The best strategy is you are new in the field is by learning from the competitors. By monitoring them, you will know the strategies that might work and furthermore, making improvements of those strategies for more efficient and effective campaign. However, you still need to establish your own strategy to as a basic stand. To get instant information regarding the competitors and market analysis, you can hire the service of SEO.
How SEO work, described very deep by Matt Cutts the Father of Google SEO:
Performing keyword research is important. By doing so, you can eliminate unnecessary keywords and finding one that is more effective. You need to find keywords that are likely to be used by the users of the search engine when looking for the service. For this occasion, SEO is also having an important role. They are ready to perform research to find proper keywords that later to be used for the company. They will find competitive keywords that able to keep up and competing with your rival keywords.
The role of on-site SEO is by maximizing the utilization of the company website. They are focusing to find the way to make the website is able to fully support the campaign. They will modify and tweak the website so that it can be used to cover marketing campaign.