An acquisition plan needs a defined customer, a clear offer and a way to evaluate enquiries. Start with those foundations before committing a budget to a channel.
Describe the buying questions
List the problems your customers search for, the alternatives they compare and the information they need before speaking to sales. Use those questions to plan service pages and useful supporting content.
Understand what SEO can support
Google’s SEO Starter Guide focuses on helping search engines understand content and helping people find it. It recommends useful, readable content and descriptive links. Search visibility is not guaranteed, so assess progress using your own site and enquiry data.
Define a paid campaign experiment
Before starting a campaign, specify its audience, landing page, budget limit and review date. Decide what counts as a relevant enquiry and how sales will follow up. Treat the campaign as an experiment with recorded assumptions rather than a promise of a fixed result.
Compare business outcomes
Review enquiry quality, proposals and completed sales alongside traffic. Include the work needed to produce content, maintain landing pages and follow up with prospects.
- Record the source of enquiries where possible.
- Check whether the landing page answers the visitor’s question.
- Review results with the sales team before increasing spend.
Further reading: Google: SEO Starter Guide