Whatever the goal, it has to be strategically thought through. SMART objectives determine the 5 criteria to be taken into account in an objective, making them more effective and efficient. This methodology, created by consultant George Doran, represents what a goal should be:

• 
  S
  
  (pecific)
  – an objective has to be specific. You need to be clear about what you want to achieve, which also makes it easier to understand;
• 
  M
  
  (easurable) –
  it is essential that it is measurable so that during a given communication action it is possible to improve and correct errors;
• 
  A
  
  (chievable)
  – must be achievable. There is no point in setting a goal that becomes impossible to meet;
• 
  R
  
  (elevant)
  – When relevant, an objective is valid in itself and for the business concerned;
• 
  T
  
  (ime-bound)
  – it certainly has to be time-bound. You must have a
  deadline
  to be met.

• Increase sales of red berry beauty oil by 10% in the second quarter of 2023;
• Double the number of
  leads
  during the year 2023 compared to the previous year;
• Implement the social responsibility policy with at least 1 action per month by December 2023;
• Get an average of 20 orders
  online
  per day until the end of August;
• Increase the number of visitors to the
  website
  to 1000 per month by the end of October.