I don’t know about you, but I’ve gotten pretty tired of treating internet marketing activities like the business owner’s lazy nephew.
He comes to work when he feels like it and no one expects much out of him.
Why is it OK to spend all that money and not get the results? What am I missing here?
Insanity: doing the same thing over and over again and expecting different results.
I decided it was time to hold my marketing efforts accountable for results.
Just like an under-performing employee, we need a performance improvement plan.
What are S.M.A.R.T. Strategies?
We went back to the framework for S.M.A.R.T. goals and applied it to our internet marketing strategies.
Our plans needed to be SMART!
Do you remember this from your job or school? S.M.A.R.T. strategies are:
S=Strategic and Specific:
What are we doing this for and why? How does it relate to our goals and vision for the business?
- No more “Because the other kids are doing it“
How can we make sure this actually provides benefit to our company? As Peter Drucker the management guru said:
“That which gets measured gets managed.”
Can this strategy be accomplished in the timeframe we’ve planned?
- No more expecting to get to the #1 ranking on competitive keywords in a week no matter what those SEO salesmen say!
Are the steps we take going to get us to the results we want?
- Will our time and money produce a result that is in line with our business goals?
The strategies for internet marketing are framed with accountability and targets.
- No more coasting along “hoping” for the best.
What are the benefits of a S.M.A.R.T. Strategy?
It’s a huge relief to actually have a plan and approach that makes sense. No more throwing money against the wall hoping something will stick.
S.M.A.R.T. strategies make me feel pretty brainy-not mad scientist brainy-but more like I have stopped the insanity of doing the same thing over and over with crummy results.
Taking a S.M.A.R.T. approach holds my marketing effort’s feet to the fire and expects them to contribute just like the rest of my business activities. We are stopping the insanity.
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Lucy Morgan CPA