Web Development

Web development is the process of designing static and active websites using cutting edge coding technology in an effort to provide the clients customer base with an interactive experience while maintaining the focus on the client’s products or services. We achieve excellence in this arena by staying up-to-date with coding changes that are stable and tested prior to roll-out.

New blog posts

Updated the Marketing Strategy Section

Jun 3, 2019 by James Larsen

Updated the Marketing Strategy page with a...

New WebSite Client Questionaire

May 29, 2019 by James Larsen

Now available online to streamline the process...

Added Analytics Software for Tracking Website Activity

Dec 6, 2018 by James Larsen

We recently added MATOMO Analystics to track...

View all blog entries →

Translate To:

Marketing Strategy

Introduction to Marketing - Just a primer to give you some insight

Firms that are successful in marketing invariably start with a marketing plan. Large companies have plans with hundreds of pages; small companies can get by with a half- dozen sheets. Put your marketing plan in a three-ring binder. Refer to it at least quarterly, but better yet monthly. Leave a tab for putting in monthly reports on sales/manufacturing; this will allow you to track performance as you follow the plan.

The plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, and customers come and go. Later on we suggest creating a section of your plan that addresses the medium- term future—two to four years down the road. But the bulk of your plan should focus on the coming year.

You should allow yourself a couple of months to write the plan, even if it's only a few pages long. Developing the plan is the "heavy lifting" of marketing. While executing the plan has its challenges, deciding what to do and how to do it is marketing's greatest challenge. Most marketing plans kick off with the first of the year or with the opening of your fiscal year if it's different.

Who should see your plan? All the players in the company. Firms typically keep their marketing plans very, very private for one of two very different reasons: Either they're too skimpy and management would be embarrassed to have them see the light of day, or they're solid and packed with information . . . which would make them extremely valuable to the competition.

You can't do a marketing plan without getting many people involved. No matter what your size, get feedback from all parts of your company: finance, manufacturing, personnel, supply and so on—in addition to marketing itself. This is especially important because it will take all aspects of your company to make your marketing plan work. Your key people can provide realistic input on what’s achievable and how your goals can be reached, and they can share any insights they have on any potential, as-yet-unrealized marketing opportunities, adding another dimension to your plan. If you're essentially a one-person management operation, you'll have to wear all your hats at one time—but at least the meetings will be short!

What's the relationship between your marketing plan and your business plan or vision statement? Your business plan spells out what your business is about—what you do and don't do, and what your ultimate goals are. It encompasses more than marketing; it can include discussions of locations, staffing, financing, strategic alliances and so on. It includes "the vision thing," the resounding words that spell out the glorious purpose of your company in stirring language. Your business plan is the U.S. Constitution of your business: If you want to do something that's outside the business plan, you need to either change your mind or change the plan. Your company's business plan provides the environment in which your marketing plan must flourish. The two documents must be consistent.

To learn more about marketing your business online and to get the most out of your advertising dollars send an email to James Larsen at james@jl2.us  and let JL2 Designs Market your website for you, we have a proven method to get you on the top utilizing social media, search engines and other platforms to create link relevancy.