If you have made the decision to use the services of a Search Engine Optimisation Company you have most probably done this with a view to increasing your internet trade. So it would seem clear that you need to prepare your organisation for an increase in this area and make sure that you can maintain the additional sales.

Ideally the SEO Company will have given you an idea of the number of “hits” you are likely to get once the optimization achieves it’s goal of getting you a good Search Engine Placement positioning, but clearly these will not all arrive immediately. As the position steadily improves so do the visits to the website. So in fact you will be able to gradually increase the number of sales that you accomplish over a period of around two months. This should give you plenty of time to alter production for example to meet the growing demands. It will also allow for any issues that arise to be sorted out whilst demand is growing rather than the difficult transformation from low level sales one day to a inundation the next.

That said this comparatively gentle improvement can, over the two months, have a massive affect on your business. While you have been fixed on the immediate issue of ensuring product goes out of the door it is possible that other areas also needing attention will be overlooked. Your supply chain may be one of those areas. If you suddenly and without warning, increase dramatically the amount of raw material you order from a supplier will they be able to meet that requirement? If they can, will the lead times be affected? It may be a good idea to have consultation with members of your supply chain to let them know your plans and forecasts and ask them to point out any potential issues at the start of the process. Obviously there is no guaranteed order and the discussion may allow potential problems to be overcome.

Finance and cashflow is another area that may well be affected by a sharp increase in sales and therefore production. What are customer payment terms like, do they cover the issue of increased supplier bills or will the organisation suddenly see their cash flow position tighten uncomfortably as suppliers stipulate payment for the higher volumes of goods before the sales invoices are paid? It may be that the cashflow situation will not arise due to the credit terms agreed with both supplier and customer but even so an increase in staff to handle with the larger picture may be vital.

Lots of other areas of the company may need new members of staff to cope with the increases in sales. From the obvious in the sales team and production, to the less obvious in HR, supervisory roles and customer service the need for extra staff may be across the company. Again knowing the forecast sales should allow you to forecast these needs and you should prepare for a recruitment campaign as soon as you know the increase is as expected. It can often take a minimum of two months to bring new staff to the business and at least a further month for them to have anything but a taxing effect on the business.

So ensure good forecasting at the outset of your Online Marketing campaign and plan well for those nice to have hurdles.