This brand hired me to implement a strategy around reaching a particular audience, Millennial moms, with eco-safe, non-toxic home cleaners safe to use around kids and pets.

The challenge with this customer was a total lack of any data collection, audiences, or other audience-specific info, so all development of SEO had to focus on the market as if it were 100% new.

As well, the company leadership possessed a complete lack of any knowledge of SEO, SEM, or other digital marketing methodologies, so it was in part a strategy and tactics implementation but also an educational process as well.

Since this was a "ground-up" campaign, our process was:

1. Learn the products, features, and benefits
2. Do competitor analysis and identify/document strengths, gaps, niches, and opportunities (SWOT, really) in both competition and client company
3. Identify the target audiences and analyze behaviors on the web, mobile, and social media
4. Define the campaign's specific objectives based on all the above across foundation objectives, as well as specific long and short-term goals.
5. Develop web artifacts around the objectives (pages, copy, videos, images) to support product education and use engagement
6. Do keyword strategy research and analysis with implementation outlines
7. Lay-in all SEO both technical and content to all created web artifacts
8. Define a social media strategy to support the new SEO artifacts