The COVID-19 pandemic may have provided you with the opportunity of downtime. I urge you to take advantage of that time to update and improve your digital assets and prepare for future success.
A few suggestions:
Your Website
- Review every single page of your site to make sure the information is accurate and that it represents your current stance on the subject matter.
- Repair any broken links.
- Refresh older photos, video and other media.
- Re-evaluate the user experience your website provides. Is the navigation intuitive? Is the content user-focused and valuable? Is your site mobile-friendly?
Email Marketing
- Have you relied on the same format for a long time? Changing the look and layout can snap your subscribers out of complacency and encourage them to look closer at your emails.
- Do you receive positive feedback on your content? Is it converting or generating other types of responses? If not, it may be time to re-think your approach. How can you deliver value to your audience?
- Organize your email subscriber lists. Add new subscribers if that process isn’t automated. Delete addresses that are no longer active so 1) your tracking is more accurate and 2) you’re not paying money to send emails to dead accounts.
Social Media
- Check each of your accounts to ensure your company information is correct.
- Update your profile and header photos to represent how you’re conducting business now or what you’re doing to serve customers or make a difference in your community.
- If necessary, update your business hours and “about” details to reflect any changes in your operations.
- Like and/or follow other social media pages relevant to your audience, industry or community to show support and potentially grow your own audience.
- Use hashtags to attract more exposure.
Third-Party Websites
- If necessary, update information about your company that’s published on sites you don’t own, such as Google, Yelp, TripAdvisor, and any industry-specific directories.
Analytics
- You can check to see how your website is performing by looking at traffic trends, user demographics and the most popular pages.
- Analyze your social media pages by identifying the posts attracting the most attention and encouraging interaction. Also, take note of the types of posts that are not performing well. Then, tailor your future content to produce better results.
- To make your email marketing more effective, review your open rates and click rates to see which types of subject lines, headlines and content perform best.
We can help you with each of these steps and many others. To get started, email Steve Evert or call 419-724-7311.
