keyword research and strategy continually change: search term volumes change, new terms come into play, a firm’s product and service focus changes, new products are introduced, etc. In addition, analyzing search traffic, paid search campaign results and social media activity helps firms move beyond theory and sharpen the keyword focus on terms that are working best for them in real life. If your firm reviews keyword strategy monthly or quarterly, you are continually improving. If not, you are almost sure to be in a holding pattern or worse, losing ground.

A marketing plan is a comprehensive document or blueprint that outlines the advertising and marketing efforts for the coming year. It describes business activities involved in accomplishing specific marketing objectives within a set time frame. A marketing plan also includes a description of the current marketing position of a business, a discussion of the target market and a description of the marketing mix that a business will use to achieve their marketing goals. A marketing plan has a formal structure, but can be used as a formal or informal document which makes it very flexible. It contains some historical data, future predictions, and methods or strategies to achieve the marketing objectives. Marketing plans start with the identification of customer needs through a market research and how the business can satisfy these needs while generating an acceptable return.[1] This includes processes such as market situation analysis, action programs, budgets, sales forecasts, strategies and projected financial statements. A marketing plan can also be described as a technique that helps a business to decide on the best use of its resources to achieve corporate objectives. It can also contain a full analysis of the strengths and weaknesses of a company, its organization and its products.[2]
×