captiva marketing
10805 Sunset Office Drive
Suite 207
St Louis, Missouri 63127

Ph: 314-822-3656
Toll Free: 877-227-8382
Fax: 314-822-3734

Define Goals & Objectives

RESEARCH & STRATEGY

The first step in developing a search engine marketing program is reviewing the client's business. Specifically, we want to learn about the following:

  • Primary Target Markets — This can help us evaluate geographical targets and identify link and submission opportunities.

  • Core Competencies — Allows us to focus our research on promoting those products or services that are most likely to convert to sales.

  • Competitive Advantages — Helps in determining whether competitive sites are truly competitors or merely companies that offer similar products. This can be very important in managing pay per click bid programs.

  • Growth Markets — Are there certain product lines that should yield higher conversion rates simply because the market is growing?

  • Promotional Goals — Outline specific goals for the program.

  • Other Marketing Activities — How can search engine marketing be integrated with your other marketing activities?

  • Organization — Does the company have systems in place to handle inquiries or process online sales effectively?

  • Measurement — Are systems currently in place to track the return on promotional dollars spent — both online and offline?

The answers to these questions will aid us in developing a program tailored to your company.