Next step is to break down your goals into objectives. Let's say I need to increase online sales of my star product by 20% in the next 3 months. In order to achieve that I need to increase traffic to my website, I probably also want to increase visibility over this particular product, and maybe I want more people to go through the payment process.

When establishing future objectives for advertising such as in a marketing strategy it's useful to look hard into every measure and ask "is it crucial?".

Referring to SMART criteria is useful when setting your objectives. Here is what SMART objectives should look like :

• Specific: Is the objective detailed adequately to quantify real-world problems and opportunities?
• Measurable: Can qualitative or a quantitative attributes be measured effectively?
• Achievable: Is the objective realistic? Is it in line with my current situation and with my efforts?
• Relevant: Is the objective relevant to my goal, and further, to my vision? Will it help me get closer to my overall purpose?
• Time-bound: Is there a time frame for the objective to be completed within? Is this time frame realistic?

Of course different people interpret define SMART differently, and a quick search can give you other possible definitions.