Planning Services
Before we offer any services to our clients we stress that we need to establish a clear set of objectives before we can ‘plan our work and then work our plan’.
Plan objectives could be many but typically include:
- Obtain qualified leads for the client’s products from the Internet using Organic and Paid Search (Pay per Click) advertising.
- Measure the online enquiry conversion rates for each keyword phrase for both organic and paid search and translate the results to further refine both campaigns over time.
- Increase brand awareness by achieving high natural search ranking for major keywords representing the client’s target market in the major search engines, particularly Google.
- Steadily gain market share over major competitors by consistently meeting the above objectives.
WCR’s Internet marketing planning services typical involves two levels of planning and research:
- Traditional Keyword Research and Analysis performed through our search engine optimisation or paid search offerings; or
- Advanced Vertical Online Market Analysis (VOMA)
The Traditional Keyword Research and Analysis process is discussed in our Search Engine Optimisation page.
For advanced market research that includes a report on competitors, WCR users market leading software tools integrated with a thorough proprietary methodology we call White VOMA. Our vertical online market analysis helps us quantify search market opportunity and cost of market entry.
White VOMA will also deliver:
- A list of prioritised keywords and an analysis of where they would be best used;
- A matrix of missed opportunity keywords and how they measure with competitors;
- An analysis of desirable site structure (silo architecture and latent semantic indexing);
- Unique Selling Proposition (USP) or Unique Value Proposition (UVP) keywords;
- Average cost per click for keywords suitable for PPC campaigns;
- Theme keywords suitable for ad group or market segmented ad campaigns.