During the meeting she announced that she is moving almost all of her marketing for her online business to Search Engine Marketing. Given the nature of her business and Enquiro's proven success at positioning her site both organically and through sponsored search, she feels comfortable with this decision. Careful tracking over the last few years has shown her that SEM is where the vast majority of her new (and occasionally even her repeat business) is coming from. Don't worry - she is a savvy businesswoman with a strong background in media marketing - and she will be staying on top of the results of her decision.

As you can imagine, this shift in marketing strategy increased the excitement level of our meeting substantially. Not that our meetings weren't exciting in past years, but there was definitely an increased sense of focus for all of the participants.

We discussed the changes and new direction she is taking her business in. Her target market has shifted slightly, but is still in clear view. We were able to flesh out her new target focus and identify possible marketing campaign shifts that we will be working on during the next year. We also reviewed the organic and sponsored SEM campaign details as well as her planned SEM budget allocations.

We have similar conference call meetings with our other clients, where we make sure that our SEM efforts are totally in line with their business goals and changes. And yes, I get excited about new directions at those meetings too. But there is something very special about being able to look into the eyes of a client and know with total certainty the she 'gets' Search Engine Marketing and that she sees Enquiro as her partner in achieving her business goals.

Brenda Wright
Head Sponsored Search Strategist
Enquiro Full Service Search Engine Marketing

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