« Small Business Marketing Tool: A Face-to-Face Networking Guide | Main | 10 Commandments of Successful Marketing Management »

SMART Objectives: A Cornerstone of your Small Business Marketing Plan

A lot of my small business clients have asked me about developing SMART Objectives for their marketing plan. But few know what the acronym stands for. Small business marketing plans that use SMART Objectives reflect goals that are:

Specific - If you say "We'd like to have more customers", that's too vague. But if you say "We will have 10 new customers by year's end", now that's specific.

Measurable - One key to using SMART Objectives is to make them measurable. For you and your small business to know if your marketing efforts are successful, you must be able to quantify any SMART Objective.

Attainable - Goals should be challenging....and streeeeeeeeeeeetch you and your small business. But if the SMART Objectives are too much of a stretch, noone will try, and morale will suffer.

Results-oriented - Every SMART Objective should start with an action verb. Start each objective phrase with words like "complete", "increase" or "decrease".

Targeted - Let's face it, most of us are motivated by deadlines. Why else would marketers use expiration dates so often? Attach a due date or deadline to every SMART Objective you set.

If you want to go deeper in understanding goals and SMART Objectives, The Marketing Toolkit for
Growing Businesses
or Stand Out from the Crowd might help.

Like what you read here? Check out Marketing Tips & Tools

December 16, 2008 in Small business marketing plans | Permalink


TrackBack URL for this entry:

Listed below are links to weblogs that reference SMART Objectives: A Cornerstone of your Small Business Marketing Plan:


Where I come from girls are considered to know nothing about IT, but my girls and I started a blog and promoted it to receive some visits. It’s a start but we will not back down from this challenge.

Posted by: Jeff Paul Scam | Feb 23, 2009 3:28:18 AM

tried to download the first chapter of your book but the link won't work.

Posted by: caty | Aug 18, 2009 2:44:22 AM

Yeah, the link won't work. Can you fix it?

Ben Cliff

Posted by: Business Answering Service | Aug 22, 2010 3:18:56 AM

The comments to this entry are closed.