Why you need to have SMART marketing objectives

Why you need to have SMART marketing objectives

Be SMART

You have clear business objectives for your business right? Well marketing objectives should be no different. 
Like any other set of objectives marketing objectives must also be SMART: 


Specific - Does it have enough important details? 


Measurable - Are you able to measure the success or failure by a using a metric?


Actionable - Can the information gained through the marketing activities be used to improve an element of your       business?


Relevant - Does it have a direct impact on your business?


Time Sensitive - Are the objectives set within a clear time frame?

Coach Buzz says:

SMART marketing objectives can make marketing your business easier. Easier to tell whether your activities have been successful or not. Easier to track the performance of your marketing activities. Easier to attach accurate ROI (return on investment) to your marketing activities. 

We're going to explain how to set SMART objectives for the following:

  • Increasing market share
  • Increasing brand awareness
  • Increasing average customer spend
  • increasing the number of Twitter followers
  • Increasing website SEO performance (appearing on the 1st page of Google for a particular search term) 
  • Increasing customer retention rate
  • To acquire new customers through the use of social media channels
  • Increase sales of problem child 
  • Increase the number of outlets
  • Complete the design and sign off of a new logo
  • Adhere to a schedule of producing and promoting content
  • Increasing the number of website visits 
  • Increasing the number of returning website visitors
  • Reducing the Bounce Rate  (on a multipage website)
  • Increasing the website conversion rate

For explanatory purposes we are going to imagine we are going to use the example of a bakery called "SHHH "(Sweet Healthy Hearty Happy) It opened up 6 months ago in Birmingham city centre. The specific location is near to the Bullring Shopping Centre and Birmingham New Street Station, so they have a high passing footfall. (Lucky for some eh!) This bakery is unique to others in the area as it doubles as a sit in eatery as well as a rapid take away service. Its target audience consists of:

• Visitors to Birmingham (due to a close proximity to the train station) 

• Commuters going to and from work. 

• Shoppers that are passing to and from the Bullring Shopping centre. 

• Freelancers/remote workers. It sells a wide range of food and drink items, from chocolate cake to paninis, coffee to ice tea. 

The store itself is quite large, double the size of its biggest competitor by revenue and store size. The amenities consist of: 

• High speed fibre optic broadband. 

• 120 seats 

• 4 TV screens 

• 6 toilets + 2 disabled toilets. 

• 56 power outlets 

• A total of 100 items on the menu (half are served before 1pm the other half between 1pm and 8pm) Its price point is on average £2 per order higher than its local competitors. However, its ingredients are of higher quality and its products are healthier than its competitors. (e.g less refined sugar) 

Examples of its business objectives are: 

• To increase the number of branches in the UK from 1 to 5 in the next 5 years. 

• Decrease average customer waiting times by 45 seconds by July 2018 

• To become the number 1 bakery in Birmingham within 3 years of opening. 

Examples of SMART marketing objectives

#1 To increase Market share in the bakery market in Birmingham's city centre by 10% by December 2018. 

Why it's SMART:

Specific - A specific metric (market share)  increased by a specific percentage (10%) by a specific date (December 2018)

Measurable - Yes, by measuring market share before the objective is set and after the deadline has passed. 

Actionable - The review process can produce valuable information e.g. what are the most effective growth tactics for the business? 

Relevant - Market share is directly related to business success.

Time Sensitive - A specific deadline of December 2018. 

#2 To acquire 100 new customers in the next 90 days from all Social Media channels. 

Why it's SMART:

Specific - A specific number of customers (100) to be acquired through a specific Marketing channel (Social Media) within a specific timeframe (90 days). 

Measurable - Able to measure the number of customers gained through Social Media by asking two questions when customers visit the store. Is it your first time visiting us here?If so, how did you hear about us? 

Actionable - Yes, as the results either way will help improve SHHH's Social Media performance. 

Relevant - The ability to acquire new customers is vital to business success. Also, it's an opportunity to test the effectiveness of the SHHH's social media activities. 

Time Sensitive - A specific deadline of 90 days from implementation. 

#3 Increase brand awareness of the bakery within its target market by 20% in 6 months within Birmingham. 

Why it's SMART:

Specific - The increase of a specific metric (brand awareness) by a specific amount (20%) within a specific time frame (12 months). 

Measurable - Run a survey of a minimum of 1000 people who live and/or work in Birmingham of whether they are aware of SHHH. Survey those same people in 12 months and compare the results. 

Actionable - Because the information gathered can be used as a reference point for all future surveys. 

Relevant - Yes, as any new business wants to see a growth in brand awareness. 

Time Sensitive - A clear deadline of 12 months from the beginning of activity. 

#4 Complete a marketing plan for the opening of a new branch of the bakery in Manchester city centre by February 2018. 

Why it's SMART:

Specific - A specific task (marketing plan) for a specific reason (open a new bakery branch branch) within a specific time frame (February 2018)

Measurable - Review the marketing plan and see if its completed by the deadline. 

Actionable - Because the marketing plan will be used to grow the business

Relevant – Growth is an essential part of a new business. 

Time Specific – Clear deadline of February 2018. 




#5 Increase sales of problem child (in this case their cheese croissants) by 5% by the end of the 3rd quarter of 2018. 

Why it's SMART:

Specific – The increase in sales of a specific product (Problem child) by a specific margin (5%) within a specific timeframe (3rd quarter of 2018) 

Measurable – By comparing the current sales statistics with the sales statistics at the deadline. 

Actionable – The results will help when deciding company business strategy (e.g. ditch the problem child, change it or persist with it) 

Relevant – It’s always relevant to increase sales.  

Time Sensitive – A clear deadline of the end of 3rd quarter of 2018. 


#6 Increase the average spend of customers by £1.50 per person by the end of the second quarter of 2018. 

Why it's SMART:

Specific - The increase of a specific metric (Average customer spend) by a specific amount (£1.50 per person) within a specific timeframe. 

Measurable - Compare the average spend of customers currently with the average spend at the end of the second quarter of 2018. 

Actionable – The results will allow SHHH to gain a deeper insight into their customers purchasing habits in the bakery.  

Relevant - By being directly related to overall business objectives for getting people to spend more. 

Time Sensitive - Clear deadline of the end of the second quarter of 2018. 


#7 Increase the customer retention rate by 10% by January 2019. 

Why it's SMART:

Specific - Increase a specific metric (customer retention rate) by a specific percentage (10%) within a specific timeframe (as of writing 12 months) 

Measurable - Compare current customer retention rate percentage with rate January 2019's percentage. 

Actionable -  The results of this can help SHHH to continue to improve their customer retention.  

Relevant - This marketing objective is directly related to the overall business objectives. It's more expensive to acquire a new customer than retain one. 

Time Sensitive - Clear deadline of January 2019. 

#8 Increase the bakery's Twitter followers by 500 in 9 months. 

Why it's SMART:

Specific - The increase of a specific metric (Twitter followers) by a specific number (500) within a specific timeframe (9 months). 

Measurable - Compare the current number of Twitter followers with number of followers in 9 months time. 

Actionable – Learning how to grow a Social Media audience is valuable to any business.  

Relevant - Yes as achieving this objective increases the bakery’s online audience. 

Time Sensitive - Clear deadline for achievement of 9 months from the start of implementation. 

#9 Complete and sign off the design of a new logo by the August of 2018. 

Why it's SMART:

Specific - Complete a specific task (design a new logo) within a specific timeframe (as of writing 8 months)

Measurable - Is the logo designed completed and signed off or not?

Actionable – The experience of learning how to successfully create a logo can be useful to any business.

Relevant – The outcome of completing a logo is vital to a business’s overall brand value.  

Time Sensitive - A clear deadline of August 2018.

*On the left is the logo of SHHH, which we "helped" to design. 



#10 To write, publish and promote one new blog post per week. (Something we do here at BuzzRamp

Why it's SMART:

Specific - Create and promote a specific type of content (blog posts) within a specific time frame (Every week) 

Measurable - Count the amount of blog posts that are published and promoted on a weekly basis.

Actionable – It’s an opportunity to learn exactly what kind of content the audience wants. 

Relevant - Creating high quality, relevant content for your audience is always beneficial. 

Time Sensitive - A weekly basis. 



#11 To double the monthly website visits by October 2018. 

Why it's SMART:

Specific - The increase of a specific metric (website visits) by a specific amount (double) within a specific timeframe (as of writing 10 months) 

Measurable - Compare the number of current monthly website visits with the number of monthly visits at the end of October 2018. 

Actionable -  The information that will be gathered from this can help to improve website design. 

Relevant - Yes, as it's directly related to overall business objectives. 

Time Sensitive - Clear deadline of June 2018. 


#12 Increase website conversion rate by 12% by January 2019. 

Why it's SMART:

Specific - The increase of a specific metric (website conversion rate) by a specific margin (12%) in a specific timeframe. 

Measurable - Compare the current website conversion rate to the rate in January 2019. 

Actionable – The information gained from this can also help to improve website design. 

Relevant - Encouraging ROI on website spend. 

Time Sensitive - Clear deadline of January 2019



#13 Reduce the overall Bounce Rate (on a multipage website) for all traffic sources by 40% by July 2018. 

Why it's SMART:

Specific - A specific metric (Bounce Rate) reduced by a specific amount (40%) within a specific time frame (July 2018) 

Measurable - Compare the current bounce rate with the bounce rate in 2018. 

Relevant - Yes as the lower the number of people that bounce off a website the higher the chance that you can covert them into a customer. 

Actionable – Website design and build can be improved as a result of this objective being set. 

Time Sensitive - Clear deadline of July 2018. 



#14 Increase the percentage of returning website visitors by 17% by May 2018

Why it's SMART:  

Specific - Increase a specific metric (returning website visitors) by a specific percentage (17%) within a specific timeframe (May 2018) 

Measurable - Yes, by comparing the current percentage with the percentage in May 2018. 

Actionable – The information gained from trying to achieve this objective can be used to track consumer behaviour. 

Relevant - Yes, a high number of returning website visitors indicates that there a high level of customer loyalty. 

Time Sensitive - Clear deadline of May 2018. 

#15 Appear on the 1st page of Google search results for the search term "bakery in Birmingham" by the end of July 2018. 

Why it's SMART:  

Specific - A specific target (appear on page one of Google for the "bakery in Birmingham" search term") to be achieved within a specific time frame (end of July 2018)

Measurable - Comparing the current Google search results for the "bakery in Birmingham" search term with the results at the end of July 2018. 

Actionable - Being able to improve organic search results can increase online conversion rates. 

Relevant - Being more visible to potential customers. This will make their path to purchase easier. 

Time Specific - Clear deadline of end of July 2018

We now want you to use these examples to create your own SMART marketing objectives. Once you've created them, Tweet us your objective by clicking here and using the hashtag #BRhelpdesk and we'll give you some advice to help you achieve it. 

We look forward to helping you achieve your SMART objectives soon.

Asher & The BuzzRamp team.