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The Ingredients

Creating an Effective Marketing Plan


When it comes to increasing your online presence, marketing and advertising are fundamental elements of your overall strategy. Though these terms are often used interchangeably, they're really not one and the same. This is especially true for businesses operating in the digital age. Advertising refers more to the paid announcements regarding your products or services. While it does remain important, today's target audiences are extremely discerning about where they place their trust.

Consumers are trending back toward less obviously biased information, and this is where marketing comes into play. Content Strategy & Copywriting are integral components in your marketing efforts. From the photos and videos on your business' official website to posts linking your company to other authoritative resources, content gives you the opportunity to connect with your target audience on a number of levels.

Content Strategy Vector for Engaging Content

Lead Channels

Consumers are not likely to trust your website right off the bat

Thanks to the widespread use of the internet, you've now got more marketing channels at your disposal than ever. How you use them to speak to your chosen public could make or break your business. While your Content Strategy & Copywriting technique should fit your industry and be unique to your company, it shouldn't be uniform across all marketing platforms.

Appearances on Popular Lead Channels: Studies show consumers aren't likely to trust your website right off the bat. Tidbits of information from other sources are the key to piquing their interest enough to convince them to visit your website. Short teasers on Twitter, intriguing bursts on Facebook, share-worthy videos on YouTube, and links from sites having already gained credibility are among your best bets for drawing leads further into your sales funnel.

Meaty Copy: As far as your written content goes, it needs to be relevant to both your industry and your company. Give your readers valuable information without adding "salesy" language. They've seen enough of this to spot it a mile away, and it'll quickly make them lose interest. Not all of your text should focus on selling your products and services, it should simply explain the finer points to keep prospects engaged. You'll have plenty of space for sealing the deal later in the process.

Graphic of workers building content

Influential Landing Pages: Whereas links, blog posts, social media pieces, and other components should draw attention and encourage consumers to learn more about your company and its products or services. Your landing page could be considered your conversion point. This is where you sell yourself by telling readers exactly why you're better than the competition and offering an emphatic call-to-action.

These are only a few of the elements involved in effectively marketing your company. Those keywords and phrases your target audience uses to find what you have to offer are as crucial as ever to appearing near the tops of SERP's. They're what gets you seen by your public and a key link between being found and making a sale.

Succinct interest-catching titles and descriptions should accompany your content along with the appropriate coding for your videos, pictures, infographics, and other material. Though the right keywords and phrases are important to your visibility, they should be spread out and incorporated naturally. Too many of them crammed into your written content ends up sounding spammy and will turn off your readers as well as the search engines.

In essence, anything included in or pertaining to your website is content. With effective Content Strategy and Copywriting tactics, you can generate the organic search results your target audience craves. Give them valuable information optimized to be seen by the search engines and save the "buy now" approach for when they're convinced you're worthy of their attention.