- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
Social Startups: Moment.me Captures a 360-Degree View of The Social Shake-Up 2014Hootsuite Partners With Syracuse University to Bring Social Media Savvy to College StudentsThe Best Hyperlapse VideosThe Best Content Moderation Tools for Busy People Who Don't Have Time for That
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthThe Social Shake-Up: The Future of Social Business
- Small Business
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
5 Ways to Use the Holiday Season to Become a Better Online Marketer
Posted on December 20th 2013
Let's start off by admitting that most of us don't spend the holiday season thinking about things like online marketing, inbound lead generation, and search engine optimization strategies. That's fair. But why not take a couple of hours anyway and learn what you can do to attract new customers online?
If that sounds reasonable to you, and you would like your company to be more profitable in 2014 and beyond, here are five ways you can use the holiday season to become a better online marketer:
1. Read up on basic topics.
We meet a lot of business owners and executives who know next to nothing about very basic online marketing topics. We mostly blame their previous vendors for this, since we consider education to be one of the most important parts of our job. Still, a lot of the biggest online marketing topics (like search optimization, or social engagement, for example) can be grasped with 15 minutes spent on a blog or YouTube video. Why not use a few minutes this holiday season to learn the basics?
2. Evaluate the results you have seen this past year.
Again, this doesn't have to be an in-depth look at your website analytics. Instead, we are simply recommending that you pull aggregate numbers for a quick review. How many leads did your website generate this year? How many of those turned into actual sales or new accounts? Did your search engine position change at all? These are the kinds of things you should think about so you can set appropriate targets going forward.
3. Think in terms of real business goals.
Speaking of future targets, the holidays are a great time to sketch out a few thoughts about what you'd like to accomplish in 2014. Forget Internet indicators for a moment – things like your search engine ranking are secondary. What you really want to know (and to be able to communicate to your online marketing partner later) is the number of new clients or customers you'd like to find, the percentage of growth you'd like to see in new revenue, or the ROI you want to get back from your marketing budget.
4. Sketch out a few ideas for new pieces of content.
Creating content, whether it's in the form of blog posts, e-books, or something else entirely, is one of the biggest ongoing challenges in online marketing. So, take a bit of time while your mind is clear and free of day-to-day work distractions to think about what hot topics you can envision sharing with your readers or prospects in the coming months. What sort of things have been on their minds, or will be when the new year is in full swing?
5. Ask whether you're getting enough from your online marketing partner.
This is perhaps a little self-serving, but it's also incredibly important. We meet with a lot of companies that aren't getting the kind of service, much less results, that they expect and deserve. If you feel like your marketing expenditures basically go into a black hole, never to be seen again, it's time to consider why you haven't made the decision to change vendors before now (or, learn how to do it yourself).
The great thing about each of these ideas is that they only take 10 or 15 minutes to complete. And really, that's the beauty of thinking about these kinds of items during late December and early January – you can take a few spare moments to create a stronger future for your company, and then get back to that holiday state of mind in a flash. Isn't that better than having another cookie and taking a nap?