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Formerly Dee's Helpful Info.

Wednesday  January 6 , 2010

ISSN 1544-998X Library of Congress Copyright 2010,
All Rights Reserved

Published by Donna Sweat

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In This Issue

A. Top Sponsor Ad
B. Privacy Policy
C. In This Issue
D. Introduction
E. Feature Article
F. Subscriber Biz_Bites
G. Recommended Resources
H. Personal Resources
I. Ezine Ad Swaps
J. Editor Comments
K. Advertising Options!
L. Disclaimer

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Introduction

This week I've taken some important resources from our
2009 issues and added those to this one, plus a great
2010 article for marketing trends.

Donna Sweat
Email Me
BizWizEboo ks

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Feature Article

Allocating your small business marketing budget to
maximize return on investment and minimize the risks of a
low or negative return can become a lot more unpredictable
when your investments involve trends and emerging
technologies. Investing in trends requires smart timing and
consumer analysis.

You would think that marketing trends would be closely
aligned with consumer trends, since effective marketing
depends on getting your messages to appear where the
highest concentration of qualified eyeballs are focused.
That isn't always the case, however, because trend-focused
marketers tend to place an inflated value on revolutionary
technology and early adoption.

Thankfully, the majority of consumers permanently relocate
their attention with much less frequency than marketing
bandwagon drivers. Still, missing a trend or sticking with
a has-been spells opportunity lost at best and negative
returns or loss of market share at worst.

Since your trend-marketing returns are only as good as
your ability to make educated guesses, here's some advice
to help you avoid turning educated guesses into marketing
messes. The following list features the top 10 internet
marketing trends for 2010, in no particular order, and
tells you whether to invest, test or let it rest.

Trend #1: Search Engine Optimization
Advice: Test
Sites with relevant content and credible links will
continue to rule the search rankings in the coming year,
but 2010 has the potential to reveal a few new standards.
As the volume of web content continues to grow, consumers
will demand even more relevant and personalized search
results. That means search engines will be looking for more
relevant and personalized content from publishers and
brands. In fact, the search engine algorithms are already
beginning to pay more attention to date of publication, geo-
location, mobile device browsers, past behavior and social
media content.

Don't abandon your current SEO strategy in search of
personalization, but make sure you allocate a portion of
your budget to testing content, keywords and links that are
targeted toward niche audiences. Test keyword and link
placement in social media, local content and mobile
websites, and make an effort to more frequently refresh
some of the content you devote to search engine rankings.
Once the search engines have tested these new search
targets and revealed some concrete standards, you should be
prepared to invest accordingly.

Trend #2: Paid Search
Advice: Invest
Paid search hasn't seen a revolutionary trend since the
idea of the long tail was applied to keyword bidding.
That's OK, because consumers will still use search engines
in 2010 as a primary means of finding products and services
to fulfill their needs, and they will still be clicking on
relevant ads. Search advertising prices will remain
reasonable, and average returns will remain comparably high
as larger companies with decreased search marketing budgets
continue to allocate resources to lower-cost SEO tactics in
hopes of attracting visitors at lower prices. 2010 has the
potential for even more downward pressure on price-per-
click if Bing can gain enough loyal searchers to attract
business away from Google.

You won't exactly feel like you're in the driver's seat
when your search marketing placement choices are limited to
Google, Microsoft or both, but that doesn't mean you should
shy away from investing in the highly qualified leads that
paid search is capable of producing for your small business.

Trend #3: E-mail Marketing
Advice: Invest
It isn't hard to justify an investment in e-mail marketing
when the cost of sending e-mails is so low. The low cost
isn't the only reason to send e-mail, however. Most
consumers still consider e-mail to be their primary form of
communication, even though there are several alternative
ways for consumers to subscribe to periodic content from
small businesses.

E-mail marketing will remain highly predictable in 2010
and may even become more powerful as e-mail service
providers improve social media integration, search engine
access to archived e-mails, auto-responders and new
integrated applications. If you don't already use an e-mail
service provider, invest in one in 2010. If you already use
an e-mail service, invest in your e-mail list and in
producing valuable content to nurture leads and attract
repeat customers.

The cost of building a permission-based list is likely to
stay the same in 2010 as it was in 2009, but more than one-
third of consumers changed at least one of their e-mail
addresses in 2009--due to job changes or other economic
factors. Spend more time and money in 2010 focused on
keeping your e-mail list current when those consumers
return to work and change e-mail addresses again.

Trend #4: Social Network Marketing
Advice: Test
Social media has one redeeming quality for marketers--lots
and lots of eyeballs. That's attractive if you're a major
brand, but profitable interaction will continue to be the
exception for small businesses in 2010 rather than the
rule. A good test of your social network marketing
potential is to survey your current customers to see how
many of them consider social networking to be a primary
form of communication. You should probably experiment with
a Facebook fan page and a Twitter page if you find that a
meaningful percentage of your current customers indicate an
interest in following your business.

Make 2010 your year to test content that attracts repeat
and referral business. Your current customers are more
likely than total strangers to respond to offers posted on
social networks because they already know you and trust you
based on their prior purchases.

Trend #5: Blogging
Advice: Let it rest
If you're writing a blog to help with search engine
rankings or to inform existing customers, you should
continue to test or invest. If you're blogging in an
attempt to attract new prospects and convert them to
customers, however, 2010 will be a year that exposes the
blogosphere's vulnerability to the law of averages.
Converting prospects into customers depends on driving
visitors to content that maximizes conversions, and that
means your conversion rate is only as good as the content
on your landing page. If that landing page is your blog and
your blog changes frequently, your conversion rate is only
as good as your latest blog post.

Instead of blogging to convert your website visitors into
customers in 2010, work hard to test and develop great
landing page content. When you find something that works,
don't change it.

Trend #6: Web Presence
Advice: Invest
If you want people to see the content on your website, it
might make sense to advertise the location of your website
content by placing ads on other high-traffic websites.
Driving visitor traffic to your website isn't the way to go
for 2010, however. Instead, you need to spend 2010 driving
your website content to the visitor traffic.

The difference stems from the fact that content
aggregation websites like YouTube are boosting consumer
demand for instant gratification and what I like to call
"content nesting." Content nesting allows consumers to
browse through content fed to them through a single web
page, or nest, so that they don't have to click on links to
individual websites all over the World Wide Web, which
takes more time--not to mention that the results can be
anywhere from unpredictable to shockingly irrelevant.

To take advantage of content nesting in 2010, your website
content needs to be nested in as many content aggregation
sites as possible. For example, a lot of people search for
videos on YouTube. If you have a video on your website and
it's not also on YouTube, people on YouTube won't bother
searching for your website. To them, YouTube represents the
total number of videos available to them on their topic of
interest.

Trend #7: Mobile Marketing
Advice: Test
In case you haven't heard, mobile marketing is all about
marketing to people through their mobile phones and smart-
phone devices. Small businesses haven't had much of an
opportunity to engage consumers on mobile devices, but 2010
has the potential to change that.

Demand is increasing dramatically for mobile applications
and mobile web-browsing due to wider adoption of devices
like the iPhone and the Google Android phone. As more
people adopt these phones and features in 2010, look for
small-business marketing services to start providing lower-
cost mobile marketing solutions like text messaging, mobile
e-mail marketing, mobile websites, mobile application
development and location-based marketing.

Make 2010 your year to collect mobile preferences from
your prospects and customers, and use tools like Google
Analytics to see how many people are visiting your website
on mobile web browsers. If you find interest in mobile
interaction among your customers, begin testing simple
mobile marketing campaigns such as sending a few mobile
coupons via text or building a mobile micro-site for one of
your products.

Trend #8: Podcasting and Online Radio
Advice: Let it rest
Online radio is actually on a bit of a growth trend, but
that's just because so-called terrestrial radio is
suffering so much that radio advertisers are switching
their investments to digital formats. 2010 will be a year
of exploration for online broadcasters as they struggle to
find and attract loyal audiences. iTunes has long been the
leader in podcasting, but there are still no clear leaders
in internet radio.
Even if leaders emerge in 2010, internet broadcasters will
need to make their media more sharable, more engaging, more
trackable and more mobile to attract money from
advertisers. If you're looking to attract an audience by
broadcasting or advertising on broadcast media, go with
online video in 2010 and wait for radio to finish
reinventing itself.

Trend #9: Online Video
Advice: Invest
If a picture paints a thousand words, how many words does
a 30-second online video paint? Countless buying emotions
and memorable brand moments are possible with video. Until
recently, spreading your message with video was limited to
the television screen. In 2010, watch for video to become
more accessible to small businesses through online outlets.
Online video is interactive, memorable, widely accessible,
cheap to create and highly shareable. There's also a lot of
investment happening around video, which is sure to create
even more low-cost opportunities for small businesses to
participate in video promotions in 2010.

Video presents a great opportunity for small-business
marketing, but don't think of video as a replacement for
text. As powerful as video can be, it can be more
cumbersome than text because you can't scan a video as
quickly as you can scan a page of headlines, links and text
to quickly find the exact information you need. Use your
investments to find the right balance for your customers.

Trend #10: Coupons, Discounts and Savings
Advice: Test
OK, this one isn't entirely an internet marketing trend,
but it's important enough to mention because of the
economy. 2009 was another tough year for retailers, and
consumers are so accustomed to shopping for deals that they
might begin to expect the plethora of deep discounts
currently available to continue forever. If you're engaged
in heavy discounting to attract sales and survive the
economic downturn, you'll need to spend 2010 slowly weaning
your customers off your lower prices, assuming that the
economy recovers. Resetting expectations won't be easy, so
try swapping discounts for special privileges like loyalty
discounts, free upgrades and other offers that won't lock
you in to price comparisons.

Internet marketing trends develop quickly, so expect many
new and exciting trends to emerge in 2010. Don't be too
quick to jump on new bandwagons because consumers move more
slowly than marketers and technology. Stay focused on
attracting repeat business, deepening your customer
relationships and solving problems for people. Those are
the trends that never fail small businesses.

John Arnold's no-nonsense marketing advice is featured in
his well-known marketing books, including Web Marketing All-
In-One Desk Reference for Dummies, E-Mail Marketing for
Dummies and the forthcoming Mobile Marketing for Dummies.
Arnold is also a leading marketing speaker, trainer and
consultant who specializes in do-it-yourself marketing
advice for small businesses, franchises and associations.

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Recommended Resources

What Is RSS? RSS Explained
Here

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another one of our free web designer tools
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iCop's™ Extreme Freebie Directory
Online Business & Webmaster Resources
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services.

Business Owner's Toolkit
Provides small business owners a portfolio of information,
services, news, forms, sample contracts, checklists and
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Contact Info

HomeBiz_Bites published by Donna Sweat
Email
Website

416 Desmond Street
Sayre, Pennsylvania 18840 © 2010

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Disclaimer

I am not responsible for any content, accuracy or legality
of any ads or articles published in this ezine other than
my own. Though I try to shape the tone of all ads with our
submission guidelines, It is not possible to re-check all
the programs being offered. So, please respond to each
opportunity that you are interested in with caution.
Thank you.  

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Copyright © 2010 - All Rights Reserved
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