Ultimately, what is your final outcome that you want to achieve out of each campaign that you undertake?
Your business goals will naturally enable you to create a path for your campaigns. You will want to make these goals realistic, achievable and most importantly, they should be measurable.
The topic of Return on Investment (ROI) is another fundamental area for any marketer or business owner, but that will require a whole book to cover the subject proper.
Keep your goals simple to achieve and understand. It’s message should be easily understood by anyone who has gotten access to your them.