How was your 4th of July? Mine was fairly quiet this year, but pleasantly so. I took the opportunity to work on plans for re-vamping my website, marketing materials and reviewing my services pricing structure.
My business is good and steady. So why the review? This is the BEST time for a marketing review. NOT when business is dead and you’re scratching your head wondering what happened? When business is bad, you are often freaking out, have no cash and so you pull back on marketing – BIG MISTAKE. If you do that you have virtually signed your businesses death certificate.
So I encourage you to review your web marketing and overall marketing plan too – EVEN if your business is going great right now. Your marketing can get stale and out of date before you know it. Don’t get left in your competitors dust.
Step 1 – Competitor Analysis
An annual or biannual competitor analysis should be part of your plan. Are your competitors adding new services or changing their offerings? Do you have new competitors? Where do you stand in the mix? Do you need to get on board with new ideas and technology?
How are they ranking on the searches? What key phrases are they focusing on? What differentiates you from them?
Are they active on Social Media? Which ones? What are they posting and how often?
Are they Mobile Ready?
Step 2 – Market Analysis
Review your Ideal Customer.
Has your target demographic changed?
Do you need to attract a new market?
You need to to know who your target market is so you can focus the majority of your online marketing budget on your ideal demographic.
How much of your market is on smart phones? Can they find your website and navigate it easily on it? Can you?
Step 3 – Services, Products & Pricing Review
Now is a great time to review your services and products. What should you focus more on? What should you consider getting rid of?
Are your prices in-line with your competitors? When was the last time you raised your prices?.
Step 4 – Website Audit
Review what is working well for your business on your site and what isn’t. Things change. What was working great just a year ago may be old hat today. The Internet is a FAST MOVING beast!
Here’s a quick list to review:
Branding – When was the last time you updated your site’s overall look?
Content – Do you regularly update your site content, even if its just specials or new staff?
Marketing – Do you have effective Calls to action?
Are you offering new services or products? Are they well promoted on your website? Has any SEO been done for them?
SEO – How are you ranking in the search engines on your targeted key phrases? When was the last time you had your site worked on just for SEO? Fresh Content and Social Media can help your site rank better. Have a site that is mobile ready or having a dedicated mobile site can help with rankings as well.
Functionality – Are there new features that would help your business streamline some tasks? How can your website work harder, smarter for you?
Mobile – is your website responsive? Or do you have a mobile website? The mobile market is bursting! Your site should be well optimized for mobile visitors. Having a mobile website is fast and affordable too!
Step 5 – Web Marketing Review
Here are some overall areas you should to review and consider adding to your web marketing strategy:
Blogging – effective blogging can engage your audience and aid in SEO. But not every small business lends itself to blogging.
Social media – Are you on Social Media? Should you be? Which outlets? if you are going to do it, do it well and with thought. Choose the right outlets for your business. If your market is on Facebook, Pinterest, LinkedIn, then that’s where you need to be. Check out this nifty infographic on the 36 rules of Social Media.
Banner advertising campaigns? If you have done some what was your ROI? If it was less than satisfactory, maybe you just need to find a better site to advertise on.
Videos – People LOVE videos – and they are easy to create these days. Create videos of people using your products, how-tos, and testimonials.
Off-Line Advertising – yes, I said “Off-Line”. Traditional marketing should not be overlooked. If your target audience is glued to the radio in traffic you may want to consider a radio ad campaign. Again, it’s about where your audience is! But haven’t you noticed that very large websites (amazon.com, overstock.com, etc.) are advertising on TV and Radio regularly?
Step 6 – Take Action!
Now that you’ve completed your web marketing review and decided where you need to make changes it’s time to create a list of actionable steps and budget the time and money to implement them.
I hope this quick overview helps you start thinking about reviewing your web marketing. If it’s been a while since we’ve talked, let’s set up a meeting to review your site and marketing plans to see where changes should be made.