As yet another year comes to a close, it is a good time to think about priorities for 2015. We encourage you to make online marketing one of those priorities; having a strong online presence is only going to become more critical to your long-term success.

If you decide it’s time to take online marketing seriously, here are a few things you need to consider when you get things rolling:

You Need A Plan!

I hate planning just as much as anyone else. But if you want to be successful online, you need to approach it strategically and pragmatically. Don’t make it too complicated; take stock of where you are today, identify the gaps and opportunities, set priorities, and then get to work.

Think Long-Term

In order for online marketing to produce desired results and a positive return on investment, you must commit to it for the long-term. Online marketing represents a new paradigm; it is a “new normal,” and it is a journey. Sustainable results will not come in a week or month, but will only be achieved through a day-in, day-out commitment over time.

Take Advantage of the Wealth of Data

One of the great things about online marketing is there is an endless amount of data available to assess results. And most of this data is “real-time”. Data collection, reporting and analysis must be part of your day-to-day online marketing activities. The market and competition don’t stand still; online marketing tactics must be measured and adjusted to adapt to changing realities.

OptimizeOptimize Your Business Development Process

To have maximum impact, online marketing activities must support every phase of the business development process; lead generation, nurturing prospects through decision making, closing sales, post-sales activities.

Use the Right Tools

The good news about online marketing is that there is no shortage of tools, and the tools (social networks, email, websites, online advertising, video, calls to action/landing pages, online directories, marketing automation, etc.) are accessible to small and mid-sized businesses. The key is to use the right tools – only the ones that are going to drive visibility, credibility, leads, and new customers.

Allocate Resources

You need dedicated people who are responsible for consistently and relentlessly executing online marketing activities. Once you have a plan, someone has to own it. With online marketing, you can’t dabble. You have to be all in to get results.

We encourage you to make online marketing a priority for 2015. If you do, just keep these points in mind.

>> Does your business need help implementing an effective online marketing strategy in 2015? Contact us to discuss your needs and goals!

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Ben Molfetta