Setting SMART Marketing Goals for Your Association: A How-To Guide

The Path to Success: Distinguishing Between Goals and SMART Objectives

Setting goals is a fundamental aspect of both personal and professional development. However, it’s crucial to distinguish between goals and objectives to ensure clarity and effectiveness in your planning process. Let’s explore the differences between goals and objectives and how you can use the SMART criteria to craft your marketing plan.

What Are Goals?

Goals are broad, overarching aspirations that provide general direction. They are somewhat vague and lack the specificity required for measurement. Think of goals as the destination on a map; they give you a sense of where you want to go but don’t specify the exact steps to get there.

Example of a General Goal

A common goal for organizations today is to increase followers on social media. This goal sets a direction but lacks the specifics needed to measure progress effectively.

What Are Objectives?

Objectives, on the other hand, are precise, measurable steps that guide you toward achieving your goals. They should be Specific, Measurable, Achievable, Realistic, and Time-based (SMART).

Example of a SMART Objective

For our goal to increase followers on social media, a SMART objective could be: Increase the number of visitors to our client organization’s social page by 25% within 6 months from the start of the new campaign.

Specific: Increase the number of visitors to the social page.

Measurable: By 25%.

Achievable: Based on current trends and past performance, this is a reasonable target.

Realistic: The organization has the resources and capacity to support this growth.

Time-based: Within 6 months.

Strategies vs. Tactics

To achieve your objectives, you need to understand the difference between strategies and tactics:

Strategies: These are the high-level plans or approaches you adopt to achieve your objectives. They outline the ‘how’ and provide a framework for action.

Tactics: These are the specific actions or steps you take to implement your strategies. Tactics are more granular and operational.

Executing Objectives with Tactics

Tactics are the building blocks of your strategy. They are actionable steps you take to ensure you meet your objectives. Here’s how tactics are employed:

Content Creation: Develop engaging and informative content that resonates with your audience.

Engagement: Actively respond to comments and messages to build a community around your cause.

Advertising: Use targeted ads to reach a broader audience and drive traffic to your social page.

Collaborations: Partner with influencers or other organizations to amplify your message.

Example in the Association Sector

Let’s say your association aims to promote an upcoming conference. Here’s how you might break it down:

Goal: Increase awareness and attendance for the annual conference.

Objective: Achieve a 40% increase in conference registrations within 5 months.

Strategy: Utilize a mix of digital marketing, email campaigns, and partnerships to reach a wider audience.

Tactics:

Digital Marketing:

• Develop a series of engaging social media posts highlighting keynote speakers and session topics.
• Run targeted ads on LinkedIn and Facebook to reach professionals in the industry.

Email Campaigns:

• Send out bi-weekly newsletters with conference updates, early bird registration reminders, and special guest features.
• Create personalized email invitations for past attendees and potential new participants.

Partnerships:

• Collaborate with industry influencers to promote the conference through their channels.
• Partner with relevant organizations to cross-promote the event to their members.

This structured approach ensures that every step taken is aligned with the ultimate goal of increasing conference awareness and attendance, with clear, measurable objectives, strategic plans, and actionable tactics.

Staying Aligned with Your SMART Plan

Once you’ve created a SMART marketing and communication plan, it’s crucial not to set it aside and forget about it. Regularly referring to your plan helps ensure that all proposed actions align with your ultimate goals and strategies. This alignment is key to maintaining focus and achieving desired outcomes. If an action or initiative seems to stray from your current marketing plan, evaluate whether it could be incorporated into next year’s plan or seamlessly integrated into the existing one. This ongoing evaluation and adjustment process keeps your efforts coherent and purpose-driven, enhancing the likelihood of long-term success.

Final Thoughts

Setting clear goals and SMART objectives is essential for navigating the path to success. By understanding and differentiating between goals, objectives, strategies, and tactics, you can create a structured plan that leads to tangible results. Regardless of the field, this approach ensures that each step you take is intentional and geared towards achieving your ultimate goal.