As I recently passed 400 posts on this blog, here is a look back at the 10 most popular items here of all time. The list has changed considerably since the last look back after 300 posts.#10: Best of 2007: Website Design, February 4, 2008
Reviews of articles and tools on website design, including a couple of pieces from the brilliant and frequently cited Stoney deGeyter. Not sure exactly why this one remain so popular, but here it is at #10.
#9: How to Create a Social Media Marketing Strategy, March 4, 2009
A summary of research from MarketingSherpa, Eloqua's Steve Woods, and green marketer Lorna Li on how marketers should approach social media strategically. As the old saying from the financial world goes, no one plans to fail—but many people fail to plan.
#8: Web 2.0 Social Tagging Sites, Part 4: B2B Traffic Building, May 15, 2007
Original research on the quantitative impact of social bookmarking on b2b site traffic. Much has changed since then, and social media is now an integral part of SEO efforts. But this post was one of the first to provide hard data on the benefits.
#7: How to Write a Strategic Marketing Plan, December 6, 2007
A guide to crafting a strategic marketing plan, starting with target markets and working through high-level strategies, specific tactics, and the tools needed to implement planned actions.
#6: How to Use Twitter for Business, May 6, 2009
Detailed summary of an outstanding presentation (includes video) delivered by Chris Abraham of social PR firm Abraham Harrison and Anamitra Banerji, product manager at Twitter, on how to develop a targeted Twitter following, develop a strategy, improve productivity with Twitter tools, and other Twitter best practices for business.
#5: The 8 Layers of a B2B Web Marketing Plan, October 8, 2008
Another strategy piece, this one on working outward from a solid website design, SEO and SEM through broader marketing tactics and media.
#4: The Social Media Email Signature, Septenber 18, 2008
Thanks to some Twitter luv from Guy Kawasaki, this post produced the largest single-day traffic spike ever on the WebMarketCentral blog. It shows creative examples of Web 2.0 / social media email signatures from early adopters of the now increasingly common practice. A more recent post here explained how to create a cool graphic social media email signature.
#3: Google AdWords Average CTR and Best Practices, September 20, 2007
Hard numbers to help benchmark the performance of Google AdWords campaigns is hard to come by, which explains the popularity of this post. Based on recent data, the average CTR for b2b AdWords programs remains in the 1.1%-1.3% range, with a typical conversion rate of around 2.8%.
#2: Average CTR for Banner Ads - New Data, September 16, 2008
As with AdWords, benchmarking data for banner ad performance is also difficult to find. This review of MarketingSherpa data holds up well against more recent figures. Typical CTRs for banner ads remain in the 0.15% to 0.3% range, with any performance above 0.5% qualifying as outstanding. The conclusion presented here holds true: banner ads are primarily valuable for branding, not direct response.
#1: Email Campaign, Newsletter and Banner Ad Click-Through Rates (CTR), August 14, 2007
The all-time most popular post thus far on the WebMarketCentral blog remains this piece providing industry data to help set goals and benchmark the performance of email marketing, newsletter sponsorship and banner advertising programs. Clearly, marketers love benchmark data.
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Contact Tom Pick: tomATwebmarketcentralDOTcom
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