The bitter cold of winter is finally behind us, and in its place comes sunshine, blooming flowers, and the fresh feeling of springtime.
For many people, spring means cleaning out the closets, sweeping the garage, and vacuuming up the dust that’s accumulated over the past several months. If you’re a marketer, the same is true – just in a slightly different context.
Over the past few weeks, we’ve shared some insights to help you tidy up your marketing strategy. In case you missed anything, here’s a quick recap:
Your design strategy shapes the way your business is perceived by the masses. Refresh your profile images and social media advertisements to make sure they’re up to par with the image you’re trying to convey to the world. This is a great time to update your logo and refresh your branding on digital and marketing collateral, too.
Finally, step back and look at your website from a visitor’s perspective. It’s hard to do when you’re so ingrained in the day-to-day business of your company, but it’s an important step to ensure that your site is easy to navigate and free of unnecessary clutter.
Visible errors on your website are bad enough (and should be corrected immediately), but it’s the behind-the-scenes aspects of website development that can really damage your company’s reputation. Make sure your software is up-to-date so both your business and customers are protected from security threats.
This is also a great time to optimize your site’s speed – slow load times turn visitors away and can damage your SEO.
Pay-Per-Click (PPC) is an effective marketing tool, but only when it’s used right. This spring, clean up your PPC campaigns by pausing low-performing or low-quality keywords in favor of phrases that are earning their keep. Stop wasting money on ineffective ad placements (like mobile apps and irrelevant websites) that aren’t driving conversions. The idea of advertising is to make your investment back by way of customer purchases; if you’re spending more than you’re making to get eyes on your brand, it’s a bad deal.
Refresh old ad copy with new words and imagery, too. If your audience is tired of seeing the same ads over and over, chances are they won’t click.
Conduct a content audit to determine the effectiveness of your blog posts, eBooks, and case studies. Once you know what’s working (and what’s not), you can adjust your content marketing strategy accordingly. You should also examine your existing content and remove redundant or irrelevant information. Finally, brainstorm topics and build a content calendar so you’re well-prepared for the rest of the year (and beyond!).
You can’t get far these days without Google on your side, so review your Search Engine Optimization (SEO) tags and make sure they’re being presented in proper form. Take a look at your blogs and update them accordingly. If possible, avoid deleting content in favor of refreshing it – search engines will likely reward you for your recycling efforts.
And don’t forget to check old links and redirect or delete them as needed so your audience can always find what they’re looking for.
Make sure your social media content is appropriate for your brand and target audience. The same goes for the social media platforms you’re currently using; if you’re not seeing positive results from a certain social site, it might be time to call it quits and focus on more appropriate platforms. Take a look at your analytics so you can be sure your content is seen by the people who are likely to give you the most profitable attention.
Lastly, review your social profiles to ensure all of your information is up-to-date and accurate.
Spring is a time for new beginnings and fresh starts. Take advantage of this clean slate by refreshing your marketing strategy. From web development to your PPC ads, there are plenty of areas that might need a bit of sprucing up. Make sure you don’t miss any steps by downloading our spring-cleaning checklist!
If you’re searching for an expert team to assist you with your spring-cleaning, look no further than Zero Gravity Marketing. We’ve brought the most dedicated and talented marketing minds together to help you get your spring-cleaning strategies underway. Whether you’re spiffing up what’s already working well for your business, or you’ve decided to grow your online presence in a whole different way, we’ll make sure your marketing strategy is ready to take on the year. Contact us today to get started!