Posted by: Dush Ramachandran, VP of Business Development and Marketing

Have you ever gone to the market or the grocery store early on weekend mornings, just after the fresh produce has been unpacked and stacked? Have you noticed just how full and red the tomatoes look? How crisp the lettuce leaves are? Just how desirable everything smells?

Your marketing plans are very similar. The fresher they are, the more likely they are to succeed. You probably built your site, wrote some articles, or developed your product a few years ago, based on the information you had at that time. The traffic started to build and sales came in steadily, but things have started to slow down now. You may be wondering if there’s something wrong with the way sales are being tracked. If you’re an affiliate, you may wonder why your traffic isn’t converting as well as it used to. The answer may lie in the freshness (or lack thereof) of your marketing mix.

The target market you aimed at when you first built your site or developed your product may have changed, and your message to them may need to change as well. The keywords that you used in your search advertising campaigns when you first started were probably converting well at that time, but may have become a bit stale by now. Consider re-investing in some research to determine which search terms in your space are converting well. You need to keep your marketing message and methods fresh to keep pace with the changing environment around us.

Even two years ago, widespread use of social media tools like Twitter to promote websites or products was virtually unknown. Today, however, it is a vital weapon in the arsenal of the savvy Internet marketer. So, for example, a marketing mix that does not include social media needs to be updated to take advantage of its popularity and reach.

Even products that were hot sellers six or nine months ago are not as hot today. When gasoline prices hit record prices last summer, the number of products that dealt with increasing fuel economy in cars skyrocketed, and their sales numbers rose to match the demand for them. Since gas prices have declined, so too has the popularity of these types of products. Today, with a global economic downturn well underway, the products that are doing well are those that enable people to weather this rough economic climate.

Constantly test and re-evaluate your product and your marketing strategy for freshness, and update any part of your mix that is becoming stale. You wouldn’t want your products or your promotions to suffer the same fate as last week’s produce, would you?

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