Internet Marketing, Questions to get your campaign started right


by ADAM HENIGE - Date: 2008-08-05 - Word Count: 449 Share This!

Like any marketing initiative, it is always important that your online marketing campaign get off to a good start. The pre launch work that goes into a campaign can pay large dividends, and it can also save a lot money and headaches in the long run.

The following is a set of questions that can serve as a checklist when you're looking to get a campaign off the ground. We take our clients through these questions, and often times we investigate certain areas in more detail as each project always has its nuances. You should be getting asked similar questions by your online marketing firm, or asking yourself these questions if managing your campaigns in-house.

1. What is the overall background and mission of this company?

2. Please tell us the goals of your online campaign in relation to:

a. Brand positioningb. Building Awarenessc. Increasing Leadsd. Increasing Revenuee. Are there any offline/traditional campaign efforts that we need to coordinatethis campaign with?

3. Has there been past work done in the online marketing arena?

4. Are there current traffic reports detailing the performance of the current website?

5. How long has the website been in its current state?

6. Is there a greater emphasis on certain products or services than others? Should we be marketing and driving traffic to certain products and services that are better sellers or represent higher margin?

7. Please share a profile on your target audiences, including typical buyer personas.

a. Are there any new audiences that we are trying to target with this campaign?

8. Either from current web traffic reports, or from a qualitative business standpoint, what are the keywords that your target audiences are utilizing to find your site?

9. What are the initial keywords that you feel you want to be ranked highly on for your business?

10. Are there any online channels that you deem necessary to be placed on?

These examples represent a basic foundation of questions to gain the right information to form a strong campaign that hits target audiences and meets your online marketing goals. From there, there should be more questions that get generated as research is conducted. As you can see, there is a combination of qualitative and quantitative information that needs to be gathered. Keep in mind that these initiatives should be treated with the same processes and standards as any marketing campaign you conduct.

While refining a campaign in the early stages is important, we want to do as much pre-launch work as possible. As you can imagine, starting a pay per click campaign without answering these above questions can lead to major trouble and a lot of reactive work post campaign launch.


Related Tags: seo, internet marketing, ppc, online marketing, michigan, web analytics, paid, paid search management, lansing, web traffic report, netvantage, okemos

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