1 Learn the concept
SMART is a popular way to set goals that you can actually reach. The letters stand for specific, measurable, achievable, relevant and time-bound. Marketing goals without those qualities, such as "get more followers", are impossible to judge. SMART goals make progress visible and give a team something to work toward. In this lesson you learn what each letter means and how to rewrite vague goals.
2 See it in action
- Specific: say exactly what will change.
- Measurable: attach a number so you can tell if it worked.
- Achievable and relevant: realistic for your resources and tied to the business.
- Time-bound: set a deadline.
Worked example
Rewriting two vague goals
Vague: "Get more email subscribers."
SMART: "Add 200 new email subscribers from the website pop-up by June 30."
Vague: "Improve our social media."
SMART: "Raise Instagram engagement from 2% to 3% by the end of the quarter by posting three Reels a week."
Check: each SMART goal can be tracked, discussed and either met or missed.
3 Study an example
Example scenario
Vague: "Get more email subscribers." SMART: "Add 200 new email subscribers from the website pop-up by June 30." The second goal can be tracked, discussed and either met or missed.
4 Apply it and download
- Write three vague marketing goals.
- Rewrite each as a SMART goal.
- Save them in the SMART goal template.
Worksheet SMART goal templateOpen, print or save as PDF