One of the most critical early achievements for a successful search marketing project is to gain company-wide support on the client side. Without buy-in from the team members that live and breathe the client’s industry, a successful campaign will be difficult.
In our experience, it’s the client staff that interact with customers that have the best idea of what those customers want. They know the pains and issues faced; they understand the solution that the customer is looking for.
A successful search marketing program taps into the needs of the customer. This is how to grab their attention. Without understanding those needs, engaging them can be problematic.