Setting Your Marketing Goals for 2022

graphic of settings gears

Happy New Year! Time to party like it’s 2022, and by “party”, I mean that it’s time to set your marketing goals for the year. Why? Because your marketing aspirations should never go unrealized! Knowing where to start might have you feeling a bit unsettled, but never fear, because Marlin is here! We know exactly how to help you break down specific, achievable, SMART goals!

Perhaps you are new to the world of business ownership and you have no idea what “SMART” goals are. Here’s a brief synopsis: SMART goals are those which are specific, measurable, achievable, relevant and time-bound. No business can survive apart from establishing such goals. In fact, there is research which substantiates that those who set SMART goals are 376% more likely to be successful than business owners who don’t. Furthermore, 70% of goal setters actually achieve them and I am here to tell you how to begin.


As with most things in life, it’s important to be specific! For example if you’d like to drive more traffic to your website or increase your social media following, you need to devise a specific plan for achieving said goals. Be clear about your intentions and the steps by which you intend to achieve your goals. You might begin by jotting down “increase website traffic by adding an incentive coupon”. You’d be amazed at what the addition of a simple coupon might do for your bottom line! While SMART goals are both short and long-term, they should be listed according to the objectives of your company. For example, if you are striving to become a leader in your industry, you could list the following goal: “become an industry leader by 2030 by increasing revenue 13% in 2022”. This approach allows you to enjoy short-term achievements as you continually strive for long-term benefits.

 Regardless of your goals, they must be quantifiable. In other words, you need a way to measure your success! Determine the percentage by which you’d like to increase your website traffic as this is the only way to gauge efficacy and get results! Don’t forget to write down “assess weekly efficacy” as a SMART goal.


Don’t set yourself up for failure. While “aim for the stars” sounds good in theory, it is a rather romantic, impractical notion. Consider setting more realistic, achievable goals which can later be adjusted or increased upon achievement. No need to deflate your balloon right out of the gate! Goals are aspirations which take time to achieve, not outlandish dreams and they must be relevant! If you can’t define a purpose for a given goal, then why is it even a goal? That just doesn’t make sense. Ask yourself WHY you came up with your goals and understand the purpose behind them. Why do you need to increase website traffic? Why do you need to establish an employee incentive program? Why do you need to hire a content marketing manager? There must be a clear, defined purpose to each and every goal, otherwise, it is completely irrelevant.



A notebook with Smart Goals written on it

One of the most important components of a “SMART” goal is to create a timeline for achieving that goal. In fact, many business owners fail to create and adhere to specific timelines. This is both frustrating and costly, adversely affecting the bottom line. Whether your goals consist of incentivizing employees or increasing website traffic, define percentages by which you’d like to see improvement and whether you want to achieve this monthly, quarterly or semiannually. This method allows you to adjust your approach if necessary and to create the appropriate steps along the way by which to achieve each goal. Regardless of your process, you need to devise a means by which to evaluate your goals throughout specific intervals during the year in order to revise them accordingly. Stick to your timeline! 

Still stumped?  Here are some suggested SMART goals for 2022:

  • Personal growth/continuing education.
  • Learn how to respond to challenges rather than react.
  • Establish a daily journal documenting productivity, what worked, what didn’t and why my day was more successful.
  • Learn new ways to be creative in setting/achieving goals.
  • Work on improving relationships with individual staff members.
  • Enhance company morale.
  • Learn a new skill set.
  • Set aside time for ME.
  • Strengthen time management skills.
  • Stick to a daily planner.
  • Express appreciation daily.

SMART goals are all about quality over quantity, learning how your focus shifts from year to year and establishing a testament to your optimism! The bottom line: set yourself up for success because your business depends on it! SMART goals will only help you to push harder, enhance your determination and self-discipline and stay organized as you see your plans come to fruition!