Perhaps you have come across the acronym SMART, often used within business where objectives and aims are referred to as SMART targets. The idea is to try to encourage aims and objectives to be realistic, measurable and valuable, and in this regard it’s an acronym ideally suited to the world of SEO and Social Media.
All too often we see small businesses struggling to engage with social media marketing, often spending huge chunks of their valuable time every day tweeting, updating their Facebook status, blogging, linking and more. Yet when asked why they’re doing it, many business owners struggle for an answer. When asked what they hope their social marketing will achieve the best answers tend to be vague shrugs towards concepts such as ‘more traffic’ and ‘more sales’.
But the truth is, most small business owners are completely unable to report whether their social media marketing has been successful, exactly how successful it has been, which areas of their social media campaigns are more effective, and how that data will be used to adapt their future marketing projects.
In fact we would recommend having a think about taking time out to develop some very specific SMART SEO & Social Media Targets. Here’s how it works. The letters SMART each stand for a different aspect of any one target, so a SMART target should be:
S – Specific. Any SEO or social media marketing target should be specific. Make sure that this is a target with a purpose, not just a target in itself. So a specific target should not be something like ‘Publish 3 Twitter updates every day’, but instead something like ‘Build a mailing list of 1,000 potential customers interested in HDTV’.
M – Measurable. The target should be measurable. In the above example we can see that the number 1000 gives us something to measure against, which is better than simply saying ‘Build a mailing list’.
A – Attainable – There’s no point in creating a target that’s hopelessly unrealistic. Writing down a target doesn’t make it happen. Do you really have the time, skills and ability to make it happen? If it doesn’t sound realistic you’re unlikely to try hard to achieve it.
R – Relevant – The target needs to be relevant to what you’re trying to achieve in your business. If you have little intention of ever writing newsletters or sending out material or offers to people on your mailing list then there’s not much point in creating one. Doing something just because it sounds good or because someone else is doing it is not a reason for it being relevant to your own goals.
T – Time-Bound – Set a date by when your target should be achieved. Be realistic, but don’t be open ended. If your target doesn’t sit within set time bounds then it’s liable to end up dragging on forever.
By creating this sort of target you can determine easily just how effective your campaigns are, and this information will in turn help you to re-evaluate your marketing objectives and will help you adapt them to become tighter and more effective in future.
Need help on your SEO & Social Media Strategies? Contact Webpresence now to see how we can help you to succeed.