...and How to Fix Them with SMART Goals

Here’s a brutal truth: vague goals are where good intentions go to die. You know the ones like “I want more blog traffic” or “I’ll post more consistently on social.” Cute, but useless. Without clear targets, you’re setting yourself up to celebrate crumbs of "success", like one extra blog visitor or a single Instagram like. I'm all about celebrating the small wins, but these aren't going to fly in business.

You deserve better. Your efforts deserve better. And that’s why SMART goals exist.

What Are SMART Goals?

SMART stands for Specific, Measurable, Achievable, Relevant, and Time-bound; a fancy way of saying “goals that actually mean something and get stuff done.” Let’s break it down:

1. Specific

Wishy-washy goals don't deliver. “Increase blog traffic” isn’t a goal - it’s a wish. Instead, go laser-focused: “Boost blog traffic by 20% in six months.” Specificity gives you clarity, which gives you power.

2. Measurable

If you can’t measure it, you can’t improve it. Define metrics that make progress undeniable. These are metrics like website traffic, conversion rates and lead generation. When you see the numbers moving, you’ll know you’re on the right track.

3. Achievable

Set goals that stretch you, not snap you in half. If you’re new to blogging, “10 posts a week” is delusional. Start smaller: “Publish one blog post weekly for six months.” Progress beats burnout every time. When looking at what is achievable, consider your resources, what you are currently able to accomplish and what your strategy and budget looks like for helping you reach success.

4. Relevant

Here’s the test: does your goal actually serve your larger business objectives? If the company mission is to increase brand awareness, aim for creating high-quality, shareable content. Don't create random posts no one cares about, just because it "sorta aligns" with your audience. Every goal should move the needle toward reaching important objectives like revenue. Get rid of vanity metrics.

5. Time-bound

Deadlines keep you honest. “Eventually” isn’t a timeline; it’s procrastination. Give your goal a hard stop: “By the end of Q2, increase social media engagement by 15%.” Bonus points if you break it into smaller milestones for quick wins.

Why SMART Goals Are a Must

When you ditch vague ambitions for SMART goals, 4 things happen:

1. Focus
   You’ll stop wasting energy on busywork and start targeting the stuff that matters. Your team won’t be spinning wheels. Don't get caught in the trap of looking busy but accomplishing nothing.
2. Accountability
   With measurable goals, there’s no hiding from progress (or lack thereof). Everyone knows what’s expected and can pivot quickly if needed.
3. Performance Boosts
   When you track progress, you learn what works, and what doesn’t. You’re not just throwing spaghetti at the wall; you’re building a strategy and learning as you go.
4. Flexibility
   SMART goals aren’t carved in stone. As circumstances change, so can your milestones. You stay nimble, not rigid.

Real-Life Example: From Meh to Mastery

Let’s say you’re launching a new content strategy. Your plan is to create more blog posts targeting top-of-funnel customers. A weak goal would be, “Get more blog traffic.” A SMART goal? “Increase blog traffic by 20% within six months by publishing one targeted blog post per week.” Now you have clarity, a plan, and metrics to measure your win.

Goal Setting Framework

Here is a framework you can use when setting SMART goals to make sure your objectives are clear, actionable, and achievable.

Setting SMART Goals Framework

Download the framework here to pass around internally, print it and put it in a nice frame, or whatever you want.

SMART Goals

SMART goals provide a structured approach to goal setting, ensuring your objectives are clear, actionable, and achievable. The acronym stands for Specific, Measurable, Achievable, Relevant, and Time-Bound. 

Framework

1. Specific: No More Vague Nonsense

Vague goals are like navigating with a foggy windshield—dangerous and entirely avoidable. Your goal needs crystal clarity so you know exactly what you're aiming for.

Ask yourself:

• What exactly do I want to achieve?
• Who’s involved or impacted?
• Where will this happen?
• Why is this goal a priority?

Example:❌ "Increase social media presence"✅ "Grow Instagram followers by 15% to attract a larger audience for my services."

2. Measurable: If You Can’t Measure It, It Doesn’t Count

How will you know you’ve won if you don’t know what the scoreboard looks like? Include metrics you can track like a hawk.

Ask yourself:

• How will I know I’ve hit my goal?
• What numbers or indicators will I track?

Example:❌ "Improve blog engagement"✅ "Get an average of 10 comments per blog post within three months."

3. Achievable: Keep It Real

Ambition is great; delusion, not so much. Stretch yourself, sure, but don’t set yourself up for failure. Work within the realm of what’s possible with your current resources and skills.

Ask yourself:

• Is this goal doable?
• Do I have the tools to make it happen? If not, how will I get them?

Example:❌ "Publish 30 blogs in one month"✅ "Publish 4 high-quality blogs per month for the next quarter."

4. Relevant: It’s Gotta Matter

Every goal should be a puzzle piece that fits your bigger picture. If it doesn’t align with your larger vision or priorities, it’s a distraction.

Ask yourself:

• Why does this matter right now?
• Does this goal align with my long-term objectives?

Example:❌ "Post 5 TikToks a week because everyone’s doing it"✅ "Launch a TikTok campaign to showcase expertise and increase brand visibility in the health and wellness niche."

5. Time-Bound: Deadlines Aren’t Scary - They’re Motivational

Without a deadline, a goal is just a wish floating on procrastination. Add a ticking clock to keep the urgency alive.

Ask yourself:

• When’s my deadline?
• What mini-milestones will keep me on track?

Example:❌ "Write an eBook"✅ "Complete a 10-chapter eBook draft by April 30, revising one chapter per week."

SMART Goal in Action

Here’s a chef’s kiss example of a SMART goal:“Increase website traffic by 20% over the next three months by publishing two SEO-optimized blog posts per week and promoting them on LinkedIn and through email marketing.”

Your Turn: Let’s Get SMART

1. Think of a goal you’ve been putting off. (No judgment, we’ve all been there.)
2. Apply the SMART framework by answering the questions under each component.
3. Share your finalized SMART goal with someone who can hold you accountable.

Remember: A good goal isn’t just about reaching the destination—it’s about creating a roadmap so you can enjoy the ride and celebrate the wins along the way. Ready to show your to-do list who’s boss? Go crush it. 🎯