How To Focus On Your Marketing Plan
I started writing this article a month ago but became sidetracked when I realized that marketing plans were as unavoidable (and as important) as Death and Taxes. And while we all try to avoid these topics, the best way to deal with them is straight on. The best approach to dealing with uncertainty is to be prepared and to have a plan.
If you haven’t started, you’re already late. It’s that time of year for creating your marketing plan. Having crafted a few myself, I am writing this article to share my experiences and tips on what has worked and what didn’t.
Why Is Search…So…Darn…Hard?!
If you’re in digital marketing, you know what I mean just reading the title. You’re sitting at your desk and the email lands in your inbox with a thud: someone important in your company just did a search in a major search engine on a keyword they thought was important and your paid search ad didn’t show up.
You’ve explained it all before, maybe even 100 times. But the bottom line: search is really hard. Hard to explain. Hard to execute effectively without blowing through your whole marketing budget. So I am copying below the response I have cut and pasted into more emails than I can count. The answers are more relevant to paid search (Pay-Per-Click or PPC) but the keyword points can apply to organic (Search Engine Optimization or SEO) search as well.
