5 Marketing Resolutions for 2011

If you’re like me, you returned to the office with your gym bag over your shoulder, carrying a healthy lunch. Now we need to turn that same resolve to our online marketing efforts for the coming year. Here are our top 5 marketing resolutions for 2011 to keep you on track:

Revisit your keywords

Search trends change over time so what worked once may not be as effective now. And with the new updates, the way we search is changing as Google now suggests popular search queries. Be sure that the words you’re focusing on are the ones your potential customers are looking for. Enter a few of your own keywords and see what comes up. In addition use tools such as Insights for Search to identify popular search terms.

Create an editorial calendar

Develop a schedule for when you’ll post to your blog and on what topics. If you have multiple authors, schedule specific slots for each person so they’ll know when they are responsible for posting.

Cut the dead weight from your online campaigns

Review the performance of your Google Adwords campaigns for the past year, and cut any non-performers from your keywords and ad versions. (Be sure to note any seasonal trends that you should be aware of and schedule for those.) Don’t just rely on click through rates – see which ads and keywords are actually resulting in conversions. Test some new versions of ads and new keywords to see if they perform better.

If you haven’t already defined success metrics for your campaigns, now is a good time – review the number of clicks per actual lead or conversion, and determine how much you are actually willing to pay for a click. Some of our clients have found these numbers changing lately – so what may have been true in the past may need to be updated as web savvy customers shop around more.

Follow your audience

You’re probably seeing a lot of articles that say, “You have to be on Twitter!” And maybe you should. The truth is that only 8% of American adults are on Twitter. It’s growing, but it’s nowhere near the 132 million American adults that are on Facebook. Know and understand your audience, and focus your efforts there. If you’re starting or hoping to focus your social media efforts for your business, sign up for our PowerUp Social beta.

Optimize your images and videos

Optimizing includes images and videos on your site as well as any on Flickr, Vimeo, Picasa, YouTube, etc. Use all the available tags and descriptions opportunities to provide information about the content of the video that will make it easier for your potential customers to find – and be sure to use the new keywords you identified earlier.

What are your marketing resolutions for 2011?

Lisa Crotty

Marketing Manager

Lisa is a Senior Optimization Specialist at Innate – her friends even teased that she A/B tested her name change. Lisa studied Philosophy of Science & Technology at Virginia Tech and is always asking why.

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