.

Ideally you should focus your budget on achieving just one primary objective.

Achieving others must be seen as a bonus.

It’s like juggling. The more balls you try to keep in the air the more likely you will drop all of them.

So what is the primary objective?

If the answer is not clear, ask yourself:

1. What evaluated data (e.g. a target number of leads) will determine if you have been successful?
   
   
2. What tangible objective, if achieved, will deliver the highest pay-back?
   
   
3. Which objective will deliver the stated KPIs?
   
   
4. What do you most need to optimise?