Creating SMART Goals for Your Business

Category: Inbound Marketing

Written by: Tony Adragna

Posted on: November 16, 2017

When your business sets goals, it helps keep everyone in your company moving toward common ground. It pushes everyone to stay focused to achieve the goals that you set. However, if your goals aren’t realistic, they’re pretty useless.

In this post, we highlight what SMART goals are, and how your business can create them.


When you hear the term SMART goals, your mind may shift to something revolving around intelligence. In reality, SMART is an acronym. It stands for:

  • Specific - Being specific with your goals is important. Instead of stating “increase our visitors to our website,” you should state “increase our visitors to our website by 20% this quarter.”
  • Measurable - Make sure you can track whatever you set as your goals.
  • Attainable - Work toward a goal that is challenging, yet possible.
  • Realistic - Only you know what you and your team are capable of. Be realistic when you’re setting your goals.
  • Time-bound - Set deadlines for your goals.

Creating SMART Goals

Now that you know what SMART goals are, it’s time to dive into creating your goals.

Where do you want to see growth?

When you’re setting your goals, usually you want to see growth in one of three different areas: visitors to your website, converted leads, or customers. Decide where you’d like to see growth for the this time period.

Numeric goals

After deciding where you want to see your growth, set a numeric goal. If you decided that you want to increase visitors to your website, your numeric goal may be to increase website visitors to 1,000 per month. This goal-setting template from HubSpot can help you determine your numeric goals.

Set a date

Determine the length of time that you think it will take to achieve your goal. This helps you determine how aggressive you need to be in your marketing.

It’s important to be aware of potential obstacles when you’re setting your goals. Being aware of the obstacles allows you to plan for ways that you can get around them. For example, if you know that your business slows down in the winter months, you should account for that in your goals.

Achieving Your Goals

After you’re done creating SMART goals, it’s time to get to work on achieving them. Here are a few tips on how you can achieve your goals.

  • Share your goals - Make your team and your organization aware of what your goals are. This holds you and your team accountable for the goals that you’ve set.
  • Share your results - Don’t be afraid to share the results as you go. This allows everyone on your team to hunker down and keep working toward attaining your goals.
  • Make data-backed decisions - As you’re viewing the results as you go, make decisions based upon the data that you have. If certain strategies are working well, duplicate them in other areas to help you inch closer toward attaining your goals.

With clear goals and deadlines, you can put together a strategy to help your business prosper.

Interested in setting goals based upon your analytics? Download our free eBook below.

A Guide to Marketing Analytics | Download Free eBook