Sales and marketing strategies and plans are really just the 'how- to have a conversation that develops a trusted contact'. At least they should be. For most companies, the question that their sales and marketing strategy is missing is: What do we need to learn about who we think we bring the most value to? Why is their issue important to them, and how can we help?
One of the first steps to search engine optimization is a keyword analysis. For any search engine optimization or paid search campaigns, it is still an essential first step. In order to drive traffic to your site, you need to know how people are searching for your product or service. You need to use the words people use when they're searching (not the ones you use, your boss uses, your sales team uses- but the ones that your potential customers are using!)