Develop Your Marketing Strategy, Plan, and Goals

In Chapter 1, we established that keyword research is a strategic component of any marketing campaign. As such, it is important to integrate it into the overall goals and objectives of your organization.

Does your organization have a marketing strategy? Do you know what it is? Your marketing strategy is really a tool to help you focus your energy on the greatest opportunities to increase sales. A written marketing strategy is shaped by your overall business goals and can include the following items:

• A definition of your business
• A description of your products or services
• A profile of your target audience
• Your company’s role in relation to your competition
• The unique positioning of your company