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In this article, I am going to look at the marketing mix and a classic marketing tool known as “the 4 Ps of marketing.” I’ll discuss how you can use this tool to improve your marketing and SEO. The classic definition of marketing is simply “putting the right product in the right place, at the right price, at the right time.” Stripping away the complexity can be powerful. The 4 Ps of marketing helps us here by focusing on these four key areas: As it happens, SEO does a lot right by default. When a user searches is certainly the right time, and a search engine is often the right place. Yet, we also have to ensure the product and the price are right as well — after all, there will be a lot of competition on that search engine’s results page. And, of course, there is more to digital marketing than just search engines, however important they may be. Let’s have a look at each of these four key areas: Who are your customers? What are their goals? What jobs do they have to perform that you could do better? What are their pains?
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Either the project is completed or it isn’t; there’s no uncertainty over where the time and energy is being spent (as long as the contract is correct as far as expectations and deliverables). It allows you to focus on a particular aspect of your SEO. If you already have a sense of where you SEO strengths and weaknesses are, you can invest in the particular area that needs the most help. The timeline can be more straightforward. If you have particular project goals in mind, you can work with the SEO firm to establish exactly how much time will be required to reach those goals. Some agencies take advantage of clients. If the particular parameters and expectations of a project aren’t clearly defined, some agencies might shortchange the client when it comes to results. You could get overcharged. With project-based plans, you run the risk of an unscrupulous agency that could charge you more than the time and effort that is actually required for the project. There is a lack of flexibility. Because project-based SEO comes with a certain set of predefined parameters, it can be difficult to make changes if new information comes to light. If throughout the course of the project you discover you need an additional service to complement the work that’s been done so far, it may cost you a lot more. Some Final Thoughts On SEO Payment Options After doing this for a long time, I think I can say with confidence that there is no “one size fits all” solution. At the end of the day, it needs to make sense financially for the SEO company and the client to work together.
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