2013 Resolutions for Business
A quick list of recommended resolutions to make now for 2013!
It’s the New Year and good time to reflect, re-assess, and discuss what inbound marketing in 2013 can look like.
Online marketers are learning more and more about the continuing affect of social media and content marketing even though it remains a challenge for most of our clients to get their arms around the other recent waves of online marketing innovation like search marketing and effective campaign execution.
While we always want to generate more traffic, enhance our brand, improve content, increase conversions, target users better and improve prove ROI, most small to medium sized businesses lack staffing and resources to effectively execute a broad online or inbound marketing plan. Check out the graph below and see which of the challenges discussed is holding your efforts back.
Let’s be more specific, and review some inbound marketing resolutions for 2013 that you can optimize now. They are grouped in to 8 specific categories and include specific actions you can take right now.
Planning - Really get to know your target audience - why they buy, what challenges they have; why they need your product or service and perform better buyer persona research.
- Re-evaluate your company's value proposition - what makes you different and how do you communicate your unique selling proposition. Take the time for a white board meeting with your team, make sure you understand how you sales tactics are performing.
Search Engine Optimization & Marketing - Assess your SEO and SEM strategies - evaluate the keywords your visitors use to find you and make content modifications to reflect those keywords.
- Stop link building schemes - use a PR professional to begin pitching unique content to high quality blogs and online content websites. This is the newest form of search engine marketing. Be famous!
Paid Search aka Pay Per Click (PPC) - Understand search terms people use to find you and click your ad. Review "matched search query” reports to reassure your keywords are aligned to your products, adjust them and take advantage of negative keywords.
- Review each of your PPC campaigns, and take advantage of the integration of analytics website metrics with Google Adwords, Sitelinks, automated bidding rules, keyword insights, etc. There are lots of great new features in Google Adwords as well as Bing/Yahoo. Endeavor to increase your paid search effectiveness.
Conversion Architecture - Test landing and product information pages for conversion rates. Check the headlines, calls-to-action statements, offers, etc. By utilizing simple A/B tests, you can significantly increase conversion rates. Keep form fields to a minimum with adjustments to your selling processes.
- Make sure that when users click ads to get to your pages, include trust building content like testimonials, case studies, association logos, and a privacy policy link.
- Take advantage of responsive design for your website. Start working on making your website mobile friendly. The future is mobile.
Video Marketing - Video is a proven marketing tactic that increases engagement and conversions. Include video on your website and landing page, and let me see your service in action; include motion graphics as well as a powerful voice to attract attention.
- Utilize event tracking within Google Analytics to measure video plays; in fact use event tracking to measure all of your content downloads and other website activity.
Social Media - If you’re not actively posting content, engaging socially, measuring activity, etc. address your needs and priorities. You can start by rethinking your strategy or outsource. Users don’t respond well al times to limited Twitter use, or rare blog updates so plan accordingly.
- Measuring your social engagement correctly - measurement via social analytics will let you know if your efforts are improving, or if it is time to optimize, outsource or expand you social engagement. Read about social media measurement - http://www.socialmediaexaminer.com/measure-social-media-traffic-using-google-analytics/
Content Marketing Strategy - Make sure all of you content assets are read worthy. Does your content target the right audiences? What are your content goals? Create or review an editorial calendar and create a content mapping strategy. Plan to promote your content via search and social media.
- Based on the chart displayed above, businesses and organizations are facing many challenges for developing the right content. To start 2013 off right, review your internal resources and, if necessary, consider outsourcing your content marketing strategy. This could include planning and content development, and you'll want to consider promotional and search elements of content marketing as well.
Analytics - Google Analytics - take advantage new capabilities and of the many different reports and advanced audience segmentations now available in Google Analytics. Google Analytics tools can help you determine the effectiveness of your web and social presence, define your conversion goals, and set metrics.
- Don’t just review the data. Have a continuous improvement process plan that creates results.
While just a brief checklist for inbound marketing resolutions for 2013, it is a start. Let’s excel in 2013.
Tags: online marketing resolutions 2013
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