If you’re about to embark on an online marketing campaign, have you actually thought about what you want to achieve?
Last week, I was reading Patricio Robles’ excellent article 10 reasons people criticise SEO. Among the many comments left on the post was one suggesting that many clients don’t really know what it is they want to achieve from search engine optimisation before they start.
I think this is surprisingly true. At SEOptimise, we always encourage our clients to outline what they would consider to be success, to make sure we’re targeting our efforts. Not everyone’s goal is a straightforward commercial one.
Surprisingly often, they don’t really know and SEO is now just one more aspect of online marketing. Many organisations dutifully sign up and spend a great deal of cash of an array of web-based promotional efforts without a clear picture of what they want to achieve.
Considering how easy it is to analyse and measure online marketing success, this is an inexplicable waste of money.
This is the most obvious reason for any online marketing effort – to increase traffic to a commercial website in order to increase sales; to boost a brand’s reputation and mindshare in order to increase sales; and to encourage customers to return and make further purchases.