The Key to Setting Goals (and Achieving Them)

The key to setting goals (and achieving them) is to get a clear picture of exactly what you want to accomplish.

This applies to your web content strategy, as well. Therefore, before we launch into creating and promoting new content over the next 90 days, let’s take a moment and figure out exactly what you want to achieve.

Your first thought may be – well, I want to  ‘to drive more traffic” to my web site, “to sell more widgets,” “to build a bigger email list”… in other words, your main goal is to grow your business.

But, that is not enough. These are general concepts that everyone wants to accomplish. To increase your odds of getting there, let’s fine tune that a bit.

You may have heard of S.M.A.R.T goals before because the concept has been around awhile. (I’m guessing the reason for that is… it works).

Now, let’s look at how to apply this concept to what you want to achieve over the next 90 days.

Setting S.M.A.R.T Goals for Your Content Marketing Strategy

1. Specific. Saying you want “to drive more traffic” to your web site is too general. What is “more?” The answer to that will differ depending on who you ask. Last week, we talked about how to find your baseline traffic numbers, so let’s apply those here (using WebCopyResults.com as an example).

Last month, this site had approximately 1,350 unique visitors and 5,000 total visitors. My goal for the next 90 days is to triple the number of unique visitors to 4,000 and increase the average number of visits/visitor to 4.0 times – which will results in 16,000 total visits. Clearly these numbers are very ‘specific.’

2. Measurable. A goal of 4,000 unique visitors and 16,000 total visits is also very easy to measure. At the end of this challenge (and the beginning of each month in between), I will post screenshots of actual traffic numbers and talk about what is working and opportunities for improvement. It will be very easy to track progress this way and make adjustments as necessary.

3. Attainable. If I said I want to reach 100,000 unique visitors by Dec. 1, 2010 – I would probably be setting myself up for failure. I mean, anything can happen in an online environment; a concept can go viral or strike a nerve with a large audience… but it is difficult to predict that type of thing and (frankly, I’m not sure I would want that type of pressure or exposure).   However, I do believe 4,000 and 16,000 are realistic numbers for the market I am in and the length of time I have to work on it.

4. Relevant. The goals you set need to have some meaning with respect to what is going on around you. This challenge is about developing a Content Marketing strategy to improve your online business – therefore, setting a number in terms of increased traffic to the site is very relevant to that process.

5. Time-Bound. Of course, this one is a no-brainer if you are following the 90-Day Content Marketing Challenge. We have set a definite period of time to measure and track our progress as we take a series of specific, actionable steps to grow our online presence.

Keep in mind, the example I discussed here (in terms of increased traffic) is just a starting point. More traffic to your site is a good thing – but what really matters is what that traffic does once it gets there. Therefore, tomorrow we’ll take this one step further by looking at your business objectives and identifying your ideal customer.

Til Next Time,

PS If you’ve signed up to participate in the 90DCMC – I will send you a goal-setting worksheet to help you keep track of your progress later this week, along with a bonus link-building lesson from Susanne Myers. Susanne has amassed an amazing 71,000+ links to her popular site, the HillbillyHousewife.com – so she knows a thing or two about this topic! If you haven’t joined the challenge, you still can – just use the opt-in form below!