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Improve Your Digital Marketing Strategy This Weekend
If you’re anywhere on the East Coast, you’re definitely snowed in for the weekend. That doesn’t mean it should go to waste, though! What if we told you that by Monday you could have a better marketing strategy to make 2016 your best year yet?
Below you’ll find 5 easy things you can do THIS WEEKEND that will instantly make your marketing strategy better.
5 Simple Tasks You Can Do This Weekend for a Better Marketing Strategy
1. Download Audible and Listen to One of these Books
The best thing about snowstorms is that everything is quiet. You can relax on the on the couch and sip hot chocolate while the snow falls. Break up that silence by downloading one of these books. Plug in while you’re cooking dinner or mopping up melted snow from the kids’ boots. Not only will they make you a better marketer, they’ll make you a better leader.
Winners Dream by Bill McDermott
Influence by Robert B. Cialdini
The One Thing by Gary Keller
2. Review Past Social Engagement
Look at the posts you made on social media over the past week or more. If you’re posting every day—as you should be—you’ll have a nice variety of tweets, Facebook posts, etc. to look over. Do you have posts that performed better than others, meaning they had more likes, clicks, comments, or overall engagement? Find those, then figure out how they’re different. Pay attention to details like:
- What time you shared a post – Do your afternoon posts perform better? If you shared a few posts in the morning, see if perhaps that 9:30 one caught more eyes than that 7:30 share.
- The length of the post – Is shorter better on Twitter? Do your longer Facebook posts grab more attention? Does your audience ignore Instagram photos that have a longer or shorter description? Figure it out!
- Whether or not the post had a photo – Generally speaking, social media likes pictures. You may find that your tweets accompanied by photos lead to more likes and re-tweets. Is this true for your company?
- What language you used – Did you ask your audience members a question, or offer them important information if they followed the link in your post? Did you encourage some kind of engagement, such as “like and share if you agree” or “like and share for a chance to win?” See what worked the best for your audience.
We have this saying here at Blue Corona: “Track, test, tweak, repeat.” In order to continuously improve your marketing game plan, you have to figure out what works, throw out what doesn’t, and keep trying new things.
3. Stalk your audience
Not literally. That would be weird. And, illegal.
However, you should be in tune with who your audience is. Take some time over the weekend to really dive into your target audience—those folks you’re aiming to sell your service or product to. Make sure you have a clearly defined audience. You’ll want a basic understanding of:
- Certain demographics – These can include age, income, county or city of residence, family people versus singles, homeowners versus renters, and so on.
- What answers or solutions they may need – If you’re an HVAC company based in a region of the country that is typically dry—I’m looking at you, Midwest—your target audience many be homeowners who experience issues with dry air in their homes. Does your website offer solutions, in the form of webpages and blog posts, that can help these folks? Find the gaps between what your website offers and what your audience needs!
- Where they hang out online – Does your audience spend all of its time on Facebook? Then maybe you need to focus more of your social media attention there.
4. Check that your website is mobile friendly.
Since the spring of 2015, Google has made it clear that websites that are mobile-friendly receive a leg up in search engine rankings. So while you’re drinking cocoa during the snowpocalypse, you can use this tool (provided by Google) to see if your website is mobile friendly and then determine just how mobile friendly it is.
You’ll be given the following things:
- A clear decision on whether your website is mobile friendly or not
- The number of pages that use resources that are blocked on most cell phones
- A screenshot of what your home screen looks like on a phone
- All the resources you may need for any questions you have about Webmaster’s Mobile Guide
If your website isn’t mobile friendly, you have a big problem. You won’t be penalized—yet—but Google will rank other sites and webpages higher than yours because a mobile friendly site will create an easier user experience, which is a top priority for Google.
5. Update your Google My Business page.
A relevant, recently updated GMB page is important to your web presence and particularly important for your Local SEO. Ultimately, it boils down to having a validated Google My Business page means that you have a higher chance of being shown in the Local Pack – the holy grail of search engine rankings. Here are three easy things you can do to beef up your GMB page that will help your Local SEO while the snow pour down:
- Check for consistent name, address, and phone number. There should be the same name, address, and phone number across all platforms for your business. Even something as small as “Street” vs. “St.” matters, so see where you stand.
- Upload quality photos. The optics matter, so choose pictures that show the results of your work but also friendly staff who are ready to help.
- Respond to reviews. Not only do potential customers like to see a company that is responsive to their customers, but Google also wants to see an active page administrator. Just remember to handle negative reviews with grace.
So there you have it. Forget about shovelling the driveway, your company needs you. And why stop this weekend? If you do these every weekend (and other tiny, simple things) you’ll have made yourself into a digital marketing machine, ready to take on any competitor. Walk into work on Monday morning (or Tuesday, or Wednesday…) and show everyone how you owned your weekend.
About The Author: Betsy is the social media team lead and a content marketing specialist with Blue Corona. When she’s not managing social media marketing campaigns or writing badass blog posts she’s practicing Muay Thai, hiking with her dog or teaching kids how not to fall off a horse.
View more blogs by Betsy McLeod