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The Importance Of Developing A Marketing Plan Beyond The Basics

Last week, we discussed how important it is to build up your problem solving skills so you can get the most out of your search engine optimization. Being able to identify problems and issues and respond accordingly will help you to avoid losing valuable business while you’re trying to figure out what’s wrong.

Today, we’re going to go back to the basics of building up your online presence and getting recognized as a credible entity within your industry. This can end up being a pretty tall order for most businesses. With the millions of businesses online vying for the consumer’s attention, without a definable plan in place to push your business higher up in the rankings it’ll be like shooting at a target in the dark; you may hit your mark if you’re lucky but most likely not.

Most businesses understand the importance of having a marketing plan to boost their company’s image. Without a plan it could be difficult if not impossible to connect with new customers or to maintain a relationship with old ones. You need to develop some type of approach to help you build up a loyal following of your business. However, that may not be enough for you to attain to the goals you’ve set out for your company. As they explain at,

You may already have some type of marketing program in place, but are you limiting yourself to the traditional platforms that include TV, print and radio?

One of the most common mistakes businesses make when it comes to building a marketing plan is failing to look for alternative options when it comes to creating a marketing plan. There are 4 specific elements you should consider implementing in order to get the most out of your plan.

Website Design

It is a given, and most businesses will agree that without an online presence you won’t see much success in this modern technological age. Still, there are countless people out there who have a website but are still not able to drum up any new customers for their efforts. So, when all your hard work pays off and a prospective customer lands on your website, you must also consider what you have done to make sure he stays put until he does what you want him to do. This means ensuring that your website design is user-friendly, and is attractive enough to make visitors want to stay and see more.

With Google’s new algorithm that incorporates mobile devices, having a design that incorporates mobile response will be extremely beneficial. These will play a major role in following through on all your SEO efforts.


The purpose of search engine optimization is to push your business higher in the search engine rankings. Most consumers do not have the luxury of spending countless hours perusing a bunch of websites that are unrelated to their needs so it’s important to get your business to a place in the search engine where it can be found. With a solid SEO plan in place, you can make sure that your business stays at the top of your game. This will require you to keep up with the constantly changing algorithms that determine how your business is ranked.

There may be times when you feel like keeping up with Google’s constant changes are just too much, but as they explain at,

Although these changes may seem overwhelming, savvy web marketers know that if you understand the history and trends, you are better able to anticipate where the future of search engine marketing is heading.

By incorporating a few simple strategies for adapting to these changes, you can better manage the constant fluctuations of SEO with less stress.

Take Advantage of Your Freebies

Most businesses are marketing on a budget. Unless they are a major corporation shoveling billions of dollars around every year, it can be very difficult to keep marketing dollars under control. However, by utilizing the many social media outlets you can do wonders for getting your business name in front of the public eye without spending thousands of dollars. Simply by keeping up your business profile and interacting with your consumers, you have the opportunity to build a positive bond with your site’s visitors. According to the,

Google looks at social media as one of the ways to assign value to your site. How many people are talking about it? Are they talking positively or negatively? More importantly, who is talking about it – are the people considered experts or gurus in your field? Are these comments one-offs, or do conversations continue over time.

The answer to these questions can make a huge difference in how Google sees you and moves you up or down in the rankings.

Make Sure Your Advertising Efforts Are Aligned With Search Engines

To do this, it is important for you to take advantage of PPC and Banner advertising strategies. When your company name continues to appear on search engines and on various websites, your image will soon be readily recognized. Keeping your name in front of the public eye is one of the most important strategies you can implement when it comes to search engine optimization. This way, when consumers are actively looking for what your business offers, you won’t be so hard to find. This will not only move you up in the search engine rankings but will be an important tool in boosting your conversion rates as well.

While practicing law may be your key focus for being online, attracting consumers who need your legal expertise is your primary goal. There is an inherent need to master the game of search engine optimization to see the success rates you hope to accomplish. The web is a highly competitive place and the days are gone when just having an online presence was enough. You need to actively market your industry and put your business in a position where it can be readily recognized in the search engines.

By having an online marketing plan that goes beyond the basics, you’re building up your reputation in a way that will attract more business to your site and put you ahead of the competition.

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