I was asked recently to pick six digital things that any business could do this year that would make a real difference to exposure, click-through, sales, branding and engagement. Just six things that could be make-or-break for 2015. It was actually a lot easier than I thought, and if you’re missing some of these don’t be too alarmed – you’re far from alone.
Are you responsive?
Responsive design is a group of techniques that let a website adapt to the size of screen of the device it’s being viewed on. There’s a big difference between how a site looks on an Andriod phone, on a desktop device, on an iPad, etc. If your online presence doesn’t work on tablet and mobile, well, that’s SO 2010. If your competition has a site that’s easier to navigate and to order from on mobile devices, that’s the one around 50% of your visitors are going to be drawn to.
If you’ve not done it already, go responsive this year. Soon.
Scrap your print campaign.
Scrap it, and put the money into digital advertising. There’s a big difference between PR and paid advertising, and – regardless of circulation figures – in my opinion people just don’t read print ads as much as they used to any more (no matter how niche the publication).
Paid social ads are MASSIVE, targeted, capture any audience, and put you under the noses of real people who are engaged in a specific topic to which you’re related. Someone asked me the other day “Can you target ladies who are getting married and want purple or crimson wedding dresses”. Actually, yes, I can: Women>Engaged>Like Gothic Music etc. Let’s see the bridal magazines get the same result for the same money. In LinkedIn you can target individuals, in individual jobs, in specific companies. Powerful stuff.
It’s easier than it sounds. Very often you’re looking for a reason to drive traffic to your website or another branded online presence or looking for more variety to be added to your mix to keep providing an informative service to your potential clients. Making content collection, aggregation and creation part of your ongoing day-to-day marketing efforts. Record presentations. Capture images. Create a blogging pool from your expert talent. Set up a shared directory where everyone can submit images or share ideas for aggregated content. If you have it in mind you’ll be surprised how easy it becomes and how sharing the responsibility can lighten the load.
Find what your visitors like.
Take a look at your analytics. What are your friends, fans and followers sharing and engaging with now? It’s a simple exercise, but if you’re follower demographics are what you’re looking for (and haven’t drifted into the realms of other markets) then give them more of what they like. Simple as that, but if you don’t look you’ll never know.
Social and content creation is an agile process. If it’s not measurable we can’t tell if it’s working. If it’s not working we can change it. If it is working we can add to it and help it evolve.
Think about (and work towards) what you want to achieve.
If you’re dabbling in the likes of social, what are you getting out of it? Set a target, even small ones – something like “We will increase sign-up to our newsletter via Facebook and get more opt-in email address” or “We will increase our base of industry contacts and conduct outreach in LinekdIn to be seen as industry leaders”. Pick a goal, and think about how you can achieve this strategically. There’s no point doing it for the sake of it. Time is money.
Update your personal profiles.
I can’t count the number of times I’ve looked at a new client’s Twitter to find they have no cover image, or at their LinkedIn to find half their staff don’t have profile pictures. Log out of your profile and take a look at how it looks to a visitor. What needs some start-of-year TLC? Have you been through the site’s in-built set-up guide (like the one on LinkedIn) thoroughly?
Many of us had fresh wins, new clients, awards or achievements last year – let’s get them on our digital résumé.
If you do nothing else this month take a look at these six things. They’re just a few of the building blocks for success and future proofing for the next 12 months. If you want to do more, well give us a call – there’s plenty more where this came from.