It is very logical to run a project when you talk everything in numbers and when every little spent is done with a very targeted approach. Thats the beauty of taking your business online and most importantly, evolving the models to scale the processes. But it makes sense doing the things only if you follow very logical processes involved for the same ensuring you that none of the work is any waste of effort or resource.

The preliminary work that needs to be done is as below :

1. Defining your target market. Target market is business dependent and you need to have a very good idea in mind for what users are  most expected to buy or use your service or product. In target market, one needs to mainly define the target age and income groups.
2. Next step involved is doing the basic keyword analysis. By keyword analysis, we mean that you need to dig out the numbers of relevant keywords being searched over internet revolving around services you providing or things you selling.
3. Do target market viz-a-viz sector analysis. You need to have a good statistic about target market behavior over internet. Let me explain this with a very simple example of e-commerce. Suppose you want to sell things online and you are planning to set up an e-commerce portal over net. Now the behavior study shows that whole selling industry can be broadly divided into three categories. First are content portals – these are the website which publish content majorly for brand awareness of things or services selling over internet or to introduce new stuff to visitors.  Second are review portals - these are the websites where people share their reviews about different services or products and collaborate to pick out the best services or products versus how much they are priced for. Third comes selling platforms – which are very much targeted to sell things only. Now the user behavior is: on an average, every person planning to buy anything over internet visits atleast 2 content portal on the product, some view reviews as well and then finally plan to buy the product. Other behavior learning is that the final buying is done through portals which are only selling stuff. Now, this learning can be used to understand that selling things is not just setting up a selling platform only but also to drive your narratives in review as well as content portals which will be very important.

A logical marketing strategy making logic of every spent can then be prepared. Generally we land up in two situations after the work done mentioned as below:

1. Lot of searches are  being done revolving around product or service you are trying to promote and sell. By this, we say keywords’ search volume for your business is high. In that case, you should focus on tapping search results and presenting a very targeted page in search pages for the keyword searched. These targeted pages are termed as campaign pages and are proved to be the most helpful way to create leads for your business. The creative of the campaign page too matters a lot. An example of target page/campaign page can be seen here – http://travelomate.com/c/luxury/golden-triangle.php. The other way will be to make land your user to the awareness page mentioning why you are different and how you can add value to them/their business where you put down effective content as text, picture or video.
2. Keywords’ search volume for your business is low. Do not worry. The only problem here is there is no online awareness of things you are doing and this would also mean that you probably will be the first person to bring your business on those lines. A very strategic Brand Awareness Campaigning is prepared in which once you have defined your target market, a social network media planning is done targeting your target market as was defined and calculating what percent of target area’s market will be hit by your brand campaigning. The models for the campaigning will be Pay per Click, Pay per Impression and organic marketing along with which is known as Social Media Marketing.

That is the basic overview for the learnings before you start your project or thoughts. Good luck for everything.