4 Ways to Spring Clean Your Marketing Strategy
There is no better time than now to take a step back for a last-minute Spring Cleaning of your marketing strategies! Like your business, marketing tactics are constantly developing. And with new trends popping up every day, it's imperative to make sure your strategies are up to date and the analytics are measuring up to your goals!
We put together this checklist with easy-to-implement tasks to freshen up your online presence.
1. Keep online directory listings up to date.
Consumers are searching for your business online. Are you doing everything you can to help them find you? Hundreds of online directories such as Google My Business, Foursquare, and Yelp list your business information. If you’re not feeding them accurate information about your business, they will use their own algorithms to pull your data, often leading to inaccurate listings. This incorrect and inconsistent information provided to potential consumers can deter them from buying your product or service.
To combat this, YOU must be the source of information for your customers. Make sure your business listings are accurate and informative, making it easy for potential buyers to find you and access you.
2. Do a social refresh.
It’s time to freshen things up! It’s time to update that cover image that’s been on your page for months or infuse new life into your offers. Update your photo game and tell stories that resonate with your consumers. Find things that keep you relevant and try out some new trends.
Double-check your metrics to make sure your audience hasn’t moved. Social platforms are ever-changing and evolving. Make sure you’re showing up where your target market is and that they haven’t moved to another platform.
So far in 2021, people are loving video content and consuming it nonstop. Did you know that 1200% more shares are generated by social videos than images and text combined? If you haven’t tried going live yet, hop on there. Post reels, stories. Find ways to make your content fun to consume and provide value to your audience.
Tip #1: Check out your top three competitors to find where they are active in social media and which other digital media strategies they are using. Don’t move your digital marketing strategy to match your competitors. Instead, look for blind spots they might have and invest in strategies where you think you stand a chance of surpassing your competition.
Tip #2: Create a content calendar. The best way to keep your digital marketing running well through the year is to have a robust, master calendar. Your content calendar should show you the publishing schedule for multiple platforms, and it should point to the key goals each effort is meant to target. In a way, your calendar is more like a brief guide that you can use to remind yourself of what you want to accomplish. This will facilitate your goal of re-evaluating your digital marketing on a daily basis.
3. Update your website.
No, there’s no need to redesign your entire website! But, there is always room for improvements! Switch out your hero banner or the images on your home page. Make sure your CTAs are clear and stand out. Not only is it refreshing visually, but Google loves updates to website content and is always looking for new information to index. Including high-value content and strong keywords and phrases will increase the likelihood of ranking in the top organic search results.
Tip: Take the time to republish old blogs that are still relevant. Try adding new examples, statistics, or expanding on different aspects. Republishing it will likely result in a boost in search engine traffic to that page.
4. Evaluate your performance and optimize.
Sure, 2021 is not even halfway over but it’s still a great time to check in to see where you stand compared to the goals you set. This allows you to adjust and optimize to keep things on track if a campaign or effort is not performing as expected.
Some digital marketing strategies are easy to evaluate. Either your emails are being opened more often, and readers are following links back to your site, or they aren’t. Either you’re ranking higher for select keywords, or you’ve lost ground.
On the other hand, social media can be quite hard to evaluate. Getting more likes on Facebook doesn’t necessarily translate to sales or even clicks back to your website.
So how do you analyze your performance on social media?
Reach: You always want your posts to reach your target audience, so expanding reach is a good sign that you’re moving in the right direction.
Clicks: Many people respond to posts or comments without ever visiting your website or engaging with your brand off the platform, so it's essential to track clicks more than likes or even shares.
Emotional reaction: Evaluate people’s reactions and engagement with your posts. The ratio between comments and shares might be helpful. A lot of comments and few shares is, generally, bad news.
Tip: Campaigns not getting the immediate results you were seeking can be discouraging, but don’t lose hope. Sometimes a few minor tweaks can turn the performance around. Other times it’s better to shut it down and go back to the drawing board.
If you are struggling or your metrics aren’t surpassing your expectations, remember that partnering with a digital marketing company like Slantics can help you reach your goals if you are struggling. We have access to platforms, experts, and insights that will help you meet and exceed benchmarks- and we offer a free strategy call to get you started. Book yours today!
Cheers to spring cleaning and reaching your business goals the rest of this year!