If your entire marketing plan is paid marketing prepare to continually increase your paid marketing overtime. Paid marketing or pay-per-click is an effective way to reach new areas you weren’t previously in or areas where you want to further grow. Paid marketing though is not where you want your marketing efforts to be spent. You need to be looking at building up the content of your website for organic (e.g. free) marketing. Free marketing doesn’t mean it’s free though. It means you must do things the “old fashioned way” by working for it. You need to be updating your products, your services, and start a blog.