It’s important for you to have a periodic marketing strategy review. You may even consider evaluating your online marketing strategy every 30 days. Here are a few questions to ask when doing your review.
Have you checked the metrics on your site and is it promoting the right message to your target audience? You should have your site set up in Google Analytics and be using Google’s Webmaster tools to monitor the performance of your site. Your content should reflect the wants and needs of your core audience. Make sure your site is search engine optimized for long-tail keywords. Research the keywords that fit your needs by using Google’s free keyword tool. And use lots of them. Don’t depend on one or two keywords for your SEO.
Are you leveraging social media in the most effective way possible to engage your target market? At the very least, you should have Twitter and LinkedIn accounts along with a Facebook Page. The key to success in this area is consistency. Post a few times per week or once daily. The optimal time to post to social media is generally early to mid-afternoon during the week.
Do you have a blog on your website that provides useful information? Posting short 200 – 300 word blog posts is a great way to build credibility and become the expert in the eyes of your clients and prospects.
Are you using article marketing sites to educate and inform people in your target market? Some people say article marketing is dead, but I know firsthand that it still works. It also helps you get more content to rank well on Google if you are using one of the better article marketing sites, such as ezinearticles.com.
Do you have a weekly, bi-weekly, or monthly newsletter? This is a great way to maintain ongoing contact with the marketplace to keep that top-of-mind presence. Email marketing tools, such as Constant Contact provide easy to use templates for creating professional quality emails.
How do you compare to your competition? Find the keywords they are ranking on, study their content, and ask yourself if there are missed opportunities in your current business model when compared to your competition.
Are you using offline marketing strategies? Direct mail, networking, making phone calls, making appointments are all part of your overall marketing strategy. Just because you have online tools in place does not mean you can ignore traditional marketing.
If you do everything I listed above, you will have a great start on assuring your online marketing success.