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Chapter 9. Sell Your Search Marketing Pr... > Assemble Your Search Marketing Propo...

Assemble Your Search Marketing Proposal

In the preceding chapters, you've laid the groundwork for your proposal, but you need to put it all together. Your proposal contains two business cases—one for your overall search marketing program and one specifically for your first search marketing campaign. This way, you explain why search marketing is important strategically, for many campaigns, but also focus on a tangible, practical first effort. Your proposal must also include a detailed plan of tasks on a time line to execute the first campaign, but we start with the business cases.

The Business Case for Your Search Marketing Program

A business case serves two primary purposes. First, it is an unbiased and objective analysis of projected costs required to achieve expected benefits. The second objective is to convince your decision makers to accept your recommendations. In short, your business case ought to persuade you before you use it to persuade others. Too often, business cases get a bad name because they are cobbled together as a pretext for doing something that does not actually have much value. Search marketing has a great deal of value—you do not need a sham business case. You can build a case to convince even the most tight-fisted bean counter.


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