Optimize Your Marketing Mix
Modeling and projecting is always key to marketing for maximum impact. Clearly, no model or projection is going to be perfect, but strategic planning is always necessary for success.
Search Engine Optimization
First and foremost, SEO is about conducting and documenting keyword research and writing and managing the free content on your site to your targeted keyword universe. But it’s also important to remember that SEO is about what’s going on outside your site as well. Explore external links to social networks and blogs. Interact with the blogosphere; get people to talk about you.
Paid search
If your cost per click (CPC) is rising on your broad terms, explore long tail terms. Consider using 2nd and 3rd tier engines and remember to focus on profits, not on clicks. Always test your messaging to determine where the money is best spent.
TAKE-AWAY #1: Adapt to changing subscription models
TAKE-AWAY #2: Make 2.0 Work for You
TAKE-AWAY #4: Defend against economic downturn
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