Let’s walk through each step in the template — setting a SMART goal, calculating numerical targets to hit, and evaluating any roadblocks standing in your way.
1. Identify your initial goal.
The first step of the process is to simply identify what your goal is. It doesn’t have to be convoluted, just merely the objective you’re hoping to achieve. For example, if you’re hoping to grow your website, your baseline goal could be “I want to generate more site traffic.”
The second step in the process is to use the SMART framework to elaborate your goals to ensure that they’re clear, measurable and that the process will help you get there. Here is what each of the element in the acronym stands for:
Specific: A specific goal clearly outlines what you’re hoping to improve. If you share your specific goals with your team, it should be clear what your intention is.
Measurable: Making your goal measurable means attaching numbers to your objective that will help you understand what you have to meet, track your progress, and see how long it will take you to reach your end goal.
Attainable: Making sure that your goals are attainable means that they are realistic and that you have a chance of achieving them. Your goal is not too out of left field or so unrelated to your current practices that you wouldn’t be able to succeed.
Relevant: Ensuring that your goal is relevant involves answering the question of “Why are you setting the goal that you’re setting?” Your goal should directly relate to your business’ needs and help your business grow.
Time-Bound: The final aspect of your goal-setting process is to set a timeline. It helps you understand what your schedule should be and stay on track in terms of achieving your ultimate goal.
Using the goal-setting worksheet, fill out your initial goal and follow the steps to make it SMART.
Goal-Setting Worksheet Example
Let’s suppose your goal is to increase your blog’s website traffic. Following the steps in our goal-setting worksheet, here’s how you can turn this into a SMART goal:
Specific:I want to increase my blog’s traffic.
Measurable: I want to increase blog traffic by 5%.
Attainable:I can hire a freelancer to increase my posting frequency by 1-3 posts per week.
Relevant:Increasing blog traffic will contribute to my objective of boosting brand authority.
Timebound:I want to reach this goal in six months.
Smart goal:To boost my blog’s website traffic by 5% in six months. I will do this by increasing the publishing frequency per week.
The most challenging part of your plan might be coming up with numerical targets that coincide with achieving your goals. You can just say, “We want to increase blog traffic by 5%,” but what would the 5% increase look like in numerical form? Specify the number of views you need to have to reach this goal.
From the calculations, you can see 1,340 is your recommended monthly traffic target.
4. Evaluate your SMART goals.
The template’s final step is to evaluate your goals, which helps you anticipate possible roadblocks and develop action plans for dealing with them. If you have multiple goals, aim to ask these questions for each one that you have:
What is your SMART marketing goal?
Do you feel that this goal is realistically attainable in the time frame you’ve set?
How many hours per week can you dedicate to achieving your goal/your goal process?
What is the biggest challenge preventing you from achieving this goal? What are possible challenges you may face in achieving this goal? What is the biggest roadblock(s) to achieving this goal?
What three steps can you take to reduce or remove that challenge and succeed in reaching this goal?
All in all, following this framework makes your goals explicitly clear for yourself and helps you communicate their importance to all necessary stakeholders, so everyone is on the same page. To get started, download our template for free and start achieving your goals.
Ads are coming to Netflix, and Google and NBCUniversal are fighting for the lucrative right to provide them.
Why it’s happening. Until recently Netflix’s position as the dominant streaming service allowed it grow revenue without advertising. A subscription price increase earlier this year led to a loss of about 200,000 subscribers. The first loss in more than a decade. Despite this, Netflix says its user base continues to grow. One explanation: Password sharing. That would explain why there are fewer subscribers but more viewers
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The company is now also facing serious challenges from other streaming providers. So, even though its revenue continues to grow, it is looking to bolster them with a lower-priced, ad-supported subscription option. Bringing in Google or NBCUniversal, could make this happen much faster, though it could still be a year or more before it becomes a reality.
The case for NBCUniversal. It’s likely that a partnership with NBCUniversal would be exclusive. Their ad unit, FreeWheel, would provide the necessary technology to deliver the ads. The NBCUniversal sales team would help to sell the ads across Europe and the US.
The case for Google. Google brings its own ad platform, which Netflix is currently a customer of. An agreement with Google could mean an exclusive arrangement, but it hasn’t been confirmed.
Both competitors are currently working with other large brands. A potential deal with Netflix could mean sharing access to its tech partners and audiences. NBCUniversal is the exclusive reseller of ads for Apple News and Apple Stocks since 2017 and has recently expanded into the UK. Google had been providing ad service to the Walt Disney Co. (a previous FreeWheel customer and current Netflix competitor) since 2018.
What Netflix is saying. Netflix hasn’t provided any details of its plans, how many ads will run, ad targeting, or reach.
Read the announcement. You can read the article from the Wall Street Journal here.
Why we care. From outside, Netflix’s subscription price increase, the fourth since 2018, seems an odd choice. It was announced at the end of January when inflation was already a growing concern for consumers. Also, viewers were already complaining about decreasing quality in new content while old favorites were no longer available. People are cutting spending and may turn to one of the emerging high-quality, lower-cost competitors.
Those competitors are also either ad-free or offer an ad-free version at a low cost. So an ad-supported Netflix tier may not be all that appealing. It’s rash to second guess a company as successful as Netflix, but this doesn’t seem to be a well-thought-out plan.
Nicole Farley is an editor for Search Engine Land covering all things PPC. In addition to being a Marine Corps veteran, she has an extensive background in digital marketing, an MBA and a penchant for true crime, podcasts, travel, and snacks.