Set Clear Objectives
In the world of marketing, measuring response for success and a failure is paramount. Not always the easiest thing to measure either. Gauging ROI on the marketing dollars spent is an imperfect art to say the least.

Online marketing is another story altogether. Because of the digital trail we all leave as we travel the world wild web, online marketing professionals can glean a great deal of data.

Setting objectives merely consists of setting realistic goals for the campaign. The services can range from simply being optimized for search engine submission or a search engine marketing program with empirical data base-lines and comprehensive goal setting. An understandable set of goals should be in place. Makes things clear for both parties.

Over-all Marketing Plan
I am constantly enlightening internet business clients about the concept of what a business actually is. As part of your business structure you would have a Marketing Dept. with an internet marketing division of which SEM and SEO would be a subsidiary. You should have a master marketing plan. This ensures a total and comprehensive approach. Many elements of one area can affect another. Having a properly constructed marketing plan is invaluable in establishing a value position and targeting keywords/phrases (K/P).

Flexibility
SEM and SEO can not magically obtain results with a bat of her virtual eyelash. Changes are going to be needed and changes must happen. If things were as good as they could be, then you wouldn't have hired a company/individual. Try to be the expert what you do best and allow your SEM to be the expert in their field. Ultimately you are the boss and the consultant will bend to you, even though it may be a detriment to the process.

Integrate with wider marketing activities; they say, "Location, location, location". Sure, I suppose. Coordination - Coordination - Coordination - is the call of the day for me. I am sure you've read, 'Put your URL on everything' type of advice. Take it to the next level. Coordinate absolutely ALL of your marketing endeavors. There are many cross-pollination opportunities that can be had and coordinated marketing show professionalism and builds brand awareness. Simply a must for the ambitious web entrepreneur ( Webpreneur?)..

Know your role
You shouldn't be telling the SEM/SEO consultant what to do, rather you set out what to achieve. While I try to be well educated in many areas, when dealing with a sub-contractor/consultant, I let them do what they do. It is after all what I am paying for. Not to play boss man and have a detrimental affect on things. The torpedo client from places unwanted. I often think of some one having brain surgery and querying the surgeon as the validity of his next procedure. Waltz into the kitchen at the next restaurant you go to and suggest a slight modification to the chef in reference to his signature dish. A great way to get a new steak knife to be sure.

Buy on value not on price
Marketing, once again, is nothing if it doesn't respect the laws of Return On Investment (ROI). Few but the very deep-pocketed can afford to put out marketing dollars to merely build 'brand awareness'. So we need to be efficient and get the most bang for our buck. That doesn't read 'cheapest advertising available'. The rounds you take merely need to be profitable. Your marketing consultant should also be able to estimate a 'cost per sale' estimate. This will affect the bottom line and pricing of your product or service, so it is an important consideration. So ensure you get the best ROI with your marketing dollars.

Create a Marketing budget
If a business is a child, and money, (profits) is the food to help it grow, marketing is certainly the car that goes to the store to get the food. Many entrepreneurs overlook including marketing costs and budgets into their 'cost of sales'. You may need to increase some product lines or services 5-10%. Or find ways to maximize current revenues. Do what you must, you need to have an ongoing marketing budget. As part of the 'cost of sales' it attracts potential customers, delivers higher conversion rates and drives the growth of the company. Unless you have an IPO coming out soon, marketing is the core revenue generator. Feed it.

So there you have it. I could go on. Write a book even, (gaaagh!) but alas I have to build some brand awareness with my family before they forget me. If it's a SEO consultant, accountant, lawyer or other business professional, be part of the solution.

Safe Surfing

About the author
David Harry is a business development and marketing consultant with nearly 20 years of offline and online business building.