htc.net Goes Live!

We are very happy that the new htc.net site went live on Monday! This project includes video feeds, action graphics and a snazzy new brand image for this local and progressive communications company headquartered in Waterloo, Illinois. The Web site is designed to be SEO friendly and to better spotlight the company's growing communication service options. Check it out, and let us know what you think!

Online Share vs. Online Search

Many skeptics remain about the value of social media and online news pages in a business marketing plan. This is why... sharing online information is one of the primary ways people find information on the Web.

Share This recently reported that Web sites receive 33 percent of their traffic from shared links - either on Facebook, through e-mail or via another social source. Shared information also received 50 percent more page views.

E-mail and Facebook were the two primary tools for sharing online content with friends and family and show the most page views per shared link. Twitter rates lower on page views per shared link but its shared links reach a larger audience than either Facebook or e-mail.

Read the full Share This report (it's only one page, but interesting).

How does this relate to your marketing agenda? The Web is a BIG place. There is tons of content out there, a lot of users and a lot people vying to attract users. Not only should you stockpile your Web site with SEO content and programming to attract organic search, but you also need to keep information fresh and relevant to your audience by posting regular news updates. Yet, you can't sit back and hope that organic search will magically bring people to your news page - keywords or not. You need to help your Web site along by sharing the information and culling a following. Utilize monthly or quarterly e-mail newsletters, stay in touch via Facebook, post your articles to DIGG, invest in Pay-Per-Click online advertising or share links to your news page on Twitter.

The short is that people do share information about events, ideas and news that they think will interest friends or other audiences. The easier you make it for people to find you and share this information, then the more you compete in the online sphere and see bottom-line results.

Set Goals: Your 2010 Marketing Budget & Plan

The end of the year is a good time to sit back and analyze the year's marketing successes and failures. However, it is also a good time to assess if your marketing efforts match your business goals. When you sit down to plan your 2010 marketing budget and schedule, follow this checklist:

Study Your Business.
Evaluate each of your products/services?
What products/services need to be cut or marginalized?
Who are your target customers for each product/service?
How much money can you devote to marketing?

Set Your Business Goals.
What are your business goals?Where are your best opportunities to grow?
Review Your Marketing Efforts To Date.
Have you over or under promoted any sector of your business?
Where have you dedicated the most money (online, print, radio)?
What efforts offered the best return for your money?
How did budget limitations effect your choices?

Align Your Marketing with Your Budget & Goals.
1. Identify any areas where you might be able to cross-promote.

2. Find out the target demographic of every marketing effort available to you - even if you don't think it's a good fit, analyze the medium's reach, special promotional or partnership opportunities and changes expected to the medium in the next year.

3. Eliminate any avenue that does not hit your target demographic, even though it might appeal to you personally. Then, prioritize the remainder and try to negotiate a bulk buy. Don't forget that sometimes trade or gift cards work as payment for an ad.

4. Don't focus on one medium or one time of year. Make sure your schedule includes a presence online as well as through networking, print, public relations or social media.

5. If you don't have the time or skills for web management, public relations or social media, find an intern or allocate part of your budget to hiring the proper specialist.

6. Measure each effort with a unique Web site landing page, promotion code, coupon or unique phone number.

7. Review your marketing plan quarterly, at minimum. However, ideally you want to reassess monthly.

8. Include Web site updates and maintenance in your monthly schedule.

9. Take your ideal marketing plan and trim it to fit your budget. Keep your marketing efforts that have the most reach at the top of your list.

10. Treat your business as important as your customers and adhere to goals for marketing efforts that require your time.