Action Plan
A Position Builders Action Plan is a carefully strategized blueprint for targeting your profitable opportunities online. Action Plans are composed of five elements that correspond with five different departments. Each element supports the other, and the Position Builders staff makes a team effort to see that each element is fulfilled.
Concept of Prospect Behavior
At the root of our action plan is our Concept of Prospect Behavior, which dictates all Action Plan decisions. We use the word 'concept' because our knowledge of prospect behavior is constantly evolving while we take action, measure our results, and evaluate new information.
Optimization and Validation
These are calculated efforts to build or rebuild web site code that is Internet and Search Engine friendly.
Position Builders believes that a powerful web marketing strategy is one that understands and embraces the technologies that produce an effective web site. Through the use of web standards, usability studies, and accessible code, we integrate the marketing of a web site with the technology that creates it, thus maximizing the potential a web site has to be effective, accessible, and useful.
XHTML and CSS
By using standard XHTML and CSS, web pages are clean, valid, speedy, and more easily updated. Separating content (XHTML) from style (CSS) is an important part of making a web page friendly to search engines.
Valid Code
By validating XHTML and CSS with the W3C Validation Service, we can eliminate errors, make them load faster, and ensure they display correctly across multiple web browsers and operating systems.
Link Management
Inbound links strongly influences the relative meaning determined by search engines. They also influence your direct exposure to web surfing prospects.
Linking for Search Engines
The meaning associated with a web site that links to you and the method used is important in how your web site is defined by the Search Engines. You don't just want links. You want well-crafted links from quality web sites that convey the appropriate meaning. Position Builders has evaluated thousands of links for our clients. Each link opportunity is targeted based on a custom link acquisition strategy.
Linking for Prospects
While each link opportunity is evaluated for Search Engine positioning they are also evaluated for increased Internet visibility. Industry hub sites and blogs can be valuable sources of direct prospect exposure. Link acquisition strategies are written to support the end-user experience and any meaning associated by Search Engines.
Damage Control
Not all links are good. If your website sells "Moon Rockets" and the majority of web sites that link to you are about "Cat Food" than you might have a Link Problem. If you are getting links from shady web rings, black listed web sites or other less than reputable pages you might have a Link Problem. It is important to remove these potentially damaging links. Position Builders labors over each link to be sure your objectives are not being restricted. A "link removal" or "link alteration" strategy is determined and executed for each damaging link.
Advertisement Management
The Ad Management department researches, evaluates, implements, and manages advertising campaigns online. We work within a monthly budget that you determine.
Position Builders evaluates advertising opportunities based on your target market(s) and how they relate to your sales process. We take care of the smaller advertising maintenance decisions so you can focus on the big picture.
Advertising opportunities that require larger commitments are presented to you as custom campaigns. Position Builders understands the importance of cohesion within your marketing mix. We work closely with your marketing department to make sure each advertising campaign is in alignment with other promotional activities.
Reports are issued monthly with complete traffic and cost details. Custom ROI measurements and CRM integration are available based your unique business needs.
Design Integration
Design Integration ties it all together. This department creates functional web content that support the sales process while adhering to rules dictated by our Concept of Prospects behavior and guidelines set forth by the other three areas.
Action Plans: A Team Effort
Each area of the Action Plan operates under independent departments, using very different skill-sets, but each area depends on the others to make decisions and perform tasks.
To create an effective action plan one must consider the synergistic philosophy that the whole is greater than the sum of its parts. Position Builders takes a team approach to ensure that each element is strategized and executed properly and in accordance with the objectives of each department.