Create a

SMART Goal
and KPIs
Worksheets
Business Description
Provide a short description of your selected business

Business Name

Case Study B: Paola Snaps

Description of the business

Paola Snaps is a B2C photography business out of Miami, Florida. We are a locally-
owned business specializing in lifestyle and wedding photography, with a growing
online/social media presence. Since 2013, we strive to deliver a personalized experience
for local couples on their special day.

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SMART Goal
Draft a SMART goal for your selected business

Specific What needs to be done?

Measurable Can it be measured?
Achievable Can it be done?
Relevant Should it be done?
Time-bound When will it be done?

Gain 10% more Instagram followers by leveraging social media strategies in the next 6
months.

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Key Performance Indicators
Draft three KPIs for your selected business based on your SMART goal for your selected
business

Brand Awareness: The goal is increase Instagram followers by 10 percent. We

need to monitor how many people see our business using Instagram Analytics
tools. We will measure brand awareness metrics like reach, follower growth, and
1 engagement. We will calculate the number of people who see our content, the
number of new followers we attract during the set period, and the number of
followers that interact with our posts through likes and comments.

Click-through Rate (CTR): We need to see if our Instagram Ads captures our
audience's attention and get them to act. CTRs measures the percentage of
people who click on ads or call to action post. Therefore, we will use Instagram
Analytics tools to calculate the total number of clicks by the number of times the
2 post was visible on someone’s feed. Using this metric, will allow us to determine
if our ads are effective or not. If we get users to click on ads, they can ultimately
follow our page and buy our service.

Conversion Rate: We need to see how our social media strategies lead to
actionable outcomes (more clients). We will use data from Instagram Analytics
tools to measure the total number of people visiting our profile and the total
3 number of conversions (people booking our wedding photography service).
We divide the total number of conversions by the total number of profile
visitors, which will help us determine our average conversion rate.

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Visuals by Designer, Zihan Yang © 2020 Aptly. All rights reserved.