Spring is a time of renewal after a cold, dark winter. If you’re looking for ways to improve your online marketing results, it’s a great time to take a fresh look at your online presence and update your digital footprint.
To help, here are five spring cleaning tips to make sure your online marketing continues to be effective, is in line with current trends, and supports your long-term goals.
Now is as good a time as any to clean up your social media profiles. Use the following checklist for each social media platform:
- Check each business profile for typos and redundant links. Make sure they still speak to your target audience.
- Ensure your contact details are up to date and remove any outdated information about your products or services.
- Look at your profile images and cover photos. It might be time to upload new images to show your brand in the best possible light. A new photo of staff at work is a good option.
- Have you overlooked any new features? For example, the “Our Story” section on Facebook is a great way to show customers what you’re all about.
- If necessary, update your pinned posts that appear at the top of your timelines.
- Insert a link to an email signup page if there isn’t one.
Honestly assess how each social media platform is helping you achieve your marketing goals. It could be time to abandon the platforms that are underperforming.
Check Your Online Presence
Are there any online profiles that you’ve forgotten about? Take another look at your Google My Business profile and business directory listings, such as Yelp or Yellow Pages. Use the same checklist for reviewing your social media profiles and change anything that needs updating, including contact information.
Next, Google your business to see what appears. Are there any listings that are outdated? Do you appear in local search results? If not, take steps to fix it. This article will help: Local SEO: How To Increase Your Local Search Rank.
Make a note of how consistent your branding is across channels. This includes your logo, typefaces, visuals, and tone of language. Any inconsistencies can detract from your brand’s messaging.
Refresh Your Website
Has your website remained the same for too long? Take a fresh look at it from a visitor’s perspective. Can you improve the layout, navigation, or design elements to improve the user experience?
Here are a few things to think about:
- First impressions. Does it look professional and visually attractive?
- Load time. Are pages loading quickly?
- Mobile responsiveness. Is your website easy to scan on mobile devices?
- Your unique value proposition. Does your homepage clearly highlight the problem faced by your target audience, explain how you can solve it, and emphasize what sets you apart from the competition?
- Links. Remove external and internal links that are no longer relevant or don’t work.
- Copy. Clean up any long-winded sentences and check the spelling and grammar on all pages.
- Content. Are any blog posts out of date? Remove posts that don’t speak to your target audience, or update them with fresh, relevant information.
Related Reading: The Latest Trends of On-Page Optimization (2019 Update)
Clean Your Email List
Your email open rates are ultimately more important than your list size. In other words, it’s better to have 1,000 subscribers with an average of 400 opens, rather than 2,000 subscribers with an average of 200 opens. Most email service providers will give you a list of inactive subscribers – people that haven’t opened or clicked within a certain time period.
Once you’ve identified inactive subscribers, reach out to them with re-engagement emails. There are a few ways to approach this:
- The survey. Ask subscribers for feedback on your business and email content.
- The offer. Send your subscribers a new time-limited offer to boost open rates and increase website click-throughs.
- The cut-off. Tell readers you’ll be unsubscribing them soon due to inactivity, but give them the option to resubscribe.
Revisit and Reestablish Key Marketing Metrics
If you don’t periodically analyze what’s working and what isn’t, you won’t improve your marketing results going forward. Your marketing goals can change too, so you need to make sure you’re focusing on the right analytics data. Some things to consider:
- Create new, specific goals that support business growth. For example, if you gained 500 new email subscribers last year, create a new goal to gain another 1,000 email subscribers this year.
- Analyze the competition. What have they achieved that you want to emulate? Create a long-term strategy to achieve this goal and focus on the metrics that will demonstrate your progress.
- Stop looking at outdated metrics that are no longer relevant.
Related Reading: 15 Key Content Marketing KPIs You Need to Track
Over to You
Use this uplifting season to revitalize your online presence and online branding, because paying attention to the details today will pay off in the long run. Your digital presence is always a work in progress, but these spring cleaning tips will help you make the necessary improvements to boost your marketing results for spring, summer and beyond.