Goals & pain points
The first thing to take into account are what are the pain points of your client.
If the issue is about the website, its conversion rate, its design, our Webdesign products will be able to answer most of these issues.
If the issue is about traffic acquisition, the discussion starts to be a bit more complex.
Demand generation vs Demand capture
Now we need to think about the situation of your client in front of his target market.
The first question to ask is "is there already an existing demand for the product or service being sold"?. If there is, we need to capture that demand. If there is none, we need to generate it.
Search engine optimization and marketing is the ideal demand capture strategy. It entails that users are already actively looking for a solution to a problem or an answer to a need. It means there is a conscious paint point and a conscious need or want.
In this case, SEO will be the best route long term to create a long lasting business. SEM will be a perfect complementary product to accelerate and sculpt the Search Engine visibility of the brand. Indeed, SEO takes between 3 to 6 months to bring definitive results, while SEM will bring results in a matter of weeks or even days.
If we need to generate demand, it suggests that awareness is low for the product. Then Social Media ads and Youtube ads will be the best path forward.
Budget & timeline
Finally, the last element is budget. What is your client long term budget and how is he willing to balance between short term and long term results ? This will allow us to balance between SEO and other strategies.