Every strategy needs goals and an inbound marketing strategy is no different. In fact, according to HubSpot, SMART goals are essential to rolling out an effective inbound marketing plan. So, what are SMART goals and how can you set them up for your business? Read on to discover all you need to know to be SMART.

S: Specific

As with any goals in life, you need to be specific. When creating specific goals for your inbound marketing plan, first determine what metric you want to target. Do you want a goal centered on customers, leads, or visitors to the website? Then, narrow down just how you can carry out your goals by designating key players. Determine who will be charged with leading the task, as well as a period in which to work. Get specific on what tools will be necessary to accomplish the goal so that those in charge of the project will be equipped with what they need.

M: Measurable

If you are able to say, “I increased traffic to my website,” you haven’t said too much because you don’t know by how much. It may have been by only a tiny bit. But what if you increased the traffic by 30%? That would then give you real data about how well your marketing plan was working. Keep in mind that you will be targeting a specific metric in your goal too. So, in the end, your goal may sound something like this: Generate 100 visitors a week to the website. Or you may want to increase it by 6%. That way, you’re improving without being locked into a certain number that may be too high or even too low. If your goals are measurable then you can see if you are accomplishing your goals.

A: Attainable

As much as we would all love to see an increase through the roof, you need to set reasonable goals. You can always increase them later on. Hopefully, you have been keeping track of what type of traffic and conversions you are already getting. This will provide you with a baseline. Once you know what your average is you can set an attainable goal to get started. You can gradually increase it as you see what you are doing is working.

R: Relevant

You want your goals to be relevant to your business and your needs. You may need to look at your specifics a bit closer to be sure you are using the most relevant tools or metrics. For example, if you want to increase visitors to one of your social media accounts such as Twitter, but maybe most of your buyer personas don’t use Twitter. Instead, they use Facebook. Then, your goal related to your Twitter users is not relevant. You would need to tweak a bit to say that you want to increase traffic to your Facebook account.


You don’t want your goals to be suspended in infinity. You need to have a timeline attached to it. Again, this gets back to being specific but you will now have a specific time limit. When do you want to see the goals met? When you give yourself a time frame with which to work, then it helps drive you to accomplish it within those parameters.

Achieving your goals is possible when you apply the SMART technique.