In this blog series
, we will explore components needed to craft a bold marketing strategy.

Setting clear goals is key to a bold marketing strategy. Identify exactly what you want to accomplish with your marketing campaign. Quantify it and include how you will measure results. Are you trying to increase organic traffic to your website, promote a new product or service, generate revenue for your organization, or increase your new contacts? Without clear, measurable goals set for your marketing, there is no way to adjust your approach or know whether you have been successful.


We’ve all likely heard of “SMART” goals, and when put into practice they truly are smarter than their more ambiguous counterparts. SMART goals are those that are Specific, Measurable, Achievable, Relevant, and Time-Bound. Using this rule of thumb when developing your marketing goals forces your team to consider exactly what you expect to achieve. SMART goals will also provide you with direction to measure the outcome of your campaign and determine your next steps. Remember, marketing is an ongoing conversation, where you continually receive feedback from your audience and modify your approach based on results. (Captain Smith! I see an iceberg ahead!) Don’t be afraid to make a change, adjust and head in the right direction.

Consider the difference between these two goals:

The goal of this marketing campaign is to generate more revenue.


The goal of this marketing campaign is to use three direct mail postcards and a series of Instagram posts to promote our new product, generating $50,000 in additional revenue in the third quarter of 2021.

The SMART goal provides a clear objective to the campaign, with specific expectations stated and defined.

Lawton has the expertise (sprinkled with some awesome creative energy) to take your marketing to the next level. Let’s get together to set goals for your next campaign!

You’re here to be awesome! We’re here to help. Let’s be bold!