Last week, I issued a press release suggesting that business and nonprofit owners and executives could benefit from some contrarian thinking when creating their web and social media strategies for 2012. My “contrarian” stance was prompted by Vint Cerf’s wonderful comment on my recent book:
“Some of the anecdotes are counter-intuitive . . .”
I took that as a great compliment!
Here are my counter-intuitive suggestions for your 2012 web strategy, based on some of my favorite rules:
- Avoid Industry Best Practices: unless you’re sure that you’re using valid comparisons, these can give you a false impression of your specific situation.
Read more in Rule 4: Beware of Benchmarking and Best Practices
- Counter the Competition: many businesses are wary of giving away their “secrets” online – but not showing your expertise and track record can hamper your growth.
Read more in Rule 12: Consider the Competition (available in full in the free sampler)
- Stop Taking “One Size Fits All” Advice: many “experts” hype their online marketing results – yet there are few really effective short cuts. Make sure that their tactics apply to your online markets and goals.
Read more in Rule 15: One Size Does Not Fit All
- Ignore your Search Engine Rankings: – until you’ve figured out which of your keywords really pay off in leads and quality traffic, and then focus on those.
Read more in Rule 22: Rankings Don’t Matter
- Attract Invisible Buyers: think about your behind-the-scenes influencers and decision makers, and create copy that engages them too.
Read more in Rule 28: Talk to the Buyer Behind the Buyer (available in full in the free sampler)
- Beware of “Feel-Good” Numbers: “dashboard” summaries of web analytics reports are convenient for busy managers, but rarely tell the whole story – and can be quite misleading.
Read more in Rule 35: Drill Below the Dashboard
- Feed the HiPPO: sometimes the “Highest Paid Person’s Opinion” (which can be both wrong and strongly held) should be overcome with proven web metrics data.
Read more in Rule 37: Numbers and Testing Trump Politics (available in full in the free sampler)
Since it’s now halfway through January, these are probably the last set of resolutions that you’ll consider adopting. But do give them some thought – after all, last is not necessarily least!