Marketing Strategy

In order to begin, the first thing that must be understood is the company's overall marketing strategy and the desired impact a Search Engine Optimized website will have on that strategy. This includes understanding the messages currently being communicated to customers and the general public. Any marketing material being used to advertise the company or the products would certainly be relevant. A more pressing need would be to understand what competitive advantages exist that are currently being exploited as well as the competitive advantages that could be better communicated. Depending on the resources dedicated to marketing, this could be a very quick and easy analysis, or one that takes some time.

Another critical part of the marketing analysis is to understand the business metrics currently being used to analyze marketing and sales performance. It will be critical to understand how the overall marketing plan is tied to revenue performance. A lack of sufficient metrics to track performance will limit the ability to determine if any improvements have any impact on the business performance of the company.

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