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Whether in life or business, experiencing failure often provides invaluable lessons. Today, I intend to help you bypass that hardship and failure by sharing four important online marketing lessons we’ve seen businesses learn the hard way.

Author note: the following article was originally published on the Richmond Times Dispatch. I’m reposting my original article below with the intention of adding to this piece over time.

Author note: the article below was originally published on WorkItRichmond.com, a subsidiary of the Richmond Times Dispatch.

Author note: the article below was originally published on the Richmond Times Dispatch. As one of my most shared articles to date, I’m reposting it here on the WebStrategies blog.

Author note: the article below was originally published on WorkItRichmond.com, a subsidiary of the Richmond Times Dispatch. I’m reposting my article on this blog with the intention of adding to the piece over time.

Consider this: where do brands typically invest in their customers’ experience? If they’re like most, they invest in their website, in their store, in the product/service, and in customer service. What do all of these have in common? They typically exist very close to the point of purchase. It makes sense to invest your time, energy, and creativity at ground zero, but once everyone starts to do that, how special can you be? How much can you really stand out? Enter: utility marketing.

We often hear from clients that the online marketing world is tough to navigate. They rely on us to provide guidance and clarity so they can make the best decisions for their business.

The New Year is a time for both reflection and planning. If the past is any indication of the future, we can expect some big things in 2014.

The following post originally appeared in WorkIt Richmond, an online resource for small business owners in central Virginia.

I've dedicated several posts on WorkIt Richmond to the changing winds of the search industry. From Panda, to Penguin, to Hummingbird. Despite their cute, harmless names, these updates have changed our corner of the marketing world more than anything else in the last decade.