Learn to focus on what is important. As a marketing consultant, at Uzink we help companies and entrepreneurs to create ambitious but realistic marketing plans. How do we do it? We tell you how to add objectives SMART to your marketing plan. That is, to create goals that are specific, measurable, achievable, realistic and temporary.
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Learn the 5 keys to design smart goals: SMART Marketing Plan
A marketing plan without goals is like a sailboat drifting in the middle of the ocean.
The definition of objectives is a fundamental exercise, based on analysis and reflection, which will help you define a business strategy with sense for your business. An effective way is to follow the SMART methodology.
Choose goals that are specific.
We have seen many marketing plans with abstract goals, based on generalities, that are difficult to control and open to interpretation. A specific objective is one that defines a result limited to an action or area as specific as possible.
For example, if our business is linked to hotels…
Instead of “increasing reservations”, we should be more specific and add “increase reservations on weekdays during low season” or “increase the number of nights per guest in the summer season”.
Make sure your goals are measurable.
At Uzink we know that practically everything can be measured. For this reason, in addition to adding specific data, we need to have a tool that allows us to measure whether we have achieved it.
For example, if our business is related to a restaurant franchise…
Instead of "increasing the loyalty of our customers", we should provide a metric that allows us to control the objective: "increase the number of downloads of the discount app by 15%" or "increase the average use of discounts by 50% from the corporate app.
Calculate that they are achievable.
It is important to define ambitious goals to help us be more demanding with our strategy. However, they must be achievable and realistic in the context of our brand and the market.
For example, if our business is related to a Online store of gifts…
Instead of “achieving the largest Instagram community in the industry,” we could readjust the goal to “double the Instagram community of followers by 100%.” It would be an ambitious goal and at the same time achievable.
Evaluate its relevance.
When we talk about Smart objectives for your marketing plan, we must reflect on their importance. There are infinite objectives, but… are they really relevant? Are they helping our business continue to grow?
For example, if our business is a architects office...
Instead of “increasing the number of followers on Facebook”, we should look for another objective that is closer to our interests, such as “increasing the number of queries about projects via the corporate website”.
Give your goals a deadline.
It is decisive to establish a deadline in time to achieve them. The truth is that a large part of the marketing plans are annual, but the objectives can also be limited to specific periods.
For example, "during the Christmas campaign", "in the first quarter of the year" or lengthen them to provide a vision over time and add "in 5 years".
Establishing a SMART Marketing Plan is only the first step in designing a successful strategy. Shall we help you achieve it?