In the world of marketing, setting clear and achievable goals is essential for success. As a consultant helping clients navigate the complexities of marketing, it's our responsibility to ensure that these goals are not only ambitious but also realistic and actionable. One effective framework for goal-setting is the SMART criteria. In this blog post, we'll explore how we set SMART goals for our clients' marketing efforts.

What are SMART Goals?

SMART is an acronym that stands for Specific, Measurable, Achievable, Relevant, and Time-bound. When setting goals according to the SMART criteria, we ensure that they are well-defined and aligned with our client's objectives, making them more attainable and impactful.

How we Set SMART Goals for our Clients' Marketing:

  1. Specific: We clearly define the objectives of our client's marketing efforts. Instead of setting a vague goal like "increase sales," specify what they aim to achieve, such as "increase online sales by 20% in the next quarter."
  2. Measurable: Establish metrics to track progress and measure success. Identify key performance indicators (KPIs) relevant to the goal, such as website traffic, conversion rate, or social media engagement, and set specific targets to aim for.
  3. Achievable: Set goals that are challenging yet realistic. We consider our client's resources, capabilities, and market conditions when determining what is achievable within a given timeframe. Goals should stretch our client's abilities without setting them up for failure.
  4. Relevant: We ensure that the goals align with our client's overall business objectives and marketing strategy. Goals should contribute to the growth and success of the business and be meaningful in the context of our client's industry and target audience.
  5. Time-bound: We establish a deadline or timeframe for achieving the goals. This creates a sense of urgency and accountability, helping to maintain focus and momentum. Breaking down larger goals into smaller milestones with specific deadlines to track progress along the way is always important.


Setting SMART goals for our clients' marketing efforts is crucial for driving success and maximising ROI. By making goals Specific, Measurable, Achievable, Relevant, and Time-bound, we provide clarity, focus, and direction to our client's marketing strategy, ultimately helping them achieve their business objectives and thrive in a competitive market.

Remember to regularly review and adjust your goals as needed based on evolving market conditions, and performance data, and take feedback from your team. With a SMART approach to goal-setting, you can guide your business towards marketing success and long-term growth.

If you would like to book a FREE consultation to discuss setting SMART goals for your business, click here.

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White Paper by Sally Barnard
Steve Rees
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