priorities, and allows for real measurement of how successful the campaign is. In practice, such goals help to turn abstract ideas into a clear development plan and usually lead to noticeable business results.
When planning, it is important to incorporate such goals directly into the overall marketing plan: each task should be linked to a specific channel, tool, or automation. This way, the SMART method transforms general plans into a clear list of steps, sets priorities, and allows for real measurement of how successful the campaign is. In practice, such goals help to turn abstract ideas into a clear development plan and usually lead to noticeable business results.
