Web Marketing: How to Market Your Products with Search Engine Marketing

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Web Marketing: How to Market Your Products with Search Engine Marketing

https://www.wordstream.com/web-marketing

Web marketing (Internet Marketing) is a broad category of advertising that may include search engine marketing (SEM), search engine optimization (SEO), email marketing, banner advertising, social media optimization (SMO) strategies and other forms of online outreach. SEM and specifically pay-per-click marketing (PPC) are fast-growing advertising methods for all kinds of businesses, and it’s no wonder: PPC is relatively easy to carry out in-house, scalable and highly cost-efficient—if done correctly.

PPC ads are a popular form of web marketing because of the tight fit between addressing customer need and providing relevant ads at the right time.

So what’s the “correct” way to do PPC as part of your Web marketing strategy? Implementing a few modern marketing best practices will ensure that your Web marketing efforts demonstrate strong ROI:

  • Start with solid keyword researchKeyword research is the foundation of successful Web marketing. Make sure yours is personalized and data-driven.
  • Group and organize your keywordsKeyword grouping enables far more strategic Web marketing for both PPC and SEO campaigns.
  • Commit to ongoing, iterative Web marketing: To see continuous benefits, make sure you’re continuously updating and improving your search campaigns.

You’ll be able to follow these best practices with more ease and consistency with the help of the right Web marketing tools. Read on to learn how WordStream, a unique keyword management and inbound marketing system, can play a role in your search marketing strategy.

How To Market A Product On The Internet: Start With Effective Keyword Research

Many aspects of Web marketing, but in particular PPC search marketing and SEO, begin with keyword research—the discovery and analysis of words and phrases that people use when searching (via search engines) for a particular product or service. The keywords specific to your market or vertical may seemobvious, but you’d be surprised how often common sense fails when it comes to keyword research and search advertising. Brainstorming and intuition won’t cut it for the serious Web marketer—you need to back up your decisions with real-world data.

So where do you find that data? Most Web marketers turn to a handful of keyword suggestion tools, like Keyword Discovery and the Google AdWords keyword tool. However, these third-party keyword tools aren’t necessarily the best way to accomplish your keyword research. They can actually put you at a disadvantage for Web marketing, leaving you with keyword data that is:

  • Inaccurate: These tools return a limited list of very generalized, popular keywords that aren’t necessarily relevant to your business niche. What’s more, the traffic stats are dubious estimates.
  • Static: Most keyword tools are built for one-time use—few users go back and update their research.
  • Nonproprietary: Finally, any publicly available keyword tools provide publicly available keyword data. Do you really want to base your Web marketing strategy on the exact same keywords as everyone else? Where’s the competitive advantage in that?

There’s a better way to research keyword opportunities for your website marketing: Listen to your visitors! You can mine your own website data to get the most accurate, relevant keywords for your business. And the best part is, your keyword research will be completely proprietary and private, so you can practice Web marketing with a sharp competitive edge.

WordStream’s keyword discovery solution parses the private data in your Web analytics and log files to build your keyword database. Since these are the actual keywords that real people have used to find your website, you’ll know you’re basing your Web marketing decisions on the right data.

Group Your Keywords for More Effective Web Marketing

Most Web marketers grasp the importance of keyword research, but the importance of keyword grouping to pay-per-click and SEO campaigns is severely undersold. Effective segmentation and organization of your keyword taxonomy can make a huge difference to your Web marketing results. Here’s why:

  • Increased relevance: It’s much easier to write specific, relevant Web copy and PPC ads for small, targeted keyword groups.
  • Increased exposure: Ads and landing pages that are highly relevant to the search query achieve higher rankings, more impressions and higher click-through rates (CTRs).
  • Lower costs: Search engines reward demonstrated relevance and high CTR by further favoring your ads and pages in the SERPs and lowering your cost per click—so your Web marketing is more cost-effective.

WordStream search marketing software is an extremely efficient means of grouping your keywords. Our search marketing tools actually suggest appropriate keyword groups based on frequency and relevancy (i.e., the amount of traffic and/or goals those keywords are driving). You can preview these groups and create them by clicking a button; the software automatically sorts dozens, hundreds or thousands of keywords according to your specifications and organizes your groups and subgroups into a visualized hierarchy.

Imagine how much longer this requisite Web marketing task would take in a spreadsheet!

You Get Out of Web Marketing What You Put Into It

Web marketing is kind of like marriage. You really do have to keep working at it—maybe not for the rest of your life, but certainly for as long as you want to see gains in Web traffic and sales. Static keyword lists and search campaigns will net you static results, so serious Web marketers need to commit to continuous effort.

With WordStream, your keyword research will always be up to date and expanding every day—with minimal time investment on your part. How is this possible? Easy: You just install a small JavaScript tracker on your website, and WordStream will continuously track new visitors to your website and import them into your keyword database. With a growing, evolving keyword taxonomy, your Web marketing materials—from website copy to pay-per-click text ads and beyond—can evolve as well.

Try WordStream’s Web Marketing Toolset Free

Whether you’re just delving into the world of Web marketing or you’re a PPC marketing whiz, WordStream’s Web marketing solutions can improve your advertising ROI while increasing productivity. Learn more about WordStream and our AdWords Services:

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Make Money Online Doing Things You Love To Do — CYNTHIA WEIRR

One of the many advantages of the internet is that it allows anyone with a connection to make money online. You can do this from anywhere in the world at any time with smartphones, tablets and laptops. And you can get paid for doing things you love doing, and in your spare time anyway. Whether […]

via Make Money Online Doing Things You Love To Do — CYNTHIA WEIRR

Top 15 Advantages Of Internet Marketing For Your Business

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Top 15 Advantages Of Internet Marketing For Your Business

Internet marketing has become more and more popular nowadays among businesses around the world. After discovering the wide range benefits of internet marketing in promoting products and services online, it has soon become the leading medium for marketing all over the world.

Unlike mass marketing, which effectively piques the interest of the local audience by means of radio spots, newspapers and print media, internet marketing allows companies to nurture a more personal relationship with their consumers from all over the world. With internet marketing, businesses can deliver content to their customers through personalized and cost-effective communication.

 With all the benefits that internet marketing can offer your business, developing a professional internet marketing campaign can attract more customers to your product or brand to grow your business more.

Here our top 15 advantages of internet marketing for your business.

1. Convenience And Quick Service

The incredible convenience of marketing online is one of the biggest advantages of internet marketing. The internet has extremely easy accessibility with consumers using the internet and reaching markets anywhere in the world. Because of this, purchasing goods from across borders now reduces the cost of transportation.

For importers, this is a huge advantage as it means they can order online right from the comforts of their home. In addition, you can easily track sales items online as they make their way into delivery. You can download digital products from the internet with just a click of a mouse. Internet marketing is great for business as it gives consumers a better and more comfortable shopping experience.

2. Low Cost For Operations

One of the main advantages of online marketing for businesses is its low operating cost. You can advertise cheaper with internet marketing than with traditional methods of advertisement such as ads in newspapers, on television and on the radio. In online marketing, you can easily get a free listing in a wide range of business directories.

In addition, the internet allows you to contact your customers more in comparison to how you would contact them traditionally. Online communication is more affordable than traditional communication methods such as sending mail and printing brochures. For example, you can send the same information in an email rather than a mail-out, saving you on printing, paper, and postage.

3. Measure And Track Results

An aspect of internet marketing that is rarely available with traditional marketing is the ability to measure and track results. With online marketing, your business can utilize varying tools for tracking results of your advertising campaigns. Using these tools, not only can you measure and track but also illustrate the progress of your marketing campaign in detailed graphics.

Measuring and tracking results gives your business a better idea of how your marketing campaign is faring. It gives you an idea of how you can better grow your traffic, leads, sales, and conversions. Without the ability to measure and track your results, you cannot alter or modify your marketing campaign so that it can better deliver the results you desire.

4. Demographic Targeting

Marketing your products and services online gives you the ability to target audience based on demography. This allows you to concentrate your efforts on the audience that you truly want to offer your products or services. With demographic targeting, you can better target your marketing efforts on specific demographic regions.

Demographic targeting gives you the ability to target specific customers you think are likely to purchase your product or hire your services. Every time someone visits your website and fills in a form, it gives you an idea of who your customers really are and lets you discover important details about them such as age and interests, which better shapes your services to match their needs.

5. Global Marketing

The ability to market your products and services globally is one of the biggest advantages of global marketing for business. Within several months of aggressive SEO, you can secure millions of viewers and reach huge audiences from across the world.

With internet marketing, you can easily reach beyond your geography to offer your products or services to customers worldwide. Wherever your target audiences are, you can easily reach them 24/7 and from any country all over the world. If your audience consists of more than your local market, utilizing global marketing offers you a great advantage.

6. Ability To Multitask

One of the core benefits of online marketing is its ability to handling millions of customers at the same time. As long as a website’s infrastructure is efficient, numerous transactions can easily take place simultaneously.

However, even with a large number of transactions taking place, your website is capable of providing satisfactory service to every customer who makes a purchase online, without the risk of diminished satisfaction. This high adaptability of internet marketing is an important benefit that businesses can take advantage of to provide their consumers the best shopping experience.

7. 24/7 Marketing

Internet marketing reduces cost and runs around the clock. That means that your marketing campaigns run for 24 hours a day, 7 days a week. Compared to traditional marketing, internet marketing does not constrain you with opening hours. At the same time, you would not be worrying about overtime pay for your staff.

In addition to this, there is no regional or international time difference for you to worry about that will affect the reachability or availability of your offers or online campaigns. Whenever someone opens their computer and connects to the internet, there is a higher chance of them seeing your marketing campaign. Furthermore, customers can look for your product at their most convenient time.

8. Automated, Tech-Savvy Marketing

Another advantage of internet marketing is that marketing this way is easy with a one-mouse-click automation. Compared to traditional offline marketing where marketers delegate various tasks to the best hands and talents, internet marketing takes advantage of a more tech-savvy method. With internet marketing, everything can go automated.

Internet marketing gives you the chance to turn every aspect of your business’s operations into a fully automated system. All you need to do is find the right tool and technology suited to your marketing campaign and you are done. By automating your marketing campaign, you can choose to do something more valuable with your time.

9. Data Collection For Personalization

Transactions through the internet allow you to collect data. Whenever a customer purchases a product through a company’s website, the data is captured. Your business can use this data in varying ways. Most businesses analyze the data to find out what product and/or services sell frequently.

Furthermore, the data collected can help segment customers, so your business can send them ads and other promotional materials based on their buying habits and interests. There are various ways that you can collect customer data including customer profiles or through their behaviour while on your website.
The information collected through this method typically includes age, gender, location, how they came to your site, what sites they visited after they left, viewed products and the pages visited on your site.

Another way of collecting customer data is the use of internet tools or with tracking software. Compared to traditional marketing, online marketing allows for better data collection as well as personalization.

Through this advantage of internet marketing, businesses can serve millions of customers with various items and products based on their personal interests. Thus, shoppers can easily get their desired products without having to comb through the internet all day.

10. Diversified Marketing And Advertising

When targeting your audience, diversification plays an important role in your marketing and advertising campaigns. Diversification means that you can use a variety of tactics and strategies in order to reach your prospects. With online marketing, diversification becomes a lot easier. In addition to that, it is possible for you to run varying marketing techniques simultaneously to better implement your marketing campaign.

11. Easy Tweaking To Your Marketing And Advertising Campaigns

It is inevitable in marketing and advertising that something needs to be tweaked in order to optimize your campaigns. Compared to traditional marketing, online advertising is much easier to tweak. Whenever the campaign needs to be modified, online marketing allows the modification to happen without having to worry about downtime, service interruption or even halting the entire system.

This means that you can easily change the appearance of your online shopping mall – your website – by changing a few lines in the CSS that link to the web page.

12. Instant Transaction Service

Executing transactions is easy and nearly instant online. You can do this through a digital payment service so that there is no need for a cash to go between the marketer and the customer to buy and sell merchandise. This is all possible due to payment processing solutions executed by third party payment processing companies such as PayPal.

13. Better Sales Relationships

In traditional marketing, merchants often give their business cards or pamphlets to their customers after a sale. However, what happens is often on such occasions, the customers lose the cards or misplace it. The only time the seller would remember about the card was if they had the intention of visiting the seller again.

In the end, most customers do not remember the seller much less the card, so this marketing method does not work to convince buyers to return. This is different with internet marketing where the marketers can easily collect email addresses of their prospects and buyers, which they can use in reaching out and forming a relationship with the customer.

The marketer can use this email address to provide customers with valuable information such as information about the purchased product, available coupons on their products and services, special discounts and introducing new products. Aside from email addresses, they can also use social media for consistent interaction with customers.

14. Time-Effective Marketing

Unlike traditional marketing, internet marketing is easy to start and quick to implement. You can easily set up a marketing campaign at any time that is convenient for you. In fact, you can set up email marketing for your business within only a matter of hours. Within the next few minutes, you can setup an autoresponder and create a marketing list for your business.

15. Continued Marketing Campaign

Marketing campaign’s later effects are one of the greatest advantages of internet marketing for business. For example, content marketing efforts, such as blogs, and websites have the capacity to remain functional and promote your products and services years after you started your marketing campaign. Almost every online marketing technique has viral and long-term effects that can continually improve your site’s traffic.

Online marketing offers you a variety of benefits. If you’re looking for better ways to reach out to your audience, Edkent Media is here to help. There are many services to choose from including email marketing, social media marketing, search engine optimization and pay per click marketing. Get in touch today.

20 Small Business Trends and Predictions for 2018

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20 Small Business Trends and Predictions for 2018

Another year has come to a close and businesses are preparing to enter 2018 with a bang.

What do entrepreneurs expect heading into the new year? Business News Daily got in touch to find out some of the major things on their radar. Here are 20 key ideas, trends, and predictions to keep in mind in order to make the most of 2018 for both your business and your customers.

A shift in IT spending: “A significant number of enterprises will begin to invest in a dedicated security operations center as part of the shift away from prevention towards detection and response … Hybrid security offerings combining on-premise and SaaS/Cloud solutions will become the dominant architecture with customers beginning to integrate these offerings starting in 2018.” – Prakash Nagpal, vice president of Infoblox.

The Cloud will fragment into microservices: “In 2018, technology companies are going to ditch the buzzword ‘cloud’ in favor of the next big trend in IT – ‘microservices’. This is where companies will increasingly look to scale by essentially breaking up their IT and thinking smaller and using more SDN and NFV type approaches. Enterprises should also take note fast – moving to smaller applications makes it much easier to scale and decreases risk, while increasing efficiencies.” – Craig Walker, CEO of business communication platform Dialpad

The rise of the sharing economy: “Digitization and the sharing economy will disrupt more industries. Already, retail (Amazon), automotive (Uber and Zipcar), and the server market (Google, Amazon) have been disrupted – and we have had two years without another major industry being disrupted. Given this, financial services and healthcare are ripe for disruption.” – Prakash Nagpal

The personalization of marketing: “Marketing is becoming increasingly personal, and this trend will keep going as we move into the new year. No longer will stock images, generic nurturing campaigns, or impersonal calls to action convince consumers. In order to succeed, you’ll have to provide high-value and personalized content every step of the way.” – Harrison Doan, director of analytics at Saatva.

Modern marketing tools make personalization possible: “While email marketing has traditionally been a one-to-many medium, it’s a great example of this trend being brought to life as we continue to see an increased focus on more customized messaging heading into 2018. A major catalyst behind this shift toward one-to-one has been advances in personalization technology, especially click segmentation. Personalizing email marketing is especially valuable because small businesses often have a variety of products, yet not every offering will necessarily appeal to every customer on an email list.” – Dave Charest, director of content marketing at Constant Contact, an Endurance International Group company

AI will emerge as a critical marketing tool: “In the past executives may have tinkered with AI to schedule their calendars, but 2018 will see the end of the experimental phase and the beginning of applying artificial intelligence to solve the most soul-crushing marketing problems. For example, conversational AI companies like Conversica will make it possible for PR companies to harness conversational AI for lead nurturing and finding new clients. CRM companies like Helpshift will streamline customer service.  AI however will not replace traditional media relations.  Journalists deserve a human touch that AI will not yet be able to mimic.” – Curtis Sparrer, principal at Bospar PR

Social advertising will become more competitive: “For paid social ads in Facebook, the 2018 landscape will continue to get far more competitive. Facebook advertising is still in its ‘Golden Age,’ but the company is growing the number of advertisers at a very rapid pace. While large companies jumped on the Facebook ad bandwagon some time ago, there is significant long-tail growth among SMBs which still have not embraced Facebook ads fully and the vast majority are not advertising there. The end result of this, Facebook will continue to accelerate the number of advertisers it has with SMBs and CPM and CPC costs will rise for all Facebook advertisers.” – Toby Danylchuk, co-founder of 39 Celsius Web Marketing

There will be growth in small business cross-channel marketing: ” Very few small businesses today do any sort of cross-channel strategic advertising. Many owners even have separate vendors for Facebook, Google, web content, web maintenance, etc. Large brands do this rather well, and I believe in 2018 we will see small businesses utilizing integrated strategies – and these small businesses will outperform their competitors.” – Bil Gaines, digital marketing director of Custom Creatives

Banking models will begin a radical shift: “Millennials want to bank wherever they want and whenever they want, which does not align with the traditional banking model. It’s predicted that digital banking will grow to more than 2 billion users by 2020As a result of this shift, the traditional brick-and-mortar banking solution will be replaced with a technology first-mindset. In essence, your wallet will be your phone.” – Dave Mitchell, president of NYMBUS

Speed is key in modern banking: “The banking channel will strive for speed. Lending, banking services, statement processing and other banking channel players are scrambling to get online and get faster. We expect the scramble to continue as the industry seeks to eliminate middle men – like brokers – and better serve their customers.” – Vernon Tirey, co-founder and CEO of LeaseQ

Mobile banking means more mobile cyberattacks: “All are experiencing a big increase in attacks on their mobile banking and transactions. Expect that to continue.  Approximately 80 percent of financial institutions’ customers are doing online banking, 50% are on mobile and that’s growing. More customers equals more opportunity for attacks.” – John Gunn, CMO of VASCO Data Security

Machine learning and Blockchain will grow more prominent: “Two of the most interesting IoT developments to emerge in 2017, with the most potential for innovation, were blockchain and machine learning. They likely won’t go straight to market in the new year – we’ll likely see more proofs of concept instead – but, we have seen some fascinating PoCs already.” – Mike Bell, EVP IoT & Devices at Canonical

Machine learning will become more responsive in customer service: “Machine learning will play a bigger role in sales and customer support in 2018. Lower costs and increased availability of speech analytics tools mean more businesses will record and monitor calls within their contact centers. Instead of simply guiding callers through prompts, speech analytics will help to categorize them and analyze responses in terms of what you say and how you say it. Insights like these will be used to guide agents, in real time, to get the best results from each interaction.” – Chad Hart, head of strategic products at Voxbone.

AI implementation will help business capitalize on large troves of data: “Although discussions on the topic of data may not be new, until now most business have been focused on forming teams and building data pipelines, but the data itself has not produced much disruption. With the right people and tools in place, companies can now focus on using data to drive growth. Companies will look to incorporate artificial intelligence (AI) to gain a competitive edge.” – Jennifer Shin, founder and chief data scientist of 8 Path Solutions

IoT cyberattacks will become more common: “There will be an increase of random IoT hacks and attacks because the tools are easy to find and use, and also because of all the unsecured IoT devices – Gartner says there are 8 billion connected things in 2017 and expects 20 billion connected devices by 2020. Anyone can go onto the dark web and start using available malware code, not to mention the readily available services such as hacking, malware- and ransomware-as-a-service, which can all be hired for next to nothing. It’s very easy these days for someone with little knowledge to launch a sophisticated attack, and there’s clear financial incentive – in the last three years, business email compromise alone made $5.3 billion.” – Christian Vezine, CISO at VASCO Data Security

IoT devices will become more secure: “Expect to see at least 2 or 3 large-scale, botnet-style attacks on IoT-related hardware in 2018. To remedy this, the industrial space may pick up a trend from the consumer space, where device updates are downloaded automatically, and give the user little say in the process.” – Mike Bell

Industry will employ more low power wide area networking (LPWAN): “LPWAN technology can be unwired and run for a long time, with minimal power consumption. Its potential applications include heartbeat communications and predictive maintenance for industrial equipment like basement boilers, which can be otherwise difficult to reach … LPWAN provides better penetration and range in hard-to-reach areas, which opens the door for groundbreaking new industrial equipment use cases.” – Mike Bell

The evolution of the workplace: “The physical workspace as we know it today is going to significantly change next year as businesses start to get smart about how they use space to drive productivity and adapt to new employee behaviors and tech tools. Large companies will also look to reduce their real estate commitments and move more to flex desk options as more employees work away from the office, while being connected to it by making use of better tools that help them do their work more effectively.” – Craig Walker

Expect the number of remote workers to continue increasing: “Only 32 percent of employees spent all their time working in, or at their office this year, The flexibility to work remotely has evolved beyond an occasional perk, with 43 percent of employees saying it’s a must-have.” – Staples Business Advantage’s Annual Workplace Survey

Workplaces will unveil bolstered anti-harassment policies: “With such a magnifying glass being put on men’s behavior in the workplace in the latter half of 2017, next year is going to see a lot of anti-sexual harassment training in workplaces, as well as anti-harassment policies being beefed up.” – Rob Swystun, business communication specialist

6 Stories of Super Successes Who Overcame Failure

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6 Stories of Super Successes Who Overcame Failure

Failure is not the alternative to success. It’s something to be avoided, but it’s also only a temporary setback on a bigger, more significant course. Everybody encounters failure at one point or another. What truly matters is how you react to and learn from that failure.

Take the stories of these six entrepreneurs. Their stories end in massive success, but all of them are rooted in failure. They’re perfect examples of why failure should never stop you from following your vision.

1. Arianna Huffington got rejected by 36 publishers.

It’s hard to believe that one of the most recognizable names in online publications was once rejected by three dozen major publishers. Huffington’s second book, which she tried to publish long before she created the now ubiquitously recognizable Huffington Post empire, was rejected 36 times before it was eventually accepted for publication.

2. Bill Gates watched his first company crumble.

Bill Gates is now one of the world’s wealthiest individuals, but he didn’t earn his fortune in a straight line to success. Gates entered the entrepreneurial scene with a company called Traf-O-Data, which aimed to process and analyze the data from traffic tapes (think of it like an early version of big data).

He tried to sell the idea alongside his business partner, Paul Allen, but the product barely even worked. It was a complete disaster. However, the failure did not hold Gates back from exploring new opportunities, and a few years later, he created his first Microsoft product, and forged a new path to success.

3. George Steinbrenner bankrupted a team.

Before Steinbrenner made a name for himself when he acquired ownership of the New York Yankees, he owned a small basketball team called the Cleveland Pipers back in 1960. By 1962, as a result of Steinbrenner’s direction, the entire franchise went bankrupt.

That stretch of failure seemed to follow Steinbrenner when he took over the Yankees in the 1970s, as the team struggled with a number of setbacks and losses throughout the 1980s and 1990s. However, despite public fear and criticism of Steinbrenner’s controversial decisions, eventually he led the team to an amazing comeback, with six World Series entries between 1996 and 2003, and a record as one of the most profitable teams in Major League Baseball.

4. Walt Disney was told he lacked creativity.

One of the most creative geniuses of the 20th century was once fired from a newspaper because he was told he lacked creativity. Trying to persevere, Disney formed his first animation company, which was called Laugh-O-Gram Films. He raised $15,000 for the company but eventually was forced to close Laugh-O-Gram, following the close of an important distributor partner.

Desperate and out of money, Disney found his way to Hollywood and faced even more criticism and failure until finally, his first few classic films started to skyrocket in popularity.

5. Steve Jobs was booted from his own company.

Steve Jobs is an impressive entrepreneur because of his boundless innovations, but also because of his emphatic comeback from an almost irrecoverable failure. Jobs found success in his 20s when Apple became a massive empire, but when he was 30, Apple’s board of directors decided to fire him.

Undaunted by the failure, Jobs founded a new company, NeXT, which was eventually acquired by Apple. Once back at Apple, Jobs proved his capacity for greatness by reinventing the company’s image and taking the Apple brand to new heights.

6. Milton Hershey started three candy companies before Hershey’s.

Everyone knows Hershey’s chocolate, but when Milton Hershey first started his candy production career, he was a nobody. After being fired from an apprenticeship with a printer, Hershey started three separate candy-related ventures, and was forced to watch all of them fail.

In one last attempt, Hershey founded the Lancaster Caramel Company, and started seeing enormous results. Believing in his vision for milk chocolate for the masses, he eventually founded the Hershey Company and became one of the most well-known names in the industry.

Learn from your mistakes, reflect and accept the failure, but revisit your passion and keep pursuing your goals no matter what.