Setting objectives for your efforts

Good objectives are SMART—Specific, Measurable, Achievable, Realistic, and Timely. Setting objectives that meet those criteria, especially if you’re a new business with no benchmarks to compare to, isn’t easy.

However, these objectives are important. They’ll help guide your decisions as you create your marketing plan, and they can also serve as a “reality check” as you bring your plan to life: each decision can move you towards your goal or become an unnecessary distraction, and understanding the measurable objectives you need to reach can help you make a firmer choice about how to spend energy and resources.

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