So it’s already a week into 2010 but here are my top ten Internet marketing items for 2010:
1. Search Engine Optimization (SEO) – yes SEO is still the most profitable way to market online. It takes some time to do right but the long term result is consistently lower cost per lead or sale. For 2010, focus on reaching into new keyword groups and moving up a few spots. Do this by increasing the content on your site, the number of backlinks you have, and making sure you have great titles and meta descriptions (yes Google is looking at meta descriptions again).
2. Protecting your trademarks – Ok so this really isn’t marketing but without solidifying your trademarks your marketing won’t be as effective and consumers will get confused. With the gazillion new social networks popping up, registering your trademarks everywhere is getting harder and harder.
3. PPC Marketing – Use 2010 to really drill down to see the lifetime value of each click. Also get your Google quality score up. Recently Google has cracked down on landing page quality. Don’t let this slip down your list of Internet marketing tasks for 2010. This leads me to number 4.
4. Website Analytics including Twitter click tracking – Where are your visitors coming from? Is that new sexy Twitter campaign worth the money? Making sure your analytics are in place for 2010 is going to be critical. The real value of Internet marketing is that you can track where your sales come from. Remember that and live by it. It’ll make all of your Internet marketing campaigns more profitable.
5. Social media for small business (Twitter and Facebook, myspace is dead unless you’re a gangster or market to kids) – The military talks about “force multipliers” as Internet marketers Fruition talks about “content multipliers.” Making your content stretch from your site, to Twitter, to Facebook, without doing any extra work. Then taking it one step further and pushing it to related blogs, article sites, etc. Do this in 2010 and you’ll be working on numbers 1, 5, 6, 7, and 10 of this list!
6. Twitter Marketing – What the hell is twitter? I still don’t have a good answer from anyone. How many companies actually make money from Twitter? Dell reported $2m from Twitter sales. That’s less than a newspaper insert. Still secure your names, utilize your existing content, and reach out to your existing customers. Use Twitter as an extension of your email marketing and customer services. Think of Twitter as another phone line not as another Google.
7. Facebook Marketing – Facebook is a different beast than Twitter. For the right companies, Facebook is a goldmine for marketing. For professional services firms not so much, for consumer products yes. Get your Facebook marketing campaigns going, optimized, and staffed properly and it will be another revenue source. Just make sure you follow number 4 so that you know where you sales or leads are coming from.
8. Conversion Optimization – Why does one page convert at $5 per visitor and the next page converts at $50 per visitor. Cut out the pages and or products that perform poorly and improve your good ones and suddenly your PPC, SEO, and Facebook campaigns become profitable. Not your Twitter though because Twitter is still sort of useless unless you’re Lance Armstrong, Best Buy, or some other mega brand. This leads us to number 9 landing page optimization.
9. Landing Page Optimization – What’s the difference between conversion optimization and landing page optimization? Conversion optimization is a broad look at the entire site e.g. the flow of visitors. Landing page optimization is the process of focusing just on the entry pages. Here’s the real important part about landing page optimization – do it for SEO not just for PPC. Why focus just on PPC traffic for landing pages? Figure out which pages search engines are sending your traffic to and work on improving the conversion rate of those pages. Often times this requires convincing the visitor to interact in some way with your page. Just a simple interaction can increase the conversion rate thus you’ve optimized your landing page. Remember an SEO landing page is NOT a doorway page. Knock doorway pages out of your head they are useless and hated by users and Google alike (for good reason). Is that confusing enough for you?
10. Look ahead a few years – Totality of the Internet – Is mobile going to take over? In some respects, Apple has created the first incarnation of the Internet 3.0. It’s Apple’s private little world where they control what’s posted on it (Apps) and how you can use it (locked Iphones). In some instances, not many but some, companies in 2010 might start out on an app for the Droid, Blackberry, or Iphone before they launch it online. That’s a pretty crazy thought. So look ahead a few years and see what’s going to matter for your business. Will your website still be relevant? Odds are it will be more relevant than ever. So 2010 is the time to start getting serious about your Internet marketing, your SEO, your PPC, your social marketing, and drive some new business to your site.
Brad Anderson is the Executive Director and Founder of Fruition. Brad’s focus is supporting Fruition’s team to enable sustainable growth and excellent client satisfaction (EBITDA growth). With a strong statistical background, Brad built Fruition’s in-house software that is used to manage client success.
President & Founder, Tru Family Dental
Marketing, Dependable Cleaners
President & Founder, Family Travel Association