Strategy can be defined as "a plan of action designed to achieve a long-term or overall aim."
How is your online marketing strategy doing for you? This is a question you should ask yourself regularly. Things change quickly online and what may have been a great idea a year ago may not be so hot now.
Four points to consider:
- SEO (Search Engine Optimization) is not dead. Doing it well can take time, especially if you are trying to achieve top rankings for a competitive term (think "Niagara Falls"). However, if you've determined what the appropriate keywords are for your business to target, it can be well worth the effort.
- Email marketing is still effective. For those of you who do not regularly put out an email communication to your clients and prospects, this may be an area you want to reconsider.
- Social media is not a replacement for SEO, nor does it particularly help your SEO efforts in and of itself. Social media is about engaging with people. It requires as much time (or more) as SEO but it can also work well when done properly.
- Whatever you're doing with SEO, email marketing or social media, remember to track your website's performance. If the site has a high bounce rate or does not convert visitors to inquiries or sales very well, you're ultimately wasting your marketing efforts. If you don't know how to measure your bounce rate or your conversion rate, take the time to learn or seek professional help.
Our business slogan used to be "Making the internet WORK for business". That can be read two ways - to make it more effective or to make it more work. It reflected the reality that to get results there is an investment required. Either you invest your time or your money, but if you do nothing, that's generally what you'll get.