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The latest issue (May 2009) of The New York Enterprise Report (NYReport.com) is bursting with must-reads. Below are the highlights with an essential pull quote from each, as well as a few caveats.

Enjoy! Pass it on…

“Marketing Matters More Than Ever” by Robert S. Levin

The reality is that marketing is on the back burner of most small businesses, but marketing is what puts your company on the front burner of your prospects.

AU caveat: As tbarriers to entry (read: costs) for marketing falls for the amount of clutter is going to increase. Now more than ever the quality and relevance of the impression is as important as the quantity.

“Levin’s Law on Cheap and Easy Marketing Mediums” by Robert S. Levin

There is no magic pill in marketing, regardless of the cost of the medium. Success in marketing depends, and always will, on hitting the right audience with a compelling message.

“Get The Right PR For Your Event In 8 Steps” by Beth Silver

Whether in magazines and newspapers, or on radio, TV, or the web, it’s vital to understand the different types of media and audiences that are available, and what is correct for your audience.

AU caveat: Where Step 4 speaks of focus we would use target, targeting, etc.

“Maximize Your Online Presence” by Tony Grass

SEO is not about chasing marginally interested traffic and then trying to sell everything to everybody, it’s about targeting and pulling in those customers who want to buy, and selling to them by featuring what they are searching for. To put it another way, traffic quality means more than quantity.

AU caveat 1: If it’s been three years since you’ve revisited the objectives of your web site – or any other part of your business for that matter – then it’s probably time for a redesign or at least a serious make over.

AU caveat 2: When done property SEO is all part of the up-front analysis / design / development process. Yes, there are adjustments that can be made after the fact but doing so once the site has been built is the less than ideal approach.

AU caveat 3: To paraphrase President Obama, “You can’t put lipstick on a pig.” All the SEO / SEM in the world is not going to save an ugly site with a poor UX. Get your house in order before you decide to invite guests.

AU caveat 4: In 2009, if your designer / developer isn’t insisting on a content manamgent system (CMS) then engage someone else. ASAP!