Your marketing strategy begins where your customers begin: in that blank rectangle known as Google search.
Sure, there are other search engines. But Google is the number one most popular website in the world, according to Alexa.
So, when you begin a marketing campaign, start where your customer starts. Think like your customers. What would they search on? You want to be on page one of the results. Your job as a business is to put yourself in the customer's seat. If they are typing into the search bar, you should be supplying a wealth of content on your site to answer their questions.
Modern marketing is attentive to the customer-driven journey. You cannot trick people into buying your product. Instead, you are magically (strategically) in the right place at the right time. From the moment they click through to your site, be sure that you have relevant, high quality, compelling content to meet their needs. It's how you build trust, and how you keep them coming back for more.