The Found Gen

Marketing That Works.

marketing goals

by

How Expectations Get in the Way of Your Marketing Goals

It’s good to see the world through rose-colored glasses. There’s far too much negativity around us the way it is, but in terms of goal setting, too much optimism and not enough grounding in reality can lead to frustration, disappointment and wasted effort. So, instead of donning solid rose lenses, it may be better to go for the ombre effect. Keep your expectations rooted in reality while stretching your goals a shade or two brighter to something that will be truly achievable. 

Low Expectations. Greater Happiness?

You may have heard the idea before that the secret to happiness is low expectations. And while it’s a Debbie-downer way of approaching your next set of marketing goals, there may be twinges of truth in it. When what we want is greater than what reality can offer, no one wins. Instead, you need to set attainable marketing goals that will take you where you want to go. This is where SMART goals come in.

What is a SMART Goal, and Are You Setting Them Properly?

SMART is an acronym that gets tossed around more than a football on Thanksgiving Day, but it’s endured as a goal-setting framework because it works. That said, it only works when all components of the acronym are accounted for in your goal. Here’s what SMART stands for:

  • Specific – The goal must be clear with not an ounce of ambiguity in it.
  • Measurable – You must be able to track your progress. Tie a number or other measurable criteria to your goal. 
  • Achievable – This is the reality check portion of your goal setting. Can it be realistically attained given your resources and other constraints?
  • Relevant – Goals are most effective when they are tied to your broader business objectives. Their purpose should align with your priorities. 
  • Time-bound – Timelines are strong motivators. Establishing parameters for completion adds urgency, focus and accountability. 

When we put it all together, a SMART marketing goal might be something like: “Increase web traffic by 20% over the next 6 months by posting 1 blog post per week.” 

This goal is specific (increase traffic by 20%), measurable (keep an eye on Google Analytics for growth data), achievable (talk to us if you need help), relevant (yes, increase brand awareness), and time-bound (you have 6 months to make a move in SEO rankings).

To learn more about setting goals and building a successful marketing program that may even exceed your expectations, contact our team at The Found Gen today. 

by

How to Set Attainable Marketing Goals Next Year

Goal-setting season is upon us, and with it come big dreams and bold ambitions. And while yes, dreaming big is key to your business’s success, if those ambitions are not grounded in reality, you simply will not be able to attain them. 

No one wants to fall flat. So, don’t. Keep your goals and expectations aligned so you can realize success more quickly. 

To that end, here are some strategies to help you set attainable marketing goals in 2025.

Start Where You’re At

Goals only work when they’re meaningful and relevant to where you are and where you want to go. Plucking a random metric out of the air helps no one and will only result in failure. We’ve worked with clients who’ve said they want to generate 100 new leads per month. Ok, that’s great, but what’s the context behind this number? If said client is currently pulling in only a handful of leads per month, expecting to suddenly achieve 100 will only lead to frustration. 

Instead, review your current data. If you want to increase your email open rate, look at your numbers and consider industry averages so you have a baseline for setting new goals. 

Identify Your Marketing Objectives

Similarly, your marketing goals should align with your overall business objectives. Make them meaningful. Consider your organization-wide priorities, and then develop new marketing goals that are relevant to these objectives.

Train for a Marathon and the Sprint

Breaking down larger goals to include several short-term milestones can help you knock out wins more quickly. An effective goal-setting strategy generally includes both short- and long-term marketing goals. 

Short-term goals are achievable within 3-6 months. They help drive immediate results that build momentum. Long-term goals usually span 6 months to several years. They focus on sustained growth, such as building brand authority, achieving market share or developing a loyal customer base. A healthy mix of both goal types helps focus your efforts, so you start seeing results faster.

Make Your Goals SMART

Lastly, you’ve heard this before, but that’s because it works! A SMART goal is Specific, Measurable, Achievable, Relevant and Time-bound. Using a goal-setting framework like SMART helps you stay focused on your mission while establishing clear and timely parameters for completion. An example of a SMART marketing goal might be: “Grow organic web traffic by 50% in 12 months by optimizing content for SEO and targeting relevant keywords.”Setting attainable goals drives success, but it takes work to develop them. It requires reflection and foresight, but when done well, it can help accelerate your marketing efforts. To learn more about setting goals and building a successful marketing program, contact our team at The Found Gen today. 

by

How to Identify Short-Term and Long-Term Marketing Goals

What comes first – the chicken or the egg? Well, in marketing, it’s pretty clear. You need goals before you can celebrate wins because, without a goal, how do you really know what constitutes success anyway?

Embracing Goal Setting

Like with many things, it can be easy for marketers to become hyper-focused on results. Results, results, results. You hear it all day long from the literal or metaphorical boardroom. But what is a result anyway without a goal attached to it? 

Before you go down the rabbit hole of scouring data to come up with results, define your objectives first. Here’s what to know about identifying short-term and long-term marketing goals for your business.

What’s the Purpose of Your Goal?

Short-term goals are generally achievable within 3-6 months. Looking for a quick win? That’s a short-term goal. They help drive immediate results that build momentum.

Long-term goals usually span 6 months to several years. They focus on sustained growth, such as building brand authority, achieving market share or developing a loyal customer base.

How Do They Align with Your Objectives?

Next, you want to tie your goals to business objectives. Does that mean boosting revenue? growing web traffic? building brand loyalty? The key is to balance short- and long-term marketing goals to maintain momentum while building lasting business and brand success.

Make Your Goals SMART

Yes, you’ve heard this before, but it’s because it works! A SMART goal is specific, measurable, achievable, relevant and time-bound. An example of a short-term SMART goal might be: “Increase email newsletter sign-ups by 15% within 3 months through social media ads and blog CTAs.”

Similarly, a long-term SMART goal could be: “Grow organic web traffic by 50% in 12 months by optimizing content for SEO and targeting relevant keywords.”

As you set about identifying goals for your marketing objectives, keep the short and long game in mind. Sometimes you need bursts of speed while balancing endurance, but whatever you do, make sure you have a plan. Goals help focus your efforts, so you start seeing results faster. 

To learn more about setting goals and building a successful marketing program, contact our team at The Found Gen today.