Guest Post by Michelle Strassburg: Tips to Improve Your Marketing After the Holidays

Having been a marketing director for years and now co-founder of a company, I know firsthand that sometimes we need a break from the rat race of running a business to truly appreciate what we've accomplished, and more importantly, what's next. After spending time with your loved ones this past holiday season, you might decide to look back at your marketing efforts throughout the year and consider your options for the upcoming year. Here are a few tips and thoughts to help you improve your marketing for 2010.

1. Are you using all the free channels at your disposal?
There are a number of services offered by Google which can really help your marketing. One of which is Google Base, a free service from Google which allows businesses to list products and services on its first page results. In most cases, products will appear just below the paid results and will include an image, title, price, and direct link to the product. I also recommend Google Local Business, which allows you to create a listing for your business that could then appear for certain search queries.

2. Have you considered a multi-channel strategy?
Over the years, I have learned that the key to successful marketing is to reach as many customers as possible and not to place all my eggs in one basket. Side by side with having a functional e-commerce website, you should consider using the likes of eBay, Amazon, and even Etsy to reach a broader audience. eBay, for example, generates revenues greater than the GDP of many countries, making it a force to reckon with, and Amazon has a loyal customer base which you'll find hard to compete against.

3. Are you creating loyal customers?
Winning new customers is often easier than keeping them! Did you know that investing in your customer retention and customer service can help build brand ambassadors? Brand ambassadors are those customers who would happily recommend your business, spread the word about your product or service across social media channels, and are likely to buy again. As with all relationships, business or personal, you must work hard to make sure the other party is happy. To make this a reality, customer service should be a business priority. You must stay in touch, actively communicate, and diversify your communication methods. From emerging social media channels like Twitter to more established ones like online chat are critical tools in your marketing toolbox to ensure you stay connected with your customers.

4. Get rid of what's not working.
For many of us, the marketing process started with trial and error. If you don't try, you'll never know. I say now that you know when you have enough learnings and can determine with confidence which marketing channel is working, which is disappointing, and which still has potential. Therefore, invest your time and efforts accordingly.

I hope my tips will point you in the right direction. Good luck in 2010.

Michelle Strassburg is co-founder at online hardwood flooring vendor Wood and Beyond. Michelle has over 10 years experience managing online marketing and is an active blogger.