Okay to Change Online Marketing Strategies

by Phyllis Zimbler Miller

At a meeting Yael and I had with a client, the client noticed that we had changed our marketing strategy advice for her company. “Is it okay to change strategies?” she asked.

“Yes,” we told her. “It is important to change strategies when appropriate to do so.”

In other words, after weighing different options, if it is more beneficial to change strategies, then do so.

Let me give you an example of this:

On my author website PhyllisZimblerMiller.com we had utilized a slider for the fiction books and a separate slider for the nonfiction books. I originally thought this a great marketing strategy — people could simply click on the other book titles to see those book covers.

Recently, though, I realized that this was a counterproductive strategy. If people landed on the fiction book slider and the first cover did not appeal to them, it was unlikely they would click through to see the other book covers.

This is why Yael and I changed the strategy of showcasing the books. We now have all the fiction covers visible on the fiction page (click here to see the fiction page) and all the nonfiction covers visible on the nonfiction page (click here to see the nonfiction page).

This new marketing strategy seems much better than the previous one. Now people can quickly see all the covers — and if they see one that interests them, they can click on that cover.

Another strategy I changed some time ago is that of article marketing.

While I once enthusiastically contributed articles to article directories, I no longer do this. Besides the SEO concerns, I do not want people picking up and publishing as new an article I may have written four years ago.

What strategies have you been using that may not be as effective as they could be? Or what strategies that made sense when you started using them but are now not the best for your long-term goals?

© 2013 Miller Mosaic LLC

Phyllis Zimbler Miller has an M.B.A. from The Wharton School and is the co-founder of the online marketing company www.MillerMosaicLLC.com

She is also the author of fiction and nonfiction books/ebooks. A new nonfiction ebook of hers is the book publishing and marketing ebook TOP TIPS FOR HOW TO PUBLISH AND MARKET YOUR BOOK IN THE AGE OF AMAZON and the romantic suspense spy story CIA FALL GUY.

Click here to visit her Amazon author page at amazon.com/author/phylliszimblermiller

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