The world of internet marketing is ever-changing and opportunities are expanding. There are websites, social media, search engine optimization, pay-per-click, optimized press releases, link-building, digital asset management and more. The need for taking a step back to look, review and take action is more important than ever.
Looking at your past search engine optimization, usability and web design efforts are necessary and vital parts of any ongoing website and its accompanying website strategies.
Websites are organic – they need nourishment
Websites are a living marketing piece and as such, need attention and care. Once the website is designed, optimized and has had usability principles incorporated, time and effort has been expended. Time has been invested, you’ve gotten stakeholder buy-in and analytics show improvements and that conversions are happening.
Its at this point that I believe the “Step Back Dance” needs to be performed. Its time to take a fresh look at the site and work on improving it – a site audit.
- Can the calls to action be improved?
- Should a different image or headline be tested?
- Has any aspect of the business changed that may cause a change of focus?
- Are there other digital assets you could repurpose?
- Should an element or new layout be tested in Google Website Optimizer?
Sites need to have reviews on a regular basis; that can be monthly, quarterly or semi-annually, depending on your circumstances. It can be difficult to do on a frequent basis especially given today’s budgets, time constraints and with people being asked to do more with less. Little changes though may be all that is needed to continue the site’s progress – increasing web visibility and conversions.
Web marketing strategies – where to place effort?
A review of your ongoing marketing efforts or strategies needs to part of the “Step Back Dance.” I explained to a client recently how web strategies are just that — strategies. Plans are made, but circumstances may dictate a change. It’s like a parent who has enrolled a child in soccer only to discover that athletic ability may not be the child’s strength. The parent may still want the child to play sports to learn about teamwork, but maybe the child shows an aptitude for music and so should concentrate more on music lessons.
Taking a step back to see what is performing well, what areas need more concentration and if anything has fallen through the cracks can allow for improvements and build upon already apparent strengths.
- Is your linking strategy on target? Any new opportunities or focus?
- Have your press releases been optimized and have you publicized them?
- Have you created your Facebook business page?
- Is there an e-book you could create?
- Have you reviewed your shopping site feeds for improvement?
- Are your landing pages effective?
- Where does your targeted audience go for their information? Are you there?
These and many more questions are necessary and a natural part of the search, usability and design process. Its amazing how a fresh set of eyes or a discussion about the strengths of a product or service can spur on new ideas and show areas of improvement.
Review your documentation. Review your competition. Be open to new concepts.
Do the “Step Back Dance”!
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