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There is nothing about marketing online that is as much a lie as the idea that you can purchase off-the-shelf search engine marketing plans that anyone can use. Yet, many online marketers will try to sell you one of these solutions with no thought about the type of business you are running. Call it “online marketing in a box.” It doesn’t work.

The only truly effective way to go about search engine marketing is to create a custom plan. What works for one website or business may not work for another.

For instance, not everyone needs video marketing. Some Web businesses, however, couldn’t do without it. And that’s just one example.

Is social media marketing right for you? Maybe. But even if it is, the social media marketing plan you finalize for your business will look very different than the plan for another business. That’s because you have a different product, a different clientele, and therefore require a different strategy. Your social media marketing strategy should be tailored to your business.

Every search engine marketing plan rises and falls on its own merits. Just like every website and every business. You cannot take a generic online marketing plan and make it fit your unique business.

Custom search engine marketing is the strategic implementation of a plan based on careful study and market research. Don’t buy into the hype of off-the-shelf marketing products in a box.

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