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As with anyone’s desire to grow and develop into a better version of themselves, goals play a major part in someone’s evolution from where they are to where they want to be. In November 2016, I was tipping the scale at a robust 321 pounds. I had tried several times over the years to lose weight. I didn’t have any concrete goals. No viewable target, nothing to shoot for. It was just this elusive finish line with a bullseye that always seemed to be moving.

In January of 2017, after doing some introspective thinking, I decided that I had enough of always missing the mark. I finally committed to a series of SMART goals. What is SMART and why is it capitalized? In this vernacular, it is a mnemonic that stands for: 

  • Specific
  • Measurable
  • Achievable
  • Relevant
  • Time Bound

While I had this overarching goal of losing 100 lbs. (Specific), the “right in front of my face” goal was to lose that next one pound (Measurable). The immediate target was not to lose one hundred pounds. If it were, I do not know that I would have stayed on track (Achievable). I just knew I was sick and tired of being unhealthy and I wanted to make a change for my long-term health (Relevant). I gave myself one year to achieve my larger goal (Time Bound). If you are wondering, – YES! I absolutely hit that goal!

Exactly like people, your marketing agency should also set SMART goals. Here are some tips on how to set SMART goals that you can actually stay on track with.


1. Specific wording matters


For example, saying “become a better marketing agency” would not be considered SMART. Being vague is no longer good enough. It hasn’t worked yet, has it? Another way to address this is to ask, “How can we make our team better? How much better do we want to get?” Whiteboard out your thoughts and make them specific as possible. 


2. Document measurable goals


Much like being vague doesn’t help with your wording, not having Key Performance Indicators, or KPIs, will keep your goals aimless and undetermined. Metrics that track where you are, what you have achieved, and just how far you have come will show you how you are increasing and by what amount.


3. Shoot for attainable realistic goals


When setting achievable goals, you must consider the team’s ability to achieve them. Be sure that the velocity needed to reach your stated SMART goals is something that your agency has the capability to meet. Ensuring that your goals are set to your team’s skill set and not some marketing whitepaper’s benchmark is critical for staying on track. Improving is an evolutionary process. But when we set the mark way over the top, and we’re not quite treading water yet, giving up isn’t uncommon.


4. Make your goals relevant to your company


SMART goals that are relevant should mean something to your business and your company’s mission. For instance, does it make sense for you to participate in more trade shows to garner email addresses in order to turn those into more income? Perhaps a simple, relevant lead generating email campaign to your existing clientele is the right path for you. Being aware of what makes sense will help you set goals that benefit your company, not just you or the department.


5. Set your goals to be time-bound


Not having a time frame to achieve your SMART goal may be one of the most critical mistakes to make. Scope creep, time slip, lack of ambition, and downgraded urgency are some of the big roadblocks that keep you from meeting your goals when there are no set deadlines. Progress, even small amounts of progress, matters. Determine your long-term campaign goals and the length of time you want to hit those in. Once those are set, fragment those into smaller portions and set completion dates on those too.

If you are unsure what metrics make sense for you or you need some help contemplating where to get started, we would be thrilled to consult with you to get the brainstorming started. Imphasis works with goal-oriented business owners with a growth mindset to help them create the life and business they’ve always dreamed of.

Reach out to us today. Let’s set up a time to talk about where you are, where you want to be, and the way to get you there!

John Boghos

Chief Wordsmith