What Is The Simply S.M.A.R.T. Marketing Method?
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” ~ Peter F. Drucker
So many companies make marketing complicated when it really doesn’t need to be. In the quote above Peter Drucker put it best when he said: “The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
At The Aspire Group, we have a marketing method that we call Simply S.M.A.R.T. Marketing, that will help you understand your audience better. We know, super clever!
Here’s the thing, the more complicated you make marketing the less likely it is to be effective, trackable, shareable (viral) and in the end less of an R.O.I., which is the whole reason for marketing in the first place.
What is Simply S.M.A.R.T. Marketing? We are glad that you asked!
S.M.A.R.T. is an acronym for Specific, Measurable, Actionable, Realistic, and Time-Bound. We would love to take credit for this but we were not the originators of this way of doing marketing but it is in our opinion the best way to do it.
Through this method, we have been able to help our clients receive thousands of dollars in new business.
Let’s take a look at each letter individually and see how they work together to create what we call our Simply S.M.A.R.T. Marketing method.
This is the first step in having a firm foundation for your marketing Strategy. Your goals must be crystal clear, concrete. Your goal needs to pinpoint particular challenges or opportunities for your organization. These challenges and/or opportunities need to be tied to real-world situations.
How do you determine your success or progression towards the end goal of your marketing strategy? It must be quantitative or qualitative. This second step must be done so that you can create appropriate metrics and set yourself up for success instead of failure.
Your marketing strategy goals must be something that you can take action on. If you cannot act to improve the performance of your marketing what is the use? If all of your work to market to your audience doesn’t change their behavior and push them to an end goal, then all your work is in vain. There is no point if your marketing goal isn’t actionable.
Is your goal attainable or is just an aspiration? The information gathered from the first two steps are crucial. If the goals aren’t specific or measurable, you will have a hard time deciding if it is achievable or not. Though we caution against aspirational, we do encourage audacious goals. There is a big difference. Your goals must be realistic based on your current metrics if you do not know what those are. Then spend some time in discovery to figure out what your past metrics have been.
Lastly, you need to set a deadline for when you expect to achieve your marketing goal. This deadline must take into account the information from the previous four steps (specific, measurable, actionable, relevant) to come up with a realistic deadline.
A time-bound deadline gives you a sense of urgency. Regardless of what you aim to achieve in your marketing, those who accomplish most of their goals are those that maintain a sense of urgency. Creating a deadline to adhere to creates that
Marketing is too valuable to be left up to chance. Many companies spend their time on activities rather than measurable results. Following the Simply SMART Marketing method will help you set measurable results. In the end, this helps you make an informed decision on where to spend your marketing time and dollars.
Marketing by “throwing stuff against a wall and see what sticks” leads to wasteful spending and frustrations for the organization.