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.