There are many third party companies that can help you pick out keywords for your various search campaigns.  I have found that some of the best ideas for keyword selection can be found within your own sphere of influence.

1) Use trade magazines and journals. They are loaded with industry jargon and little niche phrases that may help you uncover a few great keywords that don’t cost a great deal for prime time positioning.

2) Set up a focus group. Make sure they have a basic understanding of the products and services you offer before sending them searching. This works well in areas such as real estate and many retail categories. Might be more difficult in companies that work with specialized products. Ex) packaging company that produces blister packaging, etc. In this case, the focus group may need to be another company you’ve developed a relationship with or is a current client. Perhaps they could be part of your focus group.

 3) Always be thinking. I can’t tell you the number of times I’ve had a brilliant search phrase and didn’t write it down. It passes quickly in the recesses of my mind. It literally pays to have a notebook with you to write down all your ideas. One of those ideas will make you rich someday.

Many businesses simply don’t have the budget or staff to craft a campaign. If you’re stuck, you can always leave it to the experts. A good search engine management company will spend time with your company learning it’s culture and marketing strategies. Remember that the company should constantly be tracking, split testing, and coaching you on the results.