Did you finish your SEO plan, implement it, and are you monitoring the success? How about your Facebook page, got something to offer all those friends? Who’s putting out your Tweets and how often?
You probably have dead blogs. Push out a painful quarterly email newsletters because it’s on the ‘to do’ list. Doubtless your corporate website – which gets substantial traffic – has been relegated to a production-oriented person years ago.
And measurement? Well, that’s still a work in process.
Let’s spend the summer on a total strategy reset.
- Work with your senior management to set measurable and definitive metrics for your online marketing activities. Build awareness? Gain trial? Grow sales? Generate leads?
- What are you really getting from your current expenditures? Check your web analytics, email stats, media results, etc. If you can’t exactly figure it out, bring in an outside expert to help this time, and set you up for the future.
- Spend some real time analyzing the engagement you’re getting from you target customers, and what it would take to energize them. All other audiences should be monitored, but these customers are critical.
- Prioritize your expenditures for next year, and sure, toss in Mobile to the mix
- Rinse and repeat next year. There’s sure to be something new to consider.
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