Passed on 7 April, 2025
2. Setting suitable goals
In this lesson, we’ll explore how to define and set clear, actionable goals that align with your business objectives.
✅ Learning objectivesBy the end of this lesson, you’ll be able to:Understand the different types of business goals.Use the SMART framework to set clear, actionable goals.Apply KPIs to track progress and measure success effectively.
Learning objectives
By the end of this lesson, you’ll be able to:
Understand the different types of business goals.
Use the SMART framework to set clear, actionable goals.
Apply KPIs to track progress and measure success effectively.
Types of goals
Setting goals is the foundation of any effective marketing strategy. But not all goals are the same. In this section, we’ll explore the different types of goals.
Short-term vs. long-term goals
The difference between short-term and long-term goals lies in the timeframe and scope of the objectives.
Soft vs. hard goals
When setting business goals, it’s essential to understand the difference between soft, qualitative goals and hard, measurable goals, as both contribute to long-term success.
Soft goals
These qualitative goals focus on improving aspects like customer sentiment or engagement. For instance, enhancing customer satisfaction based on post-purchase surveys helps shape your brand image.
Hard goals
Quantitative goals involve specific, measurable outcomes such as increasing sales by 25% in Q3 compared to the previous year. These goals drive measurable business growth.
Brand perception vs. acquisition goals
Soft and hard goals can often be aligned with brand perception and acquisition goals. Let’s explore how these goals contribute to your strategy.
Goal setting
So, how do you set effective goals? Let’s find out.
Setting SMART goals
The SMART Goals framework is a proven method for setting clear, actionable goals. Let’s break it down.
Specific
Ensure your goals are clear and well-defined. For example, instead of saying, ‘Increase website traffic,’ a more specific goal would be ‘Increase website traffic by 15% in 3 months.’
Measurable
Make sure your goals are measurable so you can track progress effectively. The goal ‘Increase website traffic by 15% in 3 months’ is measurable because you can track whether or not you have reached your target.
Attainable
Set realistic goals based on data or trends, using historical performance data to ensure they are achievable.
Relevant
Your goal should align with broader business objectives. For example, only focus on increasing website traffic if it supports your overall business growth strategy.
Time-bound
Set a clear deadline for achieving your goal, like a 3-month time frame.
Measuring progress
Now that you know how to set your goals, the next step is tracking your progress.
How KPIs help you measure success
Key performance indicators (KPIs) are specific, measurable metrics that help track your progress toward meeting your goals. They provide a clear way to monitor success and help you make informed adjustments along the way.
Track your progress
KPIs help you see how well you're advancing toward your goals. For example, tracking weekly website traffic or conversion rates can show whether you're making steady progress.
Spot opportunities
KPIs highlight both strengths and weaknesses, showing where you're excelling and where you need to make changes to improve performance.
Stay accountable
KPIs make it clear what needs to be done. For example, if your goal is to acquire 50 new customers, a KPI could be monitoring the number of new leads (potential customers who have shown interest but haven’t made a purchase) generated each week.
Real-world examples
In this section, we’ll explore real-world examples to see how effective goal-setting drives success. These insights will help you apply the same principles to your own journey, whether you're building a career or growing a business.
Case studies
Discover how business leaders set goals and track their progress with measurable KPIs.
David’s lead generation
David, a marketing manager, wants to find more potential customers (leads). His goal is to increase leads by 20% in Q2 using paid ads on Google.Get 500 new leads through Google Ads.Have 5% of visitors to his landing pages take action (like signing up or making a purchase).David tracks his progress with Google Analytics.
Get 500 new leads through Google Ads.Have 5% of visitors to his landing pages take action (like signing up or making a purchase).David tracks his progress with Google Analytics.
Get 500 new leads through Google Ads.
Have 5% of visitors to his landing pages take action (like signing up or making a purchase).
David tracks his progress with Google Analytics.
David tracks his progress with Google Analytics.
Emily’s email campaign
Emily manages email marketing and wants to boost open rates by 10% in 3 months. Her KPIs are:Test different subject lines to see which works best.Achieve a 30% open rate on 3 email campaigns.Emily uses email platform metrics to track results.
Test different subject lines to see which works best.Achieve a 30% open rate on 3 email campaigns.Emily uses email platform metrics to track results.
Test different subject lines to see which works best.
Achieve a 30% open rate on 3 email campaigns.
Emily uses email platform metrics to track results.
Emily uses email platform metrics to track results.
Mo’s repeat customer strategy
Mo, a retail owner, wants to get twice as many returning customers within a year. Their KPIs are:Increase loyalty programme sign-ups by 20%.Boost customer lifetime value (CLV) by 15%.Mo tracks progress using customer relationship management (CRM) software.
Increase loyalty programme sign-ups by 20%.Boost customer lifetime value (CLV) by 15%.Mo tracks progress using customer relationship management (CRM) software.
Increase loyalty programme sign-ups by 20%.
Boost customer lifetime value (CLV) by 15%.
Mo tracks progress using customer relationship management (CRM) software.
Mo tracks progress using customer relationship management (CRM) software.
Setting goals in practice
Spend some time completing the activity on this page. It will help you define clear, actionable business goals using the SMART framework. You'll have a set of specific targets to work towards by the end.
✅ ActivityFollow these clear steps to set your own marketing goals using the SMART framework.If you’re not part of a business, you could use a local company you’re familiar with, such as a coffee shop, restaurant, or pet store, as an example.Check the items off as you go.Specific:What specific area of your business needs improvement? What do you want to achieve?Measurable:How will you measure success? What numbers or metrics will show you're making progress?Achievable:Is this goal realistic based on your current resources and past performance? What adjustments might you need to make to ensure it’s attainable?Relevant:How does this goal support your overall business objectives? Why is this goal important to your long-term strategy?Time-bound:When do you want to achieve this goal? What deadline will keep you on track?
Activity
Follow these clear steps to set your own marketing goals using the SMART framework.If you’re not part of a business, you could use a local company you’re familiar with, such as a coffee shop, restaurant, or pet store, as an example.
If you’re not part of a business, you could use a local company you’re familiar with, such as a coffee shop, restaurant, or pet store, as an example.
If you’re not part of a business, you could use a local company you’re familiar with, such as a coffee shop, restaurant, or pet store, as an example.
Specific:What specific area of your business needs improvement? What do you want to achieve?
Measurable:How will you measure success? What numbers or metrics will show you're making progress?
Achievable:Is this goal realistic based on your current resources and past performance? What adjustments might you need to make to ensure it’s attainable?
Relevant:How does this goal support your overall business objectives? Why is this goal important to your long-term strategy?
Time-bound:When do you want to achieve this goal? What deadline will keep you on track?
Download PDF
Download PDF
Check your knowledge
It’s time for you to check what you’ve learned about setting business goals.
Question 1 of 3
Brand perception goals are easier to measure than customer acquisition goals.
True
False
Submit
Submit
Yes.This is false. Brand perception goals often involve qualitative data, making them harder to measure than acquisition goals.
Question 2 of 3
A goal to increase website traffic by 15% in three months is both specific and time-bound.
True
False
Submit
Submit
Yes.This is true. This goal is specific and includes a clear time frame.
Question 3 of 3
KPIs can help you monitor success and identify adjustments you need to make along the way to your goal.
True
False
Submit
Submit
Yes.True! KPIs can help you monitor success and identify adjustments you need to make along the way to your goal.
Lesson complete
Great job!You now understand how to set clear goals, track progress using KPIs, and apply the SMART framework to ensure your goals are specific, measurable, attainable, relevant, and time-bound.Head to the next lesson, where we’ll uncover the importance of researching your competition.
You now understand how to set clear goals, track progress using KPIs, and apply the SMART framework to ensure your goals are specific, measurable, attainable, relevant, and time-bound.Head to the next lesson, where we’ll uncover the importance of researching your competition.
Head to the next lesson, where we’ll uncover the importance of researching your competition.
Head to the next lesson, where we’ll uncover the importance of researching your competition.