As we are underway with the New Year, add another new year’s resolution to your list and take the time to reflect over your business website. Review your marketing plan and see what worked and what didn’t. Review your metrics, such as Google Analytics, and use this valuable information as you plan campaigns for 2014 and beyond.
Aim to review your plan periodically throughout the year or at least once a year. This is the ideal time to take a retrospective review of what has and what hasn’t worked for you during the past 12 months. Spend a few minutes going through our Website 8-step checklist – Customers’ expectations are higher than ever and this could make all the difference for 2014.
- Begin by reviewing your goals and tactics employed, and determine if you reached them.
- Develop a clear, specific, actionable and measurable 2014 website marketing plan and use the information from step 1. We all know businesses must take a strategic marketing approach to be successful but often this important step is overlooked. The purpose of your marketing plan is to identify 1) who your target customers are 2) how you will reach them 3) how you will retain your customers 4) what your unique selling proposition is 5) how you will measure your action.
- Online Research: Check out the top 10 ranking websites in Google for the keywords relating to your niche and look at what they’re doing well online; Research all online directories and search engines to make sure you are listed and investigate if there are any key ones you should pay for an upgraded
- Challenge your views as to what your customers think about your business and their requirement - does your website content cover everything
- Ensure that all your printed marketing material includes your web and social media addresses and that your social media platforms link back to your website. (not only in some posts and tweets but also in the about sections)
- Refresh Your Design: Does your site look modern and consistent with what your brand is aiming to portray? Have some of your competitors’ sites started to look better than yours? Website design has taken a major step forward and a site that worked well two years ago can look dated. This doesn’t necessarily mean a complete re-design for your website. If the budget is small you could invest in refining your content and imagery. Customers judge a brand by its website - can you afford to be left behind?
- Discuss with your web designer/developer about the latest trends and what you could implement to improve your site. Also, check that your site is regularly archived. All websites should now be using responsive design
- Finally, schedule a monthly reminder to track your performance against your planned objectives. Your original plan may not be working as well as it should or factors outside of your control may mean that it is time to revise and refine your plan.