There was an article in ClickZ last week that got me thinking about this question: Should Spring cleaning come before or after the First of April? The answer probably depends on what the weather is like in your part of the world and what exactly it is that you’re cleaning.
When it comes to marketing strategy, Robin Neifield, CEO of NetPlus, suggests that the right time to start the process, if you haven’t already, is now. Her article, “Spring Cleaning Your Online Marketing Strategy,” is a handy checklist you can reference when you get started. And if you want an incentive, how about cash?
That’s right, as I wrote in my comment to Robin, now is a great time to step back, review, and realign; and the process could pay for itself. For example, Robin pointed out the need for “appropriate landing pages for all marketing efforts and promotions.” I agree that’s one area where we all tend to get out of sync. Sadly, there is often a timing gap due to the rapid pace at which PPC, banner ads, and other online campaigns can be rolled out, relative to the more glacial pace at which site changes tend to work their way through IT.
However, as I commented to Robin, it is possible to close that gap these days–using one of the available dynamic site personalization technologies–and when you do close the gap, the numbers can be impressive. In my experience, few things sabotage the sales process more effectively than a mis-match between an ad and the site to which it brings me. Conversely, few things create revenue lift better than bringing a site experience into sync with the marketing program that brought the visitor to the site in the first place (and I’m not just talking about personalized landing pages–although those certainly help–but consistent messaging and creatives synced across search pages, catalog pages, all the way to the shopping cart).
So, now that April Fools’ Day is behind us and we’ve had our fun, it’s time to Spring Clean. It’s good form, prudent strategy, and a potential money-maker. Hey, what could be more fun than that?