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Say Hello Hello to setting SMART objectives

Say Hello Hello to the SMART acronym

In a previous post, we discussed the SMURF approach to delegation. Well, if you’ve ever read a business management book, held a meeting with a marketing company or utilised the skills of a business consultant, you’ll be aware of the acronym SMART.

But what does SMART actually mean?

Quite simply, SMART is a useful way to set business objectives that are Specific, Measurable, Achievable, Realistic and Timely.

A specific goal will always be more attainable than a vague or general one. When you clearly define an objective you make it easier to visualise, as well as providing something tangible to work toward.

Gaining more leads would be an example of a general goal. A specific goal would be to gain 10 new leads a month for the next six months, by creating and managing a search advertising campaign targeting individuals who search for the services you offer.

A goal must be quantifiable. To be quantifiable, the path to the goal must be objectively measurable.

In our example, the objective of 10 new leads each month is a measurable goal as the success of a search advertising campaign can be gauged by the number of lead enquiries received via telephone or web form submission.

Setting goals for your business that are not achievable is setting yourself up for failure. When setting your objectives, be careful to ensure they can be reached within your budget and your employees have the skills required to see it through.

Gaining 10 new leads a month via search advertising is an achievable goal, provided the price of the keywords that trigger your ads is within your budget, your ads are relevant to your audience and you know enough about the platform to make changes as required.

An achievable goal is not necessarily a realistic goal. Will other tasks be neglected in order to achieve your desired goal? What effect may it have on staff morale? Will you need to provide any extra training for them?

Achieving 10 new leads each month is a realistic goal if you or your employees have the knowledge required to manage and maintain your search advertising campaign. If you need to train your employees to use the ad platform, your objectives may need to be revised.

Finally, you need to consider whether or not your desired objectives can be achieved in a timely fashion.

Is six months the best length of time to run a search advertising campaign for? Would it be more beneficial to run the campaign for three months before reviewing and adapting it?

The SMART acronym can be a useful way to define objectives and plan strategies to achieve them. If you need clarity and some extra motivation in order to visualise your objectives, think SMART and Say Hello Hello to a more productive business.


If your business struggles to define clear objectives, the marketing professionals at Say Hello Hello can help you determine manageable goals. From providing virtual office support, to taking control of your digital marketing efforts on your behalf, get help to run your business and Say Hello Hello to more time doing what earns you money.

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