Websites, like our own gardens, need constant nurturing. It can be too easy to put off the inevitable maintenance and, when we do, getting it back to looking great becomes a big job. Many of my clients ask me, “Why does it cost so much to maintain my website?". Problem is they’re asking the wrong question, they’re missing the point.  Let’s get one thing clear. If you think of your website as a project that you need to tick off a list, then don’t invest the money. If you have worked out how to define the value of your web activities, you will know what to spend and where to spend it. So let me give you what I believe should represent some of your key priorities for 2010. While you may be tackling some of these already, I bet there’s some room for improvement. For anyone out there who has a handle on all of these, I’d love to hear from you and learn about the success you’re experiencing!

1.       Social media awareness

Did you know that a recent American study identified that more than 3 in 5 people go online to influence others’ opinions or express contrasting or oppositional views?(1) If you care about what is being said about your product or service, then you cannot ignore monitoring the conversations about you that are happening on the web. Where in the past you may have relied on someone calling you with feedback, we now know that this represented only a small minority of the potential feedback you could’ve received. Your customers are talking about you and some of it is impacting future sales... Maybe even the future of your business. Task #1 – get a social media strategy

2.       Integrated marketing communications

I bet over 80% of you are still not integrating your broader customer communications with your digital channel. Why not? Integration gives you the benefit of comparing channels and the success within each channel. Integration ensures consistent messaging and an improved customer experience. Lack of integration confuses your customers. Task #2 – integrate your offline and online communications

3.       Deliver customer relevance

It doesn’t take too much grey matter to discern that your customers would prefer a digital experience that is specific to their needs and interests. However, very few have taken a true customer-centric approach. Give some control back to your users and learn about what they need, then deliver it! You’ll be amazed at the improved engagement you’ll achieve. By the way, a good content management system will go a long way in making this step much simpler. Task #3 – focus on delivering relevant content and services to your customer

4.       Focus on return on investment

Any good marketer will tell you the financial value of a qualified lead and customer. But how many of you are actively using ROI models to support your digital program? In other words, do you know what the value of your digital programme is to your business? Don’t worry, you’re not alone. If you’re passionate about what digital can do, and continually struggle for funding, focus on getting clear on ROI. Task #4 – focus on establishing good ROI measurement

5.       Leverage the commercial opportunities of your web assets

While this is not a resolution for all readers, it will be particularly important for some of you. While you may have a great website, do you feel that you’re not exploiting the true value of your online assets? If you have been toying with online advertising and how to commercialise your website, get started in 2010. The answers and benefits may not be as far away as you may think. Task #5 – understand the commercial value within your current web assets

6.       Get into CRM

I mentioned above about integrating your marketing communications and delivering relevance to your customers. To support these goals, your ability to be able to both capture and manage customer data is a critical element in this picture. A database that will allow you to build a picture of your customer’s history of engagement with you will provide the ‘tools’ to offer a richer experience and more targeted messaging. Task #6 – ensure your digital programme is underpinned by a strong CRM capability

7.       Share your content and get found

Your users love telling their mates about something they’ve seen and read. The ability to create user generated content and publish this through your own Twitter or Facebook account is effortless, however many don’t make it easy for customers to share your content. Make sure you add ‘share’ tools to your site and don’t forget to create a following on your own via online social media tools. Use the exponential power of online networks to get your message out.  Also, don’t forget that Search Engine Optimisation (SEO) is still important as part of your strategy. Google remains to be the most popular website and dominant search engine (2), so make sure your site and key messages rank well. Task #7 – make it easy for your customers to share your content and find you I trust that some of these priorities will resonate with you and provide a good starting point. Good luck for a successful 2010 and don’t forget to let me know how you go! Greg Muller, Managing Director – Digital Technology greg.muller@bullseye.com.au Twitter: @gmull 1.       Ruder Finn Intent Index, http://www.ruderfinn.com/rfrelate/intent/intent-index.html 2.       Hitwise Top 20 Sites & Engines, http://www.hitwise.com/us/datacenter/main/dashboard-10133.html