As you begin the annual budgeting process, here are 5 quick tips for preparing to maximize your return from Internet Marketing.

1. Don’t underestimate search
You hear everyday, “How can we get to the first page of Google and stay there?” Well the answer is to focus on search everyday, or get someone who can help you. Search remains a great tool for reaching consumers who know exactly what they want. And they may want you. Budget for search, and commit to it, period.

2. Always deliver utility
At Thanksgiving I was struck anew by a familiar refrain heard in the kitchen: “If you’re going to be in here, make yourself useful.” The time has come to “make ourselves useful” by building marketing programs around what your brand can do for consumers. Instead of talking at people, enhance their day, fill a need, and give them something they didn’t expect.

3. Keep videos short, sweet, to the point
Online video is on the rise with more and more content converting to video format everyday. Eight hours of new videos are uploaded every minute to YouTube, so consider crafting “short stories, well-told” for the Web. Users want videos that complement their interests, so consider behavioral and contextual targeting to reach your audience, plus the capability to click through to your site.

4. Execute quickly, then fix quickly
Worry less about making mistakes. Many companies are still afraid of the Internet, and these fears limit their ability to integrate new content that’s specific to short-term promotions, events, or product changes. The nature of the Internet is fast turnaround, fast learning, fast fixes. Rather than belabor an idea for months, get it out there, get real-time feedback and change it if it fails.

5. Be smart in using Flash
Flash is absolutely everywhere, and it looks great. It can create visually stunning, highly interactive, content-rich experiences. However, Flash doesn’t perform as well in Google searches, and it can annoy users who must deal with slow load. Use it judiciously and only when you need to illustrate how something works or make a strong appeal to a prospect’s emotions. Flash works. Budget for it, and use it wisely.