Betwixt Integrated Search Marketing

The following is a guide to the template that Betwixt will often use when constructing an integrated search marketing plan for a new client. Each plan is designed to be flexible and include 'generic' online strategies as well as bespoke strategies for each individual client.

Business Summary
From research conducted by Betwixt in collaboration with the client, each business summary will provide a comprehensive overview of the (client) organisation.

Betwixt demands that each (new) client outline the business objectives and goals which will underpin any new integrated search marketing plan. Objectives should be *SMART and communicated to Betwixt as soon in the relationship as possible.

Product / Service Definition
Betwixt clarifies the products and services offered by the client, and the process(s) of online product and/or service delivery. Competition
Betwixt will actively research the online market for identifiable competition to the client product/service proposition. On identifying each competitor Betwixt will provide an overview of the offering and market position of each company. Search Marketing Tools
Betwixt will deliver a summary of each search marketing tool and how it relates to a client(s) business objectives, and target audience. Through continuous dialogue and communication with the client, Betwixt will then prepare and deliver an actionable integrated search marketing plan, defining the most appropriate mix of tools and platforms to achieve pre-determined objectives.

Betwixt has considerable experience, and knowledge in delivering integrated online plans which can incorporate the following tools:

  • Website Technical Audit
  • Optimisation (SEO)
  • Link Building
  • Fresh Content Strategy
  • Web Analytics
  • Usability Assessment
  • Social Media Participation
  • Web PR
  • Corporate Identity Online
  • Reputation Management
  • Banner Advertising
  • Pay Per Click (PPC) Advertising
  • Statistical Reporting including KPI's
Implementation
Before implementation Betwixt always recommends that the client reviews the search marketing strategies identified. On acceptance of a Betwixt plan in its entirety or elements, we would advise further discussion to cement our understanding of your online business objectives and the client(s) acknowledgement of (marketing plan) timescale's and potential ROMI (Return on Marketing Investment).

Importantly..
When constructing each new integrated online marketing plan Betwixt strongly believes it is unwise to forget or dismiss offline factors such as market penetration, market share, financial analysis (budgets), demographic changes, emerging technology and cultural trends, etc.

*SMART Online Objectives:

  • Specific
  • Measurable
  • Achievable
  • Realistic
  • Time-bound