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The Importance of Goals In Your Inbound Marketing Strategy

Implement SMART goals in your inbound marketing strategy

4 min read

Every New Year’s eve we set a goal for the year: lose ten pounds, go back to college, learn a new language or, as the saying goes, “Whatever floats your boat.” We set goals in our personal lives, but often forget to set them in our professional ones. One of the top few answers an expert in business would likely advise you to do is to set some organizational goals of your own.


The strategy you map out is the ultimate tool to guide you through each benchmark you’ve set till you have reached your ideal destination.  It’d be like having peanut butter and jelly without the bread; nothing would be held together, and you’d have all glue and no substance. Take a moment to see if you have proper goal-setting techniques from our guidelines below:


Think SMART with your inbound marketing goals!If you are unsure where to start when drafting inbound goals for your organization, think SMART. Whether your marketing goal is to increase leads by 40% or obtain five new customers within the next month, SMART goals should be used to consistently and effectively achieve them.


You want to start by making your goals specific. Think of an area in your organization that would benefit from some improvements and target it. A simple way to get started is by reminding or asking yourself what you are trying to improve; are you trying to increase lead generation, or perhaps
increase brand awareness? Pinpoint what you need to improve.


Aim to create goals that are not only specific, but measurable. If you can’t see the progress you’re making, you won’t be able to gauge if your efforts are effective or not. Your organizational goals should show quantifiable data. Measurable goals also allow you to incrementally assess how the strategy is working as you go along.


While all the steps of SMART goals are important, designing an attainable strategy is arguably one of the most important steps. Setting attainable goals outlines the importance of your goals and measures how realistic they are for your organization.

Creating goals can motivate your team to achieve them; however, if they are unrealistic and unattainable, then your team may lose the motivation and drive to continue. Ideally you want to design a happy medium of both challenging and attainable goal setting.


Designing a relevant goal helps guide your focus on what really matters in your inbound strategy. Ensuring that the goals you set are relevant to your organization and what it is trying to achieve are part of what helps keep the organization moving forward as a whole.

Setting relevant goals will tell you whether or not it matches your company's efforts or needs, if the goal is worth-while, and how achieving the goal benefits the organization. If you can’t provide sufficient support for these questions, then you may need to start drafting different goals.


The final step in creating SMART goals is making sure they are created within a timeline. Each goal you draft should have accompanying time parameters that outline when they should be completed. This helps the team focus on what needs to get done and when. An added bonus of time parameters is that it surrounds the goal with a sense of urgency.

What Does a SMART Goal Look Like?

What a SMART goal looks likeNow that I’ve defined what a SMART goal is composed of, let’s look at how it plays into real-world practicums. An example of a SMART goal would look something like this:

Increase the number of leads we receive this year by 25%. Last year, ABC, Inc. received 4,500 leads generated from our social media campaign. Our goal is to increase those leads up to 5,625.

It targets a Specific area to improve, leads. It is Measurable using quantifiable indicators and data. 25% is an Attainable goal that challenges our team but is realistic to achieve. Generating more leads would mean more customers which makes it Relevant to our organization as a whole. Lastly, our goal was set with the Time parameter of this year.

Design Your Organization's Success

Setting SMART goals is a great way to increase the success of any inbound marketing campaign. When you design and implement an organizational strategy infused with SMART goals, you can expect to see continuous growth and improvement leaving little time for any form of stagnation.

For more information on how to create SMART goals for your business, download our free SMART goals kit below! 

Download our FREE kit today!

Published on November 20, 2015


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