7 S.M.A.R.T. Website Goals
S For Specific
M for Measurable
A for Actionable
R for Realistic
T for Time-bound
Set specific outcomes for your website goals. Yes, we are talking numbers. Being vague with your smart goals does not work. You need to focus on %, $, or time here. Compare these two goals: “Sell more online next year” OR “I want a 11% increase in online revenue by January 2019”. Which do you think is the best?
SMART website goals can include metrics such as website visitors, social media numbers or any other goals you can define, measure and test. Website visitors or number of liked posts are all measurable things. ‘Increase engagement’, for example, is not.
Consider – can you actually do something to achieve your goal? Are you being realistic? With less than £250 advertising budget you will not be able to ‘Overtake Uber as online taxi provider”. But don’t make it too easy either. Be ambitious and base your judgement on previous performance.
And remember, there must be a set deadline!
Tip: Break it down
GOAL 1. Website visitors
SAMPLE GOAL: Increase website visitors to 5,000 per month by December 1, 2018.
Just after launch of a website there is an increase in website visitors, as people check out your new design. Over time, without any marketing, the number of visitors will decrease. It is unrealistic to expect many ‘organic’ visitors (they find you by performing Google search) – unless your SEO is being worked on by a professional company. Or if you have a paid advertising in place.
There is however few things you can try doing to increase your traffic
Why do you need many visitors?
If you are selling products or services online you already know that you need many visitors because most are not ready to buy when they first come to your website. Only few will be converted into leads.
GOAL 2. Social media reach
SAMPLE GOAL: Increase followers of our Twitter company page to 250 by the end of the 3rd quarter in 2018.
It is certainly a good idea to plan and manage your social media activity. With tools such as CoSchedule drafting & scheduling posts is easy and takes minutes. Taking more strategic approach to your posts will result in improved consistency and better quality of content. This in return should ensure more followers become fans of your brand. Your social media reach represents the potential size of the audience to consume your inbound marketing content too.
GOAL 3. Blog subscribers
SAMPLE GOAL: Increase blog subscribers by 40% by September 30, 2017.
these are the people who have opted in to be notified when you publish new blog posts by email or RSS feed. Blog subscribers are relevant because they not only are consumers of your marketing content, but they help your search engine rankings with Google.
GOAL 4. Leads
SAMPLE GOAL: Generate 10 inbound marketing leads per month by November 28, 2018.
These are website visitors who have exchanged contact information (their details) for content offer. This is the first opportunity for you to qualify visitors against your customer persona and see if there is a match or opportunity.
Lead magnet examples:
– PDF, Reports, Publications, White Papers
– Competitions & Give-aways
– Templates, Excel sheets, Design Templates
– Free Samples & Trial Subscriptions
At Branderbee we helped dozens of clients create converting lead magnets. If you need advice please contact us now, for a no obligation chat over the phone or app of your choice (we like Watsapp).
You can pick consultation time HERE.
GOAL 5. Lead conversion ratio
SAMPLE GOAL: Hit a lead conversion ratio of 2.5% by the end of the second quarter, 2019.
This ratio is the % of website visitors that convert to leads, in a given time period. If you have a high lead conversion ratio, you need less website traffic to hit your lead goals. The lead conversion ratio is a good measure of the effectiveness of your inbound marketing.
GOAL 6. Email clickthrough rate
SAMPLE GOAL: Hit an email clickthrough rate of 10% by September 30, 2019.
You will know that your message resonates with the audience if they choose to click on the links included in your emails.
GOAL 7. Customers generated through inbound marketing
SAMPLE GOAL: Generate 10 customers from inbound marketing in 2017.
These are people who found your company through your website or social media networks and became customers. This is the ultimate measure of the effectiveness of your inbound marketing efforts.
Download our free template (Excel)