Developing successful digital marketing strategies is not an easy task. While the solutions that we implement for clients may be similar in nature, every program we design is unique because every business is unique. Some clients may benefit from a professional website that ranks well in the search engines while others require an inspiring blog that engages its users through social media and email marketing. Regardless, we aim to create a strategy that will achieve your goals.
Step one is to understand your goals, budgets, competitive advantages, market position and target markets to ensure that we fully understand your marketing objectives. We then evaluate your marketing assets from both online and offline perspectives. Next, we research competitors' websites to determine the level of existing site optimization, the amount of organic and CPC competition, and other elements to develop a successful strategy.
Armed with your input and our research, we can work to develop an online marketing strategy for your particular goals and situation. Typically this involves some forms of lead generation, brand building, sales support and the streamlining of information distribution.
When designing an online marketing strategy, we will consider your existing branding efforts and integrate them into our work as best as possible. If no branding exists or it is not well organized, we can help develop branding guidelines, logos, taglines and messaging for your company or individual product lines. View samples of our logo design and brand identity work.
Another large part of a strategy is determining what content to deliver and how to promote it. Different messages are often needed for different customers. An online marketing plan may prioritize content that generates leads and establishes your company as a thought leader, but may also need messaging for existing clients, prospective employees, writers, media, partners, or investors. Content strategies may be implemented through websites, blogs, PR, social media, advertising, email or other methods and these must be taken into consideration when developing a content strategy.
So, while search engine marketing is one of our primary services, we know that it is not THE solution for every company. Some companies have a target market that can be more effectively reached with email or direct marketing. Others have unique products that are better candidates for public relations and social media marketing because of their limited keyword search volume. Still others may benefit from search engine marketing, but may require very different levels of CPC, link building, on-page optimization, etc... Some may benefit more from a blog or the use of various microsites. Regardless, our goal at Captiva Marketing is to review your particular situation, look at the data available, and apply our experience with similar sites to develop an online marketing strategy that will work for your company.