I have been avoiding this....but, the Super Bowl is over (Go Steelers!).  The groundhog saw his shadow.  I need to accept that 2009 is here and make a New Year's resolution.  I'm not sure what is holding me back this year.  Maybe the uncertainty of what lies ahead in the economy, etc.  Regardless, 2008 is history and it is time to focus on overcoming what lies ahead to deliver a better performance than last year.

I have been speaking with a lot of our customers about this and I am finding out that I am not alone.  One thing is certain, all of us need to focus on actions that will enable our companies to emerge from this downturn stronger than the competition.  Most of my conversations have focused on conservation of cash or launching projects to improve productivity and reduce costs.  Some of our customers are investing heavily in marketing during this time in an effort to build their brand and pull in customers that can later become loyal advocates for their service.  These are the most interesting conversations given that many companies cut their marketing budgets to reduce expenses whenever times get tough.

These companies are focused on ROI for their marketing investment.  This is not the time to create a beautiful brochure that everyone likes unless it can be proven that it drives sales.  Many of these firms are shifting their marketing investments on-line so that they gain visibility into what drives new business and what does not.

Based on what I have learned from these companies I offer you the following 5 possible New Year resolutions in case you are like me, still struggling to pick one:

1.     I will establish an on-line presence – This is at least half the battle.  Establish a budget, allocate the funds, define your site's business objectives, and dedicate the people necessary to make it happen.

2.     I will engage and delight those who visit my website – Each customer’s experience should lead them down a path. A path that ends in a sale. Based on your knowledge of your target customer, what content will keep their eyes glued to your site?  What will make them take that next step towards the sale.  In the autoglass market GTS tool www.glassquoter.com has proven to be a viable interactive solution for on-line consumers.

3.    I will capitalize on my company's reputation – Your customers are conserving cash just like you for fear of what the future may hold. They can’t afford to spend money with a company that they do not trust. Capitalize on your good reputation and community involvement in your marketing messages. Activate your loyal customers and word-of-mouth recommendations with an e-mail campaign, on-line blog or customer review section on your website.

4.     I will fail quickly – Because web marketing is real-time it provides an inexpensive way to experiment and come up with creative ways to close business. You can quickly implement a new tactic or promotion and see results. If an idea is successful immediately test a slight variation of the idea to see if you can outdo the last one. If something is going to fail, do it quickly and then move on.  It is all about ROI and continuously improving to drive better results.

5.     I will seek expert advice – This is not a sales pitch!  Your budget can be wiped out quickly if you don't know what you are doing.  Expert advice is available for free on the Internet if you have the time to do the research.  Or, find someone with digital marketing as their core competency.  This will let you focus on your business while they help you bring on-line buyers to your company's doorstep.