If you could give your business’ digital marketing strategy a grade, what would it be? Let’s face it, every organization has areas to improve and optimize. But with limited resources, why prioritize marketing?
Consider this: only 29% of people want to talk to a salesperson to learn more about a product, while 62% will consult a search engine. (HubSpot, 2016) If your website isn’t properly optimized, the likelihood of being visible when your customers are looking is going to be low.
Not only this but if your customers want to learn about your product or service before speaking with you, does your website have enough information to compel them to take the next step in contacting you?
Your digital marketing strategy should fill your pipeline with leads so you’re getting a return on investment (ROI) for your efforts. If it’s not, there are things you can do to address this. Since it’s not always feasible to do everything all at once, knowing where to start and what to focus on is half the battle.
That’s why we’ve put together a list of the “low-hanging fruit” to help you jump start your digital marketing.
Go through this 10-point checklist to evaluate the effectiveness of your current marketing efforts and create your to-dos to help ramp up your digital marketing strategy:
Psssst! If you like the ideas in this checklist, don’t miss our FREE list of 50 more FRESH ideas for your marketing in 2019! Download Tuna Traffic’s Ultimate List of Digital Marketing Trends for 2019 Ebook!
1. Is your website mobile responsive?
Given how much time we all spend on our mobile devices, it should come as no surprise to you that the mobile experience on your website is important. Consider this: the iPhone is already 12 years old. ?So when it comes to waiting for web pages to load, most would agree -- ain’t nobody got time for that! In fact, about three seconds seems to be the tipping point: 53% of mobile site visits leave a page that takes longer than three seconds to load. Website speed is so important that, in an early 2018 update, Google made page speed a ranking factor in mobile search. If you haven’t optimized your website for speed, especially on mobile, add this to your list for 2019.
2. Is Google Analytics installed on your website?
You’d be surprised how many businesses are missing key insights about their websites by not having proper analytics in place. Even if you’re not ready for a website overhaul, you can still learn a lot about how much traffic you’re getting, where your traffic is coming from, what content is most popular, and so much more. In fact, if a website re-design is in your future, web analytics can help inform important aspects of how your new site should be organized to optimize performance.
3. Are your current Calls To Action (CTAs) working?
The whole idea behind having a website is to make it easy for your customers to learn about your product or service, how it will help them solve a problem, and compel them to take some kind of action. From downloading a resource or taking advantage of a special offer to simply filling out a form or calling a phone number, there are many types of Calls to Action (CTAs). Whatever your CTAs may be, are they working? If not, consider changes you can make to improve them - for example, if your contact form is long, try shortening it to see if you get better results.
4. What pages/posts are missing a Call To Action (CTA)?
When evaluating your CTAs, you should also consider which pages of your site might benefit from adding a more targeted CTA. If you have analytics set up for your site, you can review the most popular pages and assess if any of the pages could use a more prominent CTA or if they are missing one altogether. If you don’t have analytics set up, review the pages in the main navigation of your website to evaluate any opportunities to strengthen or add CTAs.
5. Have you created any new content lately?
Websites are not crockpots - “set it and forget it” does not apply on the web. The key is not only to create just any kind of content but to consider your audience and develop content around adding value for them. For example, blogging is a popular way to share information about a variety of topics that is helpful for customers. But don’t just limit yourself to written content, visual content like videos and infographics tend to drive better engagement (54% of people want to see more video content from marketers and 90% say videos help them make buying decisions). Whether it’s blogging, adding web pages, or creating visual content, make sure you have a content strategy for publishing and promoting fresh, optimized content regularly and consistently.
6. Are you capturing email contacts?
Does your website offer customers the option of subscribing to your email list? If not, you could be missing an opportunity to keep in touch with customers who want to hear from you. Serve up your email list to potential subscribers as a valuable resource, packed with great information and special offers. Once they're hooked, make sure to have an engaging content strategy that makes them want to stay subscribed.
7. Is your social media presence active?
If your business doesn’t have a presence on social media (or worse, your business is there but you’re not active), add developing a social media strategy to your to-do list. If you care about appearing where your consumers may be looking for your product/service, listen up: Social media is gaining on search engines for online product research. In fact, 28% of consumers have said they use social for product research (HootSuite). Be there or be square.
8. Are your online business listings correct?
This is often where customers will look to find products or services that your business offers. If your information is incorrect or incomplete, they may have trouble reaching you and move on to contacting your competitors. If that wasn’t reason enough, consistency (or lack thereof) of your Name, Address, and Phone (NAP) information also influences visibility in search engines. According to MOZ, “The number of citations a business accrues, the accuracy of the data they feature, and the quality of the platforms they exist on all influence rankings.”
9. Do you know what your business’ online reputation is?
Be sure to monitor your company’s presence on key listing sites like Google, Facebook, Bing, and Yelp as well as Glassdoor, and Indeed if you’re recruiting. And, when someone leaves a review, respond! Learn more about online reputation management strategies here.
10. Is your digital marketing giving you a return on your investment?
If your current digital marketing strategy isn't yet helping your bottom line, enlisting the help of digital marketing experts can be a great way to make sure your web presence is working for your business. Partnering with an agency can be a great option since you’ll have an entire team at your disposal. Check out this cheat sheet to help you find the right digital marketing agency.
Need help taking your digital marketing strategy to the next level in 2019? The Tuna Team can help! Contact us to learn more.
So, how many boxes does your organization need to check off? Now that you’ve got your initial to-dos, you can get to work on improving key aspects of your online presence.
But don’t forget that digital marketing is not a “once and done” thing - from developing fresh content and maintaining an engaging social media presence to monitoring and responding to online reviews and more, it requires ongoing attention and effort to truly get a ROI.